The adoption and communication of Scottish identity on Instagram


Over the past two weeks, I’ve had the privilege of interviewing six Scottish fashion and lifestyle bloggers about the adoption and communication of Scottish identity on Instagram. My interview approach is semi structured where I begin by talking to participants about their own national identity quite generally, moving on to how Scotland features in this. The only criteria to take part in the interview is that you are promoting personal fashion and style identity publicly on Instagram and that Scotland or Scottish is mentioned in your Instagram biography. Although participants don’t have to have a blog, everyone – so far – does.

The second part of the interview focuses on Instagram where participants were asked to provide (in advance of the interview) a selection of posts that they feel represent their identity as a Scottish fashion influencers. This is something I didn’t ask for in my preliminary research interviews and I’ve found it so interesting seeing the images that participants chose and also hearing more about why they chose the posts they chose and how they went about doing so. Some participants replied to me within an hour with their images and others preferred to consider this more carefully; some felt it was very easy to select the images and others found it more difficult. I’ve not yet found many examples of research that use this type of photo elicitation technique. Although photo elicitation – as an approach – is recognised in social science research, this usually appears to involve the researcher selecting the images and showing these to participants during the interview in order to analyse their response (Collier, 1957). Indeed there is also a technique called “photo voice” where participants are given a camera and asked to take photos that tell a story about a particular issue or place (Photovoice, 2017). This is almost the reverse of that, where the story has already been told and, through the eyes of the participant, I’m able to gain further insights into not just the story itself but also the motivations and experience behind this.

Because I wish to keep the identity of my participants private, and protect their personal responses around the issue of identity and place in fashion and lifestyle blogging, I thought I would select a small sample of images from my own Instagram that I feel represent my own Scottish identity… Because I don’t set out to convey Scottish fashion and style identity in a public way on my Instagram, my examples might be limited, for example I don’t post many pictures of myself. Also, given the focus of my research (and the fact I have now seen the images provided by my interviewees) I might also be a little biased in my selection of images. Anyway – here they are:


The photo above shows my place of work, set along the banks of the River Dee.. It was taken on a sunnier day a few weeks ago when my colleague and I were lunching outside, something that doesn’t happen very often…


A key annual event for me, as a lecturer, is our summer and winter graduation ceremonies which take place each year at the beautiful His Majesty’s Theatre and our Musical Hall. The photo above shows two of my first ever first years on their way to graduation and, to me, it screams “Aberdeen” with the rain reflecting off the cobbles (in July!) and the typically grey granite backdrop.


The above is a really old photo, taken about 4 years ago (hence the horrible filter/ image quality) but it reminded me that I am 100% more likely to post an image of an item of clothing that has Scottish connotations; and that I still do that to this day (see below). Here I am (above) with tartan effect skinny jeans (which I still have but rarely wear), heading out for drinks with friends to watch my first (maybe second?) rugby match – supporting Scotland of course! This photo was definitely taken in summer but I still appear to be wearing a puffy Zara coat because… well, in Scotland you can never be sure!


In the photo above I’m wearing my trusty camel coat (which actually is not always a great move in Scotland due to its colour and lack of waterproof qualities) which is one of my few post baby/ returning to work purchases (I’m also wearing it today). I took this photo when I was walking to work for a keeping in touch day before returning the next month from my second maternity leave (I think it might have been our first year induction) and the scarf is the reason I chose it. This is not a Burberry scarf (although I do have a vintage one that once belonged to my Nana), this is from the Edinburgh Woollen Mill and is favoured because it’s 100% cashmere, was fairly inexpensive (I have about 3 variations) and less scratchy than the Burberry alternative. But it looks quite Scottish no? Well, that’s probably why I posted it.


The above is what can only be described as overtly Scottish. Again you must excuse the slightly dodgy filter that I’ve used, this was taken in September 2014 and, if you live in Scotland (maybe even if you don’t?), you’ll probably be able to guess the connotations behind it. These cupcakes were being sold by my favourite Aberdeen bakery (Blackbird Bakery) which will always hold a special place in my heart as my, now, husband proposed to me using a box of their cupcakes which spelled out the words “marry me?”


