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Olivia Droz-dit-Busset

- Register using the form below -
October 22nd, 4:30 pm Central European Time
The seminar link will be sent 24 hours prior to the talk
Join us as Olivia Droz-dit-Busset discusses her recent book, The Language Work of Social Media Influencers as 'New Generation' Copywriters.
This seminar will appeal to sociolinguists, scholars of digital media studies and professional communication, as well as to practitioners interested in understanding how new forms of language work are reshaping traditional advertising and marketing practices in the social media age.
Hosted by:
Erin McInerney - erin.mcinerney@univ-lorraine.fr (Université de Lorraine, ATILF, ICAR)
Grégoire Lacaze - gregoire.lacaze@univ-amu.fr (Aix-Marseille Université, LERMA)
The talk will be preceded by an introduction given by Caroline Tagg (Open University) to the Routledge Focus Series on Language and Social Media (Caroline Tagg, Sirpa Leppänen, eds.)

The Language Work of Social Media Influencers as "New Generation" Copywriters

ISBN 9781032951263
https://www.routledge.com/The-Language-Work-of-Social-Media-Influencers--as-New-Generation-Copywriters/Droz-dit-Busset/p/book/9781032951263

In her new book, published July 7, 2026, Olivia Droz-dit-Busset investigates the language work of social media influencers (SMIs) and copywriters in the advertising industry.

 

The book examines the mediatised discourses, metadiscourses and working processes of SMIs and copywriters, exploring how SMIs might be considered as ‘new-generation’ copywriters. The volume makes the case for not only exploring the advertising textual products created by these wordsmiths (i.e. relatively elite language workers) but also the underpinning workflows behind them. In so doing, Droz-dit-Busset reveals how SMIs’ and copywriters’ strategic use of frame-shifting, voice work and professional labelling illuminates broader transformations in language work and how this labour is valued, organised and legitimised in contemporary digital economies.

 

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