Sammanfattning: The purpose of this study was to determine why young Icelandic women use Instagram to communicate. Social networking services have developed vastly in the last two decades from computer-based websites to social networking applications available on mobile devices. At the same time photo sharing has moved from living rooms to online photo sharing and recently to mobile applications such as Instagram that combines social networking features together with photo sharing. Today the use of these services has become a part of individuals’ daily routine to assist their social interactions. Mixed methods were used to gain data for this study. Qualitative semi-structured interviews as well as statistical information regarding the use of the medium. The findings of this study suggested that Instagram provided young Icelandic women with a more private environment, compared to other social networking sites, to communicate with friends and family. Their motivation for using the medium was to see what others were doing and to stay connected and maintain relationships as well as seek entertainment by the use, which supports their need for social connection and bonding.
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