Abstract
Every identity and individual constructs on social media generate reactions from other social media users. Akin to the cybernetic tradition, different systems are interdependent in achieving any set goal. Celebrities engage with their fans as a means of influencing their purchasing decisions. One emerging trend is the cross-dressing culture. Several companies leverage on the ability of “cross-dressers” to influence purchase decisions of consumers, and sign transgender individuals as brand ambassadors. This study sought to interrogate how “cross-dressers” construct their identities on social media; and the kinds of reactions these identities generate from consumers as evidence of purchasing decisions. Data was purposively gathered through a qualitative content analysis from the Instagram page of Bob Risky; a cross-dressing celebrity brands ambassador. The data was thematically analysed using the tenets of the Communication Theory of Identity and the Para-social Interaction Theory. The findings reveal that the “cross-dressing” celebrity employs varied processes in constructing her identity on Social Media including the use of clothing, mannerism, and taglines. The study also indicates two contradictory reactions from the target audiences on her posts. Whereas a section of the audiences endorses the celebrity’s constructed identity as well as the brands she promotes, others are appalled by her identity and would troll or discredit the brands she represents. The study concludes that Bob Risky’s cross-dressing identity is both a marketing strategy and an acclamation of her personal self, and recommends that much attention be given to researching into the emerging trend of using cross-dressing celebrities in marketing strategy.
Presenters
Christiana HammondDean, School of Communication and Media Studies, University of Education, Winneba, Central, Ghana Belinda Osei-Mensah
Assistant Research Fellow, Centre for Communication Education Research and Professional Development, University of Education Winneba, Central, Ghana Abena Abokoma Asemanyi
Senior Lecturer, School of Communication and Media Studies, University of Education, Winneba, Ghana Brayonie Agnes Sagoe
University of Education, Winneba Emmanuel Nii Adama Mensah
Graduate Assistant, School of Communication and Media Studies, University of Education, Winneba, Central, Ghana
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
KEYWORDS
TRANSGENDER, CROSS-DRESSING, CYBER TROLLING, BRAND ENDORSEMENT
