What We Know:

An abundance of social theory exists to explain how individuals seek status through their consumption: what they eat, what they wear, the music they listen to, and more (Bourdieu 1984; Schor 2007; Warde 2015). 

What We Don't Know:

Yet, sociologists have failed to examine these processes of status-seeking and status-accrual in the digital realm, where users can invent, multiply, and obscure their social identity. How does anonymity as a feautre of the internet reshape how individuals seek and gain status, specifically with regards to their consumption? 

Data and Methods:

This research draws on 18 in-depth interviews and digital ethnography with Reddit users in subreddits dedicated specifically to brand-name merchandise. This paper is co-authored with Dr. Jeff Sheng.

Findings:

We find that users intentionally seek status in anonymous or pseudonymous spaces that are detached from their stronger, well-known social networks. With identity obscured, status not only becomes easier to access/accrue, but the benefits of status-seeking differ: users experience status in these spaces as lower stakes and more authentic. 

Why This Matters:

This research challenges long-held theories in social science about social status. It shows us that there are benefits to ephemeral, fleeting, and temporal or situational status-seeking. It also explains a core dynamic of online interaction, adding to theories/knowledge in Human-Computer Interaction and Communication. 

This work has led to 1 forthcoming paper.