On that note, it’s where we got our wedding cake and here’s us leaving Banchory Lodge hotel (above) after dropping it off the day before our wedding. Take note of the beautiful venue but also the grey sky and thick jackets we’re wearing…


Fast forward 24 hours are here we are after getting married outdoors in the beautiful warmth and sunshine on the banks of the River Dee, in September. Who could possibly have predicted that? I remember being very anxious because it was so, completely unplanned but it was lovely and now I can’t imagine us having done it any other way. This is something I love and hate about Scotland, where the weather can surprise you in both directions. One of the reasons we chose September was because I so badly didn’t want to get my hopes up for good weather. However, after our wedding I did vow never to complain about the Scottish weather again!

You’ll also note the Scottish thistles in my bouquet and my Geordie (English) husband who is wearing a tartan tie. His family and many of his friends are based in Newcastle and travelled to Aberdeenshire for our wedding; most of them had never visited before and it was so nice for them to see it in the sunshine.


Above are my niece and nephew playing on the river bank during the drinks reception; it was moments like these that are what made the day so special and memorable.


Through the eyes of my children, I’m able to appreciate Scotland and Aberdeen by spending more time outside and enjoying our natural surroundings, stopping to appreciate some of the small examples of beauty around us. My daughter always stops to admire and (where appropriate!) pick flowers. Neither of my children have ever been good at napping indoors so we’ve always gone out for walks to get fresh air and encourage sleep and so there are parts of Aberdeen that will always make me remember when my children were very young babies, like Duthie Park, the West End, the old Deeside Railway line, etc.


Pink or purple contrasts really beautifully with the grey granite that is so strongly associated with Aberdeen and that’s something that some of my participants have also highlighted in their responses, where I’ve seen a few examples of hot pink Rhododendrons against a granite backdrop. Indeed we had a mature one in the front garden of our previous granite home and so I suppose this must have been a bit of a floral, garden trend… The photo below is of said Rhododendron and, interestingly, although you can’t see the granite of our house, I appear to have selected a grey framing effect, which might indicate that I associate this colour quite strongly with the flower.


We have taken to visiting lots of castles and stately homes; Crathes (below) is our go-to as it’s not too far from home and the kids love it there. They’re too young really to take a tour of the castle but we can enjoy the walled gardens, the surrounding woodlands and (of course) the cafe!


It’s also quite nice that we often have my husband’s family visiting from Newcastle and this forces us to actively think about (and visit) interesting places in and around Aberdeen.


A fashion related challenge for me, which I appreciate is not unique to Scotland alone, is an inability to commit to a summer wardrobe. We were lucky enough to experience some truly glorious weather a couple of weeks ago and I was entirely underprepared for this and, as a result, so were my children! However, it’s rained almost every day since so I’m actually quite glad I didn’t go out and buy lots of summer clothes! I’d rarely invest in summer clothes for myself but tend to wear the same things year on year and I am far more excited by winter fashion, both for myself and for the children. I tried on a gorgeous maxi dress in Zara last week and it was actually quite inexpensive but I just couldn’t bring myself to buy it; even though we’re going on holiday to Spain later this year, it just didn’t seem worth it knowing I would probably never wear it at home. Interestingly, this view was echoed by some of my research participants, particularly two that had experiences of living (or travelling) in warmer countries.

I’m still looking for 4-6 participants to take part in my research and so, if you happen to come across this post and are interested in taking part please get in touch!



Collier, J. Jr. (1957). Photography in anthropology: a report on two experiments. American Anthropologist. 59(5). pp. 843-859.

Photovoice, (2017). Our vision and mission. [Online]. Available at: [Accessed on 5th June 2017].





Long time, no post…

So I’ve broken one of the cardinal rules of blogging and not posted anything for over a year! My excuse… another baby! Arlo – lovingly known as “baby brother”. Anyone who follows me on Instagram will know how active I am on there and I really don’t want to turn this into a baby blog (even though I LOVE mummy bloggers) so I’ve resisted posting some of my day-to-day maternity leave antics. Anyway I’m back at work now and back to my research. I’d actually planned to stay research active during my maternity leave and had grand plans to publish papers but you can guess what came of those plans… nothing! I had a lovely maternity leave filled with coffee dates, making new mummy friends and hanging out with my best friend – 3 year old daughter and world’s bestest big sister, Romy.

