Måste jag köpa det jag ser? : En kvalitativ studie om Instagrams påverkan på skönhets- och modekonsumtion.

Sammanfattning: The qualitative study “Måste jag köpa det jag ser?” by Madeleine Ohlson and Akvile Paulaityté is made to investigate the effects of Instagram on fashion- and beautyconsumption and the ego image of individuals. In the Swedish society the government sees consumption as a problem, and that it should decrease because of the high consumptionlevel. According to Dag Kättström social media affects everydaylife of individuals and their relations because of the frequent use. The research of Instagram by Mendelsons and Papacharissis (2011) reveals the possibility for individuals to display their identity and create an image. During this study seven semistructured interviews were made with students from Södertörn University and the material was analyzed through Goffman’s dramaturgic perspective and the consumptiontheory of Bauman. The outcome of the study shows that students that frequently use Instagram gets a need to see frequent newsfeed updates and the students with a beauty- and fashioninterest follow beauty- and fashioninspired users to find new trends and create productposts. The effects of Instagram on the ego image is low according to the students because of their high self-esteem. They though feel they are affected by their feel of insufficiency from Instagramposts regarding beauty- and fashionproducts and appearance standards.