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Virtual Voices for Sustainable Values: Exploring Content Themes and Advocacy Strategies in the Sustainability Promotion of Virtual Influencers

100%
Duong H. L., Tran M. T.
Communication Today
|
2024
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vol. 15
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issue 1
116-137
EN
As the concept of sustainability has gained significant attention in recent years as a critical response to escalating environmental challenges and societal shifts, the influence of virtual influencers in promoting sustainability has become a focal point of inquiry. The purpose of this research is to explore the prevalent content themes utilised by virtual influencers to promote sustainability and examine the communication and advocacy strategies they employed in conveying messages related to social and environmental causes. With a qualitative approach and content analysis methodology, the study selects four virtual influencers known for advocating sustainability and analyses a dataset of 137 Instagram posts spanning two years (2022, 2023). Findings indicate that virtual influencers actively engage in advocating for wildlife and nature conservation as the most popular theme, with two distinct communication strategies identified: raising awareness by problematising threats to wildlife and showcasing the beauty of nature and conservation efforts. Additionally, the research uncovers specific tactics employed by virtual influencers, including storytelling, visual content, interactive questions, and inspiring statements, to effectively communicate and advocate for sustainability. This research contributes valuable insights to the dynamic landscape of virtual influencers’ sustainability promotion efforts on social media.
2
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Wokół fenomenu wirtualnych influencerów. Zarys

84%
Pasławska P.
Facta Ficta. Journal of Theory, Narrative & Media
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2020
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vol. 6
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issue 2
153-167
EN
In the article Imagination and creation versus politics and power – on the example of Paris lectures by Adam Mickiewicz Ewelina Głowacka proposes to examine the vision of history created by Mickiewicz in lectures, in which many conviction about the past were built not so much on facts but on the imagination. The analysis mainly concerns the poet's etymological ideas contained in two lectures of the third course about the origin of the Slavs, where he told the ancient history of these people by studying the etymology of individual words. Using postcolonial theory, the author demonstrates that the historiosophy of lectures given at the Collège de France was a thoughtful strategy designed for specific political effects. As a professor of Slavic literature and languages at the cathedral in Paris, Mickiewicz assumes the role of a spokesperson for the Slavs in the West. The main goal of the poet's speeches was associated with the mission of freeing the Slavs from subordination to Western European countries, and in particular, of winning the independence of the Republic of Poland. As a poet and a visionary, Mickiewicz knew that such changes do not take place only in the military and official domains, but also, and perhaps above all – in the sphere of the imagination. Thus, the poet tried to create a new Slavic myth that would empower the Slavic culture and increase its political significance. In this context, theories of Hobsbawm's invented tradition and Anderson's imagined community are recalled, as they allow for a better understanding of the community-forming dimension of the narrative built by the poet. To outline the origins of Mickiewicz's postcolonial attitude, the poet's early works were also discussed, as already in his student days he exhibited cognitive skepticism about the official historiography and noticed some forms of symbolic violence. From an early age, he also knew that imagination is an indispensable tool of science.
3
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Sztuczny człowiek w internecie. Kim są wirtualni influencerzy?

84%
Łukomska M.
Annales Universitatis Paedagogicae Cracoviensis. Studia de Cultura
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2022
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vol. 14
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issue 2
63-75
EN
This article discusses the phenomenon of virtual influencers who gain popularity through their activities in pop culture and social media. Its goal is to systematize existing knowledge on the topic. In order to illustrate the issue with the usage of the case study method, the article describes Instagram star Miquela and the influencers from Aww Inc. On selected examples the author presents models and ways in which these entities function today.
PL
Artykuł przedstawia fenomen wirtualnych influencerów, którzy zyskują popularność dzięki swojej aktywności w popkulturze i w mediach społecznościowych. Jego celem jest uporządkowanie dotychczasowej wiedzy na ich temat. W celu zilustrowania zagadnienia za pomocą metody studium przypadku w artykule opisana została instagramowa gwiazda Miquela i influencerzy z Aww Inc. Na wybranych przykładach zaprezentowano modele i sposoby funkcjonowania tych bytów w dzisiejszych czasach.
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