This article examines the representation and use of quality time. It brings together an analysis of images tagged and shared under the hashtag #qualitytime on Instagram with an investigation into the trope’s resonance in everyday life. In the interviews and profiles studied in this article, people used the term to indicate and display instances of self-determined solitude or of fulfilling conviviality in which mobile phones and social media were conspicuously absent. At the same time, the notion required them to carve out and valorize moments of purpose, a goal that was often unattainable. Use of the hashtag was thus accompanied by both the opportunity and the obligation to aspire to temporary retreats in which free time was employed for meaningful activity. This means that the somewhat pretentious keyword signifies the ideal of temporal autonomy while also pointing to the slim chance of finding uncompromised spells of time within harried leisure.

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