The thesis explores the creation of digital identities among young women in Ljubljana on the social media platform Instagram. It focuses on posting practices and the construction of digital identity in relation to life stages, different audiences, levels of privacy, and platform functions. The theoretical part outlines key concepts such as identity, representation, and the relevance of digital anthropology in understanding contemporary online practices. Special attention is given to identity as a dynamic process, closely tied to cultural and social context, and expressed through digital channels. The empirical part is based on qualitative research and examines various strategies of digital identity formation. The analysis focuses on users’ attitudes toward their own posts, changes in platform usage over time, self-representation strategies, and motivations for sharing content.
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