Week4 - Identity Politics, sources of power and identity in the social media age

Question 1

How does identity link to politics? (Arnould et al 2023)

Answer 1

• Identity is contested and politicized by “identity politics” (Arnould et al 2023).

Question 2

How does “consumer identity work” become “identity politics?” (Arnould et al 2023)

Answer 2

“Consumer identity work” becomes “identity politics” when consumers deploy marketplace resources to construct personal and collective identities that challenge social stigmas and limitations that emanate from ascribed categories like gender, social class, ethnicity, religiosity, and nationality (Arnould et al 2023).

Question 3

What are sources of power in influencing consumers?

Answer 3

Sources of Power = Capacity to alter the actions of others.

• Referent Power.
• Reward Power.
• Information Power.
• Legitimate Power.
• Expert Power.
• Coercive Power.

Question 4

How has the social media age mediated identities? (Arnould et al 2023)

Answer 4

• Social media platforms dramatically change meaning construction.
• Social media evolves the ideas of identity as constructed relationally, instead of being assigned at birth.
• “Self-branding” - Consumers turn into perfectly commodified products.