Building a fashion influencer image on Instagram


  • Dilyana Molerova New Bulgarian University



virtual community, influencers, fashion, digital literacy, identity, CGI


This article examines the shift from analogue to digital transmission of information; the metaphor of virtual community, and the everyday life of social networks. It also studies the construction of virtual identity taking place under the influence of the influencer system on the Internet. Viewing fashion as a process of constant production and reproduction of the social, of imitation as a means of social adaptation, the text examines the transformation of fashion into a primarily digital representation through influencer marketing. The analogue and digital evolution of codes is distinct, and the need of media and digital literacy are a growing challenge for modern society. This work will provide a clearer delineation of the fluid nature of identity and social belonging as well-articulated behaviors.


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How to Cite

Molerova, D. (2023). Building a fashion influencer image on Instagram. Digital Age in Semiotics & Communication, 6, 109–120.