In my previous blogpost I discussed the definition of discourse analysis and how it can be implemented in the commercial world (think for instance of advertising or the way a shop is designed). The other way discourse analysis can be used is by means of practices or forms of institutions.

According to Rose, discourse analysis II centers around institutions and practices as opposed to imagery and written texts (Rose, 2001, p.140). It is more concerned with how the images and verbal texts are produced, rather than what they depict. Rose sets her argument in the theoretical framework provided by Michel Foucault in his book Discipline and Punish (1977). In the text, Foucuault discussed the workings of institutions and how they were put to practice. He claimed this was done in two ways, by: institutional apparatus and institutional technologies (Rose, 2001, p. 166). Institutional apparatus deals with the various forms of power and knowledge which constitute the institutions, for instance the architecture, the laws, morals and regulations within the institution (p.166). Foucault therefore referred to Jeremy Bentham design of the Panopticon as an apparatus. The Panopticon was a carefully designed prison, with in its center a watchtower in which the guards would have a complete overview of the prison. Due to the fac that the prisoners were constantly being watched, this would contribute to disciplining them. Where the apparatus deals with form, the institutional technologies deal with the practical techniques used to excercise power and knowledge. For instance the blinded windows in the Panopticon (p.167).

According to Rose, some historians argue that photography could be perceived as a Foucaldian technique to excersie knowledge and power. Photography in itself has no identity or meaning, it is given meaning to by the one holding the camera and framing the situation he or she is about to photograph. To illustrate this claim, the historians refer back to institutions such as police force, prisons and mental facilities in which photography was used to produce a certain regime of truth in order to make the distinctions more clear. For example, a criminal in a photograph can be recognized by the nameplate they often hold and a mental patient would have other recognisabel features. Or even the aesthetic feel of the photos such as the blurred focus or over exposure. It is clear that these pictures differ from those made in family settings (p.168).

Rose refers in her text also to a number of other types of technologies used to excercise knowledge and power, which can easily be applied to technologies used today. For instance; technologies of display and layout, textual and visual technologies of interpretation, tactile technologies, spaces behind the displays and the visitor .

This blogpost will analyze how the social media platform Instagram uses the lay-out technologies for interpretation. Instagram is perfect example to this concept, because it’s whole foundation is based on the lay-out of its posts. In the text by Haraway (1989) he describes how the relation between the elements in the room of a museum hall and how they convey the visual effect on its visitors (Rose,  2001, p.180). Instagram uses this same technique, because the users have the ability to make their profiles as aesthetically appealing as they choose. With the help of the various filters and effects, people have the freedom to design their profile to their likings.

Aspects such as color tones and what is depicted in the pictures is of importance because it all adds to the aesthetic feel of the profile. If the user strives for a calming feeling on their profile, they often choose to use soft colors and tones such as white, pastel and earthly tones. The feel can be disrupted when a picture is uploaded that does not match with the rest in terms of color and depiction, think for instance of a picture that has neon colors in it. It is a very popular technique used to gain more followers and improve one’s business because it has a artsy and organized feel to it.