Abstract
Development institutions communicate about development through mediated communication strategies. The advent of image-intensive digital spaces such as Instagram has facilitated communication for these institutions, making 'development' more accessible to the public. However, the representation of development in these institutional digital spaces remains largely unexamined. By conceptualising Instagram as an emerging context for the 'public face of development', we conducted a content analysis of 300 Instagram posts by three major bilateral development agencies (USAID, DFID, and SIDA) in order to address critical questions concerning how they communicated about development agendas, subjects, and processes of development to the public. The study reveals that these representations of development in digital space largely adhere to feminised and infantilised visions of 'ideal victimhood' when projecting 'what' and 'who' should receive attention. These representations thus served to justify the Western-centred, neoliberal modes of development. Overall, these agencies' communicative patterns regarding 'how development can be achieved' articulate perspectives on development to 'look-good' at home and 'do-good' abroad that make social change seem readily achievable.