In the 21st century, social media has become one of the most prevalent forms of communication among people. More than a quarter of the global population uses Instagram to curate personal galleries of carefully selected photographs and videos through which they present themselves in contemporary society. The content shared on Instagram is predominantly driven by visual appeal, aesthetics, and stylization. In pursuit of attention and admiration—measured by likes, comments, and shares—users often adjust their behaviour and consciously produce stylized visual content to align with social expectations. This thesis draws a parallel between Instagram and the concept of the panopticon, focusing on the principle of perceived continuous surveillance, which leads users to modify their behaviour accordingly. Building on the framework of panopticism, the thesis explores user behaviour on social media and their dual role as both observers and the observed. As observers, users can engage in voyeuristic practices without disclosing their identity; as the observed, they are compelled to tailor their behaviour and self-presentation to circumstances in which they are potentially subject to constant voyeuristic observation, surveillance, and social evaluation through likes, comments, and shares. Simultaneously, content creators gain external validation through this system, leading them to invest even more in the performance of their online personas. This dynamic may result in a cycle of pathological narcissism, where individuals feel exceptional due to the received attention, yet become acutely aware that this attention must be continually maintained to preserve their perceived uniqueness and social relevance.
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