Instagrammism: An Aesthetic Movement Shaping the Diversity and Identity of Photographic Culture
In recent sociological and media history, the concept of "culture" has been widely used to characterize the behaviors and beliefs of groups at specific times and places. Culture has expanded with the rise of new media, most notably on online photo-sharing platforms such as Instagram.
The research of renowned digital media scholar Lev Manovich reveals the diversity of photographic cultures and the complexities of identity construction on these platforms.
© Lev Manovich
A Constellation of Distinct Photographic Cultures
Today, Instagram serves as a platform where each user constructs and shares their own definition of aesthetics with a global audience. In the early days of digital media research, however, Instagram was often perceived as a monoculture of globally disseminated photography.
According to Lev Manovich's research, a diverse range of users now engage with Instagram, and the aesthetic essences distilled from their practices are shaping and expanding a multiplicity of photographic cultures. As a result, Instagram has evolved from its initial perception into a multicultural platform, encompassing a diversity of cultures shaped by individual expression.
Quantitative Computational Analysis in Visual Studies
The research utilized deep learning to detect 1,000 types of content from a dataset of over 100,000 images on Instagram, comparing visual styles and aesthetic characteristics across geographic dimensions. Specifically, original visualization techniques, data clustering, and multiclass classification were employed to compare sample pools uploaded from five different cities.
© Lev Manovich
A Fluid and Ever-Evolving Arena for Creative Expression
The research reveals that Instagram is a driving force behind an aesthetic movement that fosters diverse styles through varying subjects, compositions, color palettes, and contrasts. Like a fluid or living organism, new trends and styles rapidly proliferate across regions, enabling users to express themselves with flexibility and creativity. The process of forming individual identity through photography is far more accessible than music production, allowing many young people to shape and communicate their identities through different subcultures and fashion styles.
Instagram functions as a stage for innovative aesthetic movements, serving as a space where individuality is instantly created through photography and where diverse identities merge through various stylings and perspectives. It is, in essence, a perpetually evolving arena for creative expression, much like a fluid in constant motion.
