Constructing the “Instagirl,” deconstructing the self-brand: Amalia Ulman’s Instagram hoax

Maguire, Emma (2019) Constructing the “Instagirl,” deconstructing the self-brand: Amalia Ulman’s Instagram hoax. European Journal of Life Writing, 8. pp. 12-32.

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Amalia Ulman is an Argentinian-born Spanish artist who used Instagram as a platform for an art piece titled Excellences & Perfections in which she used images of herself to portray a fictional character whose story unfolded over several months. Her images, replicating popular tropes of digital autobiographical performance were presented and widely read as 'authentic' selfies. This essay examines how Ulman’s performance piece can be understood as an autobiographical mediation that uses networked photo-sharing practices to investigate feminine embodiment and self-representation, and how self-branding in digital media is gendered.

Item ID: 58972
Item Type: Article (Research - C1)
ISSN: 2211-243X
Keywords: instagram; girlhood; self-branding; autobiography; new media; digital media; life writing; hoax; performance art; feminist art
Copyright Information: Copyright (c) 2019 Emma Maguire. This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Date Deposited: 26 Aug 2019 04:32
FoR Codes: 47 LANGUAGE, COMMUNICATION AND CULTURE > 4705 Literary studies > 470514 Literary theory @ 100%
SEO Codes: 95 CULTURAL UNDERSTANDING > 9502 Communication > 950204 The Media @ 100%
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