Consuming Commodified Selves – Accelerated Identity Co-Construction Dynamics Through Fashion Performances on Instagram
This paper enhances the understanding of the bi-directional relationship between performers as commodified selves and consumers in digital environments. Drawing on performativity theory, this study illuminates accelerated identity co-construction dynamics through visual fashion performances on Instagram. Analysis of interview data identifies three such dynamics: affirming, emulating, and immersing in dreams.
Citation:
Jonathan David Schöps (2018) ,"Consuming Commodified Selves – Accelerated Identity Co-Construction Dynamics Through Fashion Performances on Instagram", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 434-439.
Authors
Jonathan David Schöps, University of Innsbruck, Austria
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
Turning “Expenses” into “Bills”: How spending Categorization Impacts Budget Optimism and Likelihood of Success
Eleanor Putnam-Farr, Rice University, USA
Anastasiya Pocheptsova Ghosh, University of Arizona, USA
Featured
Q3. Academic Branding on Social Media: Examining the Influence of Personal Brands on the Professor-Student Relationships
Edita Petrylaite, Northumbria University, UK
Darija Aleksic, University of Ljubljana
Featured
P8. Understanding Financial Literacy: a Meta-Analysis of the Antecedents, Consequents and Moderators
FERNANDO DE OLIVEIRA SANTINI, UNIVERSIDADE DO VALE DO RIO DOS SINOS - UNISINOS
Frederike Monika Budiner Mette, ESPM, Brazil
Mateus Canniatti Ponchio, ESPM, Brazil
Wagner Junior Ladeira, Unisinos