Brand-Mediated Ideological Edgework: Negotiating the Aestheticized Human Body on Instagram - the Case of American Apparel
This paper enhances the understanding of how brands and consumers engage in brand-mediated ideological edgework on Instagram. Our study uses a performativity lens to investigate how the fashion brand American Apparel and consumers performatively (re-)construct the aestheticized social body. We identify six brand and consumer practices of brand-mediated ideological edgework.
Citation:
Jonathan Schöps , Philipp Wegerer, and Andrea Hemetsberger (2017) ,"Brand-Mediated Ideological Edgework: Negotiating the Aestheticized Human Body on Instagram - the Case of American Apparel", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 474-478.
Authors
Jonathan Schöps , University of Innsbruck, Austria
Philipp Wegerer, University of Innsbruck, Austria
Andrea Hemetsberger , University of Innsbruck, Austria
Volume
NA - Advances in Consumer Research Volume 45 | 2017
Share Proceeding
Featured papers
See MoreFeatured
Changes in Social Values in the United States – 1976-2017: Is a New Age of Tribalism Emerging?
Eda Gurel-Atay, Independent Researcher
Johnny Chen, University of Oregon, USA
Wang Suk Suh, University of Oregon, USA
Lynn R. Kahle, University of Oregon, USA
Featured
F10. Food Waste: On the Normalization of Structural Violence
Andreas Plank, Privatuniversität Schloss Seeburg
Featured
Do You Trust the System? Interaction Effect between Perceived Economic Mobility and Socioeconomic Status on Fair Market Ideology and Consumer Responses
Chun-Ming Yang, Ming Chuan University, Taiwan
Chia-Chi Chang, National Chiao Tung University