Nurturing an aesthetic tribe: Consuming and (re)producing 'Quarantine Art'. (June 2023)

• Record Type: Journal Article
• Authors: Hietala, Iida
• Is Part Of: Marketing theory. Volume 23:Number 2(2023)
• Page Start: 295
• Page End: 320
• Publication Date: 2023-06
• Subjects: Arts consumption -- aesthetics -- reproduction -- social media -- feminist post-postmodernism; Marketing -- Social aspects -- Periodicals; Marketing research -- Periodicals; Marketing research -- Methodology -- Periodicals; Marketing -- Periodicals; 381.01
• DOI: 10.1177/14705931221138613
• Languages: English
• ISSNs: 1470-5931

Abstract

This article explores 'quarantine art' – an Instagram challenge of recreating well-known artworks in self-isolation for the consumption of others – to investigate how people come together on social media to form an aesthetic tribe of consumer-producers. Drawing on a mixed-method qualitative approach, it presents netnographic observations and participant interviews subjected to representational and non-representational analyses. The findings illuminate the broad assemblage of visual arts, crafty practices and social media affordances that allow for a new communal expression, an aesthetic form of being together, and an emancipatory embrace of the ancient 'maternal' trope. That is, a new type of female subjectivity is brought to the fore – one that, separated from its ancient predecessors burdened by 'caring for others', celebrates aesthetic expression, nurturing and caretaking as a means to break down isolation. Overall, this study offers a feminist post-postmodern reading and elaboration of research into consumer tribes and virtual communities gathered around art, culture and aesthetics.