“Communication for Consumers and Firms,” published in the European Journal of Marketing, Lane Wakefield explores how disappearing content, such as stories on social media platforms, functions as a purposeful communication strategy rather than just a design feature. The article argues that ephemerality creates urgency, exclusivity, and heightened engagement because audiences know the content will be gone from them. For brands, this format can signal authenticity and immediacy for consumers, and it can intensify attention and emotional response. Wakefield positions ephemeral media as a powerful marketing tool that leverages time limitation to shape perception and behaviour.
What I found most compelling is how the reading reframes temporality as persuasive. The fleeting nature of ephemeral content makes it feel more spontaneous and less curated, even when it is carefully planned. This connects directly to the module’s focus on temporality and audience engagement: when content is temporary, it alters how we value and remember it disappears, viewers may feel a stronger impulse to engage in the moment, reinforcing concepts like FOMO and participatory culture. Personally, this reading changed how I view disappearing posts. I used to see them as casual or low-stakes, but now I recognize how strategically designed they are. Ephemerality is not just about disappearance; it is about shaping attention, memory, and meaning in digital communication.
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