The paper explores and studies the roles, functions and meanings of tattoos in two parts. In the first part, through a theoretical review, it identifies the original tattoo functions that were typical for older cultures. It compares cultures with each other and tries to highlight the similarities and differences between them regarding tattooing. Explains key concepts such as tattoo culture, stigma, individualization, identity, gender and social media. The second part is a study on the destigmatization of tattooing in the digital age among young women. Individuals who have at least one tattoo are included in the study. In the form of two focus groups, a survey is then conducted where participants report on their tattooing experience and an opinion on the impact of social media on the destigmatization of tattooing. Extracts of the answers suggest three main roles of the tattoo – decoration, memory, and a turning point in life. The responses show that social media has a strong influence on greater accessibility, information about the practice and diversity of tattoo selection. Social media democratizes tattoo space and transfers physical interactions to the digital sphere. It also shows that the media do influence on greater acceptability of practice, but there are still great restrictions from older generations. In addition, the responses show that tattoos positively improve confidence and self-esteem, but do not bring a new lifestyle or a sense of belonging to a new community.
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