{"title":"参与的记忆逻辑:Instagram上的健身身体文化","authors":"J. Schöps, Sarah Schwarz, Veronika Rojkowski","doi":"10.1177/14705931231201779","DOIUrl":null,"url":null,"abstract":"This study examines participatory logics as a process of the platformization of culture in the context of fitness body culture on Instagram. Building upon meme theory and applying a networked content analysis of #fitness, we highlight the memetic logics of participation that manifest in and derive from an interplay between consumers and affordances. Our findings, first, detail how content exhibiting common characteristics forms contextual memes that make up the platform's meme complex of fitness body culture. We, second, outline how the memetic logics of participation interconnect, cross-reference, and reinforce a standardized and platformized consumer culture. This study ultimately points to a networked public in which consumers follow both context-specific and platform-afforded—memetic—logics of participation in cultural production.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":null,"pages":null},"PeriodicalIF":3.4000,"publicationDate":"2023-09-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Memetic logics of participation: Fitness body culture on Instagram\",\"authors\":\"J. Schöps, Sarah Schwarz, Veronika Rojkowski\",\"doi\":\"10.1177/14705931231201779\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"This study examines participatory logics as a process of the platformization of culture in the context of fitness body culture on Instagram. Building upon meme theory and applying a networked content analysis of #fitness, we highlight the memetic logics of participation that manifest in and derive from an interplay between consumers and affordances. Our findings, first, detail how content exhibiting common characteristics forms contextual memes that make up the platform's meme complex of fitness body culture. We, second, outline how the memetic logics of participation interconnect, cross-reference, and reinforce a standardized and platformized consumer culture. This study ultimately points to a networked public in which consumers follow both context-specific and platform-afforded—memetic—logics of participation in cultural production.\",\"PeriodicalId\":48020,\"journal\":{\"name\":\"Marketing Theory\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":3.4000,\"publicationDate\":\"2023-09-06\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Marketing Theory\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://doi.org/10.1177/14705931231201779\",\"RegionNum\":4,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Marketing Theory","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1177/14705931231201779","RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
Memetic logics of participation: Fitness body culture on Instagram
This study examines participatory logics as a process of the platformization of culture in the context of fitness body culture on Instagram. Building upon meme theory and applying a networked content analysis of #fitness, we highlight the memetic logics of participation that manifest in and derive from an interplay between consumers and affordances. Our findings, first, detail how content exhibiting common characteristics forms contextual memes that make up the platform's meme complex of fitness body culture. We, second, outline how the memetic logics of participation interconnect, cross-reference, and reinforce a standardized and platformized consumer culture. This study ultimately points to a networked public in which consumers follow both context-specific and platform-afforded—memetic—logics of participation in cultural production.
期刊介绍:
Marketing Theory provides a fully peer reviewed specialised academic medium and main reference for the development and dissemination of alternative and critical perspectives on marketing theory. A growing number of researchers and management practitioners who believe that conventional marketing theory is often ill suited to the challenges of the modern business environment. The aim of Marketing Theory is to create a high quality, specialist outlet for management and social scientists who are committed to developing and reformulating marketing as an academic discipline by critically analysing existing theory. The journal promotes an ethos that is explicitly theory driven; international in scope and vision; open, reflexive, imaginative and critical; and interdisciplinary.