Exploring #nofilter Images When a Filter Has Been Used: Filtering the Truth on Instagram Through a Mixed Methods Approach Using Netlytic and Photo Analysis

Many social media users rely on photo editing techniques in order to receive more positive attention (i.e., likes/comments) online. This study used a mixed methods approach to conduct a descriptive analysis of #nofilter use by Instagram users. By using #nofilter users are making a point that they did not edit/manipulate their images. Of particular interest were those who used #nofilter but did filter their images. A text analysis of 18,366 images was conducted using Netlytic, reveling the largest content category as ‘appearance'. A content analysis was used to examine authors of #nofilter images whom did use a filter, and photo-coding scheme for this group of images was implemented. Of 18,366 images collected that used #nofilter, 12% (N=1630) did in fact use a filter. Listwise deletions were conducted and 1344 images remained. Results suggest the majority of accounts were personal, and belonged to females and of the images, majority had people in them. People using #nofilter do in fact filter their images and research into the reasons for deceit on social media is needed.