Search results

As media texts, advertisements use representation practices to construct ideological meanings. This study traced the representation of the worker in advertisements with the help of content and thematic analysis. The study aimed to reveal the representation of the worker in the advertisements and to make the representations of the worker built through advertisements visible. The study was limited to ads that received an Effie Award in Turkey in 2020 and 2021. In the 2020 Effie Awards, 73 awards were given in 41 categories and in the 2021 Effie Awards, 68 awards were given in 42 categories. Content analysis was applied to 24 advertisements in 2020 and 31 advertisements in 2021. The quantitative data helped to determine the themes in the thematic analysis. Thematic analysis was carried out by regarding the worker as the (in)visible, the (un)voiced, and the bypassed. This study, which reveals that the worker is represented in advertisements through being invisible, unvoiced, and bypassed, claims that the labor of the worker in the production process is ignored through representation practices. In this context, it can be said that the worker is erased and omitted in TV ads on a symbolic level.

Human life has been unfavourably impacted by COVID-19, which has impacted the entire planet. Contrastingly, it is now crucial to discern the significance of health in human life and pay more attention to protecting health. Owing to COVID-19's influence on lifestyle, it is evident that the pandemic contributes to the development of health tourism and that wellness tourism, which was in the pre-pandemic growth trend, is favoured more often. Therefore, it is indisputable that stakeholders in the health and tourism industries view the rising demand for health-focused holidays as a potential. However, on the opposite hand, it is meaningful to broaden the number of products made available within the context of wellness tourism, to pinpoint areas that are conducive to health-related activities, to generate the infrastructure and superstructure required in these areas and to step up marketing initiatives in order to make the most of this opportunity. To address these concerns, it is deemed crucial that the parties involved in the tourism and health sectors coordinate their efforts.

A decade ago, the AIDS pandemic was driven by determinants such as poverty, deprivation, migrancy, patriarchy and gender-based violence. Today, however, the socio-economic and structural drivers of HIV infections have assumed or added other dimensions, including social and electronic media and reality television. These new dimensions saw further expression with the advent of the COVID-19 pandemic from 2020 onwards. To consign both HIV and the COVID-19 pandemics to history’s museum of pandemics, strategists must employ greater infiltration and mastery of social and electronic media and reality TV. In the case of HIV, these created social clouds or bubbles where unprotected sex, transactional sex and multiple concurrent sexual partnerships are manufactured and proliferated globally. The same was the case with the COVID-19 pandemic, in which case these social clouds or bubbles created an alternative narrative about the source of the pandemic, who and how people get infected, and both the requisite remedies and preventions in this regard. With reality television gaining popularity on low-cost paid channels and free-to-air television; with smartphone penetration widening and costs of access to data falling, a social cloud has been created, enabling the cultural majority (those who control the media and capital) to set trends for everyone, including those with less means. These trends in turn become a standard many aspire to live by. The ontological density of the poor and lower middle-class women is lost through the universalisation of social and cultural trends set by middle elites who control the production and reproduction of knowledge and shape international and national imagination. It is these discourses, and their shaping of imagination as a consequence, that this chapter deals with. It looks at both the implications and consequences which, in the case of pandemics such as these, can be dire.

Digital influencers, besides being a personal branding phenomenon, constitute, nowadays, important partners for brands in the digital environment. Despite the benefits for both parties, the brand and the endorser, there is a risk when the individuals or the brand take part in some scandal or questionable activity, which causes a loss of credibility and reputation. The contagious effect of personal or corporate brand crisis with the partners is well reported in the literature. However, there are no studies about such occurrence in the digital environment, considering that the phenomenon of digital influence has some particularities differing from traditional celebrity endorsement. This chapter focuses on the research of the consequences of a change in the credibility of influencers or brands, after the occurrence of a negative situation, and the way in which this change affects the two parties involved, the brand and the influencer. We conducted a netnographic study of the social media pages of three digital influencers and the social media pages of a recognized fast fashion brand recognized in the digital world. We analyzed 1500 social media comments from their audiences and found that influencers suffer from a loss in sympathy and credibility by scandals while crisis communication strategies in corporate brands can prevent such damages. Strategic implications for brand managers and digital influencers managing their endorsements are addressed in the discussion.