Since being off work and taking a little break from my research my focus has shifted a little – it’s broader, in that I am looking at Scotland as a whole rather than focusing on the North East of Scotland, and I plan to look more specifically at fashion communicators on Instagram. My rationale comes primarily from the preliminary interviews I carried out with fashion bloggers in the summer of 2015. During these interviews it really became apparent that bloggers in the North East of Scotland were not branding themselves to a specific city or place (mainly due to concerns around security and a perceived lack of follower knowledge or interest in a more remote region) but most were proud to identify themselves as “Scottish” bloggers, where they saw this as a unique selling point and something that made them stand out in a the ever crowded blogosphere. My interviewees also spoke quite animatedly about online relationships and communities that then became offline friendships and networks through the use of hashtags and virtual and physical meet ups; interestingly these relationships were actually a key motivator for some of my participants – something that kept them blogging. Why the focus on Instagram? Well, in some ways I’m not really just concerned with Instagram, rather fashion influencers for want of a better term, but it does seem like a good place to start in terms of building a picture (literally!) of what the Scottish fashion and style landscape online looks like. Is there a blogger in the world who isn’t on Instagram? Is there a blogger in the world that posts on their blog more than they post on Instagram? My preliminary interviews showed that bloggers 1) get most of their traffic through Instagram; 2) post on Instagram more regularly than on their blog; and 3) feel that their Instagram is an extension of their blogging identity and something they take seriously.

So, over the past few weeks, I’ve been carrying out a content analysis of all Scottish fashion and style related content on Instagram using a number of hashtags. Predictably, this is taking a lot longer than anticipated but it’s actually really interesting. At this stage, the analysis is quantitative where I am going through all the images (there are thousands!) and basically trying to gain a sense of what types of images that are being associated with Scottish fashion and lifestyle on Instagram. Once I’ve done this I plan to organise these into categories and sample images from these groups which will be subject to further, more in-depth, qualitative analysis. I’m delighted to have started the second stage of my research and I’m really looking forward to sharing some of my findings on the blog at a later date!

Mind mapping


Thought I’d share this picture from a recent research mind mapping task… It was actually really useful for me to think about how all my research projects fit together and where I could add value to RGU’s strategic research agenda of Northern Culture.

I also managed to get all the good coloured pens before they were gone!

Over the next month I’ll be busy finalising a research paper and writing up my latest PhD progress report and then I’m off on maternity leave again!

Thank you to my fabulous North East fashion bloggers


A huge thank you to all the fabulous North East fashion bloggers who I’ve had the pleasure of interviewing over the last couple of weeks! Your help is very much appreciated and I loved hearing the story behind your blogs.

I’ve started analysing my data (always a really interesting and exciting point in the research process) and there are some really interesting themes emerging! I’m still looking for potential interviewees so please let me know if you fit the criteria of North East fashion blogger or if you know anyone who does and might like to be involved.

Happy Friday everyone and have a great weekend (from my sunny garden in Aberdeen)!


Fashionable fundraising and research update

ABS Fashion Show 2015_495-(ZF-10155-80377-1-019)

It’s been a busy few months at the Fashion Place with two of our annual student events taking place in Spring! Over the past few months, the students have been working hard to plan their events in celebration of Aberdeen Business School’s fiftieth anniversary. Our fashion exhibition, in April, was a huge success where our students raised around £400 for a range of local charities. The students planned lots of value adding additions for their launch event, including the pink lemonade tower (pictured below).


Our Golden Show fashion event took place on the 29th of May and the students completely transformed the atrium of Aberdeen Business School, using crepe pompoms, paper dresses, balloons and confetti. We got some fantastic feedback from guests and successfully raised £4737 for Down’s Syndrome Scotland. We’re very grateful to all the sponsors who helped make the night a success!

ABS Fashion Show 2015_966-(ZF-10155-80377-1-028)

It’s always sad to see the students leave for summer, the campus is so quiet without them. The fashion show is a lovely send off though and the perfect way to end the semester. I’m so passionate about this event, having been part of the very first student cohort who organised it (back in 2008).

Now the focus is very much back on my research projects and I’m delighted to have conducted my first fashion blogger interview today – I can already see that there will be lots of interesting and thought provoking data that emerge from these! More on that soon…