Splits on Instagram: a case study of young adults’ selfies

Abstract

Abstract Instagram serves as a powerful instrument for youth socialization, self-expression, and self-performance in visual online spaces. Using social semiotics and multimodal discourse analysis, this study examines the potential ideological meanings and implications of selfie-shooting and sharing on Instagram on young adults’ self-concept. A corpus of 110 questionnaires, including almost 85 captioned selfies, was surveyed as multimodal utterances. In doing so, this study argues that selfies can create young adults’ split-selves while constructing their multiple personas in visual online spaces. This marks the significance of viewing selfie-creators not only as authors of their selfies, but rather as viewers of a three-fold self: an ideal-self, a projected-self, and an internal-self, to negotiate social and power relationships, while (re)positioning observer-observed roles. This study claims originality in unraveling how young adults use visual and textual mediated communication to represent and perform their split-selves. It suggests that selfie-shooting-sharing has become a key self-performance tactic and behavior in online cultures. Therefore, young adults deploy selfies and captions to posit a redefinition of certain social values, such as aesthetics and freedom, while deploying their selfies and captions. Challenging certain orthodox social allegiances, they conceive wildness, messiness, and exuberance as emerging neo-aesthetics components of appeal. This study contributes to the literature on personal visual communication with insights on how Egyptian young adults perform their self-concept via the semiotic practice of selfie-shooting-sharing.