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How do media enrich or compromise 'well-being' or relationships to…
How do media enrich or compromise 'well-being' or relationships to the 'good life'?
THEORY
ROSA
overconsumption and the need to collect resources leads to alienation
Rosa suggests consumption is caused by dynamic stabilisation- the need to accelerate and grow
MARX
ADORNO
MEDIA EXAMPLE
SOCIAL MEDIA INFLUENCERS
Good marketing opportunity for brands, meaning influencers promote products, this encourages consumerism, emphasis on the material
The engaging content of social media influencers and the relationships they create with their audiences leads to increased consumption and consequent alienation
The trust placed in influencers who appear relatable can lead to audiences attempting to replicate their lifestyle which might be unrealistic and unattainable, leading to feelings of hopelessness, people realising what they don't have/ are missing out on, a feeling that might not be there if they had no one to compare it to in the first place
Logic that anyone can become a social media influencer- however need specific technological resources and content potential (e.g. fashion) in order to be successful
pseudo-individualisation (Adorno)- all products are standardised (formulaic, structured the same) but have superficial differences which create the illusion of individuality and uniqueness (this maintains control in a capitalist society)
Manufactured authenticity- create realistic 'brand' in order to appear relatable, this may be an organic creation or it may be deliberate but to maintain followers, influencers stick to their brand, crafted to align with trends, sometimes difficult to differentiate between genuine self-expression and commercial promotion
Many social media influencers generally promote similar views but under different 'personalities
Illusion of choice- influencers promote their products under the facade that they enjoy them, use them etc. this is often the case, but could be shaped by external influences, sometimes audiences are unaware of this
Play a significant role in shaping cultural norms and trends, reinforcing ideologies, consumerist tendencies
Even though influencers may promote or address social justice issues, the system and structures in which they have gained a platform in promoting these ideas, inevitably means...
Lee et al. (2022) survey into what motivates people to follow social media influencers
four motivation categories- authenticity, consumerism, creative inspiration, envy
authenticity- 'genuine, open and relatable', consumerism- seek brand info, creative inspiration- role models, envy- 'envy leads to more frequent purchase of SMI's recommendations' (pp.90-92)
INFLUENCER PODCASTS
Have a longer amount of time with an audience compared to a post or TikTok video for example, more time to discuss topics, longer engagement
Can connect with audiences in usually unreachable places, and whilst they are doing something else, multi-task media
Podcasts are generally unscripted and informal, allows for natural conversation, discussion, interviews etc. more intimate, creating better connection with audiences- building their reliability
Another platform to spread influencer, promote ideas, helping the influencer grow
Opportunity for brands to advertise and market, audience already engaged, trust in influencer, might link to the theme of the podcast
Influencer podcasts, or their content in general can re-inforce negative stereotypes- particularly, I have noticed, in regards to gender
If you are listening to a podcast- you aren't listening to the world around you, causing disconnect, spending 'time' in a place that only exists on your phone, listening to people who have an alter-motive?
Brinson and Lemon (2023)
effects of host in podcast advertising
Define- 'parasocial relationships'- 'imaginary interaction between audience member and media character' (p.559), the listener can see themselves being friends with that person
Having a parasocial relationship with the host creates greater amounts of trust (p.565) also trust what they advertise more
GK BARRY/ SAVING GRACE PODCAST
'Saving Grace' launched April 2022, debut UK Tour- Feb 2023 (sold out in 2 minutes)
Podcast success:
Grace Keeling, age 24, social media influencer, internet personality- known as 'GK Barry'
Currently 3.5 million TikTok followers, started account and grew following during 2020 pandemic
specific episode:
Podcast is also filmed and posted to YouTube, has over 3 thousand subscribers, as well as short promotional clips posted to TikTok and Instagram
SOCIAL JUSTICE ISSUE
CONSUMERISM
a persons well-being and happiness depends on material possessions and obtaining consumer goods
Consumerism is promoted through the media predominantly by advertising (strategic product placement)
consumerism is essential for capitalism to function efficiently
ALIENATION AS A CONSEQUENCE OF CONSUMERISM
STRUCTURE
MEDIA
ENRICH
WELLBEING
MEDIA
COMPROMISE
WELLBEING
POINT ONE: CONSUMERISM
Rosa- collecting resources in order to live a good life
media promotes consumerism through:
POINT TWO: ALIENATION FROM SELF
Issues with authenticity- social media encourages to conform to societal standards in order to receive likes
consumerism relates self-worth with material and ability to obtain goods
Counter argument would be that social media can be used by the masses and therefore anyone can post content, people can find niche groups, feel more represented online
POINT THREE: ALIENATION FROM SOCIETY
Can promote superficial relationships
comparison to others- realise what they don't have