(In) visibility of health and illness: Instagram as an unregulated public health platform.

This paper examines the changing terrain of accessing health and illness guidance and information through the lens of social media, specifically It argues how Instagram, has increasingly become an unregulated -public health platform in today's digital society. Drawing on extensive empirical interview data from two research projects before and during the COVID-19 pandemic, which explored how users showcased and performed health and illness on Instagram, this paper demonstrates how Instagram has became an important forum from which to perform proactive health practices, as well as to legitimate ill health through making healthy behaviours visible, as well as invisible illnesses like disease, COVID-19, and mental health conditions. Over time and through continuous sharing of this content may contribute to increased understanding or even a de-stigmatisation of such illnesses or chronic conditions. With the social media market currently valued at 49.9 billion, and influencer spending around 4.9 billion, the value, reach and direct impact of this 'attention economy' on public health should not be underestimated. Instagram serves as a forum for these practices and helps legitimize ill health by making both healthy behaviours and -invisible illnesses visible. This visibility can contribute to increased understanding and de-stigmatization of chronic conditions and mental health issues. The paper argues that Instagram has evolved into an informal, unregulated public health platform.