Instagram self-presentation : online identity construction through the use of Instagram stories’ augmented reality face filters

Abstract

The aim of this study is to evaluate the construction of an online identity through the use of Instagram stories’ Augmented Reality (AR) face filters. It seeks to identify the motivations and perceptions behind the use of these face filters. Social media has become an integral part of people’s lives. It has permitted interpersonal communication within a digital environment therefore increased the amount of communication between people, even if they are far away from each other. Instagram, an application allowing people to share mostly visual content, has introduced another method on how users can present themselves online through Augmented Reality face filters. An online survey and eight interviews were conducted to identify the motivations and perceptions behind the use of AR face filters on Instagram stories. Moreover, the research helped to establish the role of AR face filters in creating an online identity along with the effects of AR face filters on mental health. The findings of this research indicated that AR face filters are used by users mostly when they are not wearing makeup. Participants disclosed that they feel guilty after using an AR face filter since they do not look the same in reality. The research identified that AR face filters build an unreal image of the user, therefore they construct a fake online identity. Lastly, it was found that AR face filters effects mental health, mainly with low self-esteem and self-comparison.