The Social, Civic, and Political Uses of Instagram in Four Countries

Shelley Boulianne · Christian Pieter Hoffmann

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Social Media and Politics Media and Digital Communication Misinformation and Its Impacts

Abstract

Instagram has more than 1 billion monthly users. Yet, little is known about how citizens engage with this platform. In this paper, we use representative survey data to examine social, civic, and political uses of Instagram by citizens in four countries: the United States, Canada, the United Kingdom, and France (n=6,291). The survey was administered to an online panel matched to the age and gender profile of each country (September to November 2019). About 40% of respondents used Instagram. This platform is especially popular among young adults (73%). Users’ network sizes are typically small, as a third of users have less than 15 followers and follow less than 15 other accounts. About 15% of users followed news organizations, a nonprofit organization or charity, or a political candidate or party. While users rarely cultivate networks with ties to these formal organizations and groups, civic and political information flows on this platform. Approximately 57% of users report seeing political information on Instagram during the previous 12 months. These findings suggest political information on Instagram flows through informal rather than formal networks. This paper establishes the importance of social, civic, and political uses of Instagram among citizens in four Western countries. Furthermore, we offer insights into the segments of the population that are intense users of Instagram, which helps to understand the role of this platform in civic and political life.

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