From user-generated content to a user-generated aesthetic: Instagram, corporate vernacularization, and the intimate life of brands.
This paper calls for renewed critical examination of the representational practices of commercial brands on social media, in particular their appropriation and adaptation of user-generated “amateur” or “vernacular” cultural styles. It proposes that this appropriation parallels processes of professio...
| Publicado en: | Media, Culture & Society Vol. 44; no. 7; pp. 1235 - 1255 |
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| Autores principales: | , |
| Formato: | Artículo |
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Sage Publications, Ltd.
Oct2022
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| Acceso en línea: | Ver este registro en EBSCOhost |
| fields | @attributes: recordID: 1 pdfLink: plink: https://search.ebscohost.com/login.aspx?direct=true&db=ssf&AN=159637746&site=ehost-live header: @attributes: shortDbName: ssf uiTerm: 159637746 longDbName: Social Sciences Full Text (H.W. Wilson) uiTag: AN controlInfo: bkinfo: jinfo: jid: 01634437 MCS jtl: Media, Culture & Society issn: 01634437 maglogo: Y pubinfo: dt: Oct2022 vid: 44 iid: 7 pid: 2171 pub: Sage Publications, Ltd. artinfo: ui: 159637746 10.1177/01634437221084107 ppf: 1235 ppct: 20 formats: tig: atl: From user-generated content to a user-generated aesthetic: Instagram, corporate vernacularization, and the intimate life of brands. aug: au: Simatzkin-Ohana, Liron Frosh, Paul affil: The Hebrew University of Jerusalem, Israel. su: Social media Aesthetics User-generated content Brand name products Clothing industry Parallel processing sug: subj: Social media Aesthetics Clothing and clothing accessories merchant wholesalers Family Clothing Stores All other clothing stores Cut and Sew Apparel Contractors Other Apparel Knitting Mills Other Clothing Stores User-generated content Brand name products Clothing industry Parallel processing keyword: amateur brands commercial appropriation fashion selfie user-generated content amateur brands commercial appropriation fashion selfie user-generated content ab: This paper calls for renewed critical examination of the representational practices of commercial brands on social media, in particular their appropriation and adaptation of user-generated “amateur” or “vernacular” cultural styles. It proposes that this appropriation parallels processes of professionalization, influencer culture, and selfbranding on social media. Focusing empirically on the official Instagram accounts of 12 leading fashion brands, we identify three distinctive patterns: (1) Regramming: sharing and crediting users’ photographs on the brands’ official feed; (2) Vernacular celebrity: posting the amateur-style photographs of a celebrity or model associated with the brand; (3) Brandfies: selfie-style images created by corporations where the brand appears to be a “self” performing its own representation. We argue that these appropriations position brands more fully as social beings, as tech-savvy cultural amateurs familiar with platform affordances, and as physically embodied selves. Self-branding is thus systematically complemented and brought to fulfilment by brand-“selfing.” pubtype: Academic Journal doctype: Article src: R language: English refInfo: copyright: @attributes: flag: N holdings: @attributes: islocal: N |
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