Emelie McBay

We live in a society where we ourselves become commodities. We have to stay attractive, educated and available to employers. Our whole social context and our identities are based on different types of consumption. This dual approach, to be both the commodity and the consumer, might be most clearly displayed through social media. In the Swedish school system, where profit can be extracted from tax money, students have also been transformed into commodities. The most attractive students require little investment, in the form of resources, but still produce good results and through that a good return for their schools. What I am researching is at the intersection of these phenomena — the marketing of upper secondary schools on TikTok.