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

McFarlane, Ashleigh; Samsioe, Emma

Authors

Emma Samsioe



Abstract

This paper demonstrates how #50+ fashion Instagram influencers contribute to the social construction of cognitive age through their aesthetic digital labours.
Non-participative netnography in the form of visual and textual analysis of over 300 Instagram posts including images, captions and comments.
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.
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.
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. Applies principles from critical visual analysis to digital context thereby advancing the qualitative netnographic toolkit.

Journal Article Type Article
Acceptance Date Feb 12, 2020
Online Publication Date Apr 10, 2020
Publication Date 2020-08
Deposit Date Mar 9, 2020
Publicly Available Date Mar 9, 2020
Journal Journal of Fashion Marketing and Management
Print ISSN 1361-2026
Publisher Emerald
Peer Reviewed Peer Reviewed
Volume 24
Issue 3
Pages 399-413
DOI https://doi.org/10.1108/JFMM-08-2019-0177
Keywords Influencer, fashion, Instagram, netnography
Public URL http://researchrepository.napier.ac.uk/Output/2557079

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