‘Privacy does not interest me’. A comparative analysis of photo sharing on Instagram and Blipfoto

Photo sharing online has become immensely popular and is a central aspect of modern visual culture. Yet it creates a number of privacy issues, both in relation to other individuals and corporate surveillance. The purpose of this study was to investigate users’ understanding of privacy issues in photo sharing, based on a comparative study of two contrasting platforms: Instagram and Blipfoto. The study combined netnography and in-depth interviewing. It was found that Instagram users had a greater awareness of how the platform might use their data, but saw this loss of privacy as inevitable in return for a free service. Blipfoto users were more trusting of what they experienced as a very community minded platform. Any concerns felt by both groups of users were out-weighed by the sense that photo sharing was highly meaningful and their fascination with watching and being watched. Both groups main approach to privacy was through restricting certain types of image of people and not revealing the location of certain personal spaces. Notions of privacy thus remained primarily personal and ignored corporate dataveillance.