The Symbolic Meaning of Conspicuousness of Fashion Consumption in Ritual Image Communication on Instagram

다국어 초록 (Multilingual Abstract)

This study focused on the ritual expression of conspicuous fashion consumption on Instagram to understand conspicuous fashion in the media culture. As a research method, netnography and 1:1 in-depth interview was conducted. According to the results, participants expressed themselves through fashion consumption on Instagram, including the intention to show off their fashion taste and styling ability. This show-off was not only about a social status or economic affluence, but about the creative ability gained by oneself. This ability was about to find and select value from the products that were commonly seen around them rather than expensive or luxury brands, and to combine them creatively. It was focused on styling rather than fashion products, and on consumption experience rather than purchasing behavior. Styles have come to mean the individual’s discriminatory self and the importance of its existence, and it explained that the self is being interpreted at an individual level rather than in a social structure. However, as the posting of fashion consumption was regarded as a representative conspicuous expression on Instagram, individuals carefully adjusted the image expression so that it would not be seen as excessive showing off to the extent allowed in the media users.