The insight of Instagram
6 January 12
It’s easy to dismiss Instagram as a lomo-hipster triviality, but over the last few weeks I’ve come to think of it as perhaps the most interesting social software around.
I enjoyed a largely disconnected Christmas, but during ad breaks and satiated sofa slumps I still popped online occasionally. While Twitter and Facebook were quieter than usual, Instagram sprang to life with fragments of people’s holidays. Instead of the usual likebait of sunsets and cats, it filled up with photos of family, presents, and smiles. Significant moments – the ones that become memories. And of course there was the meat oneupmanship: turduckens, geese, and the very droll #thisismyham.
The ambient intimacy of Twitter has faded as brands and promoted tweets have invaded, and people turn it into a tool for the presentation of self. Now, there’s nothing wrong with that per se, and I suppose it’s the natural evolution of a popular system. Instagram isn’t immune to hierarchies and rules either. Instacelebrities rule the Popular tab, SLRs are usually considered cheating, and the dread cries of “Great capture!” have bled in from Flickr.
But over Christmas none of that really mattered, as Instagram returned to its true purpose as a wormhole in space-time, a window into people’s lives. It reminded me of one of my favourite public works of art, the 1980 installation Hole in Space.
As Hole in Space did, Instagram has become something that can genuinely bring people closer. A tool of mutual self-disclosure and hence intimacy. I think that’s worth celebrating.





