Slapping Ideology

: an analysis of a new elementary structure of ideology on Instagram

Abstract

Where is the ideology today?Postmodern time is characterized by uncertainty and this uncertainty also makesuncertain the meaning of ideology. This is because digital communication does nothelp to understand the real meaning of words.This research offers a contribution to clarify the meaning of ideology within this newtechnological context. In the explanation of ideological phenomena, the main troubleis based on this historical context, that is, the media power has no interest in promotinga communication built on clarity and values of messages. It tries to persuade peopleby giving an incorrect representation of the things. The goal of this culturalinvestigation was reached using two principles: the principle of performativecommunication and the principle of spectacular communication.The application of the analysis was realized through an exam of Instagram platform,considering its structure and functioning. The analysis is focused especially on thecomposition of photos and captures of different kinds of users.Are we still able to propose good images? Are we still able to control our digitalcommunication?To sum up, the research wanted to prove that the control of digital communication ispossible, without giving up the use of images on Instagram.

Date of Award	17 Mar 2023
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Fernando Ilharco (Supervisor)