A cross-pollination of fame? : star athletes and influencers on Instagram

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(Universitat Autònoma de Barcelona)
Ramajo Hernández, Nati

(Universitat Autònoma de Barcelona)
Nieto Losada, Adolfo

Publicación:	Routledge, 2022
Descripción:	22 pag.
Resumen:	This work focuses on sports stars and fashion Instagrammers and establishes a theoretical discussion about notions such as system and complexity, the logic of the new or the concept of fame, as well as cross-pollination and engagement on social media. It is within the realm of their private lives and of brand promotion that the worlds of athletes and fashion Instagrammers converge. The meritocracy of muscle and effort and the aristocracy of beauty therefore meet. The engagement generated by personal content, such as photos of them with their families or funny videos arising from once private situations, is higher than that of any other type of content. The concept of cross-pollination, which operates in companies and institutions such as the NBA or the Olympic Channel, does not occur in the case of sports personalities, and is observed only very marginally among the fashion Instagrammers.
Derechos:	Aquest document està subjecte a una llicència d'ús Creative Commons. Es permet la reproducció total o parcial, la distribució, i la comunicació pública de l'obra, sempre que no sigui amb finalitats comercials, i sempre que es reconegui l'autoria de l'obra original. No es permet la creació d'obres derivades.
Lengua:	Anglès
Documento:	Capítol de llibre
ISBN:	9781003134176
Publicado en:	The Dynamics of influencer marketing : a multidisciplinary approach, 2022, p. 143-164

22 p, 218.3 KB

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