"INSTA UNDISGUISED" THE DREAM OF INVULNERABILITY
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“INSTA UNDISGUISED”
THE DREAM OF INVULNERABILITY
What are the concerns and hardships involved in becoming an adult? How do young
people deal with typical mood swings during puberty or with burgeoning sexuality?
How do they develop a positive feeling for themselves and self-assurance in their effect
on others?
IKW has been dealing with these issues in its series of studies “Youth Undisguised” –
now for the third time. In all depth psychological-representative studies, Lönneker &
lmdahl rheingold salon conducts the surveys and analyses. At present there is a stock of
100 three-hour long individual psychological interviews as well as information from
3,060 young people, aged between 14 and 22 years, interviewed in an online panel.
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The result is a deep insight into the values, concerns, desires, hardships and dreams of
Gen Z. A psychogram which explains how differently, compared to their predecessor
generations, the young people see and design their world – in particular when their
self-esteem and self-presentation in the public is concerned.
The focus of the current study is the relationship of young people with Instagram.
Which psychological significance does the platform have and which influence does
Instagram have on the development of the young people?
The result: for many young people Instagram is an attempt to install a perfectly
controllable dream world in which everything is perfect, and in which they are
invulnerable.
However, where does the longing for control and perfection come from?
Loss of control on all levels: the disruption of fundamental trust!
Young people perceive a loss of control on at least three levels: on the physical, the
family and social levels. There is hardly a child who does not know at least one
separated family, in which he or she might even live. There is hardly a young person
who has not been confronted at an early stage with the term “crisis” in our society, be it
in connection with the refugee crisis or the increasing political crises in the countries
around Europe.
Their parents’ generation has “injected” these concerns into the young people. And
there is hardly a pubescent who does not perceive his or her physical changes as
extremely embarrassing and tries everything to hide these phenomena.
Against the backdrop of the general loss of control, the uninfluenceable hormonal
changes have a stronger impact than was the case in the past. From a psychological
point of view, the different levels are closely inter-related.
Strategies against the loss of control
In the same way, young people have developed different strategies which counter the
felt loss of control. Any social and family-based loss of control is in most cases,
according to the young people, outside their possibilities of influencing. In contrast,
their own body qualifies for an attempt to win back control. Here, anything disgusting,
negative or smelly can be “removed” – for instance by cosmetic products. Through the
treatment of their appearance, young people want to win back control over their inner
life – care, makeup, haircut and styling are little helpers (cp. “Youth Undisguised”).
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Whenever young people talk about eyelashes, hair gel and visits to the hairdresser, they
disclose a lot of profound insights – more than is apparent at first sight. They talk about
how they want to arrange their inside and get to grips with their life. This is also when
they develop parts of their self-esteem. In contrast, brittle nails cause uncertainty and
refer to chaos inside.
Instagram qualifies for the regaining of control, too
Here, the young people create a perfect and completely controllable dreamworld, at
least according to their perception. A parallel world into which they retreat increasingly
often: frequently four hours a day and more. The study which is now available has
succeeded in decoding the Insta Code which unveils the motivation of the young
people, why they prefer a life on Instagram to the developments in the analogue reality.
1. CREATION OF IDEAL DREAMWORLDS
On Instagram the young people stage an ideal world which allows an escape from the
negative and evil of reality. Instagram is the most harmonious platform on the internet.
Everything is to be #beautiful and #inspiring. The evil world events stay outside.
“Instagram does not get you down. On Facebook you often read about missing
children; this gets you down.”
3Consequently, young people are hardly interested in in-depth topics from society, the
business community or politics, but are rather interested in sports, fashion and lifestyle
– even if it currently looks as if at least some of them are becoming politically
committed again, for instance in the form of the Friday demonstrations.
In response to the direct question whether more serious topics are perceived on
Instagram, only one person answered that the Hambach Forest topic was followed:
“This was so funny when the activists were climbing up and down the trees; there
was a meme.”
Although the young people are perfectly aware that this is the construction of an ideal
world, they like to blank this out. When looking at posts and pictures of others, they do
not want to realise that this is something artificial. Only 14% perceive the photos as
artificial – most of the respondents, namely 27%, consider the photos to be “well
improved” within the meaning of an ideal world.
