From the soundtrack to the handkerchief worn for emotional moments to the grammatical errors in expression: in the study of Che Tempo Che Fa sul Nove, the usual Chiara Ferragni we know is back in action, a professional who a lot She cares about her image and is afraid of controlling everyone. And despite the constant reminder of her “authenticity” and the fact that the interview was “very measured, careful and controlled,” the influencer achieved her goal: “The strategy she uses during this time is a success.” Maria Angela Polesana, professor of media sociology at the IULM University of Milan, prepared a detailed analysis for Adnkronos and made Italy's number one digital entrepreneur the subject of study.
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In December, the professor had panned the apology video published by the influencer after the Pandoro scandal: “It is 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”: on television he repeated the concepts already expressed on social media and in the interview with Corriere della Sera, presenting himself as innocent, fragile and Victim of a media attack. “It’s all very connected content, I see a very precise direction behind it,” emphasizes the professor. What changes from medium to medium, however, is the target group: “Through this television appearance, it was probably not so much about getting closer to her followers, but about winning back the brands that had let her down during this time.” And to some extent “It was successful if we look at Fazio’s viewership,” emphasizes the lecturer in media sociology.
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Despite the flood of attacks suffered after the interview with Fabio Fazio, Chiara Ferragni is trying to restore a constant dialogue with her followers. The goal is likely to regain the support of fans who lost faith in him after the Pandoro legal case. Shots with the children, short videos with the looks of the day and short explanations of the stories on Instagram. To some extent everything seems to be back to normal, although the gossip machine has now started and wants to start a war over the recent indiscretion regarding the marital crisis with Fedez, which the influencer herself has admitted.