Self in Selca, Self-Portrait Photography, As a Model, Photographer, and Consumer

Yoo Jin Kwon, Korea National Open University, Korea
Kyoung-Nan Kwon, Ajou University, Korea
Selca refers to self-portrait photography which is popular among young adult Korean consumers. This study investigated consumer’s self-concept and self-presentation through in-depth interviews. Findings indicate that consumers are engaged as a model, photographer, and consumer and maneuvers their way through turbulent self-images that consists of idealized reality and realistic ideality.
[ to cite ]:
Yoo Jin Kwon and Kyoung-Nan Kwon (2011) ,"Self in Selca, Self-Portrait Photography, As a Model, Photographer, and Consumer", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 660-661.