Tailored for the gram: a technocultural analysis of Nigerian Igbo women fashion designers' self-presentation on Instagram

Abstract

Using African Technocultural Feminist Theory, this study uncovered the ways Nigerian Igbo women fashion designers use Instagram and its affordances to perform digital identities online as well as examined their negotiation of patriarchal ideologies within Igbo culture. The Critical Technocultural Discourse Analysis (CTDA) of Instagram posts and interview data revealed Nigerian Igbo women fashion designers employed self-promotion and cultural digitization of Igbo-centric fashion in their self-presentation online. Instagram's affordance of photos allowed them post visually appealing pictures which showcased the intricacies of their designs as well as facilitated the designers' cultural digitalization of Igbo-centric fashion while creating space to challenge patriarchal structures within Igbo culture. The analysis also showed Nigerian Igbo women fashion designers value building and maintaining professional relationships with their clients as they embodied visual aesthetics, relatability, and authenticity in their self-presentation online. Implications, recommendations, and limitations were discussed.