Instagram上的印尼都市型男:从现象学角度研究男性在传播身份认同过程中的时尚风格体验

Julio Pasha Arigi, Zinggara Hidayat, Christopher Cornelis Lie, Hanan Muhardiansyah
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引用次数: 0

摘要

本研究分析了印尼元性群体在 Instagram 上的自我表述,重点关注他们如何利用该平台展示自己的时尚风格,表达自己作为消费者和社会成员的身份。大都会性在印尼是一种相对较新的现象,但已迅速流行起来,尤其是在城市男性中。都市男性通常对时尚、美容和保持健康的生活方式非常感兴趣。与传统消费者相比,他们也更注重品牌,愿意投资高品质产品。社交媒体已成为都市型男群体表达自我和与他人沟通的重要平台。尤其是 Instagram,它已成为都市男性分享服饰照片和视频的热门平台。本研究探讨了都市男女消费者如何使用 Instagram 通过帖子展示自己的时尚风格。本研究采用建构主义范式下的定性研究方法,使用现象学研究方法,包括访谈、观察和文献综述。受访者包括十位在 Instagram 上拥有最多粉丝和参与度的印尼男性用户。研究结果表明,在日常活动和社交媒体参与中,都市型消费者优先考虑的是舒适性和适用性,而不是品牌和产品声誉。研究还显示,都会型消费者使用 Instagram 来表达自我,并与他人分享他们的活动。他们对自己外表的追求已从线上延伸到了线下。这项研究的管理意义强调了关注服装等产品的男性消费者的重要性。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Indonesian metrosexuals on Instagram: A phenomenological approach of male fashion style experiences in communicating the identity
This study analyses the self-representation of the Indonesian metrosexual community on Instagram, focusing on how they use the platform to showcase their fashion style and express their identity as consumers and members of society. Metrosexuality is a relatively new phenomenon in Indonesia, but it has quickly gained popularity, particularly among urban men. Metrosexual men are typically highly interested in fashion, beauty and maintaining a healthy lifestyle. They are also more brand-conscious than traditional consumers and are willing to invest in high-quality products. Social media has become an essential platform for the metrosexual community to express themselves and connect with others. Instagram, in particular, has become a popular platform for metrosexual men to share photos and videos of their outfits. This study examines how metrosexual consumers use Instagram to showcase their fashion style through their posts. The study employs a qualitative approach within the constructivist paradigm, using phenomenological research methods, including interviews, observations and a literature review. The informants comprised ten Indonesian male Instagram users with the highest followers and engagement. The study’s findings suggest that metrosexual consumers prioritize comfort and suitability over brand and product prestige for day-to-day activities and social media engagement. Also, the study reveals that metrosexual consumers use Instagram to express themselves and share their activities with others. Their commitment to their appearance extends beyond the online realm to offline settings. The study’s managerial implications underscore the importance of attending to male consumers for products such as clothing.
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