4Negative aspects are often blanked out. Disparaging and mean comments, so-called
hates, occur but are hardly mentioned. Just as pornographic pages, which are only
mentioned in response to a concrete question. They are allegedly almost always
blocked. Even very revealing pictures of women are considered as rather “innocent” on
Instagram, because these photos are after all free of charge, legal and the women are
not “real prostitutes”.
Only 12% of the young people admit that Instagram also makes unhappy. These tend to
be the reflecting young people who perceive that the permanent comparison and a
perfect bubble create envy. However, almost all respondents perceive the high
perfection pressure – on bad days they simply stay away from the platform. On the
other days it is not rare that cosmetic products help to withstand the pressure and
create an ideal, controllable world on Instagram. This provides the young people with
self-assurance.
2. NARCISSISTIC EXCEPTIONALISM
Instagram itself is considered amongst young people as the first step towards the
dissociation from their parents who are rather on Facebook. Within Instagram they
single themselves out by following particularly fancy influencers or operating several
accounts, for instance additional fashion or music accounts.
To like and be liked is on Instagram of equally central importance. Reaches and followers
are the new currency for the own self-esteem. In personal interviews they consider
themselves to be special and almost consider that it is a matter of course that they have
more followers than they themselves follow.
“Because I am probably more interesting than others.”
“I think I simply have more experiences than others.”
“I have around 2,000 followers, but I only follow 150 – people are
actually interested in me.”
More than 67% of the interviewed young people have more than 100 followers, more
than 36% have more than 200 followers. More than 6% have 1,000 and more followers,
whereby girls have more followers than boys: 7% of the girls have more than 1,000
followers. On the other hand, only 3% of the girls follow more than 1,000 people /
accounts.
5In the same way superlatives and comparisons with which young people mutually
describe themselves: “handsome”, “cutest” or “most beautiful” are only some of the
designations to be found in the comments. Many have to constantly increase the
“being special” on Instagram. Because followers and reaches are also symbols of status
and potency.
“It is all about reach, who you reach, up to where you reach.”
“Many followers are a status symbol. You are more powerful and hotter.”
“Through the number of followers you can compare who has the longest one.”
It is not rare that young people persevere in these comparison fantasies. They are very
familiar with filters, functions and (picture) codes. By contrast, skills for real life – like
writing a letter, tying a knot or writing an application – are hardly developed.
3. EXHIBITIONIST TENDENCIES
In addition to fundamental narcissistic tendencies, young people today like to show
what they have. On Instagram there is a clear desire for showing and looking. In
particular, female exhibitionism, which anyway was always more accepted by society
than the male one, can be acted out on Instagram. Girls like to be looked at more often
than boys – 24% of the girls versus 22% of the boys. By contrast, boys like to look at girls
who engage in self-display.
6“I only post my most attractive side. At a certain angle you look leaner and more
figure-accentuating.”
“I actually don’t show anything that not everybody is allowed to look at – after all
everybody can see me in a bikini on the beach, too.”
“I like to look at that, girls are displaying themselves there.”
4. ADDICTION AND BLIND HANGING OUT
Almost all the respondents admit that they not only go on Instagram to relax, but
actually hang out all the time.
“Well, I am on Instagram for 8-9 hours, also during school time, mostly then.”
Many describe themselves directly as addicted.
“Of course, I am addicted, but what the heck? Everybody does it.”
Beyond Instagram many have difficulties to concentrate – in conversations but also at
school. 35% of the pupils are online during school time every day.
7On the other hand, hardly anybody has a time limit as to how long they may be on
Instagram or at the computer. Even amongst pupils there are only 21% and for the non-
pupils it is only 15% who limit their time. However, it is not possible to refer to a real
limit here, because the so-called limits mean that still more than 64% of the
respondents spend up to four hours a day on Instagram or at the computer. The rest
spend even more time there!
The idea of having to cope without a mobile phone or computer on a permanent basis
is hardly bearable for most young people. For most of them life without Instagram
would be frightening. Their biggest concern is having to think about themselves.
Because one’s own thoughts could be uncontrollable, too. On Instagram it is, however,
possible to avoid such a deep analysis.
This is different when reading books. Such a concentrated activity is hardly managed by
any young person. The majority of them has read less than three books last year: 28%
have even read only one or no book.
