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



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