#Instagay
The Uses and Gratifications of Photo-Based Social Networking for Gay Men
Abstract
Through an inductive content analysis of 300 top photos posted to Instagram using the popular hashtag “Instagay,” this research uncovers patterns about what type of content prevails in this online community. Findings indicate strong preferences toward covert communications of desire and men with lighter skin tones. Men with darker skin tones were found to have severely limited potential for appearances and expressions of sexuality. By establishing set norms of gay male representation online, this community achieves gratification through collective definition and validation. These findings build on a growing body of literature on Instagram studies and the “queer publics” found within bycharacterizing the exchanges and values found on the publicly available interface (Duguay, 2016). This study provides a framework that can be used to analyze other hashtag-based online communities and proves valuable in exploring the visual measures that Instagram users find worthy of interaction and approval.