“Well, I actually have a book, but I always read the same book, because otherwise
it is too exhausting for me.”
“I have suggested to my girlfriend to read something. She told me that she did not
have a book. I just bought her one.”
85. DIGITAL INSPIRATION AND IDENTITY FINDING
Despite their “admission of addiction”, inspiration by Instagram is a central topic.
Without Instagram young people feel less alive (Latin inspirare = breathe life into) – for
some it might even seem like a death penalty. Many young people only find their
identity through Instagram. Their self and self-esteem is digital. Whilst self-esteem used
to be marked in former times by dealing with oneself and others, this is today achieved
through the perfection of the posts and the number of followers. In this connection it is
also relevant that the young people check permanently and frequently what happens
on Instagram and in their digital life. 45% are on Instagram more than 10 times a day.
More than 74% are on Instagram more than 20 times a day! Through Instagram, young
people develop their digital identity: “I Insta – therefore I am”.
6. STANDARDISED INVULNERABILITY
At first sight everything private appears to be public on Instagram. But most of it
corresponds to standardised codes. Certain poses like crouching, head postures or
“playing with one’s hair” appear to be the same on many photos. True privacy and
personal stories are generally not shared on Instagram.
Own stories are often erased again or at least archived. Young people want to make
themselves invulnerable by doing so. They do not want others to see how obese they
used to be. Or they erase the style they no longer like and also hide the posts of and
with friends from whom they have separated.
9Because emotions and stories can become complicated and make people vulnerable –
they are in the realm of the uncontrollable. They are avoided in order to construct the
dream of invulnerability on Instagram.
Young people prefer to turn to topics on Instagram where they can optimise and control
themselves and hence remain on the surface. Through the application of cosmetic
products, they try to style themselves in a way they want to be seen. As far as styling
trends are concerned, topics like makeup take centre stage for girls and young women.
For boys and young men hairstyling plays a special role. Hair always takes centre stage
for them on Instagram.
This is where they come full circle: with and through Instagram young people try to
create a parallel, perfect dreamworld through which they can also control real life
better.
Executive Summary
The construction of a perfect world creates invulnerability. Likes, reaches and followers
are the new currency for one’s own self-esteem. Everybody considers himself or herself
as special and believes that it is natural that he / she has more followers than he / she is
following. From the young people’s point of view Instagram is a perfect world – co-
created by them – into which they withdraw. Four hours and more per day on Instagram
are not the exception. By doing so, they try to constantly optimise themselves and
Instagram. Everything negative, nasty, complicated and ugly is to stay outside. As far as
their appearance is concerned, everything unattractive is likewise covered up and styled
in such a way that it meets the requirements of Instagram. Care, makeup and hair
styling are the little but important helpers of young people to gain back control over
their inner life.
10Young people admit that they are addicted and at the same time feel inspired. Without
Instagram they feel less alive. For some of them a life without Instagram would even be
like a “death penalty”. Whilst self-finding used to be marked by dealing with oneself
and others, this is achieved today through the perfection of the posts and the number
of followers. Only through Instagram young people find their identity. Their self is a
digital self. “I Insta – therefore I am”.
In contrast, dealing with politics, world events, their own thoughts or own personality
hardly takes place. Young people are downright afraid of this. Because thoughts may be
just as uncontrollable as experiencing. Emotions and too personal stories render
people vulnerable. For that reason, photos are erased time and again on Instagram.
Invulnerability is a secret dream of the young people because after all life would then
be completely controllable. Of course, the “being invulnerable” is like Instagram itself, a
beautiful glittery bubble which easily bursts. In particular if there is a lack of skills,
development experience and crisis in the analogue world which help to develop self-
esteem regardless of likes and followers.
11FAKTEN ZU DEN STUDIEN:
− Altogether 3 studies with 3,060 respondents aged between 14 and 22 years in a
representative online panel
− Altogether 100 respondents in in-depth psychological face-to-face interviews
This study was conducted by Lönneker & Imdahl rheingold salon on behalf of the
German Cosmetic, Toiletry, Perfumery and Detergent Association (IKW).
Contact for the study
Ines Imdahl
Managing Director
Lönneker & Imdahl rheingold salon
imdahl@rheingold-salon.de
Birgit Huber
Competence Partner Beauty Care within IKW
bhuber@iwk.org
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