Working from paradise? An analysis of the representation of digital nomads’ values and lifestyle on Instagram

Digital nomads (DNs) are highly mobile professionals who work while travelling and travel while working. Their lifestyle has gained increasing academic attention, also from a communication perspective. Despite initial work on the topic, little is known about the self-presentation practices of DNs on social media. To address this lack of evidence and focusing on Instagram as a key platform for this group, we adopt a Goffmanian perspective. By using semi-structured interviews, we provide an in-depth analysis of their self-presentational practices, specifically their content strategies, imagined audience and use of platform affordances. The interviews included photo elicitation as a central element. The findings show how DNs highlight independence and freedom, de-emphasize work in favour of leisure and travel, develop audience management strategies that are mindful of the imagined audiences’ situation, while trying to foster reliability and authenticity and greatly value the flexibility and ephemerality of the Stories feature.