#Happy: Constructing and Sharing Everyday Understandings of Happiness on Instagram

The United Nations' World Happiness Report has ranked Finland as the happiest country for three consecutive years. In this research, we employed thematic analysis to analyze Instagram posts (N = 650) tagged with the hashtag "#happy" produced by Finnish-speaking users (#onnellinen in Finnish) during 2018, the first year that Finland gained the title of happiest country.

We found that the representations of happiness constructed on Instagram included seven shared and distinguishable themes: Social relationships, Physical appearance, Free Time, Nature, Success, Pets and Material Things. Drawing from the social representations theory approach, the results revealed a multi-layered structure of the representations of happiness organized around three dichotomies: social-individual, relaxing-pursuing and immaterial-material, which were anchored to ideas of "gratitude" (toward something or someone) and "pride" (toward the self). The dichotomy "self-oriented/other-oriented" was interpreted to constitute the themata (underlying structure) of the emerging social representation of happiness.

The paper contributes to the research of everyday knowledge by demonstrating how understandings related to happiness are shaped on Instagram, as well as by proposing a possible strategy for exploring the construction of everyday understandings of different societal issues employing new communication technology platforms containing both visual and textual elements.