Pixelize Me!: a Semiotic Approach of Self-Digitalization in Fashion Blogs

Gachoucha Kretz, HEC School of Management, France
Drawing on Jensen Schau and Gilly’s findings (2003) on self-presentation on personal webspaces, the purpose of this research is to get a better description of how consumers self digitalize on personal web spaces using specific digital stimuli. Using a semiotic approach on fashion blogs, we demonstrate that consumers self-digitalize to generate authenticity, caricature, fiction or artefact. Strategies employed pertain to exemplarity, “mise-en-scène”, “digital likeness” or “brand overwhelming”. Possible impacts on brand relationship management are further developed, for example, brand-consumer association through self-stereotypes.
[ to cite ]:
Gachoucha Kretz (2010) ,"Pixelize Me!: a Semiotic Approach of Self-Digitalization in Fashion Blogs", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 393-399 .