Convergence, Ahead of Print.
This article proposes a modified reading of Thomas Elsaesser’s theories of cinephilia, taking into account the new viewing practices established by the rise of online media streaming. Elsaesser characterised early film culture (labelled as ‘take one’) as rooted in celluloid and marked by a longing to view films that were not always easily available. By contrast, his characterisation of the later ‘take two’ era is one in which each new distribution technology (television, VHS, and so on) promises greater abundance and convenience, to the point where this new generation of cinephiles – in response to the widespread success of DVD – were perceived as having to deal with the ‘anachronisms generated by total availability’. Amanda D. Lotz argues that streaming services appear to provide an extension of the ‘take two’ ideal, offering assurances of ‘availability (on-demand libraries with many choices) and reliability (you don’t have to watch it now or it’s gone)’. I suggest, however, that the underlying impermanence of streaming has prompted fears related to both access and ownership, marking a break from the expectations surrounding the DVD (as well as its successors Blu-ray and 4K Ultra HD). The impact of content migration – fracturing access between a greater number of paid platforms – and particularly content delisting – the outright removal of access to a given text – can place certain works in a form of limbo. This article proposes the dawn of a new generation of cinephilia – a potential take three – marked by a newfound concern of ephemerality, albeit much more potential and localised than the widespread unavailability of the take one era. In essence, then, take three wrestles with the anachronisms of loss in a media landscape that, in many other ways, offers unprecedented levels of access to film and television content.
Representations of mental health and mental health problems in content published by female social media influencers
International Journal of Cultural Studies, Volume 27, Issue 2, Page 217-233, March 2024.
When social media influencers (SMIs) describe their experiences of mental health problems, they contribute to the circulation of representations of mental health. The aim of this article is to analyse the ways of talking about mental health problems that are made accessible to a wider audience through the YouTube videos published by four Swedish female SMIs. Our analysis shows that much content related to mental health contains traces of, and contributes to discourses informed by, positive psychology. Mostly, mental health problems are represented as manageable, if only the individual assumes responsibility for her mental wellbeing, but a few videos also contain displays of negativity and resignation. In addition to avoiding association with the unattractiveness associated with negativity, the four SMIs navigate expectations placed on them to encourage confidence and self-love while at the same time expressing modesty. The result is representations of mental health that are multi-layered and complex.
When social media influencers (SMIs) describe their experiences of mental health problems, they contribute to the circulation of representations of mental health. The aim of this article is to analyse the ways of talking about mental health problems that are made accessible to a wider audience through the YouTube videos published by four Swedish female SMIs. Our analysis shows that much content related to mental health contains traces of, and contributes to discourses informed by, positive psychology. Mostly, mental health problems are represented as manageable, if only the individual assumes responsibility for her mental wellbeing, but a few videos also contain displays of negativity and resignation. In addition to avoiding association with the unattractiveness associated with negativity, the four SMIs navigate expectations placed on them to encourage confidence and self-love while at the same time expressing modesty. The result is representations of mental health that are multi-layered and complex.
Your money or your data: Avatar embodiment options in the identity economy
Convergence, Ahead of Print.
In the physical world, choices about self-representation are tied to the body. However, avatar embodiment offers users many more options. These options are often constrained or promoted according to the economic models of the platforms that support different virtual worlds. Still, work on user motivations for avatar embodiment has generally not accounted for these constraints. To help explain users' interest (or lack of interest) in immersive technology, we discuss the mismatch between platform intentions and avatar affordances. We describe how user and platform motivations intersect in the ‘embodied identity economy’, a model in which users either ‘pay’ for access to embodied experiences with data from their physical identity or fund economy with cash payments. We present a framework of avatar embodiment using two dimensions: consistency versus discrepancy with the user’s physical identity, and experiential versus identity-based self-presence. We describe three ways in which avatars can be consistent with the user’s physical body: through appearance, through behavior, and the extent to which avatar data is linked with the user’s identity in the physical world. We relate this concept to recent discussions of a proposed ‘metaverse’ as a hub for life online.
