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Performing Status: The Old Money Aesthetic on Social Media

Budde, Antonia Marie LU and Straif, Antonia LU (2026) BUSN39 20261
Department of Business Administration
Abstract
Research question: How is social class performed through the Old Money aesthetic in social
media culture?
Purpose: The aim of this study is to deepen the understanding of how the Old Money aesthetic is used on Instagram to perform social class, particularly focusing on the role of creators as active producers of this class performance.
Theoretical perspective: Three theoretical perspectives are integrated into a conceptual framework, including socialization, taste & status, identity performance, and semiotics & myths. This theoretical combination enables the analysis of how social class is staged, naturalized, and consumed on Instagram as a digital front stage.
Research Method: Based on the researchers social-constructionist... (More)
Research question: How is social class performed through the Old Money aesthetic in social
media culture?
Purpose: The aim of this study is to deepen the understanding of how the Old Money aesthetic is used on Instagram to perform social class, particularly focusing on the role of creators as active producers of this class performance.
Theoretical perspective: Three theoretical perspectives are integrated into a conceptual framework, including socialization, taste & status, identity performance, and semiotics & myths. This theoretical combination enables the analysis of how social class is staged, naturalized, and consumed on Instagram as a digital front stage.
Research Method: Based on the researchers social-constructionist perspective a qualitative method was applied, including a visual content analysis and an abductive research approach. The data material for the analysis consists of 1,158 Instagram posts published by six selected creators between January 2025 and April 2026.
Empirical results: The analysis identified three key themes. Firstly, social class is performed through the aestheticization of the past and the representation of aristocratic leisure activities and exclusive locations. Secondly, class belonging is communicated through embodied practices such as body language, posture, and relational identity construction. Thirdly, creators signal social distinction through the deliberate integration of high-quality materials, craftsmanship, and heritage brands that require cultural insider knowledge.
Conclusion: The study shows that social class on Instagram is not simply reflected but actively performed through the translation of historically rooted class codes into a coherent visual script. In this way, creators naturalize class privileges as self-evident and reinforce structural inequalities while simultaneously conveying the impression of accessibility. Once other classes are able to participate in the existing forms of distinction, elites shift their status signaling to other practices such as physical experiences and places. (Less)
Please use this url to cite or link to this publication:
author
Budde, Antonia Marie LU and Straif, Antonia LU
supervisor
organization
course
BUSN39 20261
year
type
H1 - Master's Degree (One Year)
subject
keywords
Social class, identity performance, Old Money aesthetic, Instagram
language
English
id
9239098
date added to LUP
2026-06-30 10:54:22
date last changed
2026-06-30 10:54:22
@misc{9239098,
  abstract     = {{Research question: How is social class performed through the Old Money aesthetic in social
media culture?
Purpose: The aim of this study is to deepen the understanding of how the Old Money aesthetic is used on Instagram to perform social class, particularly focusing on the role of creators as active producers of this class performance.
Theoretical perspective: Three theoretical perspectives are integrated into a conceptual framework, including socialization, taste & status, identity performance, and semiotics & myths. This theoretical combination enables the analysis of how social class is staged, naturalized, and consumed on Instagram as a digital front stage.
Research Method: Based on the researchers social-constructionist perspective a qualitative method was applied, including a visual content analysis and an abductive research approach. The data material for the analysis consists of 1,158 Instagram posts published by six selected creators between January 2025 and April 2026.
Empirical results: The analysis identified three key themes. Firstly, social class is performed through the aestheticization of the past and the representation of aristocratic leisure activities and exclusive locations. Secondly, class belonging is communicated through embodied practices such as body language, posture, and relational identity construction. Thirdly, creators signal social distinction through the deliberate integration of high-quality materials, craftsmanship, and heritage brands that require cultural insider knowledge.
Conclusion: The study shows that social class on Instagram is not simply reflected but actively performed through the translation of historically rooted class codes into a coherent visual script. In this way, creators naturalize class privileges as self-evident and reinforce structural inequalities while simultaneously conveying the impression of accessibility. Once other classes are able to participate in the existing forms of distinction, elites shift their status signaling to other practices such as physical experiences and places.}},
  author       = {{Budde, Antonia Marie and Straif, Antonia}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Performing Status: The Old Money Aesthetic on Social Media}},
  year         = {{2026}},
}