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A Philosophy of Communication of Social Media Influencer Marketing Duquesne University Duquesne Scholarship Collection Electronic Theses and Dissertations Summer 8-8-2020 The Banality of the Social: A Philosophy of Communication of Social Media Influencer Marketing Kati Sudnick Follow this and additional works at: https://dsc.duq.edu/etd Part of the Digital Humanities Commons, and the Rhetoric Commons Recommended Citation Sudnick, K. (2020). The Banality of the Social: A Philosophy of Communication of Social Media Influencer Marketing (Doctoral dissertation, Duquesne University). Retrieved from https://dsc.duq.edu/etd/1921 This One-year Embargo is brought to you for free and open access by Duquesne Scholarship Collection. It has been accepted for inclusion in Electronic Theses and Dissertations by an authorized administrator of Duquesne Scholarship Collection. THE BANALITY OF THE SOCIAL: A PHILOSOPHY OF COMMUNICATION OF SOCIAL MEDIA INFLUENCER MARKETING A Dissertation Submitted to the McAnulty Graduate School of Liberal Arts Duquesne University In partial fulfillment of the requirements for the degree of Doctor of Philosophy By Kati Elizabeth Sudnick August 2020 Copyright by Kati Elizabeth Sudnick 2020 THE BANALITY OF THE SOCIAL: A PHILOSOPHY OF COMMUNICATION OF SOCIAL MEDIA INFLUENCER MARKETING By Kati Elizabeth Sudnick Approved May 1st, 2020 ________________________________ ________________________________ Ronald C. Arnett, Ph.D. Erik Garrett, Ph.D. Professor, Department of Communication & Associate Professor, Department of Rhetorical Studies Communication & Rhetorical Studies (Committee Chair) (Committee Member) ________________________________ Janie Harden Fritz, Ph.D. Professor, Department of Communication & Rhetorical Studies (Committee Member) ________________________________ ________________________________ Kristine L. Blair, Ph.D. Ronald C. Arnett, Ph.D. Dean, McAnulty College and Graduate School of Chair, Department of Communication & Liberal Arts Rhetorical Studies iii ABSTRACT THE BANALITY OF THE SOCIAL: A PHILOSOPHY OF COMMUNICATION OF SOCIAL MEDIA INFLUENCER MARKETING By Kati Elizabeth Sudnick August 2020 Dissertation supervised by Ronald C. Arnett, Ph.D This project engages in a philosophy of communication approach in order to understand the role of social media influencer marketing within a historical moment defined via Hannah Arendt’s understanding of the social. Social media influencer marketing emerges as a new form of celebrity endorsement in which those finding fame on the Internet engage in word-of-mouth marketing for brands and organizations on their own personal social media pages, blurring the line between organic and sponsored content. According to Arnett (2010), philosophy of communication acts as a background road map for understanding foreground public action. Utilizing a myriad of metaphorical coordinates as part of a philosophy of communication road map of understanding that includes Christopher Lasch’s narcissistic culture, Marshall McLuhan’s global village, Daniel Boorstin’s human pseudo-event, Jacques Ellul’s propaganda, and the scholarship surrounding interplay between charismatic leadership and parasocial iv relationships, I consider the consequences of Arendt’s social condition consisting of a blur between private and public spheres in hyper-form as they appear through social media influencer marketing. These scholars do not specifically make connection with Arendt in these works, but I argue that their major metaphors about the Western world provide rhetorical touchstones that explicate the consequences of the social condition. The project ends with a reflection of these major metaphorical coordinates in relation to three major case studies for social media influencer marketing surrounding Audible, BetterHelp, and Fyre Festival, drawing implications and conclusions for this integrated marketing communication approach in an era entrenched within the banality of the social. v DEDICATION To anyone who has ever felt close to famous strangers on the Internet: may you take caution and read the fine print. vi ACKNOWLEDGEMENT To Dr. Ronald C. Arnett, I cannot express the gratitude I hold for your mentorship as advisor to this project as well as throughout my entire PhD journey. Your dedication to your work serves as an exemplar in the field of communication and rhetorical studies and I am thankful for being able to bear close witness to your service to the discipline throughout my time at Duquesne. To my readers, Dr. Janie Harden Fritz and Dr. Erik Garrett, I am forever grateful for your guidance throughout this process—as a student of both of you throughout my MA and PhD, it has been a joy to watch your scholarship come to life in the classroom, providing a model for possessing a love of learning that I wish to uphold