DOLD MARKNADSFÖRING: ATT SÄLJA EN LIVSSTIL : En semiotisk innehållsanalys av Nelly.com på Instagram

Sammanfattning: The aim of this study is to distinguish how the fashion brand Nelly.com chooses to portray themselves through their Instagram posts and how the snapshot aesthetic is displayed in these. The aim is further to reveal what they are advertising and what characterizes the group identity Nelly.com is inviting their recipients to. By using a semiotic content analysis, which is an interpretive qualitative method, ten posts in which both the pictures and accompanying captions were analyzed from Nelly.com’s Instagram account. Each post was analyzed separately by using the following tools; denotation, connotation, icon, index and metonymy. In addition, the posts were further analyzed using Erving Goffman’s theory of self presentation, Pierre Bourdieu’s theory of capital and Gunther Kress and Robert Hodge's take on social semiotics. Previous studies regarding brand pages and brand communities, user generated pictures with snapshot aesthetics, group identity and the digitized fashion markets were also taken into account. These tools, theories and previous studies allowed us to distinguish themes, patterns, similarities and differences in the posts. The results showed that how the snapshot aesthetic is displayed varied in Nelly.com’s pictures. It also showed that it is difficult to tell what it is that defines it. Further, the results showed that Nelly.com through their self presentation on Instagram, which is perceived as more credible by using snapshot aesthetics, still promotes old beauty standards and ideals. The study also showed that Nelly.com not only market their own products, but are also portraying and promoting a certain lifestyle. All these advertised signs combined, are the definition of the group identity Nelly.com invites people to be a part of.