In the physical world, choices about self-representation are tied to the body. However, avatar embodiment offers users many more options. These options are often constrained or promoted according to the economic models of the platforms that support different virtual worlds. Still, work on user motivations for avatar embodiment has generally not accounted for these constraints. To help explain users' interest (or lack of interest) in immersive technology, we discuss the mismatch between platform intentions and avatar affordances. We describe how user and platform motivations intersect in the ‘embodied identity economy’, a model in which users either ‘pay’ for access to embodied experiences with data from their physical identity or fund economy with cash payments. We present a framework of avatar embodiment using two dimensions: consistency versus discrepancy with the user’s physical identity, and experiential versus identity-based self-presence. We describe three ways in which avatars can be consistent with the user’s physical body: through appearance, through behavior, and the extent to which avatar data is linked with the user’s identity in the physical world. We relate this concept to recent discussions of a proposed ‘metaverse’ as a hub for life online.
Who cares about digital disconnection? Exploring commodified digital disconnection discourse through a relational lens
Convergence, Ahead of Print.
Digital disconnection has risen as a new and necessary act of care that individuals perform to counter the burdens associated with 24/7 connectivity. Resources to perform such caring tasks, however, are known to be unequally distributed. Leaning on feminist theory and digital disconnection studies, this study explores whether this unequal distribution also extends to the realm of digital disconnection by examining who is portrayed to care about digital disconnection in marketing communication of digital disconnection products and services. Through a critical discourse analysis, we find that digital disconnection is foremost presented as an individualized responsibility, meaning that the particular responsibility to (re-) gain control, focus and productivity, lies with the individual user. This responsible individual is feminized in most communications, except for highly masculinized, entrepreneurial-oriented forms of commodified digital disconnection. Overall, our analysis highlights how stereotypical gendered caring roles and processes of individual responsibilization are reinforced in commodified digital products and services. To breach this vicious circle, we argue that it is crucial to bring awareness to the essentialness of digital disconnection care work to ensure that disconnection opportunities and responsibilities are not dictated by social inequalities generated by neoliberal logics.
Digital disconnection has risen as a new and necessary act of care that individuals perform to counter the burdens associated with 24/7 connectivity. Resources to perform such caring tasks, however, are known to be unequally distributed. Leaning on feminist theory and digital disconnection studies, this study explores whether this unequal distribution also extends to the realm of digital disconnection by examining who is portrayed to care about digital disconnection in marketing communication of digital disconnection products and services. Through a critical discourse analysis, we find that digital disconnection is foremost presented as an individualized responsibility, meaning that the particular responsibility to (re-) gain control, focus and productivity, lies with the individual user. This responsible individual is feminized in most communications, except for highly masculinized, entrepreneurial-oriented forms of commodified digital disconnection. Overall, our analysis highlights how stereotypical gendered caring roles and processes of individual responsibilization are reinforced in commodified digital products and services. To breach this vicious circle, we argue that it is crucial to bring awareness to the essentialness of digital disconnection care work to ensure that disconnection opportunities and responsibilities are not dictated by social inequalities generated by neoliberal logics.
Sick kids versus whom? Childhood disability and charitable campaigns on Instagram
Convergence, Ahead of Print.
Platform media are changing the disability charity landscape. This paper employs a hybrid critical disability studies – platform media studies lens to explore the SickKids VS campaign, aiming to ‘fight’ childhood illness and disability. Employing a social media thematic analysis, we analyzed social media content distributed through the campaign, consisting of images, videos, and captions (n=620). We found three dominant narratives: heroic sick kids, crumbling infrastructure, and informational content. Each trend, we argue, emerges within a changing platform mediascape, whereby charitable audiences must be cultivated and curated over a long-term process, rather than in a single moment, as in telethon fundraising. We ask how disability is framed in each of those narratives, and how disability studies might respond to these formulations in the political economy of platform media. We end by exploring the strategies disability studies can take to combat the marginalizing effects of such charitable campaigns.
Platform media are changing the disability charity landscape. This paper employs a hybrid critical disability studies – platform media studies lens to explore the SickKids VS campaign, aiming to ‘fight’ childhood illness and disability. Employing a social media thematic analysis, we analyzed social media content distributed through the campaign, consisting of images, videos, and captions (n=620). We found three dominant narratives: heroic sick kids, crumbling infrastructure, and informational content. Each trend, we argue, emerges within a changing platform mediascape, whereby charitable audiences must be cultivated and curated over a long-term process, rather than in a single moment, as in telethon fundraising. We ask how disability is framed in each of those narratives, and how disability studies might respond to these formulations in the political economy of platform media. We end by exploring the strategies disability studies can take to combat the marginalizing effects of such charitable campaigns.
