By: Ileana Gonzalez

 

Nowadays, trends play a predominant role in social networks, changing the way people interact with each other on them. In this context, trends emerge and disappear at the speed of light, as a consequence of the culture of fast and continuous consumerism driven by novelty. Therefore, disconnecting for a few moments may imply «being out of trend» or «out of date», generating in people a sense of anxiety or desperation to quickly understand what is happening or its meaning. This reaction is due to the fact that humans are social beings who seek a sense of belonging and acceptance in society. Therefore, in the online world, this sense of belonging and acceptance is generally found in being informed with the latest trends.

 

In this aspect, as Carmen Asenjo of Viva la Moda explains, we are living the fever of what she calls the Namecore, i. e.,the obsession with naming trends that appear and disappear fleetingly, for example, Coquette, Old Money, GrandpaCore, BarbieCore among others, as a response to the need to group ourselves socially and identify with a common aesthetic.

 

Source: Own elaboration

 

Then, what happens to our identity in social networks, do we display ourselves to fit in with trends, or do we really adopt those that fit our identity?

In order to answer these questions, it is first necessary to understand, what is identity? Broadly speaking, for Stuart Hall, identity implies understanding who we are and how we are constituted, based on the way we represent and imagine ourselves. Along these lines, anthropologist Eduardo Restrepo affirms that we are made up of multiple identities that overlap, contrast and oppose each other. These identities are not something closed and forever but are dynamic and in a constant process of transformation. Moreover, they are not random, but we adopt them according to our affinity with them.

 

Source: Kassareo

 

Now, understanding identity from this perspective, we can consider that aesthetic trends can be a space for creativity and self-knowledge of our identities, being social networks a means that contribute to know and recognize those elements with which we feel identified. In addition, trends can be a space in which, by means of tags, we meet with people who share our preferences, giving us a sense of huddle and belonging.

 

However, the characteristic of ephemeral on the trends can play against us since at certain point trends become so viral than take over every social network, flooding the virtual ecosystem, producing in short lap a “cringe” sensation or the rejection against the trend, as a result of its repetitive presence.

Memes originated based on the Aesthetic and Coquette trend. Source: X

 

On the other hand, we need to keep in mind that the other side of trendy or in vogue is obsolete or unpopular. It seems to be a crime wearing garments or follow an aesthetics that is “out” or simply because you like certain style out of trend. For this reason, it is challenging to find a balance between who we are and the pressures the trends on social networks exert.

Then, is it a bad idea to embrace every trend that you can see in social networks? Of course not. Though, it is precise to remember that conscious consumption involves keeping in mind which styles we feel more attracted to and be analytical when choosing those garments, you feel comfortable and identified with. This avoids impulsive purchasing and then quickly throws away when it is “out”.

Although there are no accurate answers to each inquiry, the most important is to understand that despite aesthetics trends in social networks have their own dark side, they can also work as a mean to connect with our being, and as a vehicle to find and express our identities.

 

 

 

References:

 

RESTREPO, E. 2004. “Etnicidad sin garantías: contribuciones de Stuart Hall a los estudios de la etnicidad”. En Teorías contemporáneas de la etnicidad. Stuart Hall y Michel Foucault. Popayán: Editorial Universitaria del Cauca.