Find the new article by Maria MERCANTI-GUERIN, Senior Lecturer HDR at the Sorbonne Business School
The information war between the royal family and the British press is nothing new. But in the age of social networks and deepfakes, the chaotic management of communication around Kate Middleton's state of health following the announcement of her cancer has sparked a deluge of conspiracy rumors and is damaging the princess's image. Royalty is at a turning point when it comes to communication.
On September 9, 2024, the Prince and Princess of Wales' official Instagram account broadcast a video announcing the end of Kate Middleton's chemotherapy. Directed by Will Warr, an advertising executive known for his work with brands such as Uber Eats, Tesco and Puma, the video immediately "broke" the Internet with several million views in just a few hours. Beyond the expressions of sympathy, this communication illustrates a life under constraint from social networks and fake news.
It reveals very private images of Kate, filmed in Norfolk in the middle of nature. Kate in a bucolic setting presents herself as a survivor, a standard-bearer in the fight against cancer drawing strength from the love of her family, her fans and her privileged connection with nature. Although Kate has become a fixture on social networks, with over 54 million followers on her accounts, the royal family generally remains reserved. The maxim "Never explain, never complain" still applies. But in the age of fake news and information overload, this strategy is becoming increasingly difficult to maintain, and Kate's illness has given rise to an intense battle on social networks.