21.10.2024 Media industry
Virtual Influencers Perceived as More Authentic than Real Ones
Agnieszka Kliks-Pudlik, PAP - Science in Poland
Virtual influencers are fictional, generated characters that imitate the appearance and behaviour of real people. They have millions of followers. They are perceived by Gen-Alpha as even more authentic than real people, which creates many challenges, says Dr. Ada Florentyna Pawlak.
Poczytaj artykuł
She reports that as many as 25 percent of girls in the 18-24 age group follow virtual influencers. In the 55+ group, on the other hand, most people do not even know that this phenomenon exists.
Most virtual influencers have been created for marketing purposes; their purpose is to earn money. However, we must not forget about their other, more or less hidden goals, e.g. political or social ones. After all, they perform opinion-forming functions, as the name `influencer` suggests.
The first virtual influencer, Lil Miquela, was created in 2016. She - and other such characters - `run` social media profiles, `record` albums that are available on popular platforms, and `take part` in advertisements for real brands or promotions of places. Whole teams of people are behind these activities - from programmers and graphic designers to storytellers.
- Thanks to the development of generative artificial intelligence, we increasingly interact with characters with an unclear ontological status. After all, for many people, virtual characters are alive, despite the lack of a biological body: they exist in some world, they are active, they earn money, they interact, they can answer questions. This creates an emotional bond that is enough to influence a person - the researcher says.
By design, virtual influencers are supposed to be imperfect like people. `They have all the physical attributes that human influencers try to avoid: freckles, smudged makeup, hair sticking out in the morning, sweat on their forehead. In addition, they do not hide that they are digital characters. This means that they are perceived as authentic by Gen Alpha - even more so than those real influencers who often use various types of tools to improve their appearance and strive for the ideal`, she says.
She added that this is where a deeper problem begins. `Authenticity is separated from whether something is real or not. It turns out that it can be attributed to something that does not exist. We still have a division between fiction and reality, because the offline-online division has long since collapsed. Now, the division between the living and non-living is also beginning to blur. That is why future generations will certainly face the problem of distinguishing truth from falsehood, reality from illusion`, she says.
The problem will not disappear, on the contrary - the development of technology and artificial intelligence is inevitable. Moreover, with the arrival of 2025, the next generation- Beta - will be born, even more immersed in the digital world and in a sense addicted to the dose of emotions that is associated with it.
According to Dr. Pawlak, one of the advantages of virtual influencers is that they accept their recipients as they are. `In the right thumb (like) culture in which we live, the possibility of not being judged seems like a dream. The creators of artificial intelligence know this very well. That is why they create virtual influencers`, she says.
She adds that contact with virtual influencers raises questions: how does the development of technology affect intimacy? Will new forms of parasocial relationships (with chatbots, virtual influencers) be the answer to loneliness and the need for closeness?
Dr. Pawlak also mentions a fairly new, developing trend, in which virtual influencers are used to `pull` people out of the online world, e.g. by connecting users who will go out for dinner together, or by promoting real places worth visiting.
`I compare the achievements of artificial intelligence to fast food. If I eat a hamburger every once in a while, I know that nothing will happen to me. But if I make it a habit, then after a short while my psychological and physical well-being will deteriorate. There are already scientific studies that have shown that lonely people who spend too much time with a synthetic companion begin to anthropomorphize this character at some point, and really treat it as a human being`, she says.
She adds that technology itself is neither bad nor good, nor even neutral.
- It all depends on the usage - on how we will use these tools, as well as on our entire emotional and social background, the protective digital suit - she says.
source: PAP - Science in Poland
COMMERCIAL BREAK
New articles in section Media industry
How the Media Talk (or Stay Silent) About Climate. Reuters Institute Report
Krzysztof Fiedorek
Although climate change is becoming increasingly noticeable worldwide, the media have failed to maintain growing interest in the topic. The report "Climate Change and News Audiences 2024" shows that audience engagement with climate topics has remained almost unchanged for several years.
Clickbait Uncovered. How Online Headlines Evolved Over 25 Years
Krzysztof Fiedorek
Researchers from the Max Planck Institute analyzed 40 million headlines from the past 25 years. They are getting longer, more emotional, and negative, with a clear influence of clickbait style. Even reputable media use strategies and tricks to grab attention.
Gen Z Will Force Brands to Tell the Truth. GWI Report and Forecasts
Krzysztof Fiedorek
They value authenticity and brand transparency, preferring socially engaged companies. Young people see technology as a tool for growth, not just entertainment. In relationships, they prioritize genuine connections despite being highly active online. What do we know about Gen Z, and what does this mean for marketing? And beyond.
See articles on a similar topic:
Pseudo-democracy and Media - A Few Reflections
Grzegorz D. Stunża
Every four years, citizens are served elections, which are certainly not free. Polls replace part of the electoral process, shaping opinions and voting preferences.
Safari Surpasses Opera. A New Shift in the Browser Market in Poland
Krzysztof Fiedorek
In the summer of 2024, a historic event occurred in Poland's browser market. In July and August, Safari surpassed Opera on all devices for the first time. Data from the StatCounter report indicates that Apple's browser maintains a steady market share while Opera is gradually but noticeably losing ground.
Blogs in E-commerce. Report by Elephate and Senuto
KrzysztoF
The average number of indexed articles on e-commerce blogs is 565, with each post attracting 347 readers per month. The health industry generates the highest organic traffic per single article. The authors of the "E-commerce Blog Ranking" take a behind-the-scenes look at the commercial blogosphere.
Journalism and Technology. How Indian Newspapers Fight to Survive
KFi
The COVID-19 pandemic accelerated the transformation of India's press industry. Traditional print media, forced to fight for survival, adopted modern technologies ranging from data analysis to artificial intelligence. How do journalists adapt to new roles, and how do media redefine their future in the digital age? Researchers from the Symbiosis Institute of Media & Communication have explored these questions.