Week 7: Digital Citizenship Case Study- Social Media Influencers and the Slow Fashion Movement
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In this week’s reflection, I will be discussing digital citizenship through the case study of social media influencers and the slow fashion movement. Social media influencers have become highly influential in shaping consumer behaviour, especially in areas such as fashion, beauty, and lifestyle. At the same time, concerns about overconsumption and environmental issues have led to the growth of the slow fashion movement.
Slow fashion focuses on sustainability, ethical production, and encouraging consumers to buy fewer but higher-quality clothing items. Unlike fast fashion, which promotes cheap and rapidly changing trends, slow fashion encourages more responsible consumption habits (Niinimäki et al., 2020).
Social media influencers play an important role in promoting these ideas online. Platforms such as Instagram, TikTok, and YouTube allow influencers to share content about sustainable brands, outfit recycling, thrift shopping, and ethical fashion choices. Influencers can shape audience opinions because followers often trust their recommendations and lifestyle choices (De Veirman, Hudders, & Nelson, 2020).
For example, many fashion influencers now create content about “outfit repeating” and second-hand shopping to reduce waste and promote sustainability. This reflects the idea of digital citizenship, where individuals use digital platforms responsibly to create positive social awareness and influence others in ethical ways.
However, there are also challenges within influencer culture. Some influencers may promote sustainability only as a trend rather than a genuine commitment, which can lead to accusations of “greenwashing.” In some cases, influencers continue promoting excessive consumption while presenting themselves as environmentally conscious. This shows that audiences should think critically about the content they consume online.
Overall, social media influencers have contributed to increasing awareness of the slow fashion movement and sustainable lifestyles. This case study demonstrates how digital citizenship is connected to ethical online influence, consumer awareness, and responsible communication in digital spaces.
Reference
De Veirman, M., Hudders, L., & Nelson, M. R. (2020). What is influencer marketing and how does it target children? A review and direction for future research. Frontiers in Psychology, 11, 567225. https://www.researchgate.net/publication/337710228_What_Is_Influencer_Marketing_and_How_Does_It_Target_Children_A_Review_and_Direction_for_Future_Research
Niinimäki, K., Peters, G., Dahlbo, H., Perry, P., Rissanen, T., & Gwilt, A. (2020). The environmental price of fast fashion. Nature Reviews Earth & Environment, 1(4), 189–200. https://doi.org/10.1038/s43017-020-0039-9