Filter or No Filter? An Instagram View on Modern Visual Culture

In the last decades, visual culture has been the focus of intense research and academic discussion. In addition, social media play a crucial role and influence modern societies and culture, and among them, Instagram holds a prominent role. This chapter presents the outcome of research regarding the perceptions of Greeks towards the impact of Instagram on visual culture, as well as gender and age effects on the use of the platform’s filters. Statistical analysis is employed to examine the hypothesized effects. Implications for marketers and content developers are discussed.