Post-photographic practices in social media. A cross-national study on the use of stories on Instagram
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Abstract
The rise of ephemeral media points to the emergence of practices where photography and video take on new social functions. This study analyses the practices and motivations behind the use of Instagram stories by Colombian and Spanish young people. The methodology employs critical discourse analysis through fieldwork based on the participants’ profiles. This account was collected through focus groups and a corpus of their own stories (N=1,110). The results show post-photographic practices encouraged by the platform affordances and the algorithmic imaginary shared by participants. These include the use of stories to a) nurture a sense of co-presence and phatic community with their followers; b) transfer authenticity and a sense of access to their daily lives, to the private self, recovering the classic discourse of photography and video as reliable witnesses of reality; and c) improve their performance according to Instagram’s social metrics. The study shows the capacity of these techno-commercial platforms to guide the social behaviour of their users and the cultural transformations that this entails.
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