Are Social Networks Leading to the Commodification of the Self?
We are currently in the era of Web 2.0. An era focused on the predominant principle of participatory based communication. New virtual mediums of communication and technology offer many social and cultural benefits, shaping the way in which we commodify ourselves. Looking to the future of communication, Web 2.0 will shift to a semantic based Web 3.0, providing full context to the information we search for online.
In a consumer society, the surface appearance of our self-image is of the highest importance and value. To consume is to allow yourself to belong and confirm a place within the wider social system. By belonging to a social network system, you are aiding yourself in becoming socially accepted. There is a need for belonging from network users that must be met before the self-actualisation stage can take place.
Do you feel our consumption of social networking sites is forced upon us, rather than being free to choose?
The consumption of fashionable brands via social media will lead to establishing a higher social status amongst other users. Jean Baudrillard believes we never consume an object for its function instead we are being constantly manipulated by the signs of these objects’ functions. In other words, we only consume what brands symbolise and connotate in order to be part of a wider fashion and lifestyle. For example; buying a designer jacket symbolises wealth and social status. However, you could buy a nameless jacket for next to nothing and it would fulfil exactly the same product functionality.
Therefore, can it be said people consume brands rather than actual goods themselves?
People need to understand codes of consumption in order to recognise what to buy. For example; members belonging to social network groups are able to understand different codes than those belonging to alternative groups. Meanings are produced, altered and managed, for us to make sense of what it entails to consume one commodity over another. Therefore, consumption patterns on social networking sites will be similar to those on the same network. Due to the large scale phenomenon of social media and the viral spread of trends, consumption is influential and can conform large numbers of people, causing social identity to be even more standardised.
photo credit: Marc_Smith
Every piece of information derived from social media contributes to the commodification of the self. The personal information we freely offer up on networking sites gives the companies more and more data with which to categorise us into consumer groups and therefore we commodify ourselves by engaging in both online and real world personas. The commodification of the self is happening on a sub-conscious level, over time users will feel compelled to be similar to their friends and feel the need to belong within a community.
August 12th, 2010 at 4:54 pm
Great post, it does make one think. Do we consume brands rather than actual goods? I would say yes. To fit in and make a statement you have to comply with certain accepted standards or social benchmarks. Does this make us shallow? Who’s to say!