Lived Consumer Bodies - An exploration of the role and impact of Social Media on identity construction; the insider perspective.

Over the last two decades, social media has radically and irreversibly altered how and where we consume, alongside how we connect with others, cementing both growing social benefits and concerns. As social media users grow and platforms continue to shift and emerge, the body of knowledge in this field continues to grow with this research adding a timely and relevant contribution to understanding women’s lived experience in online spaces as both consumers and commodities, which is vital if we are to explore the role of social media on gender and identity construction from a feminist perspective. Existing academic discourse and feminist theory relating to gender, identity, consumption, objectification and the lived consumer body is reviewed, with the research underpinned by intersectional feminism to explore the role and impact of social media on identity construction specifically for women (including the experience of trans women and trans femme/feminine identifying genderqueer individuals and groups, within the definition of women). Participants are majority women and LGBTQ+ influencers/content creators, selected due to their reach and engagement online and interviewed using phenomenology to support the exploration of these issues and investigate the phenomena of social media use, and the impact on women in their daily lives. Themes emerging from the research offer greater insight and understanding into aspects of social media and identity construction, including self-image, self-esteem as well as self-commodification, self-objectification and also self-awareness, as participants reflect on the dilemma that having a large and growing following comes with personal responsibility with regard to social issues while also navigating enduring patriarchal stereotypes and expectations present on social media.