ABSTRACT In the last decade, Instagram has seen a dramatic increase in users, with women playing a significant role in its growth. Much scholarship and criticisms have been conducted on the concerns and opportunities that this platform has created for women, however almost all of which have been exclusively about white women. The present research seeks to address this gap by studying how Iranian women experience Instagram and its dominant discourse, and how visual storytelling on Instagram affects their psychic life. By drawing on over 17 in-depth interviews with women who became famous through Instagram, micro-celebrities, this article adds to our understanding of how there is an interactive relationship between Instagram architecture, users’ subjectivity and neoliberalism.
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