Exploring Visual Framing Strategies, Sentiment, and Product Presentation Modality in Instagram Posts of Fashion Influencers

Gulnara Karimova


Analiza strategii kadrowania wizualnego, emocji i sposobów prezentacji produktu w postach influencerów modowych na Instagramie

Wiele firm używa Instagrama – wizualną platformę społecznościową, w swoich strategiach komunikacji marketingowej do reklamowania produktów i usług, wykorzystując cyfrową retorykę wizualną. Celem niniejszego artykułu jest poszerzenie wiedzy na temat strategii kadrowania wizualnego, emocji i sposobów prezentacji produktów w kontekście wielokulturowym, poprzez zbadanie praktyk influencerów należących do dwóch środowisk kulturowych, mianowicie Zjednoczonego Królestwa Wielkiej Brytanii i Zjednoczonych Emiratów Arabskich. Analiza treści przedstawia wizualne strategie retoryczne stosowane przez influencerów, które mogą służyć praktykom marketingu cyfrowego jako skuteczne narzędzia perswazji. Badanie stanowi wkład w dyskusję na temat cyfrowej retoryki wizualnej.

Słowa kluczowe

retoryka wizualna; Instagram; influencer; influencer marketing; sposoby prezentacji produktu

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DOI: https://doi.org/10.29107/rr2020.1.6


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