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Emma Samsioe.

Emma Samsioe

Associate senior lecturer

Emma Samsioe.

#50+ fashion Instagram influencers : cognitive age and aesthetic digital labours

Author

  • Ashleigh McFarlane
  • Emma Samsioe

Summary, in English

Purpose: This paper demonstrates how #50+ fashion Instagram influencers contribute to the social construction of cognitive age through their aesthetic digital labours. Design/methodology/approach: Non-participative netnography was used in the form of visual and textual analysis of over 300 Instagram posts including images, captions and comments. Findings: Findings reveal how outfit selection, background choices and bodily poses redefine expressions of look age through forms of aesthetic labour. Post-construction, hashtag and emoji usage illustrates how influencers refrain from directly posting about the fashion brands that they endorse. Instead, image and personality work visually attracts followers to politically charged posts which directly impact upon the social and cultural contexts where influencers are active. This ties into present-day wider societal discourses. Practical implications: 50+ fashion influencers have high spending power. Fashion brands should refrain from using #brand and collaborate in more subtle ways and concentrate on challenging the negativity of the old-age cliché. Originality/value: The study advances theory on the social construction of age in fashion studies by combining cognitive age with aesthetic labour to identify the characteristics of the social phenomenon of the 50+ Instagram influencer. It applies principles from critical visual analysis to digital context, thereby advancing the qualitative netnographic toolkit.

Department/s

  • Department of Service Studies

Publishing year

2020-04-10

Language

English

Pages

399-413

Publication/Series

Journal of Fashion Marketing and Management

Volume

24

Issue

3

Document type

Journal article

Publisher

Emerald Group Publishing Limited

Topic

  • Sociology (excluding Social Work, Social Psychology and Social Anthropology)
  • Cultural Studies

Keywords

  • Aesthetic labour
  • Age
  • Fashion
  • Influencer
  • Instagram
  • Netnography
  • Visual analysis

Status

Published

ISBN/ISSN/Other

  • ISSN: 1361-2026