{"title":"诚实还是虚伪?女权主义是品牌在Instagram上的战略重点","authors":"Belén López Vázquez, Celia Rangel-Pérez","doi":"10.5209/hics.82794","DOIUrl":null,"url":null,"abstract":"Digital feminism has recently gained prominence in society as a result of the growing defence of feminist values in different social networks by influencers. In addition, brands are aware that they must communicate authentically to be relevant to their consumers. In this context, a content analysis of 415 posts from 5 of the most relevant Spanish feminist Instagrammers is proposed. The results show that the influencers combine their organic content with commercial content and that the nexus lies in content related to the themes of sorority and empowerment. Messages that bring together the interests of both parties (Instagrammers and brands) will be more credible and closer to followers.","PeriodicalId":45539,"journal":{"name":"Historia y Comunicacion Social","volume":null,"pages":null},"PeriodicalIF":0.5000,"publicationDate":"2022-11-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Honesty or Fakery? Feminism as a strategic focus for brands on Instagram\",\"authors\":\"Belén López Vázquez, Celia Rangel-Pérez\",\"doi\":\"10.5209/hics.82794\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Digital feminism has recently gained prominence in society as a result of the growing defence of feminist values in different social networks by influencers. In addition, brands are aware that they must communicate authentically to be relevant to their consumers. In this context, a content analysis of 415 posts from 5 of the most relevant Spanish feminist Instagrammers is proposed. The results show that the influencers combine their organic content with commercial content and that the nexus lies in content related to the themes of sorority and empowerment. Messages that bring together the interests of both parties (Instagrammers and brands) will be more credible and closer to followers.\",\"PeriodicalId\":45539,\"journal\":{\"name\":\"Historia y Comunicacion Social\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":0.5000,\"publicationDate\":\"2022-11-15\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Historia y Comunicacion Social\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.5209/hics.82794\",\"RegionNum\":3,\"RegionCategory\":\"历史学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"0\",\"JCRName\":\"FILM, RADIO, TELEVISION\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Historia y Comunicacion Social","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.5209/hics.82794","RegionNum":3,"RegionCategory":"历史学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"0","JCRName":"FILM, RADIO, TELEVISION","Score":null,"Total":0}
Honesty or Fakery? Feminism as a strategic focus for brands on Instagram
Digital feminism has recently gained prominence in society as a result of the growing defence of feminist values in different social networks by influencers. In addition, brands are aware that they must communicate authentically to be relevant to their consumers. In this context, a content analysis of 415 posts from 5 of the most relevant Spanish feminist Instagrammers is proposed. The results show that the influencers combine their organic content with commercial content and that the nexus lies in content related to the themes of sorority and empowerment. Messages that bring together the interests of both parties (Instagrammers and brands) will be more credible and closer to followers.