Brand-Mediated Ideological Edgework: Negotiating the Aestheticized Human Body on Instagram - the Case of American Apparel

Jonathan Schöps , University of Innsbruck, Austria
Philipp Wegerer, University of Innsbruck, Austria
Andrea Hemetsberger , University of Innsbruck, Austria
This paper enhances the understanding of how brands and consumers engage in brand-mediated ideological edgework on Instagram. Our study uses a performativity lens to investigate how the fashion brand American Apparel and consumers performatively (re-)construct the aestheticized social body. We identify six brand and consumer practices of brand-mediated ideological edgework.
[ to cite ]:
Jonathan Schöps , Philipp Wegerer, and Andrea Hemetsberger (2017) ,"Brand-Mediated Ideological Edgework: Negotiating the Aestheticized Human Body on Instagram - the Case of American Apparel", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 474-478.