New Media Studies

Identification of the motives of self-displaying users by means of hijab in the Instagram space – a case study of hijab stylists and homemaking bloggers.

Mohsen Masoudian

Articles in Press, Accepted Manuscript, Available Online from 15 February 2026

https://doi.org/10.22054/nms.2026.83703.1799

Abstract

Introduction and Background: This paper explores the complex and emerging phenomenon of using hijab as a tool for self-expression and identity display on Instagram. While the hijab ... Read More Introduction and Background: This paper explores the complex and emerging phenomenon of using hijab as a tool for self-expression and identity display on Instagram. While the hijab traditionally symbolizes modesty, chastity, and religious commitment in Islamic tradition, in the virtual space, particularly on Instagram, it has transformed into a means of attracting attention, self-promotion, marketing, and even competition. This research investigates and identifies the hidden and apparent motivations of women who use the hijab for these purposes as hijab stylists and stay-at-home bloggers. By examining this apparent contradiction, the paper seeks a deeper understanding of the motivations, challenges, and consequences of this phenomenon in the digital space. Main Issue: The core issue of this research is the contradiction between the traditional concept of hijab as a symbol of modesty and shyness and its modern use as a tool for self-display and attention-seeking on social media. This paper seeks to understand why some women, especially hijab stylists and stay-at-home bloggers, use the hijab as a visual element to attract audiences, promote products and services, and create a personal brand. In other words, this research explores what motivates women to use hijab as a tool for self-expression and earning income, while this covering is often associated with concepts such as lack of self-display and seclusion in religious tradition. Research Methodology: This research employed a qualitative methodology and semi-structured interviews to collect data. Researchers conducted in-depth interviews with 25 active Instagram users identified as hijab stylists and stay-at-home bloggers. The interviews were conducted in-depth and in compliance with ethical principles to gain a better understanding of the participants’ motivations, experiences, and viewpoints. Additionally, researchers established a relationship with the participants for at least six months before conducting the interviews to create a safe and friendly environment. The data were analyzed using content analysis to extract the main patterns and themes. Key Findings: The present research identified various motivations behind women using hijab for self-presentation on Instagram, which broadly include: Economic Motivations: Many female participants in the study use Instagram as a marketing tool to generate income. They have achieved financial independence through the virtual space by advertising hijab stylist services, promoting products, and earning advertising revenue. Attracting Attention and Visibility: Another motivation is the need to be seen and attract audience attention. For this purpose, women use hijab as a visual element to attract attention and increase followers by creating attractive and diverse content. Creating and Managing a Digital Identity: Many participants see Instagram as a platform for self-expression and creating a unique digital identity. They try to create differentiation and attract audiences with similar tastes by using hijab and unique clothing styles. Social Confirmation and Increased Self-Confidence: For many participants in this research, receiving likes, positive comments, and positive feedback from the audience acts as a factor in enhancing self-confidence. This social confirmation motivates them to continue their activity in the virtual space. Competition and Differentiation: The women participating in this study are aware of the intense competition that exists on Instagram. For this reason, they are constantly trying to outperform their competitors and attract more audiences by providing innovative and unique content. Cultural and Religious Tensions: Participants in this research face tensions between traditional religious values and modernity. By using hijab as a tool for self-promotion, they are actually offering a redefinition of the concept of hijab. Discussion and Analysis: This research shows that the use of hijab on Instagram is a multi-dimensional phenomenon that cannot be attributed to a single factor. Rather, economic, social, psychological, and cultural motivations play a role in this phenomenon. Furthermore, the results of the research show that the virtual space, especially Instagram, is a platform that can play an important role in redefining religious and cultural concepts. However, this phenomenon can also create tensions and challenges in traditional and religious societies. Conclusion: Ultimately, this research demonstrates that using hijab as a means of self-presentation on Instagram is a complex and multi-layered phenomenon rooted in various motivations. Understanding this phenomenon requires attention to economic, social, cultural, and psychological factors. By presenting its findings, this research can help cultural and religious policymakers, the media, and other stakeholders to have a better understanding of the phenomenon of self-display with hijab in the virtual space and adopt appropriate strategies for its management. This study also emphasizes the importance of further investigation into the impact of social media on the religious and cultural identity of women in different societies.

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The Impact of Virtual Social Networks on Social Identity and Lifestyle of Students at Farhangian University of Mashhad

mahnaz amirpour; maryam talebdoost

Volume 8, Issue 32 , January 2023, , Pages 355-325

https://doi.org/10.22054/nms.2022.34390.546

Abstract

Virtual social networks have been used by many people in the community as an attractive way of communication. Therefore, a considerable amount of information is shared on these sites, ... Read More

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jafar bahadorikhosroshahi; isa bargi

Volume 4, Issue 14 , August 2018, , Pages 290-316

https://doi.org/10.22054/nms.2018.20409.187

Abstract

The aim of this study was to the role of Media literacy for parents and social identity with media consumption students. The study was descriptive and correlational. The statistical ... Read More

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Keywords = social identity

Identification of the motives of self-displaying users by means of hijab in the Instagram space – a case study of hijab stylists and homemaking bloggers.

Abstract

The Impact of Virtual Social Networks on Social Identity and Lifestyle of Students at Farhangian University of Mashhad

Abstract

The role of Media literacy for parents and social identity with media consumption students

Abstract