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.
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.
Jonathan David Schöps, University of Innsbruck, Austria
NA - Advances in Consumer Research Volume 46 | 2018
The Production and Consumption of Retro Brands Beyond Meaning Revival
Benjamin Julien Hartmann, University of Gothenburg
Katja H. Brunk, EuEuropean University Viadrina
Markus Giesler, York University, Canada
A1. Trusting and Acting on Chance Online
Shivaun Anderberg, University of Sydney, Australia
Ellen Garbarino, University of Sydney, Australia
Changes in Environment Restore Self-Control
Nicole Mead, University of Melbourne, Australia
Jonathan Levav, Stanford University, USA