Brands and Instagram: Point, tap, swipe, glance

Carah, Nicholas and Shaul, Michelle (2016) Brands and Instagram: Point, tap, swipe, glance. Mobile Media and Communication, 4 1: 69-84. doi:10.1177/2050157915598180

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Author Carah, Nicholas
Shaul, Michelle
Title Brands and Instagram: Point, tap, swipe, glance
Journal name Mobile Media and Communication   Check publisher's open access policy
ISSN 2050-1579
2050-1587
Publication date 2016-01
Year available 2015
Sub-type Article (original research)
DOI 10.1177/2050157915598180
Open Access Status File (Author Post-print)
Volume 4
Issue 1
Start page 69
End page 84
Total pages 16
Place of publication London, United Kingdom
Publisher Sage Publications
Collection year 2016
Language eng
Formatted abstract
Brands are a critical part of the ongoing experimentation that underpins the development of mobile social media platforms like Instagram. Instagram had no dedicated advertising or analytics tools until 2014 so, in the absence of such devices, brands have developed uses of the platform that engage with the productive ability of cultural intermediaries and consumers to create and circulate images of their bodies, everyday lives, and cultural practices. This article examines the Instagram activities of the global vodka brand Smirnoff and the fashion retailer General Pants. Each brand engages with cultural intermediaries and builds themed activations at cultural events to orchestrate the production of images. Following Wissinger’s (2007a) study of fashion models, we conceptualize Instagram as an image machine that captures and calibrates attention. Instagram expands the terrain upon which brands operate by dispersing the work of creating and engaging with images into consumers’ everyday lives. The efforts made by brands to experiment with mobile media demonstrate the need to critically examine how participatory, discursive, and algorithmic modes of control are interrelated.
Keyword Branding
Images
Instagram
Mobile media platforms
Smartphones
Social media
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ

Document type: Journal Article
Sub-type: Article (original research)
Collections: Official 2016 Collection
School of Communication and Arts Publications
 
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Created: Thu, 13 Aug 2015, 17:09:08 EST by Dr Nicholas Carah on behalf of School of Communication and Arts