From user-generated content to a user-generated aesthetic: Instagram, corporate vernacularization, and the intimate life of brands

This paper calls for renewed critical examination of the representational practices of commercial brands on social media, in particular their appropriation and adaptation of user-generated “amateur” or “vernacular” cultural styles. It proposes that this appropriation parallels processes of professionalization, influencer culture, and self-branding on social media. Focusing empirically on the official Instagram accounts of 12 leading fashion brands, we identify three distinctive patterns: (1) Regramming: sharing and crediting users’ photographs on the brands’ official feed; (2) Vernacular celebrity: posting the amateur-style photographs of a celebrity or model associated with the brand; (3) Brandfies: selfie-style images created by corporations where the brand appears to be a “self” performing its own representation. We argue that these appropriations position brands more fully as social beings, as tech-savvy cultural amateurs familiar with platform affordances, and as physically embodied selves. Self-branding is thus systematically complemented and brought to fulfilment by brand-“selfing.”