Negotiating Consumerism and Feminism on Instagram

Mathilde Hogsnes, Kjeld Hansen

Research output: Chapter in Book/Report/Conference proceedingArticle in proceedingsResearchpeer-review


In this preliminary research paper, we identify and characterize the current practices of top Norwegian female social influencers on Instagram. We introduce theories of social influence, consumerism, and new feminism to enlighten our discussion of how the social influencers exercise their influence. We present the results and analysis of the visual and textual content of 5,083 Instagram postings as well as supplementary online content. In our conclusion, we discuss the significance of the social influencers’ negotiation of consumerism and feminism on Instagram as well as directions for future research.
Original languageEnglish
Title of host publicationProceedings - 16th IEEE International Symposium on Parallel and Distributed Processing with Applications, 17th IEEE International Conference on Ubiquitous Computing and Communications, 8th IEEE International Conference on Big Data and Cloud Computing, 11th IEEE International Conference on Social Computing and Networking and 8th IEEE International Conference on Sustainable Computing and Communications. ISPA/IUCC/BDCloud/SocialCom/SustainCom 2018
EditorsJinjun Chen, Laurence T. Yang
Number of pages2
Place of PublicationLos Alamos, CA
Publication date2019
Article number8672371
ISBN (Print)9781728111421
ISBN (Electronic)9781728111414
Publication statusPublished - 2019
EventThe 11th IEEE International Conference on Social Computing and Networking. SocialCom 2018 - Melbourne, Australia
Duration: 11 Dec 201813 Dec 2018
Conference number: 11


ConferenceThe 11th IEEE International Conference on Social Computing and Networking. SocialCom 2018
Internet address

Bibliographical note

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  • Consumerism
  • Feminism
  • Instagram
  • Social influence
  • Social media

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