Digital Technology and Product Presentation Aesthetics among Algerian Craftswomen: An Instagram-Based Study in Bordj Bou Arreridj

Abstract

This study seeks to analyze the technical characteristics associated with the aesthetics of product presentation in the Instagram posts published by craftswomen’s pages in Bordj Bou Arréridj, Algeria. To achieve this objective, a content analysis was conducted on 160 posts from four (4) Instagram pages belonging to active craftswomen, selected via purposive sampling. The primary data collection tools utilized in this study were direct observation and content analysis. The results of the study demonstrate that craftswomen mainly rely on carousels, static images, reels, and videos as their primary forms of communication. Regarding the angles used to capture product images, the most prevalent were: front shots, close-ups, overhead shots, and side shots. As for the aesthetics of language, the findings revealed that the artisans utilize Modern Standard Arabic, English, French, and hybrid forms combining these languages. Concerning color aesthetics in product presentation, the analysis of the posts showed the use of warm colors, Cool Colors and Contrasting colors, and monochromatic. Finally, with regard to the technical quality of the displayed content, the study identified three levels of quality: high quality, medium quality, and low quality.