Tagowanie zdjęć portretowych w serwisie Instagram
Tagging Portrait Photos on Instagram

Summary/Abstract: Purpose/Thesis: The aim of the study was to characterize the process of tagging portrait photos on Instagram. Approach/Methods: Six profiles of professional photographers using Instagram were selected, a qualitative analysis of 606 hashtags was conducted and the characteristics of the tag co-occurrence were presented. Interviews with the photographers were also conducted. Results and conclusions: The most popular hashtags relate to the formal and technical aspects of photography. They also refer to the visuals. There are affective and performativehashtags, “insta-tags”, sentences and the so-called fake hashtags. The respondents draw inspiration for creating hashtags from apps, profiles of other users or create them on their own in order to reach a larger audience. Practical implications: The sample, while small, allowed the author to identify distinct trends. This issue requires further research. Originality/Value: Tags are often subjective, and the creators use them according to their own purposes. Previous research has neglected the intentions of users. The article is to be the basis for more detailed analyzes. The field has not been examined by Polish scholars.

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