Instagram is the place for the visualization of everything, from travel and food to abstract concepts such as freedom. Over the past decade, the platform has introduced a bottom-up process where users co-produce image repertoires that shape the boundaries of the imaginable. Drawing on an epistemology of social constructionism, we ask which visual repertoires are associated with value-related terms on Instagram. We studied 20 widely used value hashtags, sampling the top 100 posts for each (N = 2,000). A combined qualitative–quantitative content analysis revealed that 19 of the 20 hashtags possess distinct visual footprints, typically reflecting an orientation toward the self and an emphasis on consumption. We conclude by discussing three implications of our findings: the role of images in the social construction of the meaning of values, the distinction between internalized and externalized value depictions, and aestheticized consumption as an organizing principle of Instagram’s mainstream.

This article presents a transnational study of the classification and evaluation of social media content. We conducted a large-scale survey ( N = 4770) in five countries (Germany, Italy, Japan, South Korea, and the United States) with open-ended questions about the types of content people like and dislike. Through iterative and inductive coding, we identified 29 topics, or broad areas of interest, and 213 recurrent genres, or narrower categories that share elements of form and content. We compared the results according to country, gender, age, and education level, identifying patterns of cultural difference and commonality. While we found significant differences in the prominence and preferentiality of content, these distictions were less pronounced for disliked topics around which social media users tended to converge. Finally, we discuss genre imaginaries as normative maps that reflect ideas about morality in general and the purpose of social media in particular.

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