From the soundtrack, to the handkerchief worn for moments of emotion, up to the grammatical errors in expressing oneself: yesterday evening in the studio of ‘Che Tempo Che Fa’ on Nove the usual Chiara Ferragni that we know was back in action, a professional who does pays a lot of attention to his image and has an anxiety to control everyone.” And despite the continuous reminder of her ‘authenticity’, the interview was “very measured, careful and controlled”, the influencer succeeded in her aim: “The strategy she is adopting in this period is a winner”. Carrying out a detailed analysis for Adnkronos is Maria Angela Polesana, the professor of Media Sociology at the Iulm University of Milan who has made Chiara Ferragni a subject of study.
The analysis: “Objective to win back brands”
In December the teacher had panned the apology video published by the influencer after the Pandoro scandal: “It’s a misstep”, said Polesana, “but – she added – it will recover”. This is what is happening in recent weeks, in which Ferragni is implementing a “strategy across multiple media: last night on TV he reiterated the concepts already expressed on social media and in the interview with ‘Corriere della Sera’, portraying himself as a innocent, fragile person and victim of a media attack. They are all very coherent contents, I see a very precise direction behind them”, underlines the professor.
What changes from media to media, however, is the target audience: “Through this television appearance the attempt was probably not so much to get closer to her followers, but to win back the brands that abandoned her in this period. And in part of it succeeded, if we look at Fazio’s audience figures”, highlights the teacher of Media Sociology.
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What worked in the interview given by Chiara Ferragni to Fabio Fazio? Professor Polesana starts from the beginning: “The entrance to the studio made me smile with the soundtrack of the film ‘A star is born’ which already provided us with the framework of the complicated and poignant love story between her and Fedez and identified like the star Ferragni, compared several times by Fazio to Oppenheimer. A comparison that honestly seemed a bit crazy and excessive to me.” Then there are the concepts expressed by the influencer: “It was an interview that had to move along very specific lines, which she had agreed with Fazio. In the half hour of conversation she added nothing new: she reiterated her good faith, the importance she assigns to the family over everything else and that the mistake, if there was one, seems more like a misunderstanding on the part of the public and therefore of the consumer. From this point of view she seemed narcissistic and very convinced of herself, because in the end the fault lies with those who misunderstood her, not understanding her good faith”, explains Polesana. And then there is the constant reminder of “sincerity and authenticity which are the strong points of influencers, what should distinguish them from celebrities who are not born from the bottom”. An authenticity “that is reiterated, but which is obviously constructed”. Ferragni’s way of expressing himself also favors this sensation. “She speaks in a very simple way, often making errors in syntax and grammar, thus favoring identification processes”, explains the professor, referring to the theory expressed by Umberto Eco in the volume ‘Phenomenologia di Mike Bongiorno’. The semiologist explained that “the success of the presenter is that he presents himself as a substantially mediocre person, who makes a whole series of gaffes, who therefore has an ability to mediate and is perceived by the public as an individual with whom it is easy to identify. The same happens for Ferragni”, highlights Polesana.
2024-03-04 17:57:00
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