No Filter: Instagram между персональным брендом и перформансом аутентичности

Теория моды: одежда, тело, культура. 2020. Т. 56. С. 245–265.

Колпинец Е. В.

*Реализация соц. сети Instagram запрещена на территории России по основаниям осуществления экстремистской деятельности

Active management of an account in Instagram has become a public and extremely common practice of presentation of self in everyday life. Two basic practices in Instagram in recent years were authenticity performance and creating a personal brand. Visual "authentic" and "sincere" is designed with particular techniques, and building a personal brand requires the user to laboriously emotional work. The "sincere story about yourself" in the context of Instagram has turned into one more style, which now does not have to reflect reality in order to look credible. Both practices serve the same purpose: to build your visual image so that it looks interesting and understandable to viewers and subscribers. However, the main question for the researcher is not why the platform (and other users) provokes us to create an improved and simplified version of ourselves, but what do these practices tell us about the platforms themselves and the Internet communications device in general?

Keywords: bloggers, персональный брендинг, новые медиа,, Instagram, on-line social networks