This Year's Events
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February 5, 2016, 12:00 - 1:30 PM
Crossing the #BikiniBridge: Social Media, Body Image Ideals and Culturally Branded Body Parts
Jenna Drenten, Marketing Department, Loyola University.


Existing research on body image and traditional marketing media fails to account for today’s increasingly social media driven landscape.  Thus, the purpose of this research is to explore how body image trends evolve in the social media marketplace and to examine the power of social media in shaping body image ideals.  Specifically, this study takes a cultural branding approach to understand the process by which women’s singularized body parts (e.g., arms, legs, chest) become culturally branded entities through social media hashtagging (e.g., #thighgap, #bikinibridge, #hotdoglegs, #thighbrow.)  That is, how do ‘body part brand names’ emerge through social media and how do consumers respond to ‘body part brand names’ as they infiltrate the marketplace?  For this presentation, Jenna will discuss the body image phenomenon of the “bikini bridge” (#bikinibridge), characterized by protruding hipbones and an inverted stomach.  The study follows a case method examining the evolution of the “bikini bridge” phenomenon, which began as an Internet hoax and quickly developed into an online body image trend.  Findings reveal the emerging role of social media in presenting, propagating, perpetuating, and pirating body image ideals. 

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March 4, 2016, 12:00 - 1:30 PM
Title to be Announced
Tatiana Barakshina, Marketing Department, University of Chicago Illinois.


 Details of talk to be announced.

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April 1, 2016, 12:00 - 1:30 PM
Title to be Announced
Hope Schau, Marketing Department, University of Arizona


Details of talk to be announced.

Hope was selected as our "fly-in" speaker for 2015-16--someone who does not live within driving distance of Chicago and whose travel expenses are paid by our generous sponsors. As is true every year, nominations and voting for the "fly in" speaker were open to everyone on the C4 mailing list. Thanks to all who participated!

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May 6, 2015, 12:00 - 1:30 PM
Title to be Announced
Madhu Viswanathan, College of Business, University of Illinois.


Details of talk to be announced.

Madhu was selected as our 2015-16 "drive-in" speaker--someone who does not live in the Chicago area but who lives within reasonable driving distance and whose travel expenses are paid by our generous sponsors. Thanks to Alan Malter and his committee (Ashlee Humphreys and Michelle Weinberger) for choosing this year's speaker!

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