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Heterotopian selfies : How social media destabilizes brand assemblages

Author

Listed:
  • Joonas Rokka

    (EM - EMLyon Business School)

  • Robin Canniford

Abstract

Purpose Digital technologies are changing the ways in which the meanings and identity of both consumers and brands are constructed. This research extends knowledge of how consumer-made "selfie" images shared in social media might contribute to the destabilization of brands as assemblages. Design/methodology/approach Insights are drawn from a critical visual content analysis of three popular champagne brand accounts and consumer-made selfies featuring these brands in Instagram. Findings Our study shows how brands and branded selves intersect through ‘heterotopian selfie practices'. Accentuated by the rise of attention economy and ‘consumer microcelebrity', we argue that these proliferating selfie images can destabilise spatial, temporal, symbolic, and material properties of brand assemblages. Practical implications Implications include a consideration of how selfie practices engender new challenges for brand design and brand management. Originality/value Our study illustrates how a brand assemblage approach can guide investigations of brands at multiple scales of analysis. In particular, we extend knowledge of visual brand-related user-generated content in terms of how consumers express, visualise and share selfies and how the heterotopian quality of this sharing consequently shapes brand assemblages.

Suggested Citation

  • Joonas Rokka & Robin Canniford, 2016. "Heterotopian selfies : How social media destabilizes brand assemblages," Post-Print hal-02313408, HAL.
  • Handle: RePEc:hal:journl:hal-02313408
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    Citations

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    Cited by:

    1. Leban, Marina & Seo, Yuri & Voyer, Benjamin G., 2020. "Transformational effects of social media lurking practices on luxury consumption," Journal of Business Research, Elsevier, vol. 116(C), pages 514-521.
    2. Christel de Lassus & Maria Mercanti-Guérin, 2019. "Defending a brand's luxury positioning thanks to its brand champion: the key role of the art director on instagram [Défendre le positionnement luxe d'une marque grâce à son champion de marque: le r," Post-Print hal-02317551, HAL.
    3. Elisa Monnot & Fanny Reniou & Sarah Lasri, 2023. "Packaging-free products: when retailers and consumers (re/mis) appropriate the packaging functions," THEMA Working Papers 2023-20, THEMA (THéorie Economique, Modélisation et Applications), Université de Cergy-Pontoise.
    4. Suzanne Billot & Gaelle Pantin-Sohier & Romain Sohier & Alice Sohier, 2021. "Does the rap wear Dior? The impact of rap endorser on luxury brand personality," Post-Print hal-03632422, HAL.
    5. George Rossolatos, 2018. "Post-place branding as nomadic experiencing," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 14(4), pages 285-304, November.
    6. Koivisto, Elina & Mattila, Pekka, 2020. "Extending the luxury experience to social media – User-Generated Content co-creation in a branded event," Journal of Business Research, Elsevier, vol. 117(C), pages 570-578.
    7. Aleksandrina Atanasova, 2021. "Re-examining utopia in contemporary consumption: conceptualization and implications for marketing," AMS Review, Springer;Academy of Marketing Science, vol. 11(1), pages 23-39, June.
    8. Zanette, Maria Carolina & Pueschel, Julia & Touzani, Mourad, 2022. "Re-arranging dressing practices: The role of objects in spreading ugly luxury," Journal of Business Research, Elsevier, vol. 145(C), pages 784-800.
    9. Pecot, Fabien & Celhay, Franck & Kacha, Mathieu & Lombard, Gautier, 2022. "Expressions of the past: A practice-based approach of brand longevity visual translation in advertising," Journal of Business Research, Elsevier, vol. 150(C), pages 121-133.
    10. Margaret C Campbell & Linda L Price, 2021. "Three Themes for the Future of Brands in a Changing Consumer Marketplace," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 48(4), pages 517-526.
    11. Celhay, Franck & Cheng, Peiyao & Masson, Josselin & Li, Wenhua, 2020. "Package graphic design and communication across cultures: An investigation of Chinese consumers' interpretation of imported wine labels," International Journal of Research in Marketing, Elsevier, vol. 37(1), pages 108-128.
    12. Raza, Mohsin & Khalid, Rimsha & Loureirco, Sandra Maria Correia & Han, Heesup, 2024. "Luxury brand at the cusp of lipstick effects: Turning brand selfies into luxury brand curruncy to thrive via richcession," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).

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