Segmenting and Targeting Fashion Consumers Using Social Media: A Study of Consumer Behaviour
Journal of Creative Communications, Ahead of Print.
The review of this research study segments online consumers into different consumer categories based on how they perceive and relate to the fashion business through social media. Therefore, the diversified nuances of consumer behaviour have been studied in this paper. The study focuses on two crucial stages that have a significant influence on social media usage in the world of fashion. This study categorises consumers into groups based on their perceptions and relationships they have with the fashion brands, using K-means cluster analysis. It is a ground-breaking study in the fashion world because it adopts the fashion consumer–brand relationship index and fashion consumer brand perception index with the aid of social media, laying a solid foundation for similar studies to be conducted in other fashion industry verticals. Policymakers might use the study’s results to build strategies to enhance consumer behaviour of marketers in the world of fashion.
The review of this research study segments online consumers into different consumer categories based on how they perceive and relate to the fashion business through social media. Therefore, the diversified nuances of consumer behaviour have been studied in this paper. The study focuses on two crucial stages that have a significant influence on social media usage in the world of fashion. This study categorises consumers into groups based on their perceptions and relationships they have with the fashion brands, using K-means cluster analysis. It is a ground-breaking study in the fashion world because it adopts the fashion consumer–brand relationship index and fashion consumer brand perception index with the aid of social media, laying a solid foundation for similar studies to be conducted in other fashion industry verticals. Policymakers might use the study’s results to build strategies to enhance consumer behaviour of marketers in the world of fashion.
Social Justice Implications for Development Communication: A Case Study of Body Dissatisfaction Disorder
Journal of Creative Communications, Ahead of Print.
The aim of this study was to broaden development communication on how it deals with building the capacity of people to live meaningful and expressive lives. We examined users of Facebook and Instagram who exhibit body dissatisfaction beliefs and eating disorder (ED) behaviours. An important objective was to examine the prevalence of body dissatisfaction among young adult users of social media. Another objective was to examine if body dissatisfaction among these users is associated with ED behaviours. The target population for the study constituted students at a midsize university in the United States. A self-administered web survey was used to collect information about individuals’ use of social media and its relation to body dissatisfaction, and consequently the prediction of ED behaviours. Correlational analyses were performed to answer the research question and test H2. Hierarchical regression was run to test H1. Regressions corresponding to the path model were run to test H3a and H3b. This study showed the prevalence of body dissatisfaction among users of social media, an association between body dissatisfaction and unhealthy eating behaviours, and further provided empirical evidence that attitude, norms and behaviour control exert an influence on intentions, which then influence disordered eating behaviour. The need for the present study was precisely to establish such a theory-based premise. This study then demonstrated how social media may be used as sites for development communication to combat and mitigate unhealthy physical appearance-based feelings and ideas, and potentially stop them from developing into more serious problems such as EDs.
The aim of this study was to broaden development communication on how it deals with building the capacity of people to live meaningful and expressive lives. We examined users of Facebook and Instagram who exhibit body dissatisfaction beliefs and eating disorder (ED) behaviours. An important objective was to examine the prevalence of body dissatisfaction among young adult users of social media. Another objective was to examine if body dissatisfaction among these users is associated with ED behaviours. The target population for the study constituted students at a midsize university in the United States. A self-administered web survey was used to collect information about individuals’ use of social media and its relation to body dissatisfaction, and consequently the prediction of ED behaviours. Correlational analyses were performed to answer the research question and test H2. Hierarchical regression was run to test H1. Regressions corresponding to the path model were run to test H3a and H3b. This study showed the prevalence of body dissatisfaction among users of social media, an association between body dissatisfaction and unhealthy eating behaviours, and further provided empirical evidence that attitude, norms and behaviour control exert an influence on intentions, which then influence disordered eating behaviour. The need for the present study was precisely to establish such a theory-based premise. This study then demonstrated how social media may be used as sites for development communication to combat and mitigate unhealthy physical appearance-based feelings and ideas, and potentially stop them from developing into more serious problems such as EDs.
Love Power: From Identification to Advocacy in Fashion Sportswear in the Social Media Context
Journal of Creative Communications, Ahead of Print.
