Visualized values on Instagram: A comparison of visual practices among German and Ukrainian Instagram users

Abstract

This article focuses on the similarities and differences between visual value content on German and Ukrainian Instagram, employing the methodology of traditional, modernist, and postmodernist values. In particular, we investigate the gender aspect of visualized values on Instagram in a cross-cultural comparative perspective. The results of content analysis of 2095 photos on German Instagram and 2657 photos on Ukrainian Instagram reveal that most often, in the social practices of Ukrainian and German Instagram users, modernist and postmodernist values are visualized. Our findings support the argument that Instagram is a specific field of social practices that contributes to the unification of the visual practices of users and the homogenization of the visualized values as a result of cultural convergence.