Discordant storytelling, ‘honest fakery’, identity peddling: How uncanny CGI characters are jamming public relations and influencer practices

IF 2.7 Q1 COMMUNICATION

Public Relations Inquiry Pub Date : 2021-06-25 DOI:10.1177/2046147X211026936

Elena Block, Rob Lovegrove

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引用次数: 21

Abstract

This article critically explores whether and how computer-generated imagery (CGI) characters are jamming public relations and influencer practices. We use Miquela, a virtual character with 3 million Instagram followers as a case study. We examine Miquela’s (and her creators’) communication strategies to identify what makes her so appealing to postmillennial audiences, luxury and indie brands, and civil rights activists alike. Valued at USD125 million, Miquela is algorithmically moulded as a fashionista, singer and civil rights warrior to maximise visibility, influence and emotional release. ‘Her’ discordant, uncanny human/nonhuman ethos simultaneously attracts, intrigues and defies. To study Miquela’s case we built a four-tiered theoretical framework (parasocial relations, identity influence, culture jamming, and algorithmic branding) using the Freudian concept of ‘the uncanny’ as connecting thread; and a mixed method that includes digital ethnography, textual and sentiment analysis. We aim to make a contribution to studies on the use of digital media in PR.

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不和谐的故事叙述，“诚实的伪造”，身份兜售:不可思议的CGI角色是如何干扰公共关系和网红实践的

本文批判性地探讨了计算机生成图像(CGI)角色是否以及如何干扰公共关系和影响者的实践。我们以拥有300万Instagram粉丝的虚拟角色Miquela为例进行了研究。我们研究了Miquela(以及她的创作者)的传播策略，以找出是什么让她如此吸引千禧后观众、奢侈品和独立品牌以及民权活动家。Miquela的身价为1.25亿美元，通过算法将她塑造成时尚达人、歌手和民权斗士，最大限度地提高知名度、影响力和情感释放。她的“不和谐、不可思议的人类/非人类气质”同时吸引、阴谋和反抗。为了研究Miquela的案例，我们建立了一个四层的理论框架(副社会关系，身份影响，文化干扰和算法品牌)，使用弗洛伊德的“不可思议”概念作为连接线;还有一种混合方法，包括数字人种学、文本和情感分析。我们的目标是对公共关系中使用数字媒体的研究做出贡献。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Public Relations Inquiry COMMUNICATION-

CiteScore

4.10

自引率

11.10%

发文量

期刊介绍： Public Relations Inquiry is an international, peer-reviewed journal for conceptual, reflexive and critical discussion on public relations, supporting debates on new ways of thinking about public relations in social, cultural and political contexts, in order to improve understanding of its work and effects beyond the purely organisational realm. We interpret public relations in a broad sense, recognising the influence of public relations practices on the many forms of contemporary strategic, promotional communication initiated by organisations, institutions and individuals. The practice of public relations arises at points of societal and organisational change and transformation, affecting many aspects of political, economic, social and cultural life. Reflecting this, we aim to mobilize research that speaks to a scholars in diverse fields and welcome submissions from any area that speak to the purpose of the journal, including (but not only) public relations, organizational communication, media and journalism studies, cultural studies, anthropology, political communication, sociology, organizational studies, development communication, migration studies, visual communication, management and marketing, digital media and data studies. We actively seek contributions that can extend the range of perspectives used to understand public relations, its role in societal change and continuity, and its impact on cultural and political life. We particularly welcome multi-disciplinary debate about the communication practices that shape major human concerns, including: globalisation, politics, and public relations in international communication migration, refugees, displaced populations terrorism, public diplomacy public and corporate governance diversity and cultural impacts of PR the natural and built environments Communication, space and place The development and practices of major industries such as health, food, sport, tourism, technology.