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A Case of the Insta-Self Exploring the Relationship Between Instagram

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A Case of the Insta-Self Exploring the Relationship Between Instagram Edinburgh Napier University, UK Doctoral (PhD) Thesis A Case of the Insta-Self Exploring the Relationship Between Instagram Branded Content and Millennial Women’s Self-Image Kathryn Rezai Declaration I declare that this thesis, titled ‘A case of the Insta Self: exploring the relationship between Instagram branded content and millennial women’s self-image’ has been undertaken solely by myself. Thus, the presented work is the result of my own original research. This work has not been submitted, in whole or in part, in any previous application for a degree. Except where states otherwise by reference or acknowledgement, the work presented is entirely my own. Signed: Kathryn Rezai ii Abstract This PhD explores the relationship between Instagram branded content and millennial women’s self-image. Since Facebook bought Instagram in 2012, an abundance of branded content has appeared on consumers’ personal Instagram feeds. The most prominent Instagram users are females, aged 18-24 who engage with Instagram on a daily, or even hourly basis, following peers, influencers, and brands for style inspiration. Our understanding in how such branded content influences millennial women’s self-image is yet to be explored. The literature review focuses on postmodern consumer culture theory, and the significance of identity creations through consumption. Feminist theories, from second-wave to Postfeminism and fourth-wave, are also discussed in order to understand the uneasy relationship between marketing and women’s self-image. Millennials and social media marketing techniques are also addressed. The research methods comprises two data collection tools, 1) ‘Insta-chats’: a digital ethnographic photo-elicitation tool where participants sent screenshots of branded content and gave opinions via Instagram messenger; and 2) semi-structured face-to-face interviews, which allowed further insight into the relationship between participants’ self-image and Instagram branded content. Key findings highlight the significance of Instagram as an influence on participants’ understandings and constructions of self- image. At the same time, there is a clear lack of consciousness amongst participants with regard to how Instagram branded content influences that self-image. In addition, participants expressed concerns towards the ways in which female models’ bodies are portrayed on Instagram branded content. These concerns principally relate to sexualisation and ‘skinny’ body image portrayals. The conclusions of this study contribute towards the field of marketing and consumer research, with particular relevance for our understanding of the construction of digital consumer identity projects. It also provides useful insight into the female millennial consumers’ perceptions of stereotypical gendered portrayals on Instagram branded content. Keywords: Consumer Culture Theory, Consumer Behaviour, Social Media Marketing, Gender Marketing and Consumer Behaviour. iii Acknowledgements This has been a journey of professional and personal discovery. A special thank you to my participants, who gave their time to give their voices and perspectives on Instagram branded content. To my supervisory team for their incredible, unforgettable, and forever thankful support. Dr Elaine Thomson inspired me in the ‘Marketing and Society’ module and introduced me into a world of feminist-marketing articles. I personally thank her for all her support and inspiration. Professor John Ensor, for his academic support and encouragement. To Kathy Brown, for additional support pre-retirement. I also thank Dr Louise Todd, as Independent Panel Reviewer and as an expert in visual methods. Thank you to Dr Grainne Barkess for the incredibly useful writing retreats. Special commendation to The Business School’s Doctoral Research programme for providing and funding necessary training, seminars and conferences. To my colleagues (too many to name), who have given me encouragement and support. Special thanks to Dr Nathalia Tjandra for her support as line manager. To my PhD friends: Ellis Urquhart, Frank Xu, Mania Moysidou, Brianna Wyatt, Indra Dusoye, Lois Burke, Anna Klamet, Pankhuri Jain, Alessandro Feri, Clidna Soraghan, Elena Pershina, Laura Gerard, and Paul Langford for the times we supported each other and for the great memories. Special thanks to my friends from Cabaret of Dangerous Ideas and Bright Club, who provided me a platform to infuse my research with stand-up comedy as another method of expressing my research interests. To the person who told me I’m ‘pretty funny for a woman’, you are the reason why feminism is still very much needed! My family and friends have been incredible support. I first of all thank Kourosh Rezai for being an amazing father. As a single parent, he raised me to become a strong independent woman. I hope I continue to make him proud. Special thanks to my brother Jonathan Rezai for being supportive and understanding, especially when I missed his birthday due to writing up my thesis (sorry!). To all my friends for keeping me sane and reminding me to ‘live a bit’. Finally, I thank Michael O’Loughlin, for his continuous love and support throughout this process. I look forward to our future together. I would also like to thank Spotify music, Zumba, coffee, and (the odd glass of) wine & gin for the much-needed energy boost! iv Table of contents Declaration .......................................................................................... ii Abstract .............................................................................................. iii Acknowledgements ............................................................................ iv Table of contents ................................................................................. v Table of Images ................................................................................... x Table of Figures ............................................................................... xiii Chapter 1: Introduction, background and context of thesis .......... 1 1.1 Background and rationale for research ..................................... 1 1.1.2 Inspiration & rationale for research: American Apparel school- wear Instagram campaign ..................................................................... 3 1.2 Addressing the gap ....................................................................... 5 1.3 Marketing and Consumer Research: contributions .................. 6 1.4 Aim, objectives and research questions ...................................... 7 1.5 Overview of chapters .................................................................... 8 1.6 Summary ..................................................................................... 10 Chapter 2 (Literature Review): The importance of consumer identity constructions in the social media age ................................ 11 Part 1: Postmodern notions of identity, marketing, and the consumer ........................................................................................... 11 2.1 Consumer society and consumer culture ................................. 11 2.1.2 Hyperreality ............................................................................. 13 2.1.3 Fragmentation .......................................................................... 16 2.1.4 Reversal of consumption and production .............................. 18 2.1.5 The decentred subject ............................................................. 19 2.2 Postmodern marketing communications .................................. 20 2.3 The postmodern consumer ........................................................ 22 2.4 Summary ..................................................................................... 23 Part 2: Consumer identity projects ................................................. 23 2.5 Unpacking self-identity .............................................................. 24 2.6 Consumer identity projects ....................................................... 26 2.6.2 The extended self and conspicuous consumption ..................... 29 2.6.3 Governance of identity .............................................................. 32 2.7 Summary ..................................................................................... 34 Chapter 3: (Literature Review) Feminist theory, narratives, and perspectives towards self-image in marketing and consumer society ................................................................................................. 36 3.1 A narrative of the feminist movement: First Wave to Fourth Wave .................................................................................................. 37 3.1.1 First wave feminism .................................................................. 37 3.1.2 Second Wave Feminism ............................................................ 38 3.1.3 Third Wave feminism and the emergence of Postfeminism ..... 48 3.1.4 Fourth Wave feminism .............................................................. 57 v 3.2 Summary ..................................................................................... 59 Part 2: Poststructuralist feminism: marketing and gender surveillance ........................................................................................ 60 3.3 Poststructuralist theory in consumer research ........................ 60 3.3.1 Surveillance society and disciplinary power ............................. 62 3.3.2 Disciplinary Power ...................................................................
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