Instagram, a mobile photo (and video) capturing and sharing
service, has quickly emerged as a new medium in spotlight
in the recent years. It provides users an instantaneous way
to capture and share their life moments with friends through
a series of (filter manipulated) pictures and videos. Since
its launch in October 2010, it has attracted more than 150
million active users, with an average of 55 million photos
uploaded by users per day, and more than 16 billion photos
shared so far (Instagram 2013). The extraordinary success
of Instagram corroborates the recent Pew report which states
that photos and videos have become the key social currencies
online (Rainie, Brenner, and Purcell 2012).


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