This article elucidates how some users of the app Instagram follow particular rules—shaped by the medium's material constraints and affordances as well as social norms and pressures—to get as many likes as possible. I demonstrate how my interlocutors, young adult women in the United States, strategize their Instagram usage with creative practices in an effort to successfully accrue likes. But the pressure to perform in such a way lead some of them to create secondary accounts called “fake Instagrams” where these rules could be broken and users believe they can be more authentic. I analyze the importance of likes to social media use and how this feature structures the media ideologies users hold. Demonstrating how users trade the value of likes in one mode of Instagram for the value of authenticity in another, I show that media ideologies and media switching—conventionally analyzed between media—occur within them as well. These ideologies determine how users project different selves within a single medium, selves which are in dialogue with one another on social media.

中文翻译：

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在假Instagram上真实存在：喜欢，图像和媒体价值意识形态

本文阐述了Instagram应用程序的某些用户如何遵循特定规则（由媒体的物质约束和负担能力以及社会规范和压力所塑造），以获取尽可能多的喜欢。我演示了我的对话者（美国的年轻成年女性）如何通过创造性的做法来对Instagram的使用进行策略化，以成功赢得喜欢。但是以这种方式执行的压力导致他们中的一些人创建了名为“ fake Instagrams”的二级帐户，在这些帐户中这些规则可能会被打破，用户相信它们会更真实。我分析喜欢对社交媒体使用的重要性，以及此功能如何构成用户持有的媒体意识形态。演示用户如何在Instagram的一种模式中将喜欢的价值换成另一种模式的真实性的价值，我展示了传统上在媒体之间进行分析的媒体意识形态和媒体转换也发生在其中。这些意识形态决定了用户如何在单一媒体中投射不同的自我，这些自我在社交媒体上相互对话。