Construction of “online” identity, body in the perspective of hyper-consumption culture
Construction of “online” identity, body in the perspective of hyper-consumption culture
Author(s): Sabína Gáliková TolnaiováSubject(s): Media studies, Social Philosophy, Individual Psychology, Behaviorism, Social Informatics
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: Body; Commodification; Construction; Hyper-consume culture; Image; “Online“ identity; The Internet;
Summary/Abstract: The “online” world offers a place for the Internet users to create multiple representations of their identities, with prevailing visual or pictorial aspect. Neither the nature of personal identity nor strategy of its construction in the cyberspace is very different from that of the real, “offline” world. The (always) analytic approach of “online” versus “offline” does not apply here. For example, it concerns relations “world-person” too, or relations between us and other people and, in this context, also importance of the body. Last but not least, we speak about demands determined by the hyper-consume culture of today, where our “online/offline” identity is a subject to the cult of the body. In this perspective we can also see commodification of “online” identities, which become competitive “products” in their own “online” space.
Journal: Marketing Identity
- Issue Year: 5/2017
- Issue No: 1/1
- Page Range: 84-92
- Page Count: 9
- Language: English
