Grégoire Lacaze (Aix-Marseille Université, LERMA) - gregoire.lacaze@univ-amu.fr
Overview
Discussing her new book, Olivia Droz-dit-Busset investigates the language work of social media influencers (SMIs) and copywriters in the advertising industry.
This seminar presentation examines the mediatised discourses metadiscourses and working processes of SMIs and copywriters, exploring how SMIs might be considered as ‘new-generation’ copywriters. Droz-dit-Busset's research makes the case for not only exploring the advertising textual products created by these wordsmiths (i.e., relatively 'elite' language workers), but also the underpinning workflows behind them. In doing so, she reveals how SMIs’ and copywriters’ strategic use of frame-shifting, voice work and professional labelling illuminates broader transformations in language work and how this labour is valued, organised and legitimised in contemporary digital economies. This seminar will appeal to sociolinguists, scholars of digital media studies and professional communication, as well as to practitioners interested in understanding how new forms of language work are reshaping traditional advertising and marketing practices in the social media age.This seminar will appeal to sociolinguists, scholars of digital media studies and (professional) communication, as well as to practitioners interested in understanding how new forms of language work are reshaping traditional advertising and marketing practices in the social media age.
We look forward to welcoming you online!