The idea of ephemeral narratives is very interesting to me. In reality, posting anything online means it is never fully gone, with how easily people can save or screenshot things, but the use of ephemeral narratives on social media through Snapchat or Instagram stories gives us the illusion of disappearance. On these types of posts, it feels like there is less pressure to be perfectly curated, even though it may have the same amount of attention as a regular post. This authenticity makes the posts feel more personal and like there is some kind of closer relationship between the poster and viewer because of its real-time feel. After living in the era of social media, where perfect lighting, tons of editing, and extremely thought-out posts were the norm, trends shifted as people started yearning for more realism. We saw this with the brief popularity of the app BeReal a few years ago, where users were prompted to take an image at a random moment each day, showing their real lives at the time. We also continue to see this with the rise of livestreaming as opposed to heavily produced longer-form content on apps like YouTube. Even though these things can be just as scripted, there is a sense of connection and authenticity that cannot be replicated in other, more delayed formats. Knowing that not everyone will see a certain moment if they are not present at that time creates a sense of urgency to consume these types of ephemeral moments. The Wakefield reading from our module presents us with the idea that ephemeral narratives can lead to better emotional regulation. This could be due to the nature of the medium being temporary to them, and with its eventual disappearance comes the knowledge of no longer being perceived or, in the case of the viewer, no longer being a remote bystander.
After reading this, it became clear to me that these ephemeral narratives have both pros and cons. Wakefield’s reading also highlights this type of content in the context of marketing and how it can be more negative than positive. It can lead to consumers missing out on information or opportunities. This illustrates the importance of understanding what content should be presented in what form to achieve the desired results. I believe that the disappearing story format used by many social media platforms is an effective way to feel closer to audiences while also reducing pressure surrounding it. With the new knowledge I have gained about these concepts, I will be more mindful of them in the future.
After reading this, it became clear to me that these ephemeral narratives have both pros and cons. Wakefield’s reading also highlights this type of content in the context of marketing and how it can be more negative than positive. It can lead to consumers missing out on information or opportunities. This illustrates the importance of understanding what content should be presented in what form to achieve the desired results. I believe that the disappearing story format used by many social media platforms is an effective way to feel closer to audiences while also reducing pressure surrounding it. With the new knowledge I have gained about these concepts, I will be more mindful of them in the future.
Reference: Wakefield L (2024), "Conceptualizing ephemerality in online marketing communication for consumers and firms". European Journal of Marketing, Vol. 58 No. 6 pp. 1437–1462
Hi Katie, I really enjoyed reading your reflection. I think you did a great job explaining the idea of ephemerality, especially your point that content online is never truly gone, even when platforms create the “illusion of disappearance.” That tension between disappearance and permanence is very important, and you explained it in a clear and relatable way.
ReplyDeleteI also found your discussion of authenticity very interesting. Your examples of BeReal and livestreaming show how users are shifting toward content that feels more immediate and less curated. However, I think your point that these formats can still be “just as scripted” is especially strong, because it challenges the idea that ephemeral media is always more real. This connects well to the concept of performance in digital identity, where even “authentic” content can still be shaped by social expectations and platform norms.
Your use of Wakefield’s reading is effective, particularly the idea that ephemerality can support emotional regulation. I wonder if this could also connect to audience engagement—because content disappears quickly, users may feel less pressure but also pay less attention or engage less deeply. Do you think ephemerality encourages more passive consumption compared to permanent posts?
Overall, your reflection clearly connects personal experience with course concepts, and it raises important questions about authenticity, temporality, and user behavior in digital media. Good Job!