Fake it till you make it?
(2024) SKDK11 20241Department of Strategic Communication
- Abstract
- The purpose of this study is to explore brand authenticity within digitally manipulated communication, focusing on the innovative strategy of Fake Out Of Home (FOOH). FOOH ads challenge the boundary between real and manipulated content, causing confusion and fascination among users on platforms such as Instagram and TikTok. Through a multimodal semiotic analysis, findings demonstrated that reality is constructed in these ads through recognizable environments, interaction with surroundings, dynamic content, lifelike sounds, and tailored social media formats.
The study investigates how these constructions of reality affect authenticity in brand communication and emphasizes the importance of consistency and honesty in maintaining brand... (More) - The purpose of this study is to explore brand authenticity within digitally manipulated communication, focusing on the innovative strategy of Fake Out Of Home (FOOH). FOOH ads challenge the boundary between real and manipulated content, causing confusion and fascination among users on platforms such as Instagram and TikTok. Through a multimodal semiotic analysis, findings demonstrated that reality is constructed in these ads through recognizable environments, interaction with surroundings, dynamic content, lifelike sounds, and tailored social media formats.
The study investigates how these constructions of reality affect authenticity in brand communication and emphasizes the importance of consistency and honesty in maintaining brand authenticity. Drawing upon Baudrillard's theory of hyperreality and simulacra, Gilmore and Pine's Real/Fake matrix, and the theory of produsage, the study analyzes the complexity between reality and manipulation. The study highlights the importance of maintaining consistency in communication to be perceived as authentic, as well as the significance of honesty in the use of digitally manipulated advertising. By shedding light on the complexity between authenticity and manipulation, the study contributes to a deeper understanding of strategic communication in an era characterized by advanced digital technology. Grounded in an ontological perspective rooted in social constructivism, the study offers valuable insights for navigating the digital landscape. (Less) - Abstract (Swedish)
- Syftet med denna studie är att utforska varumärkesautenticiteten inom digitalt manipulerad kommunikation, med fokus på den innovativa strategin Fake Out Of Home (FOOH). FOOH-annonser utmanar gränsen mellan verkligt och manipulerat innehåll, vilket skapar förvirring och fascination bland användare på plattformar som Instagram och TikTok. Genom en multimodal semiotisk analys konstateras att verklighet i FOOH-annonser konstrueras i dessa annonser genom igenkännande miljöer, interaktion med omgivningen, rörligt innehåll, verklighetstrogna ljud och anpassade sociala medieformat.
Studien undersöker hur dessa konstruktioner av verklighet påverkar autenticitet i varumärkeskommunikation och betonar vikten av samstämmighet och ärlighet för att... (More) - Syftet med denna studie är att utforska varumärkesautenticiteten inom digitalt manipulerad kommunikation, med fokus på den innovativa strategin Fake Out Of Home (FOOH). FOOH-annonser utmanar gränsen mellan verkligt och manipulerat innehåll, vilket skapar förvirring och fascination bland användare på plattformar som Instagram och TikTok. Genom en multimodal semiotisk analys konstateras att verklighet i FOOH-annonser konstrueras i dessa annonser genom igenkännande miljöer, interaktion med omgivningen, rörligt innehåll, verklighetstrogna ljud och anpassade sociala medieformat.
Studien undersöker hur dessa konstruktioner av verklighet påverkar autenticitet i varumärkeskommunikation och betonar vikten av samstämmighet och ärlighet för att upprätthålla varumärkets autenticitet. Genom att använda Baudrillards teori om hyperrealitet och simulacra, Gilmore och Pines Äkta/Falsk-matris samt teorin produsage, analyseras komplexiteten mellan verklighet och manipulation. Studien belyser vikten av att vara samstämmig i sin kommunikation för att uppfattas som autentisk, samt betydelsen av ärlighet i användningen av digitalt manipulerad reklam. Genom att belysa komplexiteten mellan äkthet och manipulation bidrar studien till en djupare förståelse av strategisk kommunikation i en tid präglad av avancerad digital teknik. Studien utgår ifrån ett ontologiskt synsätt grundat i socialkonstruktivismen och erbjuder värdefulla insikter för att navigera i det digitala landskapet. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9155281
- author
- Hedlund, Clara LU and Broberg, Julia LU
- supervisor
- organization
- alternative title
- En kvalitativ studie om varumärkesautenticitet och konstruktionen av verklighet i Fake Out Of Home annonser
- course
- SKDK11 20241
- year
- 2024
- type
- M2 - Bachelor Degree
- subject
- keywords
- AI, CGI, digitala medier, Fake Out Of Home (FOOH), hyperrealitet, simulacra, strategisk kommunikation, varumärkesautenticitet, varumärkeskommunikation
- language
- Swedish
- id
- 9155281
- date added to LUP
- 2024-05-30 08:49:19
- date last changed
- 2024-05-30 08:49:19
@misc{9155281,
abstract = {{The purpose of this study is to explore brand authenticity within digitally manipulated communication, focusing on the innovative strategy of Fake Out Of Home (FOOH). FOOH ads challenge the boundary between real and manipulated content, causing confusion and fascination among users on platforms such as Instagram and TikTok. Through a multimodal semiotic analysis, findings demonstrated that reality is constructed in these ads through recognizable environments, interaction with surroundings, dynamic content, lifelike sounds, and tailored social media formats.
The study investigates how these constructions of reality affect authenticity in brand communication and emphasizes the importance of consistency and honesty in maintaining brand authenticity. Drawing upon Baudrillard's theory of hyperreality and simulacra, Gilmore and Pine's Real/Fake matrix, and the theory of produsage, the study analyzes the complexity between reality and manipulation. The study highlights the importance of maintaining consistency in communication to be perceived as authentic, as well as the significance of honesty in the use of digitally manipulated advertising. By shedding light on the complexity between authenticity and manipulation, the study contributes to a deeper understanding of strategic communication in an era characterized by advanced digital technology. Grounded in an ontological perspective rooted in social constructivism, the study offers valuable insights for navigating the digital landscape.}},
author = {{Hedlund, Clara and Broberg, Julia}},
language = {{swe}},
note = {{Student Paper}},
title = {{Fake it till you make it?}},
year = {{2024}},
}