The Datafication and Quantification of Fashion: The Case of Fashion Influencers

IF 0.7 4区社会学 0 HUMANITIES, MULTIDISCIPLINARY

Fashion Theory-The Journal of Dress Body & Culture Pub Date : 2022-04-12 DOI:10.1080/1362704X.2022.2048527

Agnès Rocamora

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引用次数: 1

Abstract

Abstract The article approaches the field of fashion influencers as an instance of the pervasive power of datafication and quantification in everyday life. It discusses the role of metrics in the fashion influencer economy, and the quantification of the self it goes hand in hand with, a quantification that is also an object of struggle in the field of influencer marketing. Drawing on conceptual tools such as “like economy” and “data capitalism,” as well as on the work of Bourdieu, it points to the instrumentalisation of numbers for economic purposes, and the centrality of such numbers to the business of fashion influence. Drawing on Moore’s notion of “quantified worker” it conceptualizes fashion influencers as iterations of the “quantified self.” The article elaborates on the centrality of quantified data in influencer marketing companies’ quest for a dominant position in the field. It discusses the ways it participates in the quantification of the business of influence, further tightening the relation between capitalism, quantification and datafication in the field of fashion.

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时尚的数据化与量化:以时尚影响者为例

摘要本文以时尚影响者为例，探讨了数据化和量化在日常生活中的普遍力量。它讨论了指标在时尚影响者经济中的作用，以及与之相伴的自我量化，这种量化也是影响者营销领域的一个斗争对象。它借鉴了“类经济”和“数据资本主义”等概念工具，以及布迪厄的工作，指出了出于经济目的对数字的工具化，以及这些数字在时尚影响力商业中的中心地位。根据摩尔的“量化工作者”概念，它将时尚影响者概念化为“量化自我”的迭代。文章阐述了量化数据在影响者营销公司寻求该领域主导地位中的中心地位。它讨论了它参与影响力商业量化的方式，进一步收紧了时尚领域资本主义、量化和数据化之间的关系。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Fashion Theory-The Journal of Dress Body & Culture HUMANITIES, MULTIDISCIPLINARY-

CiteScore

2.10

自引率

10.00%

发文量

期刊介绍： The importance of studying the body as a site for the deployment of discourses is well-established in a number of disciplines. By contrast, the study of fashion has, until recently, suffered from a lack of critical analysis. Increasingly, however, scholars have recognized the cultural significance of self-fashioning, including not only clothing but also such body alterations as tattooing and piercing. Fashion Theory takes as its starting point a definition of “fashion” as the cultural construction of the embodied identity. It provides an interdisciplinary forum for the rigorous analysis of cultural phenomena ranging from footbinding to fashion advertising.