When Did My Feed Become A Marketplace? Negotiating Commercialisation on Instagram

Abstract

Since its launch in 2010, Instagram has evolved from a simple photo-sharing application into a multifaceted platform that integrates communication, creativity, commerce, and entertainment. This thesis analyses the evolution of Instagram from a social networking platform to an “all-in-one” hub, and its impact on user engagement and the concept of social connection. Moving beyond the extensively studied marketing and influencer dimensions of Instagram, this research focuses on general users and how they continue to use the platform as a site for social connection amidst its growing commercialisation. Analysing Instagram’s growth from 2010 to 2025, this study traces key feature developments and their cultural implications. Grounded in Pinch and Bijker’s (1987) social construction of technology (SCOT) framework and Hall’s (1973) encoding and decoding model (E/D), it explores the interplay between Instagram’s technological design, user interpretation, and cultural context. The research highlights how algorithmic systems and commercial imperatives have redefined everyday participation and visibility online. Using a qualitative mixed-method design, this study uses in-depth interviews with Light et al.’s (2018) walkthrough method to explore the experiences of long-term users in Australia who joined Instagram before 2015. Through thematic analysis, it examines how users interpret Instagram’s evolving features, negotiate its algorithmic structures, and engage with the platform for both social and personal purposes. This thesis contributes to broader discussions of social media commercialisation by illustrating how digital platforms embed capitalist values into social interaction. By focusing on user experiences, this research shows how technological change and cultural production work together to shape today’s digital world—a space where the drive to connect increasingly intertwines with visibility, exposure, and economic value.