“Seeing Through the Filter: Instagram Filters and Software Literacy in Digital Citizenship”
Week 9: Digital Citizenship and Software literacy: Instagram Filters
In today’s digital culture, social media users interact with software constantly, often without fully understanding how it shapes their online experiences. One important concept discussed this week is software literacy, which refers to the ability to critically understand how digital tools, algorithms, filters, and platforms influence communication, identity, and behavior online. Software literacy is now an essential part of digital citizenship because social media platforms are not neutral spaces — they actively shape how users present themselves and interact with others.
A strong example of this can be seen through Instagram filters. On Instagram, filters are widely used to enhance photos and videos by smoothing skin, changing facial structure, adjusting lighting, or adding visual effects. Although filters may appear harmless or entertaining, they also influence beauty standards and self-perception. Many users, especially young people, become accustomed to seeing idealized versions of themselves online, which can affect confidence and body image.
Research shows that image-editing features and augmented reality (AR) filters can contribute to unrealistic beauty expectations and increased appearance dissatisfaction (Parry et al., 2021). This is especially significant because many filters subtly alter facial features without users fully recognizing how dramatically their appearance has changed. Software therefore becomes invisible yet powerful in shaping identity and social interaction online.
One example that gained widespread attention was Instagram’s removal of certain cosmetic surgery filters in 2019 after concerns that they negatively affected mental health. Filters that simulated plastic surgery effects were criticized for encouraging users to compare themselves to unrealistic beauty standards. This demonstrates how software design can directly influence psychological well-being and public perceptions of beauty (BBC News, 2019).
In the Malaysian context, Instagram filters are heavily used among lifestyle influencers and content creators. Influencers such as Vivy Yusof often share polished and aesthetically curated content that reflects broader Instagram beauty culture. While these visuals are part of branding and digital marketing strategies, they also contribute to audience expectations about appearance and lifestyle. Many users may not realise how much editing, lighting adjustment, or filter enhancement contributes to these seemingly “perfect” images.
Software literacy becomes important because users need to recognise that social media content is often shaped by algorithms and editing tools rather than representing reality directly. According to Manovich (2020), software now acts as a cultural layer that influences nearly every aspect of modern communication and media production. In other words, software is no longer just a tool — it actively structures digital culture itself.
At the same time, filters are not entirely negative. Many creators use them creatively for humour, storytelling, branding, or artistic expression. Instagram filters can make content more engaging and allow users to experiment with identity in playful ways (Rahman et al., 2022). However, digital citizens must still approach these tools critically and understand how they affect perceptions of authenticity, beauty, and self-worth.
In my opinion, software literacy is becoming just as important as traditional media literacy. People often focus on the content they see online without questioning the software systems behind it. Understanding how filters, algorithms, and editing tools operate can help users become more informed and responsible digital citizens. Rather than blindly accepting filtered realities, users should develop critical awareness about how digital platforms shape both online culture and personal identity.
References
Parry, D. A., Fisher, J. T., Mieczkowski, H., Sewall, C. J., & Davidson, B. I. (2021). Social media and well-being: A methodological perspective. Current Opinion in Psychology, 45, 101285. https://doi.org/10.1016/j.copsyc.2021.11.005
BBC News. (2019, October 23). Instagram bans “cosmetic surgery” filters. https://www.bbc.com/news/business-50152053
Manovich, L. (2020). Cultural Analytics. In The MIT Press eBooks. https://doi.org/10.7551/mitpress/11214.001.0001
Rahman, W. N. A., Mutum, D. S., & Ghazali, E. M. (2022). Consumer engagement with visual content on Instagram. International Journal of E-Services and Mobile Applications, 14(1), 1–21. https://doi.org/10.4018/ijesma.295960
