Instagram as a naturalized propaganda tool

Abstract

This article examines the methods through which the formal and emotional components, embedded in the photo sharing and social networking application Instagram, are utilized as a propaganda tool to cultivate solidarity with promoted agendas. The test case is Instagram photos posted on the official Web site of the Israel Defense Forces (IDF). The article juxtaposes two conceptual systems, the one shared by the members of Instagram and a system based on presuppositions regarding the ideologies, values, and emotional attitudes shared by Israeli Instagram users toward the IDF. This juxtaposition is made possible, thanks to the resemblance found between the aesthetic and emotional aspects of Instagram and the ideological and emotional aspects emphasized by IDF. Three main interrelated motifs demonstrate the article’s argument: soldiers as civilians/photographers in momentary disguise, army and nature, and admiration for appearances of weapons.