Uncovering Young People’s Argumentation in Consuming Filters on Social Media
Keywords:
Filters, Instagram, Self-Representation, YoungAbstract
This study aims to examine the consumption of filters on social media among young people. The phenomenon of filter consumption is inseparable from the use of social media which has increased significantly in recent years. However, so far studies that discuss social media such as Instagram do not analyze the phenomenon. Young people have not been positioned as active consumers. Therefore, this study fills the gap of the study by focusing on filter consumption among young people. This study used a qualitative approach by collecting data using interview techniques and online observation (netnography) of informants' social media. The selection of informants was done using snowball sampling techniques, thus allowing researchers to obtain in-depth data. The results of this study show that young people have different arguments in consuming filters on Instagram. Some of them use filters for entertainment reasons, building self-image, or self-representation on social media. This interpretation of young people further strengthens the position of young people as active consumers. Moreover, the paper concludes that filters facilitate young people's desire to appear aesthetically pleasing in online spaces. This research is limited to qualitative data, so the next study is recommended to deepen the motives of young people through quantitative data in the form of surveys, so that more comprehensive data is obtained to describe the distribution of young people's consumption patterns by filters on social media.
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