話題作(わだいづく)り

わだいづくり
noun
creating buzz; generating publicity
mediasociety
1. creating buzz; generating publicity
The act of deliberately creating topics of conversation or generating public interest, often for promotional or social purposes.
あの発言(はつげん)は話題作(わだいづく)りだろう。
That comment was probably just for publicity.
SNSでの話題作(わだいづく)りに力(ちから)を入(い)れている。
They are putting effort into creating buzz on social media.
有名人(ゆうめいじん)とのコラボは話題作(わだいづく)りの一環(いっかん)として企画(きかく)された。
The collaboration with a celebrity was planned as part of a publicity campaign.

Usage

Often used with a slightly cynical nuance, implying that an action was done primarily to attract attention rather than for its own sake. Common in discussions of marketing, media, and celebrity behavior.

Common collocations

  • 話題作(わだいづく)りのために (for the sake of publicity)
  • 話題作(わだいづく)りに走(はし)る (to resort to publicity stunts)

Similar words

  • 宣伝(せんでん): advertising, publicity — a more neutral term for promotion
  • 炎上商法(えんじょうしょうほう): controversy marketing — deliberately provoking outrage for attention

Related Words

Related: 宣伝(せんでん) (publicity)
general
Added 2026.3.14 11:12 · Revised 2026.9.2 13:01
16500/16674_wadaizukuri