Brandsluts
Instagram influencers and conspicuous consumption in post-apartheid South Africa
Bibliographic Data
| ID | 2973132 |
|---|---|
| Authors | Vidhya Sana (0000-0001-9326-941X, University of Pretoria, corresponding author) |
| Year | 2024 |
| Volume | 30 |
| Issue | 3 |
| Pages | 176-189 |
| Publication date | 2024-05-03 |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Social Identities (JOURNAL) |
| Journal identifiers | ISSN: 1350-4630 • E-ISSN: 1363-0296 |
| Publisher | Informa UK Limited (PUBLISHER • GB) |
| DOI | 10.1080/13504630.2024.2371340 |
| OpenAlex | W4400701564 |
| Language | EN |
| Citations received | 1 |
| References cited | 31 |
Post-Apartheid South Africa shifted to a culture of consumption, originating with a transition to a neoliberal society [Sana, V. (2022). Bits of bytes and bites of bits: Instagram and the gendered performance of food production in the South African Indian community. Agenda, 36(1), 100–108), alongside access to a globalized world. During apartheid, consumption was strictly regulated, and racialized. This culture of consumption has been prevalent since the mid-1990s. As apartheid regulations lifted, the freedom of movement, choice and the ability to consume unreservedly, opened possibilities previously unimagined for much of the population. Consumption in South Africa is largely characterized by the unique contextual and symbolic processes that inform it. Consumption practices have impacted performances of identity and anxieties of belonging in turn [Sana, V. (2022). Bits of bytes and bites of bits: Instagram and the gendered performance of food production in the South African Indian community. Agenda, 36(1), 100–108]. This paper examines the visual representations of consumption practices on Instagram. Using critical consumption studies, an analysis of various Instagram influencers' consumption uncovers how South Africans affirm their place in the neoliberal global stage through acts of consumption. The article considers the consumption of products as a product itself to be consumed, and how this links to debates around conspicuous consumption in South Africa
Aesthetics · Business · Consumerism · Influencer marketing · Media studies · Political science · Population · Social science · Sociology · Demography · Gender Studies · Gender, Feminism, and Media · Law · Music History and Culture · Sexuality, Behavior, and Technology · Marketing
Consumption and Everyday Life
Mixing Methods
Consumption and Identity
Social Capital
The Sociology of Economic Life
You've Got to Be Real
Brands and Instagram
Instagram
Instagram use and young women’s body image concerns and self-objectification
Gender, sexuality and commodity culture
Bits of bytes and bites of bits
Critical consumption studies in South Africa
The promise of happiness
Social Network Sites
Visibility labour
Consumer Culture Reborn
Brandsluts
Stylizing the Self
Money Does Not Stay, It Is a Visitor
Races to consume
The Black Female Body as a 'Consumer and a Consumable' in CurrentDrumandTrue LoveMagazines in South Africa1
| Citations per year | 0.5 |
|---|---|
| Citation span | 2024 - 2024 (1) |
| Highly cited | No |