Conspicuous consumption on Instagram: Representations of wealth and popular culture on social media

Conspicuous consumption is not merely an economic behavior. Today, with the influence of digital media, conspicuous consumption is a way for individuals to present their social status and lifestyle. This study aims to reveal how conspicuous posts are represented on social media. Specifically, content shared by digital content creators on visually-oriented platforms like Instagram is analyzed within the context of conspicuous consumption and popular culture. Using document analysis, a qualitative research method, the study examines the Instagram posts of four prominent digital content creators in Türkiye within the framework of Baudrillard's concepts of hyperreality and simulation, and Debord's theory of the spectacle society. The findings reveal that popular culture plays a significant and effective role in the construction of individuals' digital identities through social media, and how these identities are reproduced through conspicuous representations. The study's significance lies in revealing how conspicuous consumption is presented on social media platforms through Instagram posts.