There is limited research on how sports fashion brands should develop their strategies to enhance customers’ virtual level of connectedness with companies, taking advantage of the recent expressive growth in social network users. Thus, a new structural model is proposed to analyse the drivers and outcomes of cognitive online brand identification (COBI). This study intends to explore in the sports fashion context (a) the effect of brand prestige and lifestyle congruency on cognitive brand identification, (b) the direct effect of cognitive brand identification on brand advocacy and (c) the indirect effect through brand love. Data were collected using a prolific panel from the United Kingdom and considering individuals that use at least one social media platform to search for and purchase sports fashion clothes (n = 304). The findings indicate that online brand prestige and lifestyle congruency are related to COBI and its outcomes. Although the direct relationship between online brand identification and brand advocacy is not significant, brand love mediates this relationship. Thus, a sports fashion customer is able to forgive any mistake and recommend the sports brand to others, and love towards the brand should be part of the process.
There is limited research on how sports fashion brands should develop their strategies to enhance customers’ virtual level of connectedness with companies, taking advantage of the recent expressive growth in social network users. Thus, a new structural model is proposed to analyse the drivers and outcomes of cognitive online brand identification (COBI). This study intends to explore in the sports fashion context (a) the effect of brand prestige and lifestyle congruency on cognitive brand identification, (b) the direct effect of cognitive brand identification on brand advocacy and (c) the indirect effect through brand love. Data were collected using a prolific panel from the United Kingdom and considering individuals that use at least one social media platform to search for and purchase sports fashion clothes (n = 304). The findings indicate that online brand prestige and lifestyle congruency are related to COBI and its outcomes. Although the direct relationship between online brand identification and brand advocacy is not significant, brand love mediates this relationship. Thus, a sports fashion customer is able to forgive any mistake and recommend the sports brand to others, and love towards the brand should be part of the process.
Futures of english studies: Australia
Abstract
This paper considers the professionalization of literary studies in Australian universities. It traces ways in which its interdisciplinary formations have been shaped not only by the cultural contexts of colonialism and postcolonialism, but also by institutional factors and budgetary pressures. Nevertheless, it argues this framework has also created intellectual opportunities for positively reshaping the subject so as to bring it into discursive conversation with cognate fields. It suggests that the repositioning of Australian literature and literary studies in relation to World Literature may offer the prospect of opening up the field for the benefit of scholars the world over.
‘Arm your community’: Ideology in vaccine advertising campaigns across countries
Discourse &Communication, Ahead of Print.
This paper represents a comparative study that explores the governmental vaccine advertising campaigns that were authorised by two English-speaking and two German-speaking countries – namely Australia, Britain, Austria and Germany – within the context of the global SARS-CoV-2 pandemic. The data set in question comprises 40 vaccination posters issued by each country’s respective government between January 2021 and July 2022, all of which were displayed in public spaces. The study aims to explore how national governments use their ideological foothold to persuade their respective populations to take action against the virus by getting vaccinated, thus demonstrating how ideology and persuasion are interrelated in governmental vaccine campaigns across countries. In terms of methodology, this comparative study employs primarily methods of Multimodal Critical Discourse Analysis (MCDA). The strategies identified in the four countries under investigation concentrate largely on two key strategies: (1) providing a sense of community and solidarity; (2) issuing warnings and eliciting a sense of fear. The discourses of the German-speaking countries gravitate towards the discursive strategy of community, with Austria constituting a notable exception. In contrast, the Anglophone discourse in Britain and Australia employs strategies involving fear and warning, although their campaigns differ in terms of the intensity of the discourse they employ.
This paper represents a comparative study that explores the governmental vaccine advertising campaigns that were authorised by two English-speaking and two German-speaking countries – namely Australia, Britain, Austria and Germany – within the context of the global SARS-CoV-2 pandemic. The data set in question comprises 40 vaccination posters issued by each country’s respective government between January 2021 and July 2022, all of which were displayed in public spaces. The study aims to explore how national governments use their ideological foothold to persuade their respective populations to take action against the virus by getting vaccinated, thus demonstrating how ideology and persuasion are interrelated in governmental vaccine campaigns across countries. In terms of methodology, this comparative study employs primarily methods of Multimodal Critical Discourse Analysis (MCDA). The strategies identified in the four countries under investigation concentrate largely on two key strategies: (1) providing a sense of community and solidarity; (2) issuing warnings and eliciting a sense of fear. The discourses of the German-speaking countries gravitate towards the discursive strategy of community, with Austria constituting a notable exception. In contrast, the Anglophone discourse in Britain and Australia employs strategies involving fear and warning, although their campaigns differ in terms of the intensity of the discourse they employ.