Instagram. Wirtualny bazar

The reality of everyday life outside of its “here and now” also includes phenomena that are not avai- lable to us “here and now” (Berger, Luckmann 2010:36). This means, as P.L. Berger and T. Luckmann argue, that we experience everyday life in different degrees of closeness and remoteness, both spatially and temporally. The contemporary reality of everyday life forces us to transfer a significant part of our life activities to the virtual space which is tangled with our “here and now” in a quantifiable way. Nowadays it is impossible to find a sphere of human life which has not been transferred to virtual space to any extent. Starting from acquiring information, managing our finances, trough communication with others, to selling goods and services. The purpose of this article is to discuss the phenomenon of consumption virtualization which can be undoubtedly observed trough the communication platform under discussion. What is certainly one of the reasons for the transfer and satisfaction of consumer needs to the Internet, it is a noticeable shift in modern society towards image culture. Therefore, the article will characterize the specificity and principles of functioning of Instagram taking into account the content published there on selected profiles