This article focuses on the similarities and differences between visual value content on German and Ukrainian Instagram, employing the methodology of traditional, modernist, and postmodernist values. In particular, we investigate the gender aspect of visualized values on Instagram in a cross-cultural comparative perspective. The results of content analysis of 2095 photos on German Instagram and 2657 photos on Ukrainian Instagram reveal that most often, in the social practices of Ukrainian and German Instagram users, modernist and postmodernist values are visualized. Our findings support the argument that Instagram is a specific field of social practices that contributes to the unification of the visual practices of users and the homogenization of the visualized values as a result of cultural convergence.

中文翻译：

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Instagram 上的视觉价值：德国和乌克兰 Instagram 用户视觉实践的比较

本文采用传统、现代主义和后现代主义价值观的方法论，重点探讨德国和乌克兰 Instagram 上视觉价值内容的异同。特别是，我们从跨文化比较的角度研究了 Instagram 上可视化价值观的性别方面。对德国 Instagram 上的 2095 张照片和乌克兰 Instagram 上的 2657 张照片进行内容分析的结果表明，在乌克兰和德国 Instagram 用户的社会实践中，现代主义和后现代主义价值观最常见。我们的研究结果支持这样的论点：Instagram 是一个特定的社会实践领域，有助于用户视觉实践的统一以及文化融合导致的可视化价值观的同质化。