Methodology

Within this case study, the researcher will summarise and outline the effects of Instagram on gen Z consumers, specifically surrounding the area of mental health. In addition, there will be discussion including the advantages and disadvantages of the photo-based app, as well as informing the reader of the many elements that contribute to these factors. The four chapters within the essay will aim to investigate the following: The Rise of the Influencer and Trolling including culture and trolling/cyberbullying, Body Image and Eating Disorders and how this could stem from anxiety and depression which could be caused by the app/users on the app, Cosmetic Surgery and the influence Instagram has on such procedures and finally, Instagram as a community in regards to social and political movements, as well as support networks.

Furthermore, a key community within the Instagram app includes the Black Lives Matter movement, which is another important aspect of Instagram and society as it gains justice; even if it is at a steady, but slow pace. This case study will discuss the positives and negatives of both significant factors, and consequently the impact it can have on its consumer.

Instagram has quickly become a concern due to the huge role it plays in mental health among its consumers and the effect it has on society. The effects on mental health are emphasised by research from the NHS; back in 2017, a survey regarding social media was conducted by the Royal Society for Public Health (RSPH), asking 14-24 aged individuals in the UK of their thoughts and experiences of social media. The aim for the researcher was to be able to rank the five most used platforms with their findings and as a result, Instagram came last, having the worst impact on mental health and well-being (NHS, 2017). This 14-24 age demographic are known as the ‘digital natives’, and are the generation of people who have lived in a world full of technology and have never been without the internet (Halton, 2019).

The perceived ideal life portrayed on Instagram is one that many individuals aspire to have. Through the use of Instagram, it is now easy to pretend and allow consumers on the app to believe, a different life is being lived rather than the reality. There are countless websites out there that produce readymade imagery for consumers to purchase and pass off as their own, such as Life Faker (Faker, 2020). In today’s society, by the touch of a couple of buttons; it is easier than ever to convince people that you are something that you are not, and without the intention of Instagram, the app seems to permit this. This perceived ideal life that is often put forward onto the app by influencers, can affect users’ mental health due to the desire of this lifestyle. A primary research survey conducted by the researcher focused on females aged 18-24, portrayed; 76.67% of participants stated ‘both positively and negatively’ when asked ‘How do you think people’s mental health is affected by Instagram?’ (see Appendix A). This could suggest that there is a large amount of individuals explaining that there are many negative connotations with the app. Even though the majority of participants are saying there are also good points, it is clear to see that a sizeable portion are relating Instagram to negativity.

The aim of this case study is to create valid discussion surrounding Instagram and exploring what it can do for gen Z consumers, as well as the positive and negative connotations of the app. As stated by Mintel,

“Social media is defined as consisting of content uploaded by users on a platform that serves no express purpose other than sharing that content” (Hulkower, 2020).

Instagram is a place of expression, but this often gets lost in translation due to trolls, bullying and other unwanted negativity on the app. However, these negative aspects of the platform, can often enhance engagement as said posts will get more attention, meaning they will reach a wider audience, resulting in higher statistics for these individuals. In October 2020, Statista reported that 13.9% of active Instagram users were women aged 18-24 (Clement, 2020). This is the demographic that this case study will be covering due to it being so current and relevant.