Abstract
Relatability is a buzzword in social media marketing associated with influencers. In this chapter, I provide a linguistic analysis of the dimensions of relatability using corpus-linguistic methods to analyse a dataset of English-language comments posted in response to nine lifestyle influencers who maintained accounts in Instagram. The dimensions of relatability focus on the evaluation of identity, where authenticity and emulatable qualities are used as complementary strategies of impression management and where rapport-enhancing strategies of humour and positive affect are used within parasocial interactions. Emulatable and authentic aspects of relatability are performed separately in the posts which are published over time and are interwoven with the advertising content produced by the influencers. This neatly encapsulates the dual purpose of relatability as it is deployed by Instagram influencers, where the rhetoric of relationality and affective connection is coupled with the work of self-promotion and visibility that is used for commercial gain.
| Original language | English |
|---|---|
| Title of host publication | Affect, hate and relationality in the discourse of, with and about influencers |
| Editors | Pilar Blitvich, Alexandra Georgakopoulou |
| Place of Publication | Amsterdam |
| Publisher | John Benjamins |
| Publication status | Accepted/In press - 12 Jun 2024 |
Bibliographical note
Not yet published as of 11/07/2024Keywords
- influencers
- narrative analysis