A hashtag como elemento informativo no Instagram: a ação do usuário na geração de mais-valia para a plataforma

Abstract

This research was based on investigating the hypothesis that the hashtag is an informative element that indexes and reinforces the meaning of publications, helps to map users and contributes to generating added value for the Instagram platform. We sought to define the hashtag and contextualize its emergence, place the Instagram platform in the current scenario of digital social networks and investigate the exploitation of user data as well as its execution of free work for platforms that operate under the regime of capitalism of platform. We found that Instagram users perform the work of generating navigation and behavior data, which the platform uses in its algorithmic treatment to optimize its advertising targeting policy and consequent monetary gain. In this action, the hashtag is taken as information in the form of metadata that organizes and facilitates the tracking and mapping of users. In the investigation of our hypothesis, we performed a query for a hashtag using an external system in the Digital Methods search technique and found that, from the hashtags they use, people can be tracked not only within the Instagram platform but also outside of it.