Representation of the Iranian Family on Instagram: A Reception Analysis of Family Bloggers’ Pages

Document Type : Original article

Author

Department of Communication, Social Sciences Faculty, University of Tehran, Tehran, Iran.

10.22059/jcss.2025.390574.1129

Abstract

Background: In the digital age, the expansion of social media platforms has profoundly impacted various aspects of life, including family relationships.
Aim: This article addresses the complex dynamics of family communication, particularly focusing on Iranian families. In this article, we study the perceptions of users and followers of family blogger pages regarding the representations of family life on Instagram.
Methodology: Through interviews with users, we seek to understand their understanding of concepts such as love, intimacy, home, and marital relationships. To study how followers perceive and interpret family-oriented pages on Persian Instagram, approximately 29 qualitative interviews were conducted with three groups of respondents. These groups included users, informants, and family psychologists and counselors (couple therapists).
Findings: The concept of family display helps us understand what practices are defined as "family practices" from the perspective of users and followers of family pages on Instagram. On the other hand, Hall’s theoretical model helps us understand the category of readings that users’ interpretations and perceptions of the family representation on these pages fall into. The findings reveal the evolving nature of family relationships in the digital age, particularly concerning Iranian families. The findings show that the readings of users following these pages are generally hegemonic and can be divided into three main axes: family rituals, marital relationship, and feminine power, each of which has its own sub-themes. In addition, some interviewees mentioned contrasting and negotiating perceptions.
Conclusions: The results indicate that readings are complex processes shaped by the cultural contexts and lived experiences of the readers, leading to a combination of interpretations rather than a wholesale acceptance or rejection of media representations. Additionally, followers with preferred readings expressed dual emotions ranging from idealization and beautiful aspirations to feelings of alienation and dissatisfaction with their relationships.

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Journal of Cyberspace Studies
Volume 9, Issue 2
July 2025
Pages 465-486

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