Abstract
ABSTRACT This article explores the emergence of Tataloo and his fans, the Tatality subculture. I ask how the strong and incontestable relationship was constructed between them through social media, particularly on Instagram, between 2003 and 2017. I argue that Tataloo, emerged as a clergy-musician, in the private realm of the Iranian youth subculture and communicated in an unlimited, intimate way with them. I consider the spread of, and free access to, social media, accompanied by changes in Iranian youth’s structure of feelings, and secularization of the society as determinant factors that led to the appearance of the Tataloo and Tatality phenomena.
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