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

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.



Citation:

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 .

Authors

Gachoucha Kretz, HEC School of Management, France



Volume

NA - Advances in Consumer Research Volume 37 | 2010



Share Proceeding

Featured papers

See More

Featured

Predicting Consumer Brand Recall and Choice Using Large-Scale Text Corpora

Zhihao Zhang, University of California Berkeley, USA
Aniruddha Nrusimha, University of California Berkeley, USA
Ming Hsu, University of California Berkeley, USA

Read More

Featured

The Asymmetry between Time and Money Compensation effect when feeling Scarcity: Time helps the Money Poor, but Money doesn’t help the Time Poor

Jane So, University of Washington, USA
Nidhi Agrawal, University of Washington, USA

Read More

Featured

Motion, Emotion, and Indulgence: How Movement Influences Consumption

Yegyu Han, Virginia Tech, USA
Rajesh Bagchi, Virginia Tech, USA
Syagnik Banerjee, University of Michigan at Flint

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.