Abstract Title
Clickbait as Critique: An Application of Visual Rhetoric to the Thigh-Gap Jewelry Campaign
Abstract
I use Eric S. Jenkins visual rhetoric theory to analyze the effectiveness of Singaporean designer, Soo Kyung Bae’s “Thigh-Gap Jewelry Campaign.” Bae’s online campaign was launched to catalyze a debate on unrealistic body images portrayed by the media. The online campaign relies on the technique of clickbaiting to redirect viewers from an online shopping website to a second website with a critique of the thigh-gap phenomenon. Applying Jenkins’ modal analysis of metaphor, techné, and icon I explore the rhetorical consequences of the clickbait technique used in Bae’s campaign. An analysis based on the rhetorical parameters of metaphor, techné, and icon reveal the campaign does not accomplish its purpose. While the campaign tries to spark a conversation among viewers, it does not provide viewers the resources to do so effectively. The technique of clickbaiting relies on viewer interaction to communicate the true message behind the campaign; I offer that the absence of discussion risks the opportunity to trivialize unrealistic body standards.
Clickbait as Critique: An Application of Visual Rhetoric to the Thigh-Gap Jewelry Campaign
I use Eric S. Jenkins visual rhetoric theory to analyze the effectiveness of Singaporean designer, Soo Kyung Bae’s “Thigh-Gap Jewelry Campaign.” Bae’s online campaign was launched to catalyze a debate on unrealistic body images portrayed by the media. The online campaign relies on the technique of clickbaiting to redirect viewers from an online shopping website to a second website with a critique of the thigh-gap phenomenon. Applying Jenkins’ modal analysis of metaphor, techné, and icon I explore the rhetorical consequences of the clickbait technique used in Bae’s campaign. An analysis based on the rhetorical parameters of metaphor, techné, and icon reveal the campaign does not accomplish its purpose. While the campaign tries to spark a conversation among viewers, it does not provide viewers the resources to do so effectively. The technique of clickbaiting relies on viewer interaction to communicate the true message behind the campaign; I offer that the absence of discussion risks the opportunity to trivialize unrealistic body standards.