Abstract

The Sims, a life simulation video game series, has evolved into a platform for gender, femininity, and lifestyle performance on Instagram, known as Simstagram. This study explores how Sims players construct and perform identities within the contexts of game studies, influencer culture, and postfeminist social media evolution. Using digital ethnography and text analysis of 803 posts and 1,163 unique images from 105 accounts, I investigate identity embodiment at the intersection of authenticity, performativity, Instagram's postfeminist influencer culture, and platform affordances. Key findings reveal that Simstagrammers engage in sophisticated identity construction, balancing aspirational content with relatable authenticity by leveraging both the Sims game mechanics and Instagram's platform features. My analysis of the complex interplay between performativity, authenticity, and embodiment in Simstagram reveals a blend of contextual expectations regarding The Sims game and Instagram where Simstagram users create and present their virtual identities in ways that align with the cultural and mechanical expectations of The Sims game, while also adhering to the norms and practices of authenticity valued in Instagram's influencer culture. The concept of "meta-influencers" emerges as a central theme, describing Simstagrammers who embody influencer practices within virtual personas while reflecting upon and playing with influencer culture conventions, hinting at the fundamental idea that anyone has the potential to become an influencer. My research contributes to understanding how individuals navigate and create meaning in complex digital ecosystems, reflecting and contributing to broader influencer culture while offering a unique lens to examine contemporary gender representations and identity construction in digital spaces.