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The global COVID-19 pandemic was the latest instance of a crisis of pleasure. Crises of pleasure are periodic eruptions of discontent when consumption is disrupted by external forces. In this case, the pandemic also disrupted expressions of identity on social media, where identity is made legible through conspicuous consumption on social media in the early 2020s. Drawing from six qualitative focus group interviews conducted in the summer of 2020, we analyze how social media users interpret the accounts they follow posting content that seemingly violates social distancing guidelines during COVID-19. We find that consumption during the pandemic was highly contested and surveilled, with participants describing the disciplining power of social media and their use of news and public health guidelines to inform their identities. Both trends illustrate how surveilled modes of consumption characterize the post-lockdown consumption reality, which is polarized and partisan leading towards hedonist and puritanical models.

Consumption, identity, and surveillance during COVID-19 as a crisis of pleasure