Global Brands, Youth, and Cosmopolitan Consumption: Instagram Performances of Branded Moral Cosmopolitanism
Bibliographic record
Abstract
In this paper, we consider how global brands, through their growing involvement with corporate social responsibility, facilitate expressions of everyday, moral cosmopolitanism among youth. Focusing on the brands toms and H&M, we use a case study approach to examine how the brands establish contexts of consumption that support cosmopolitan performances – ways of being, feeling, or acting cosmopolitan with the brand. We also use Instagram research to explore how young people activate such cosmopolitan affordances through online activity. Focusing on the moral dimensions of cosmopolitan consumption, we contribute to existing work on aesthetic cosmopolitanism among youth by charting the different ways in which young people also express moral cosmopolitan ideals through their engagement with global brands. The paper provides a critical reflection on branded moral cosmopolitanism, outlining its contradictions, while drawing attention to the complexity of young people’s moral consumer cosmopolitanisms, as they emerge through entanglements of global brands, csr , consumption, and young people’s existing and aspirational orientations, interests, and lifestyles.
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How this classification was reachedexpand
Full frame distilled prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. Learned from the 10,348 direct Codex labels and 10,348 direct Gemma labels. Candidate is the union of thresholded teacher heads; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels or direct frontier model labels.
Codex and Gemma teacher scores by category
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.000 | 0.000 |
| Meta-epidemiology (narrow) | 0.000 | 0.000 |
| Meta-epidemiology (broad) | 0.000 | 0.000 |
| Bibliometrics | 0.000 | 0.000 |
| Science and technology studies | 0.000 | 0.000 |
| Scholarly communication | 0.000 | 0.000 |
| Open science | 0.000 | 0.000 |
| Research integrity | 0.000 | 0.000 |
| Insufficient payload (model declined to judge) | 0.000 | 0.000 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from itClassification
machine, unvalidatedMachine predicted; a candidate call from one teacher head, not a consensus.
How this classification was reached, model by model and score by score, is at the end of the page under "How this classification was reached".