Using machine vision to explore Instagram's everyday promotional cultures (ARC Discovery Project administered by Queensland University of Technology) (2020–2024)
Abstract:
The advertising-driven business models of social media platforms increasingly depend on automation. The
technologies used by platforms are rapidly advancing, and include `machine vision¿ systems that automatically
classify faces, expressions, objects, and brand logos in images. The results are used to provide targeted content
to users, often without their knowledge and without sufficient public oversight. Using a novel combination of
computational and cultural research methods, this project aims to: examine how machine vision works in
platforms like Instagram; explore its role in everyday visual contexts through qualitative case studies of festivals,
food, and lifestyle sports; and improve public understanding of machine vision systems.