This paper evaluates the use of self-curated photo elicitation as a new method for exploring self-identity by reflecting on its design and use in a study of Scottish identity. The approach builds on the work of others in the fields of visual analysis and interpretative phenomenological analysis (IPA). Participants were style influencers who were asked to select and discuss a sample of their own Instagram posts that they felt represented their Scottish identity. The approach enabled deep and meaningful engagement with research participants and encouraged further revelations through asking them to reflect on how they went about choosing their posts. Participants spoke passionately and at length about the story behind these and began to understand more about themselves in doing so. Recommendations are made as to how self-curated photo elicitation could be used in future. It is proposed that this method is particularly adaptable to IPA research and studies of self-identity.
User information behaviour on Instagram was explored via 274 responses to an online survey. Instagram is recognised as a powerful visual platform and consistently reports high engagement statistics across its variety of users. Research on Instagram to date has focussed on marketing communications theory, in particular its production of influencers as a new type of celebrity and source. The authors undertook an exploratory study to examine user interaction with the platform from the perspective of information behaviour research. The survey sought data relating to the rich body of information behaviour theory, particularly in relation to the needs or motivations underpinning information seeking, preferred sources of information and criteria for their evaluation, trust of Instagram creators and purposive and non-purposive engagement with information. An evolutionary model of information behaviour on Instagram is proposed, which draws on previous studies of information behaviour. The credibility of information on Instagram was a key theme in the survey findings, with respondents varying in the degree to which they trusted information on the platform and adopting complex, time-consuming and sometimes conflicting strategies to fact check where they felt reliability was important; future research exploring this further is recommended, to help understand the role and motivations of the information seeker in this process. The research also reveals a heightened blurring in comprehension surrounding the concepts of information and opinion amongst users and academics.
Media discourse surrounding fashion and sustainability tends to be negative, emphasising the problems that exist across the various stages of the lifecycle of a garment. Although consumers are increasingly aware of at least some of the issues surrounding fashion and the environment, research suggests that the scale and complexity of the problem causes them to feel detached and uncertain about how to adapt their own behaviour in response. This research positions Instagram as a digital media platform through which sustainable fashion is communicated and experienced through augmented fashion content. Instagram is recognised for its significant impact on visual culture, particularly within aesthetic sectors such as fashion. Recent research reveals that users have begun engaging in more serious subjects and debates on Instagram, including political, social, and environmental issues. This has brought about opportunities for new voices who are championing sustainable fashion in its variety of manifestations. An open qualitative analysis was carried out using the hashtag #SustainableFashion to uncover themes relating to the types of content, stakeholders, and mechanisms that are being used to augment sustainable fashion on Instagram. The findings reveal a positive community of content creators—including vintage enthusiasts, designers, makers and brands—who are using the hashtag regularly to share proactive content in the form of specific, targeted messages around sustainable fashion solutions. The aim was to uncover the discussions that are taking place right now and provide grounding for future work in this area.
This paper explores the construction of Scottish identity and place amongst fashion and style influencers on Instagram. Existing research and information surrounding the Scottish fashion industry is sparse and focused on traditional textiles, such as tartan and tweed. Style influencers have revolutionised the fashion industry and it is argued that, by identifying as Scottish or Scotland-based on Instagram, these individuals are shaping perceptions of Scottish identity and place, acting as contemporary cultural icons. The study consists of 14 interviews, where participants were also asked to provide a selection of posts that they felt demonstrated their identity as a Scottish fashion influencer. Participants expressed pride in their Scottish identity and surroundings; this was revealed through their desire to promote Scottish designers and destinations. They did not see tartan as a feature of their own style but recognised its value in Scotland's fashion story. People and place-related symbols were regarded as more authentic representations of Scottish identity and style. This research contributes to the field of Scottish studies by presenting contemporary illustrations of Scottish fashion through the influencers who are shaping these.
This article builds on existing theories of self-presentation and self-identity through a study into the behaviour of fashion influencers who position themselves as Scottish on Instagram. Fourteen interviews were carried out with Scottish fashion influencers who were asked to reflect on their online identity. The interaction between the offline and online self is explored, where national identity and a sense of place are recognized as important attributes of self-identity in an offline setting and participants were sampled on the basis that they were projecting this as a key component of their online self. All were found to be seeking to convey an ideal identity on Instagram; this involved curating particular aspects of their offline style and showcasing these online. The issue of authenticity was complex, and a spectrum of identity evolution on Instagram is observed and reflected on. The most career-minded participants tended to portray themselves in a more one-sided manner and were most strongly influenced by a sense of their audience. In contrast, the participants who were less career-minded tended to explore more freely with their online self and were influenced most strongly by internal factors.
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