What is it about?

This study explores the roles and functions that Instagram fulfills for social media users and the types of people and content that impacts engagement on the platform. Using Q methodology, which bridges qualitative and quantitative approaches, participants ranked photos published on Instagram by news organizations or photographers and shared insight through interviews on what factors affect their engagement. In this way, the users' and the images' characteristics were both studied to shed light on why certain photos accrue more engagement and why certain types of people “like” certain types of content.

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Why is it important?

Some posts receive scores of 'likes' and comments while others receive none. Understanding why this is improves media literacy and allows people to make their content more engaging.

Read the Original

This page is a summary of: I “Like” That: Exploring the Characteristics That Promote Social Media Engagement With News Photographs, Visual Communication Quarterly, October 2017, Taylor & Francis,
DOI: 10.1080/15551393.2017.1388701.
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