This paper examines the structure and themes of five popular ZW Instagram accounts through the theoretical lens of the Lifestyle Movement Framework. A Thematic Analysis of 2,000 posts revealed that these communities have a strong sense of cohesion and coherence. Members have a strong sense of identity as ZW practitioners, embed ZW activities in their everyday lives, and believe that their individual actions can contribute to social change.
School of Information Management, Dalhousie University
Louise Spiteri is a professor in the School of Information Management, Dalhousie University, where she teaches in the areas of metadata, knowledge management, and records and information management. Dr Spiteri’s research interests focus on user-generated metadata, social tagging, library cataloguing, linked data, and zero-waste communities.