Brands, Social Media and Creating Distinction

This proposal aims to explore inequality with regards to consumption of brands and their symbolic value. Noting recent arguments for emerging forms of capital in response to more fluid tastes, and changing role of distinction as a result of this, the project will focus on the use of fashion brands amongst young people in both physical and online spaces in order to answer two key issues: How does branding work to promote social differentiation and distinction? Do cultural practices used to create distinction conform in online spaces? Currently, brands are ignored in much sociological discourse around inequality and distinction but are evidently very linked to consumption and often, omnivorous tastes. As the line between IRL and URL blurs, an ethnographic approach to study through use of participant observation and semi-structured interviews will be used in order to learn more about patterns of interaction with brands among young people both on social media sites and amongst social groups. In order to validate findings and utilise the researcher's market research experience, brand market research data which focuses on consumer use of social media will be accessed to explore how brands are used in online spaces.