Elisa Serafinelli (University of Sheffield, UK)

Digital Life on Instagram

ISBN: 978-1-78756-498-5, eISBN: 978-1-78756-495-4

Publication date: 31 August 2018


Serafinelli, E. (2018), "Prelims", Digital Life on Instagram (Digital Activism and Society: Politics, Economy And Culture In Network Communication), Emerald Publishing Limited, Leeds, pp. i-xvii.



Emerald Publishing Limited

Copyright © 2018 Elisa Serafinelli

Half Title Page


New Social Communication of Photography

Series Page


The Digital Activism and Society: Politics, Economy and Culture in Network Communication series focuses on the political use of digital everyday-networked media by corporations, governments, international organisations (Digital Politics) as well as civil society actors, NGOs, activists, social movements and dissidents (Digital Activism), attempting to recruit, organise and fund their operations, through information communication technologies.

The series publishes books on theories and empirical case studies of digital politics and activism in the specific context of communication networks. Topics covered by the series include, but are not limited to:

  • the different theoretical and analytical approaches of political communication in digital networks;

  • studies of socio-political media movements and activism (and ‘hacktivism’);

  • transformations of older topics such as inequality, gender, class, power, identity and group belonging; and

  • strengths and vulnerabilities of social networks.

Series Editor

Dr Athina Karatzogianni

About the Series Editor

Dr Athina Karatzogianni is an Associate Professor at the University of Leicester, UK. Her research focuses on the inter-sections between digital media theory and political economy in order to study the use of digital technologies by new socio-political formations.

Title Page


New Social Communication of Photography



University of Sheffield, UK

United Kingdom – North America – Japan – India – Malaysia – China

Copyright Page

Emerald Publishing Limited

Howard House, Wagon Lane, Bingley BD16 1WA, UK

First edition 2018

Copyright © 2018 Elisa Serafinelli. Published under exclusive licence

Reprints and permissions service


No part of this book may be reproduced, stored in a retrieval system, transmitted in any form or by any means electronic, mechanical, photocopying, recording or otherwise without either the prior written permission of the publisher or a licence permitting restricted copying issued in the UK by The Copyright Licensing Agency and in the USA by The Copyright Clearance Center. Any opinions expressed in the chapters are those of the authors. Whilst Emerald makes every effort to ensure the quality and accuracy of its content, Emerald makes no representation implied or otherwise, as to the chapters’ suitability and application and disclaims any warranties, express or implied, to their use.

British Library Cataloguing in Publication Data

A catalogue record for this book is available from the British Library

ISBN: 978-1-78756-498-5 (Print)

ISBN: 978-1-78756-495-4 (Online)

ISBN: 978-1-78756-497-8 (Epub)


I dedicate this book to my dear friend Andrea.

He is always in my heart.


I wish to thank Dr Athina Karatzogianni for her constant support and understanding, and for making this possible.

I wish to thank my mentor Prof Francesco Solitario, who pushed me to undertake the hard but rewarding path of doctoral study. Without his motivating and beautiful words, I would have never pursued an academic career.


The camera is an instrument that teaches people how to see without a camera.

Dorothea Lange

List of Figures

Chapter 2
Figure 2.1 Nature and Positivity: The Word of God on Instagram 61
Figure 2.2 #fucknormality: A Photo for Instagram. 63
Figure 2.3 Chinese Door Street. 65
Figure 2.4 #Puglia #Ostuni and Territory Promotion 67
Figure 2.5 Goran Bregovic in the Time of Instagram. 70
Chapter 3
Figure 3.1 Three Men of God Seeing Their Dreams Come True. 89
Figure 3.2 Instagram and New Encounters. 91
Figure 3.3 The Vague Igers. 92
Figure 3.4 Exploring Babelsberg with @jn and @thomas_k. Instagram and the ‘Happy Family’. 96
Chapter 4
Figure 4.1 Rosso Antico #vintagecontemporaneo 118
Figure 4.2 With #FordDSFL Was Born a Wonderful Reality 122
Chapter 5
Figure 5.1 Sisters Decorating the Christmas Tree. 142
Figure 5.2 Leaves 143
Figure 5.3 Coffee Morning. 146
Chapter 6
Figure 6.1. Sganapino, Marionettes Again 166
Figure 6.2 Crossing Out Cafes 167
Figure 6.3 This Is for My Journey 168
Figure 6.4 Hostess Mood #fashionoftheday. 170
Figure 6.5 #aboutme, This Is My Passion 171
Figure 6.6 We Are Beautiful 173
Figure 6.7 Games of Starts. #PanDiStelle Photo Campaign. 174
Figure 6.8 Instagram Stream and Photographic Style 2 175

About the Author

Elisa Serafinelli works as Research Associate in the School of Sociological Studies, University of Sheffield. She specialises in Media, Communication and Society with six years of experience in research and teaching. She has co-edited the book titled The Digital Transformation of the Public Sphere (Palgrave Macmillan, 2016) and published a recent study related to visual communication in the journal article ‘Mobile Mediated Visualities: An Empirical Study of Visual Practices on Instagram’ (Digital Culture & Society, 2017, 3(2), pp. 165–182). Her current research explores mobile media practices and the social behaviours that arise from it with particular focus on privacy and surveillance issues related to the growing use of drone technologies.