当品牌成为斯坦:Netflix、原创和在Instagram上扮演范尼式角色

IF 2.4 2区文学 Q1 COMMUNICATION

Television & New Media Pub Date : 2022-11-06 DOI:10.1177/15274764221134778

Casta Sligh, C. Abidin

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引用次数: 0

摘要

虽然品牌运营的推特账户因其断断不定的幽默而吸引了许多表情包，但在Instagram上，有一种品牌账户正在悄然兴起:Netflix原创剧集的Instagram账户。本文从一个小众的角度来研究社交媒体上的品牌人格化。通过分析三个受欢迎的Netflix原创剧集Instagram账户的帖子，我们发现每个账户都有粉丝的做法，并表现出自己特定的粉丝形象。本文报告了Netflix如何以及为什么在其原创系列Instagram账户上制定一个范尼什角色，以在社交媒体传播策略的背景下定位拟人化的Instagram账户。作为Instagram的原始广告主，有关于网红的既定研究，研究人们将自己变成品牌的含义。相反，未来可能需要更多的研究:品牌把自己变成人的后果是什么?

本文章由计算机程序翻译，如有差异，请以英文原文为准。

查看原文本刊更多论文

When Brands Become Stans: Netflix, Originals, and Enacting a Fannish Persona on Instagram

While brand-run accounts of Twitter have attracted many a meme for their hit-and-miss attempts at relatable humor, on Instagram one type of brand account is quietly thriving: the Netflix Original series Instagram account. This paper studies brand personification on social media at a niche angle. By analyzing posts from three popular Netflix Original series Instagram accounts, we found that each account co-ops fan practices and enacts its own specific fannish persona. This paper reports on how and why Netflix enacts a fannish persona on its Original series Instagram accounts, to locate the personified Instagram account within the context of social media communication strategies. As the original advertisers of Instagram, there is established research on influencers which investigates the implications of people turning themselves into brands. What may call for more research in the future is the opposite: what are the consequences of brands turning themselves into people?

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来源期刊

Television & New Media Multiple-

CiteScore

5.60

自引率

5.00%

发文量

期刊介绍： Television & New Media explores the field of television studies, focusing on audience ethnography, public policy, political economy, cultural history, and textual analysis. Special topics covered include digitalization, active audiences, cable and satellite issues, pedagogy, interdisciplinary matters, and globalization, as well as race, gender, and class issues.