myself. To Rita McCaffrey and Dr. Sarah DeIuliis, there are not enough Starbucks runs in the world that would have gotten me through this process without your continued kindness and compassion along the way. Your support throughout my six years at Duquesne University, especially in times of great hardship and consternation, cannot be forgotten and I will always appreciate the levity and thoughtfulness you bring into the office each day. In recognition of the ground I am situated within, I thank those teachers I have had outside of Duquesne University, especially Drs. William Irwin, David Kyle Johnson, Chris Scarboro, Michelle Schmude, and Karen Mercincavage at King’s College and Mr. Flannery at G.A.R. Memorial High School for encouraging me to work with big ideas without losing the forest for the trees. To my colleagues who have studied with me at Duquesne, especially Erin Lionberger, Austin Hestdalen, Chris Bondi, Sophia Nagle, Emmalee Torisk, Basak Guven, Brandy Hadden, and Sarah Constant, thank you for filling my days with both intellectual conversation and laughter. The life of the mind can be lonely, but it is never dull with such lively companions. To vii my friends outside of the walls of Duquesne, Keighlyn Alber, Patrick Killian, Gareth Henderson, Cara Medwick, Devon Hassay, Betty Montgomery, Jess Hammer, and Rob and Rachel Yenkowski, thanks for the endless texts, phone calls, and Animal Crossing ventures that allowed me to flesh out ideas in a more relaxed environment. To my parents, Rob and Shelby Sudnick, your encouragement means the world to me. Thank you for telling me it was okay to move five hours away for grad school and reminding me that Facetime exists. To my sister, Brianna Spak-Heichel, I am in awe of your perseverance as a nurse practitioner, especially during a worldwide pandemic. To my brother Robbie, without our late-night YouTube watch parties, this project would never come into being and for that I am grateful—who would have thought those nights could lead to a PhD? To my in-laws, Laura and Andy St.Clair, thank you for your kindness and encouragement as I completed this project. To Holly, we miss you every day—your joyfulness continues to inspire me. To Luke, you make everything brighter and filled with laughter. To my husband, Andrew St.Clair, you have been with me every step of the way through the tearful, stress-fueled moments and the ones filled with pure joy. Thank you for letting me bounce endless ideas off of you, building me up, and telling me it is okay to be proud of myself. We did this together (and with a little help from our fur-babies Penny, Lucy, and Cordelia)—life certainly is sweet in the belly of the beast. viii TABLE OF CONTENTS Page Abstract ................................................................................................................................... iv Dedication ................................................................................................................................ v Acknowledgement .................................................................................................................. vi Chapter One—Understanding Social Media Influencer Marketing in a Social Age ......... 1 Chapter Two—Human Pseudo-Events and Propaganda: Tools of Social Media Influencer Marketing in a Social Age............................................................................ 33 Chapter Three—The Power of the Social: Charismatic Leadership, Parasocial Relationships, and the Social Media Influencer ......................................... 63 Chapter Four—Tales from Social Media Influencer Marketing: A Trio of Case Studies ................................................................................. 95 Chapter Five—The Banality of Social Media Influencer Marketing ............................... 142 References ............................................................................................................................ 193 ix Chapter One—Understanding Social Media Influencer Marketing in a Social Age Introduction In Contagious: Why Things Catch On, Jonah Berger (2013) suggests the actuality of going viral within the online space is not as lucrative to marketing professionals as they may think. He states: “From start-ups to starlets, people have embraced social media as the wave of the future…but there are two issues with this approach: the focus and the execution” (Berger, 2013, p. 10). Berger goes on to state that while marketing professionals are hyper-focused on content sharing, only seven percent of word-of-mouth marketing exchanges happen online. Further, Berger states that social media like Facebook, Twitter, and Instagram are “technologies, not strategies…just putting up a Facebook page or tweeting doesn’t mean anyone will notice or spread
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