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We draw upon and develop Goffman\u2019s analytic framework to understand the self-presentation techniques and styles users employ online. Conducting a visual content analysis of clean eating\u2013related top posts, we examine how users deploy clean eating hashtags and how the architecture of Instagram constrains and enables certain identities around shared lifestyles and commercial interests. Our findings reveal the symbolic significance of hashtags for group membership and the degree to which gender identities on Instagram are configured around platform interfaces. <\/jats:p>","DOI":"10.1177\/1461444818777514","type":"journal-article","created":{"date-parts":[[2018,6,11]],"date-time":"2018-06-11T03:53:27Z","timestamp":1528689207000},"page":"4553-4570","update-policy":"https:\/\/doi.org\/10.1177\/sage-journals-update-policy","source":"Crossref","is-referenced-by-count":84,"title":["\u2018Good Morning Fitfam\u2019: Top posts, hashtags and gender display on Instagram"],"prefix":"10.1177","volume":"20","author":[{"given":"Stephanie Alice","family":"Baker","sequence":"first","affiliation":[{"name":"City, University of London, UK"}]},{"ORCID":"https:\/\/orcid.org\/0000-0003-1919-8312","authenticated-orcid":false,"given":"Michael James","family":"Walsh","sequence":"additional","affiliation":[{"name":"University of Canberra, Australia"}]}],"member":"179","published-online":{"date-parts":[[2018,6,10]]},"reference":[{"key":"bibr1-1461444818777514","doi-asserted-by":"publisher","DOI":"10.1177\/1461444814521595"},{"key":"bibr2-1461444818777514","first-page":"39","volume-title":"Networked Self: Identity, Community, and Culture on Social Network Sites","author":"boyd d","year":"2011"},{"key":"bibr3-1461444818777514","volume-title":"It\u2019s Complicated: The Social Lives of Networked Teens","author":"boyd d","year":"2014"},{"key":"bibr4-1461444818777514","doi-asserted-by":"publisher","DOI":"10.1177\/0165551512470051"},{"key":"bibr5-1461444818777514","doi-asserted-by":"publisher","DOI":"10.4324\/9780203205501"},{"key":"bibr6-1461444818777514","volume-title":"Gender Trouble: Feminism and the Subversion of Identity","author":"Butler J","year":"1990"},{"key":"bibr7-1461444818777514","doi-asserted-by":"publisher","DOI":"10.2307\/202109"},{"key":"bibr8-1461444818777514","doi-asserted-by":"publisher","DOI":"10.1515\/9781400851744"},{"key":"bibr9-1461444818777514","volume-title":"Gender and Power: Society, the Person and Sexual Politics","author":"Connell RW","year":"1987"},{"key":"bibr10-1461444818777514","volume-title":"Masculinities","author":"Connell RW","year":"1995"},{"key":"bibr11-1461444818777514","doi-asserted-by":"publisher","DOI":"10.1177\/0891243205278639"},{"key":"bibr12-1461444818777514","doi-asserted-by":"publisher","DOI":"10.2307\/1229039"},{"key":"bibr13-1461444818777514","doi-asserted-by":"publisher","DOI":"10.1016\/j.chb.2015.10.001"},{"key":"bibr14-1461444818777514","first-page":"1","volume-title":"Erving Goffman: Exploring the Interaction Order","author":"Drew P","year":"1988"},{"key":"bibr15-1461444818777514","volume-title":"The Presentation of Self in Everyday Life","author":"Goffman E","year":"1959"},{"key":"bibr16-1461444818777514","volume-title":"Interaction Ritual: Essays on Face-to-Face Behavior","author":"Goffman E","year":"1967"},{"key":"bibr17-1461444818777514","volume-title":"Gender Advertisements","author":"Goffman E","year":"1979"},{"key":"bibr18-1461444818777514","doi-asserted-by":"publisher","DOI":"10.2307\/2095141"},{"key":"bibr19-1461444818777514","doi-asserted-by":"publisher","DOI":"10.1177\/1461444817700154"},{"key":"bibr20-1461444818777514","doi-asserted-by":"publisher","DOI":"10.1177\/1749975507073923"},{"key":"bibr21-1461444818777514","doi-asserted-by":"publisher","DOI":"10.1080\/10894160.2018.1384263"},{"key":"bibr22-1461444818777514","volume-title":"The Managed Heart: Commercialization of Human Feeling","author":"Hochschild AR","year":"1983"},{"key":"bibr23-1461444818777514","doi-asserted-by":"publisher","DOI":"10.1515\/9783110847291.277"},{"key":"bibr24-1461444818777514","doi-asserted-by":"publisher","DOI":"10.1080\/00332747.1956.11023049"},{"key":"bibr25-1461444818777514","unstructured":"Instagram (2017a) About us. 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