Degree

BS (Social Sciences & Liberal Arts)

Faculty / School

School of Economics and Social Sciences (SESS)

Department

Department of Social Sciences & Liberal Arts

Date of Award

Summer 2024

Date of Submission

2024-07-28

Advisor

Rahma Muhammad Mian, Lecturer, Department of Social Sciences

Project Type

SSLA Culminating Experience

Access Type

Restricted Access

Keywords

Instagram, Influencers, Curation, Digital Self

Abstract

In this era of rampant digitalization, social media platforms like Instagram boasts over 1.35 billion users. Of these ordinary users, many have likened themselves as micro celebrities or influencers with their public accounts and large following. Addressing the current gap in scholarly literature which limits the study of influencers till their ability of effectively selling products to followers. This paper takes a much greater interest in how these users curate their digital persona, as a case study that focuses on two Pakistani Hijabi influencers as the main stakeholders. By using the framework of the digital self, it first examines Instagram as a platform and its features. Moving on to outlining the differences between traditional celebrities and influencers, their process of active creative curation and the key characteristics that become an essential part of the process of becoming a micro celebrity. Primary data was gathered by semi-structured interviews and secondary thematic visual analysis was conducted on posts and reels of both influencers. Wherein the visual analysis highlighted the sheer amount of thought and effort that is placed in curating content in terms of color composition, sound, camera angles and so on.

Pages

64

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