"Det viktigste er at det ser bra ut på Instagram" : en studie av digital selvpresentasjon på Instagram

In this study I investigate instagram as an arena for self-representation. Through the use of indepth interviews from eight participants, I have examined how users of Instagram utilize this medium to express gourmet culture, and their explanations for why they present themselves in certain ways. In addition to this, the study also shows how pictures, picture text, hash tags and emojies are used as aids to enhance impressions of self. The participants use different strategies for self-representation. The most common strategies were: 1) Publishing pictures that gave a positive impression. Therefore I found Goffmans (1959) theory about dramaturgical analysis and impression management fruitful. 2) To express cultural-, linguistic- and social capital through the way they present food in pictures, hashtags and emojies. In this manner instagram can be considered a ”social field” based on the idea that these forms of capital affect the individuals social position (Bourdieu 1986). 3) Publishing high quality pictures of food that are carefully planned gives the impression of conspicuous consumption when it comes to their use of time and presentation will (Veblen 1976). 4) Interpretation of response. The informants assess the validity of their selfpresentation based on the response they receive from others. Likes and comments become significant as indicators of confirmation. 5) The informants also assess the validity of self-presentation based on whom the feedback is from. Acknowledgement from others is both valuable and prestigious. To be assigned symbolic capital and fit into an established gourmet culture therefore becomes a strategy for digital self-presentation. Finally, the studies show that pictures on Instagram give a unique opportunity for digital selfpresentation. Constructing images in a specific way works as a form of visual communication. On Instagram you can publish pictures that portray a lifestyle. Food, baked goods and raw produce can be decorated as part of their impression management. My informants do this in a specific way to create a certain impression of them mastering a gourmet culture