Ever since we’ve been scrolling through Instagram, the network has gotten us used to nice, smooth, clean. After the spontaneously marked beginnings, the feeds gradually coalesce to form harmonious and aesthetic wholes.
But that was before Angèle posted completely blurry selfies, Beyoncé flossed in front of her front camera, and Emily Ratajkowski photographed the fish dish after digging generously. with aesthetics everydaycool is about originality and spontaneity, two adjectives rarely added to polished celebrity posts.
Searching for lost nature
In 2018, after another sigh in front of a photo of an absolutely flawlessly dressed acai bowl, the hashtag #MakeInstagramCasualAgain was born. The idea: to escape the posed photography and calibrated staging that many influencers have capitalized on to reconnect with carefree beginnings, at a time when “influence” does not encompass any concept of audience or brand.
In 2016, American author and professor Lev Manovich highlighted three aesthetic categories unique to Instagram: everydayoverlays personal or family snapshots; most professionalie commercial clichés according to the rules in force in the 20th century; and designedencompassing the codes of contemporary graphic design.
In the self-staging study on Instagram, the authors compare the following: everyday To the simplicity of the questions asked by Facebook at the start of the social network to encourage users to engage: “What are you doing right now ?”
But the nostalgia for naturalness on Instagram is not new. As early as the mid-2010s, finsta was slowly gaining ground among the younger generation who wanted to escape the dark law of algorithms and the scrutiny of their parents.
Short for “fake” and “Instagram”, finsta is a special account where content is shared with carefully selected subscribers. We show her everyday life with a crude aesthetic based on ordinary, disorganized and sometimes embarrassing photos and videos, without formalizing it with outward appearances. This type of VIP account is usually found alongside a public account playing the popularity 3.0 game; here finsta survives the pressure of likes and perfect post, at least in theory.
Pandemic: ugly and don’t send shit
As media sociologist Kim Barbour explains, everyday experienced a strong resurgence of interest during various incarcerations: any social ties were severed from the IRL form, users had no choice but to stage a daily host, and were often unpretentious.
At the same time, toothbrush selfies with a toothpaste option around the mouth began to increase. impose your new breath everyday Against a pandemic and repeated incarceration, however, it seems a little too simplistic: the perfect shot of a sarong in front of the Cinque Terre landscape hasn’t been more convincing, at least since 2019, than an avocado lying on bread.
In the rejection of too monotonous beauty, the ugly takes over. Crocs take the catwalks, accounts like Ugly Design compile the best of the worst designs, and the 2000s are making a more kitschy comeback than ever before. We look relaxed and distant on Instagram too: out-of-focus photos, ugly selfies with low angle or closed eyes, and photo dumps – these posts of several irrelevant images – negligently disrupting the prevailing harmony.
at the crossroads of finstagram and trend everydaywhat don’t send shit the moderate thinks of itself as an occasional but public practice of what one does in the fist. In an article published in the journal IDjournalist Laura Pitcher “flop era”. According to him, it is a trend that also reflects the growing disinterest in Instagram that Gen Z has abandoned for TikTok.
Less pressure, more orders
This lightness against nets, even if welcome, remains clearly under control. According to Laura Pitcher, it may take more effort than posting the perfect photo: “We try to show that we don’t care about Instagram by posting top-notch photos on our main account.photo breakdown in search of an aesthetic lifestyle.”
Dua Lipa’s dripping pizza, Emma Chamberlain’s lousy selfies and Jorja Smith’s low-angle shot aren’t fooling anyone. If they break the barrier carried out by the respective community administrators and neighbor girlstheir image remains the result of well-honed strategies and evolves according to trends.
According to user Akili on TikTok, everyday so it’s like reality TV: it claims to be real, but it isn’t. Being cool and independent in social networks therefore always has a performative value and can become a new commandment that is even harder to achieve. would be everyday On Instagram or not, we keep staging ourselves, and the way we present ourselves will continue to evolve over and over.