‘Brandsluts’ : Instagram influencers and conspicuous consumption in post-apartheid South Africa

Abstract

Post-Apartheid South Africa shifted to a culture of consumption, originating with a transition to a neoliberal society [Sana, V. (2022). Bits of bytes and bites of bits: Instagram and the gendered performance of food production in the South African Indian community. Agenda, 36(1), 100–108), alongside access to a globalized world. During apartheid, consumption was strictly regulated, and racialized. This culture of consumption has been prevalent since the mid-1990s. As apartheid regulations lifted, the freedom of movement, choice and the ability to consume unreservedly, opened possibilities previously unimagined for much of the population. Consumption in South Africa is largely characterized by the unique contextual and symbolic processes that inform it. Consumption practices have impacted performances of identity and anxieties of belonging in turn [Sana, V. (2022). Bits of bytes and bites of bits: Instagram and the gendered performance of food production in the South African Indian community. Agenda, 36(1), 100–108]. This paper examines the visual representations of consumption practices on Instagram. Using critical consumption studies, an analysis of various Instagram influencers' consumption uncovers how South Africans affirm their place in the neoliberal global stage through acts of consumption. The article considers the consumption of products as a product itself to be consumed, and how this links to debates around conspicuous consumption in South Africa.