Sfotografować, aby zrozumieć. Instagramowe relacje z instytucji kultury
Photograph to understand. Instagram reports from cultural institutions

Summary/Abstract: With the popularization of social media, the custom of posting photographic reports of cultural events on the Internet and marking them with thematic hashtags (#) has become widespread. Cultural institutions should pay attention to Instagram “stories” as potential new forms of review, “hot” reports, platforms for discussion about art, recommendations of works, and even their reinterpretations. The aim of the article is to examine the subject matter and aesthetics of the collections of photographs, created on Instagram. Collections of “tagged” photographs can be a carrier of feedback about cultural products, but the specific aesthetics and language of social media may result in the underestimation of such materials. It is, therefore, important to recognize the symbols contained in these photographs and their interpretation, presenting the phenomenon of a specific language (code) for describing culture in social media. Four channels created by the Instagram community, by marking photos with “cultural hashtags,” are analyzed. A quantitative analysis of the most frequently disclosed threads is performed, and their description prepared along with an attempt to interpret the symbolism used. The result was a list of the most popular aesthetic forms used in Instagram photography, also a method of reading it and directions for their secondary use in monitoring, promotion and cultural education are proposed.

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