Fractal Time in the digital world (of Instagram): A kaleidoscope of infinite presents

This article introduces the phenomenon of fractal time in the digital world of socialmedia, experienced by the researcher as a continual series of instantaneous overlapping pres-ents. Building on the established anthropological notion of chronologies, multiple presents ex-perienced in the digital landscape will be conceptualised as one infinite kaleidoscopic simulta-neous set of presents—allowing the digital landscape to be a place where infinite potentialitiescan occur simultaneously. This cyclical, yet amorphous sensation of temporality, experiencedby users of social media, will form the basis for an understanding of fractal time and will leadto a discussion of self-making, temporal-manipulation and imagined spaces. Fundamentally,this will allow a reassessment of how notions of time and the present can be understood in adigital age.