Monetizing Aesthetic Capital among the Netizens in Pakistan: A Qualitative Analysis

Abstract

This study draws on Pierre Bourdieu’s theory of capital to examine the role of aesthetic capital in attracting followers, gaining fame and ultimately the financial benefits. Moreover, the study is qualitative in nature. The study was carried out in Mardan Khyber-Pakhtunkhwa. The study chose purposive sampling technique in order to select the generation Z netizens who meet the study criteria. The sampling remained continue till the saturation point. Moreover, semi-structured interviews were conducted with 16 social media content creators using interview guide. The data were analyzed through thematic analysis technique. The data revealed that physical appearance, attractiveness, and the strategic presentation of the self can contribute to greater audience attention, engagement and financial success. Men have to work many times harder than women to earn money through internet. To avoid hard work while easily gaining fame and financial benefit, some men exploit women such as by creating social media accounts in their names or featuring them on camera in family vlogs. Some men believe that this modern internet era has altered the definition of gender inequality.