| Summary: | The phenomenon focused on in this study is that while many young adults experience pressure regarding their Instagram use, the use is widespread. Furthermore, there are different purposes to the use, which are rarely analyzed from a strategic communication perspective. Therefore, the essay provides more insights from that point of view, regarding the expression of identity and social media’s role in that process. The purpose of this essay is to examine how individuals work with self representation on Instagram, if they have a clear image of what they want to convey and whether they implement it in their posts. Moreover, the study aims to explore the purposes of self representation and if it can be understood as strategic communication. Seven individual interviews and image analyzes were carried out. Based on the ideas regarding identity, lifestyle, self representation and media use, by theorists such as Giddens, Goffman and Sheldon and Bryant, the results were analyzed. The study shows that six out of seven interviewees had a clear picture of what they want to convey and found that their posts in some sense reflect who they are. Six recurring purposes were noted: using the platform to store memories, get attention, express identity, receive affirmation, develop knowledge and network. Furthermore, the conclusion was drawn that all interviewees but one use Instagram in a way that can be classified as strategic communication. The results provide an increased understanding of the purposes of Instagram use and how it can affect the identity and self confidence of young adults in today’s digitalized society.
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