Chapter 1: Social Media
Chapter 2: Image Promoted
Chapter two discusses the two platforms Instagram and Facebook and how the platforms are promoted to viewers. Perceptions of social media have changed, as both Generation X and Millennials consider Facebook to have negative attributes, whilst Millennials perceive Instagram as mainly positive, due to the ‘refined visual imagery.’ The deepening relationship between social media and e-commerce has reiteratively caused 31 per cent of users to feel uncomfortable regarding privacy online (Mintel, 2015). Whilst bloggers reiterated the fact that images online are trueto the offline self, and only represent the positive attributes.
Chapter 3: Repercussions
Chapter three discusses the evolution of social media and the fact that the millennials have grown up with theplatforms, therefore, find it hard to imagine life without the attachment. Consequently, from primary research it became clear that females care more about posts on social media as they access the platforms the equivalent tomales, however, post half as much content. This led on to talk about ‘100 images to upload,’ a theory built from the focus group with the millennials, whereby, it takes 100 photos to achieve one worthy for posting on ‘Instagram.’ This chapter talks about the way content is viewed and the repercussions is has onthe two different generations.
Chapter 4: Identity
The fake honesty in is discussed inchapter four, as blogger ‘Essena O’neil’ outs blogging as dishonest and a wayto make money, however, made further income through her broadcast. The chapter then talks about ‘rejecting superficiality,’ and the posts that are not a truerepresentation of ones self.
This generation of Generation X and Millennials are refined and self edited individuals, that know what they wantand inhabit the determination to filter all that stands betweenself-actualisation. However, whilst it may seem that the consumers are independent, self-driven individuals, it is the attention to detail thatdiffers otherwise. It is the reliance on social media that connects thegeneration to become indifferent. After viewing similar information five to tentimes a day, social media has begun to override the consumer’s individuality.
There’s a rapidly developing economy on Instagram and research suggests that whilst brands believe to be in control it is in fact the instagrammers that hold the dominance. Whilst instagrammers such as Essena O’Neil permitted to post for brands to gain income, others such as Danielle Bernstein post with relevancy to the theme of the account, not to the brands objectifications. Brands spend more than a one billion dollars per yearon sponsored Instagram posts, only to be objectified by what and how their merchandise is posted. Therefore, this potentially suggests that the brands do not achieve their original marketing strategy, for example, Netflix toAustralia. Accordingly, the instagrammer determines the money per post; they also have the control, similarly to O’Neil to expose the brand. Therefore, whilst the confession temporarily portrays badly on the instagrammer, it further affects the brand on a more permanent scale.
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