Ms23.08

Representation of Socially Significant Issues in the Communication of Virtual Influencers on Social Medium Instagram

https://doi.org/10.22364/ms23.08 | pp. 73-84 | PDF

Silvija Rudzika
University of Latvia

Abstract: The aim of the current study is to analyse the representation of socially important issues in the publications of virtual influencers on the social medium Instagram, using qualitative content analysis, focus group discussion and expert interviews. The theoretical basis of the work consists of a review of the concepts of representation and social media, social media influencers and social agency, as well as six theoretical and thematic frames – simulation, artificial intelligence, virtual reality, melancholic media and virtual influencers, which act as perspectives through which to look and explain virtuality in communication. The rapid development of computer technology has contributed to the spread of virtual characters, more commonly known as virtual influencers, in social media, who are able to interact with social media users. The concept of virtual influencers is an interdisciplinary phenomenon that combines technological, social and communicative aspects and can be used as a meaningful and effective tool for the representation of socially important topics. Although communication with a virtual character can be classified as a simulation, according to social agency theory, people naturally perceive virtual characters as social actors with certain anthropomorphic characteristics. This perception forces people to behave socially towards virtual agents, applying social rules to them, such as politeness and ethical norms.

Keywords: virtual influencers, virtual reality, representation, socially significant issues, social media, Instagram

In: Media and Society, 2023. Proceedings of Scientific Papers = Mediji un sabiedrība, 2023. Rakstu krājums. Riga, University of Latvia, 2024. 108 p.