As an agent of consumption: Case of bookstagram

Consumption is an action that has always existed in human life. However, how this action was carried out has been the subject of many investigations. As, with the changing time, technology has developed and new fields where consumption is exhibited have emerged. Instagram application, which is one of these fields, has given people the opportunity to present the things they consume in an interesting way. In recent years, books have come to the fore as consumption objects. Sharing about books made by people who use their Instagram account as bookstagram is the subject of this research, and it is tried to understand conspicuous consumption and self-perceptions. In this context, qualitative research was conducted and in-depth interviews were conducted with a total of 30 bookstagram users, 15 women and 15 men. A semi-structured interview form was used in the interviews. With the consent of the participants, audio recordings were taken during the interviews and deciphered after the interview. The transcripts were analyzed with the MAXQDA 2022 program and the findings were obtained. In the light of the findings, it was seen that the family and the environment had a significant effect on the participants' acquisition of reading habits. Various features of the book they read, such as publishing house, cover design, and popularity, were the reasons for them to prefer that book. Participants stated that they attach importance to book's visuals, they use various products in these posts, and they open the door to conspicuous consumption from time to time. When the same participants evaluated other bookstagram users, they said that these users both created a different sense of self and were more inclined to conspicuous consumption. Some female and male participants especially stated that other female users have a different purpose by using their own bodies and the cosmetic products they use in their sharing about books. The commodification of books, whose purpose is to provide information and benefit, has been examined within the scope of this research. Keywords: Conspicuous consumption, self, book, social media, bookstagram