How conspicuousness becomes productive on social media
研究Instagram微影响者如何通过自我品牌实践构建和展示社会地位，指出炫耀性已成为一种生产性文化逻辑，通过积累、获取和循环的消费实践实现。
Increasing attention has been paid to social media influencers and their self-branding strategies; yet, a perspective that specifically focuses on such practices in terms of social status has still to be fully developed. This paper analyses how Instagram micro-influencers use self-branding practices as ways to construct and display social status and, secondly, contributes to shed light on the contemporary changes in status gaining and signalling. Moving from Veblen’s theory of conspicuous consumption, I contend that conspicuousness represents the main cultural logic underpinning micro-influencers’ practises, and it's characterised by a productive display of consumption. Departing from Veblen’s theorisation, the display is not an expression of wastefulness, but a productive element in the construction of social status. Employing a methodological approach comprising digital methods and qualitative interviews, the research shows how the logic of conspicuousness unfolds and becomes productive through consumption practices characterised by accumulation, access, and circularity. Furthermore, the results highlight how micro-influencers follow the logic of conspicuousness to construct social status by seeking exclusivity or negotiating belongingness.