The Lonely Selfie King

International Journal of Communication 9(2015), Feature 1775–1787 1932–8036/2015FEA0002

baldana7@tamu.edu). Licensed under the Creative Commons Attribution Non-commercial No Derivatives

(by-nc-nd). Available at http://ijoc.org.

The Lonely Selfie King:

Selfies and the Conspicuous Prosumption of Gender and Race

APRYL A. WILLIAMS1

Texas A&M University, USA

BEATRIZ ALDANA MARQUEZ

Texas A&M University, USA

Keywords: selfies, gender presentation, race, presentation of self, conspicuous

prosumption, social media

Introduction

Taking selfies has become an integral part of the social media experience. As discussed in the

introduction to this special issue, selfies are internationally pervasive and evoke strong reactions from

those that encounter them. Even if users do not produce selfies themselves, they cannot help but

consume them. But the production and consumption of selfies is not merely a social media trend; selfies

have become social artifacts that deliver social messages created and negotiated by the culture that

produces them. Even within a single culture, an artifact’s meaning can shift with context and those

decoding the message. Gender and race play an important role in creating the context of almost all social

messages and are particularly salient when analyzing the production and consumption of selfies.

In this article, we provide a sociological analysis of selfies, interpreting them as a social tool that

can be used in producing and consuming racial and gender identities. To do this, we share the results of a

study we conducted that considered the attitudes and experiences associated with producing and

consuming selfies among millennials in New York and Texas.2 Though we interviewed a relatively small

number of participants—40 in total—we feel that the trends uncovered in this study warrant scholarly

exploration. Our analysis focuses on both the production and consumption of selfies and on personal

experiences associated with taking selfies. Here, we follow the lead of Ritzer and Rey (2013), who argue

that rather than existing as a dichotomy, production and consumption always co-exist; there is always a

1 The authors would like to thank Dr. Stjepan Mestrovic, Dr. Terri Senft, and the anonymous reviewers for

the time that they devoted to this article.

2 This article is part of a larger study on race-based differences in social media use among American

millennials. The first paper, originally presented at Theorizing the Web 2014, “In Defense of Selfies: The

Conspicuous Prosumption of Experience on Social Media” (Williams, 2014), laid the foundation for

conspicuous prosumption.

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