Abstract
In today’s digital landscape, the consumer of online content wields significant influence, shaping styles and narrative preferences that content creators must heed. Brands are increasingly personalizing content to align with the variable tastes and needs of their audiences, a practice that introduces several challenges. These include the loss of control over the communication process and the necessity to consider numerous parameters to effectively capture consumer attention. Amid this dynamic environment, critical questions emerge: What are the implications of phenomena such as zeroculturality for communication and marketing strategies? How will the recent trends of selective identification with specific demographic, linguistic, or cultural traits influence the future efficacy of brand communication? This paper highlights a newly observed phenomenon in the public sphere that is poised to significantly impact the mechanisms of political and business communication. The author identified this phenomenon, termed “zeroculturality,” during extensive research, the findings of which are detailed in her monograph. Zeroculturality describes a growing trend where traditional cultural boundaries and identifiers become increasingly fluid and fragmented, resulting in a more individualized and less culturally rooted form of identity. The discussion explores how zeroculturality affects contemporary audience analysis and the development of effective communication strategies. By understanding zeroculturality, brands and political entities can enhance their content targeting, ensuring their messages resonate more deeply with increasingly diverse and individualized audiences. This paper presents condensed observations and analyses to provide a foundation for further exploration of this critical phenomenon in digital communication and marketing.
Presenters
Agnieszka GrzechynkaAssistant Professor, Institute of Political and Administrative Sciences / Political Communication Unit, Jesuit Univeristy Ignatianum in Krakow, Malopolskie, Poland
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
KEYWORDS
Social Media; Zeroculturality; Multiculturalism; Political Science; Digital Communication; AI
