Lachlan Macdowall Books

This book explores the effects of the Instagram platform on the making and viewing of art. Authors Lachlan MacDowall and Kylie Budge critically analyse the ways Instagram has influenced artists, art spaces, art institutions and art audiences, and ultimately contemporary aesthetic experience. The book argues that more than simply being a container for digital photography, the architecture of Instagram represents a new relationship to the image and to visual experience, a way of shaping ocular habits and social relations. Following a detailed analysis of the structure of Instagram – the tactile world of affiliation (‘follows’), aesthetics (‘likes’) and attention (‘comments’) – the book examines how art spaces, audiences and aesthetics are key to understanding its rise. The book will be of interest to scholars working in art history, design, digital culture, cultural studies, sociology, education, business, media and communication studies.

Instafame charts the impact of Instagram—one of the world’s most popular social media platforms—on visual culture in the mere eight years since its launch. MacDowell traces the intuitive connections between graffiti, street art, and Instagram, arguing that social media’s unending battle for a viewer’s attention is closely aligned with eye-catching ethos of unsanctioned public art. Beginning with the observation that the scroll of images on a sideways phone screen resembles nothing so much as graffiti seen through the windows of a moving train, Macdowell moves outward to give us a wide-ranging look at how Instagram has already effected a dramatic shift in the making and viewing of street art.