Digital Association and Performativity

854 Words2 Pages

Everyone has ability to show what they believe describes them without the inconvenience of a 3 hour conversation; this is all thanks to social media and the online world. People are constantly using digitally mediated environments, or DMEs, which are websites such as, Facebook, Twitter, and Pinterest, to broadcast an identity that reflects their ideal selves. In Gary Hamlin’s article he focuses on the benefits of identity construction and self-presentation on the web. First, he explains how though web and social media platforms an “individual has power over her own identity. People are able to authenticate their self-image though pictures, posts and videos, but at the same time they can hide undesirable aspects of their lives, something that is more easily done digitally than physically. The most significant benefit Hamlin points out is that web users have “the ability to construct identity by non-traditional means.”; or more specifically, have access to digital association. Digital association can seem very beneficial to an online consumer, but it does have many drawbacks.
Digital association allows one to correlate themselves with symbols and brands. According to Hamlin, it “allows virtual consumers to engage in self-presentation though the digital display of brands, products, or services that they identify with”. When someone associates a brand with their name on the web it allows them to form groups with others because of a common interest. This is where group pages and forums come in handy online. The beauty about digital association is that the people do not have to own the brands they associate themselves with. Hamlin goes on to say that, their “freedom to associate their digital selves with things they might not be able ...

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... of digital association create the bond between an individual and a brand, or object that relates to their ideal self. Because this association is being done digitally there is no need for the individual to own the object they associate with, breaking them from any financial constraints. This kind performativity on the internet relinquishes an individual of the need to physically clarify their values, because now everyone can them online. Digital association has even helped me remain close to my lost family member; however, this enhanced form of performativity does come with possible negative outcomes. Digital association with brands can cause “consumer confusion”, and can create online narcissism, which stems from the constant approval from one’s peers. Many people find digital association on the web convenient, but some can overuse it or even fall victim to it.

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