Keyword – Instagram

Tamás, Ildikó:

Minority identity in a global context

This paper looks into how an emblematic element of Sámi identity is transformed from offline discourses into online folklore and how younger generations use the traditional cultural elements to represent their identity besides the textual multilingualism on social media. It focuses on the content of two Instagram profiles and provides an ethnographic insight into the ethnic-based online discourse that these represent. The repetitive topic of the Instagram posts is the relation to the freezing Arctic winter, which—as a biological and cultural phenomenon—is fit to articulate ethnic differences between the indigenous and the ‘foreign’ peoples. This opposition generates humorous contents that sometimes cross the boundary between political correctness and incorrectness. It also illustrates how oral folklore may conquer contemporary registers and how it survives in the latest modern forms of online communication.

Keywords: cold tolerance, identity, Instagram, meme, Sámi

Sztáray Kézdy, Éva – Kovácsné Hegedűs, Dóra:

Examining the changing father image in the light of Instagram posts

As a result of the transformation of fatherhood in recent decades, besides the traditional, primarily breadwinning, protective father model, a modern father role has emerged, according to which the father is increasingly involved in the lives of his children. To date, social media are saturating more and more areas of life, and the mediatisation of parenthood and of fatherhood is on the rise. The presentation of fatherhood and the discussion of new trends in fatherhood are becoming increasingly popular among social media players and celebrity fathers. The main aim and question of this research is to explore the new father image and father identity in the context of Hungarian fathers’ Instagram posts. The findings of our explorative research, conducted through quantitative and qualitative textual analysis and visual analysis, point to the fact that the fatherly identity represented on Instagram portrays the image of the modern, actively caring father emotionally involved in his children’s lives. The focus on Instagram posts is mainly on the positive, idyllic, side of fatherhood, with the more difficult moments of parenthood not being portrayed.

Keywords: father’s involvement, Instagram, mediatisation, modern fatherhood, social media, text analysis

Míra, Mohr – Mária, Törőcsik:

Marketing Strategies of Food Influencers on Social Media

Companies are allocating an increasing proportion of their marketing communication budgets to influenc- ers, highlighting their importance in reaching target audiences. Fierce competition arises among influenc- ers to capture attention, leading them to employ various topics, techniques, and incentive methods while following different strategies. This study examines the marketing strategies that food influencers adopt to stabilise and expand their presence on social media and the reception thereof. The data were collected via Sotrender.com, an application designed to measure social media performance. This paper compares the findings of research conducted over two periods. In total, it analyses 301 days of observations and aims to explore the content creation practices of gastro influencers and the patterns that emerge from these by analysing Instagram profiles with a focus on how influencers strive to become more efficient brands. It in- vestigates the impact of gastro influencers’ content strategies on follower engagement rates. Additionally, it examines how a content strategy based on emotional connection affects influencers’ performance.

Keywords: food influencers, Instagram, marketing strategy, media efficiency analysis, personal branding

Petra, Egri – Maksa, Gyula:

Impersonally Personal Fashion Content

The emergence of digital influencers (CGI influencers) has precipitated a paradigm shift in the brand recognition industry, engendering a transformation in the manner how fashion brands communicate with their prospective clients via social media. The social media platform Instagram, in particular, has been found to facilitate the establishment of a sense of “personhood and immediacy.” However, the advent of artificial intelligence has led to the creation of non-human profile avatars, transforming advertising op- portunities for fashion brands and engendering a new personality for the audiences. These CGI fashion avatars have been observed in a variety of real-life scenarios, seemingly indistinguishable from reality, including travel, cinemagoing, manicures, and advocacy for environmental causes. They are depicted alongside real-looking individuals and photographs, further enhancing their perceived realism. In this paper, we investigate the five most prominent CGI fashion influencers (@lilmiquela, @shudu.gram, @magazineluiza, @noonoouri, and @fit.aitana) through qualitative content analysis, examining their character and the visual content of their channels. The focal point of our inquiry lies in the manner how the visual content and posts of CGI influencers transform the prevailing paradigm of fashion creation and our collective attitudes towards fashion.

Keywords: CGI influencer, digital fashion, fashion influencer, Instagram, luxury fashion

Glózer, Rita:

Litrerary Consumption in the Age of Mobile Media

As a part of the transformation of the literary public sphere in the era of social media, the discursive field of literary criticism is also changing in essential respects. This is happening because, despite the predictions that online amateur literary criticism would open up and widen these literary discourses, such activity only seems to have resulted in the popularisation and slight intellectual deterioration of the critical praxis so far. While online amateur critical discourses have multiplied and expanded, traditional print platforms such as journals of high literary criticism are on the decline. However, according to media-optimistic arguments, social media sites serving as discursive platforms can eliminate information and knowledge monopolies and grant access to elite or professional discourses to many. This paper, focusing on a specific social media site, attempts to investigate how these tendencies foster the evolution of simplistic, easy-to-absorb forms of literary consumption and the ‘re-folklorisation’ of literature. Practices and products of this trend seem to manifest themselves on a spectrum ranging from high cultural phenomena to popular memetic culture.

Keywords: Instagram, literary criticism, literature, meme, poem, poetry, public sphere, Rupi Kaur