The social construction of narrative on Instagram: A sociological analysis of digital self-representation in the Catalan Countries

Abstract

In view of the growing prominence of Instagram among young people, this research focuses on the analysis of profiles in the Catalan Countries. To carry out this study, we used a quantitative methodology in the sample selection and a qualitative approach in its analysis, aiming to delve into the dynamics of self-representation in the digital realm. Examining the visual and discursive narratives of posts, a distinct trend towards self-representation emerges, seeking to project an authentic, successful and sexually appealing image. The study delves into the extent and manner in which content production aims to shape the way in which individuals are socially perceived within this framework. It verifies how these three components - to the extent in which they successfully attain social projection - ensure public attention and consequently generate interactions in the profile. Additionally, the analysis explores how likes and comments help to exponentially highlight content, transforming this platform into a highly valuable space for markets. Thus, through Instagram, neoliberalism instrumentalizes online activity to promote a higher level of productivity. This trend, which is hegemonic among youth today, floods profiles with attempts to achieve a strongly marked personal projection influenced by sponsorships. Instagram profiles become showcases dominated by the communication and aesthetics of positivity inherent in advertising formats. This article seeks to shed light on the sociological implications of these practices, examining how self-representation on social networks is reshaping social interactions and bringing about significant changes in our way of relating.