Honesty or Fakery? Feminism as a strategic focus for brands on Instagram

DOI: https://doi.org/10.5209/hics.82794

Resumo

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.

Downloads

Não há dados estatísticos.

Biografia Autor

Celia Rangel-Pérez, Universidad Complutense de Madrid

Celia Rangel-Pérez

Celia Rangel-Pérez is a Graduate and Post graduate professor at Universidad Complutense de Madrid (Madrid, Spain). She is investigating subjects related to strategy, communication, brand management, intangible assets, corporate social responsibility, and contributions to teaching from research. She also has worked for more than 17 years in positions related to Communication, Branding and Strategy, for various sectors and companies.

##submission.viewcitations##

##submission.format##

##submission.crossmark##

##submission.metrics##

Publicado
2022-11-15
Como Citar
López Vázquez B. y Rangel-Pérez C. (2022). Honesty or Fakery? Feminism as a strategic focus for brands on Instagram. Historia y Comunicación Social, 27(2), 415-424. https://doi.org/10.5209/hics.82794
Edição
Vol. 27 N.º 2 (2022): Monográfico: Comunicación y Movimientos Feministas
Secção
Monografía

Licença

La revista Historia y Comunicación Social, para fomentar el intercambio global del conocimiento, facilita el acceso sin restricciones a sus contenidos desde el momento de su publicación en la presente edición electrónica, y por eso es una revista de acceso abierto. Los originales publicados en esta revista son propiedad de la Universidad Complutense de Madrid y es obligatorio citar su procedencia en cualquier reproducción total o parcial. Todos los contenidos se distribuyen bajo una licencia de uso y distribución Creative Commons Reconocimiento 4.0 (CC BY 4.0). Esta circunstancia ha de hacerse constar expresamente de esta forma cuando sea necesario. Puede consultar la versión informativa y el texto legal de la licencia.