From the Mirror to the Algorithm: The Role of Social Media in Fashion and Ego
Biography
I’m Julia Johnson, a fourth-year Professional Communication student at Toronto Metropolitan University with a strong interest in social media marketing and digital culture. My capstone project explores the relationship between fashion, ego, and identity on social media, examining how influencer culture and algorithms shape self-presentation and self-worth. With over two years of experience in social media marketing, I’ve developed skills in digital strategy, content creation, and audience engagement. I’m particularly passionate about the interpersonal dynamics that emerge through digital platforms, and I’ve spent much of my academic journey exploring both the positive and negative effects of communication through social media. Outside of academics, I’m deeply inspired by music, fashion, and all things creative. I believe communication is not only a tool for connection but also a powerful medium for storytelling, expression, and cultural influence. I’m excited to continue using my skills to create dynamic, visually engaging content and work on projects that blend creativity with strategic communication.
Details of Project
This research explores how social media platforms, particularly Instagram and TikTok, influence personal identity through fashion content. It investigates how influencers, engagement metrics, and algorithmic trends affect the way individuals present themselves online, often tying self-worth to visibility and approval. Using qualitative content analysis, over 100 fashion-related posts were examined to identify recurring themes such as aesthetic conformity, performative authenticity, and self-comparison. The findings reveal that influencer content often sets unrealistic style norms, users seek validation through curated fashion posts, and algorithms amplify specific aesthetics, reinforcing narrow fashion standards. The study highlights the emotional and psychological implications of digital self-presentation and calls for greater awareness around authenticity, representation, and the influence of platform structures on self-image.
