CONSTRUCTION OF “ONLINE” IDENTITY, BODY IN THE PERSPECTIVE OF HYPERCONSUMPTION CULTURE
Journal Title: Marketing Identity - Year 2017, Vol 5, Issue 1
Abstract
The “online” world offers a place for the Internet users to create multiple representations of their identities, with prevailing visual or pictorial aspect. Neither the nature of personal identity nor strategy of its construction in the cyberspace is very different from that of the real, “offline” world. The (always) analytic approach of “online” versus “offline” does not apply here. For example, it concerns relations “world-person” too, or relations between us and other people and, in this context, also importance of the body. Last but not least, we speak about demands determined by the hyper-consume culture of today, where our “online/offline” identity is a subject to the cult of the body. In this perspective we can also see commodification of “online” identities, which become competitive “products” in their own “online” space.
Authors and Affiliations
Sabín Gáliková Tolnaiová
Keywords
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