نوع مقاله : مقاله علمی پژوهشی
نویسنده
عضو هیات علمی پژوهشکده تحقیق و توسعه علوم انسانی سازمان سمت
چکیده
پدیده خودجلوهگری با حجاب در فضای اینستاگرام، یکی از تناقضات جدید در هویتیابی دیجیتال در جوامع اسلامی محسوب میشود. برخی کاربران از حجاب، نهتنها بهعنوان نمادی دینی، بلکه بهعنوان ابزاری برای جلب توجه، تبلیغات و کسب درآمد استفاده میکنند. این پژوهش با رویکرد کیفی و استفاده از تحلیل تماتیک، به بررسی انگیزههای کاربران محجبه خودجلوهگر در اینستاگرام پرداخته است. دادهها از طریق ۲۵ مصاحبه عمیق نیمهساختاریافته با کاربران فعال در حوزه “حجاب استایلینگ” و “بلاگری سبک زندگی” گردآوری شدهاند. نتایج پژوهش نشان میدهد که چهار انگیزه اصلی در این پدیده نقش دارند:۱) انگیزههای اقتصادی: کسب درآمد از تبلیغات، افزایش فالوور و همکاری با برندهای مرتبط با حجاب.۲) انگیزههای اجتماعی: جلب توجه، کسب تأیید اجتماعی، و ایجاد هویت دیجیتال.۳) انگیزههای هویتی: بازتعریف حجاب بهعنوان یک عنصر مدرن و ارتقای هویت فرهنگی.۴) انگیزههای رقابتی: رقابت با سایر بلاگرها و تولید محتوای متمایز برای جلب مخاطب.این یافتهها نشان میدهند که فضای مجازی در بازتعریف نمادهای دینی و فرهنگی نقش بسزایی دارد. نتایج پژوهش میتواند به سیاستگذاران فرهنگی در تدوین راهکارهایی برای مدیریت این پدیده کمک کند.
کلیدواژهها
موضوعات
عنوان مقاله [English]
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.
نویسنده [English]
- Mohsen Masoudian
Assistant proffessor of The Institute for research and development in the humanities (SAMT)
چکیده [English]
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.
کلیدواژهها [English]
- : Self-display
- Hijab
- Cyberspace
- social identity
- Bloggers. Attention Economy
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