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Older portuguese celebrities on Instagram: a snapshot of their strategies and communication practices

2023-04-11Conference object Open access
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dc.contributor.authorAntunes, Ana Cristina
dc.contributor.authorMiranda, Sandra
dc.date.accessioned2023-10-25T09:40:20Z
dc.date.available2023-10-25T09:40:20Z
dc.date.issued2023-04-11
dc.description.abstractOlder social media influencers and in particular celebrities have recently found a new arena where they can gather an entourage of fans: social networking sites (SNS). As their digital born and raised counterparts – social media influencers – they have the power to attract millions of followers by carefully and strategically sharing curated content from their lives, or their opinions and points of view on digital platforms such as Instagram, Facebook and TikTok (e.g., Chappie & Cownie, 2017; Schouten et al., 2019). Scholars and practitioners have long been acknowledging that celebrities are important influencers of human behavior in several life domains, including in social media. And in today’s digital zeitgeist, companies still recognize their potential effect on consumers, resorting to celebrities’ endorsements in the form of positive electronic word-of-mouth about the company’s products or services. Yet, research on older celebrities and their strategies and communication practices in SNS, as well as their influence on their digital followers is still scant. Building on theories related to self-disclosure and celebrity endorsement, this exploratory study examines the top 5 Instagram accounts of older Portuguese celebrities, analyzing their presence and branded personae on Instagram as well as their communicative practices and engagement. Instagram, one of the most popular SNS for individuals of all age cohorts, was chosen not only for its popularity but also because it has been changing the social media ecosystem and because it lends itself particularly well to influencer marketing (Duffy, 2020). A quali-quanti study was conducted involving the analysis of all the Instagram publications of these five celebrities during a three-month period, from April to June 2022. The dimensions examined were: the number of posts, the number of followers, the number of sponsored posts, hashtags, themes/subjects of interest, audiovisual and multimedia resources, as well as their interaction and engagement with followers. The results suggest that diversity is their common feature, with clear and marked differences in what concerns their communicative styles and strategies, as well as in interactions and engagement rate with their followers. These older celebrities appear to be unique digital content creators, with an unrepeatable charisma that attracts an increasing number of followers. Their distinctive digital branded personae, their strong investment in their work or other interests, their digital empowerment and their active and interventive posture on what goes on in their life, around them or in the world defy old-age stereotypes. Although exploratory in nature, this study highlights the bright, successful aging of these older celebrities and reveals that they still have the power to mobilize and engage a considerable number of fans, despite they do not take advantage of this to promote brands or products.en
dc.description.versionN/Apt_PT
dc.identifier.citationAntunes, A.C, & Miranda, S. (2023, abr., 11) Older portuguese celebrities on Instagram: A snapshot of their strategies and communication practices. Comunicação apresentada no VIII Congreso Internacional Comunicación y Pensamiento: Imagen y manipulación. Viejas prácticas, nuevas fronteras, Facultad de Comunicación de la Universidad de Sevilla, Espanha.en
dc.identifier.urihttp://hdl.handle.net/10400.21/16577
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherAdMIRA - Análisis de Medios, Imágenes y Relatos Audiovisualesspa
dc.publisherLADECOM - Laboratorio de Estudios en Comunicaciónspa
dc.publisherIMAGO - Imagen, Medios Audiovisuales e Historia de la Comunicaciónspa
dc.publisherIROCAMM - International Review of Communication and Marketing Mixspa
dc.publisherEGREGIUS - Congresos y Eventosspa
dc.relation.publisherversionhttps://comunicacionypensamiento.org/ponencia/older-portuguese-celebrities-on-instagram-a-snapshot-of-their-strategies-and-communication-practices/pt_PT
dc.relation.publisherversionhttps://comunicacionypensamiento.org/spa
dc.rights.urihttp://creativecommons.org/licenses/by-nc-sa/4.0/pt_PT
dc.subjectElderlyen
dc.subjectCelebritiesen
dc.subjectSocial media influencersen
dc.subjectInstagramen
dc.titleOlder portuguese celebrities on Instagram: a snapshot of their strategies and communication practicesen
dc.typeconference object
dspace.entity.typePublication
oaire.citation.conferencePlaceFacultad de Comunicación de la Universidad de Sevilla, Espanhapt_PT
oaire.citation.titleVIII Congreso Internacional Comunicación y Pensamiento: Imagen y manipulación. Viejas prácticas, nuevas fronteraspt_PT
person.familyNameCoelho Antunes
person.familyNameLopes Miranda
person.givenNameAna Cristina
person.givenNameSandra Marisa
person.identifier.ciencia-id2D13-2F76-689F
person.identifier.ciencia-id681E-05F5-C887
person.identifier.orcid0000-0001-8983-2062
person.identifier.orcid0000-0002-5544-5942
rcaap.rightsopenAccesspt_PT
rcaap.typeconferenceObjectpt_PT
relation.isAuthorOfPublicationeb47adf1-2379-4d68-9a38-d2d9a19059b9
relation.isAuthorOfPublication9d1851ad-50f7-4c1d-8ccf-cafb9c5a9aba
relation.isAuthorOfPublication.latestForDiscovery9d1851ad-50f7-4c1d-8ccf-cafb9c5a9aba

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