A Representation of the Lifestyle of Iranian's Young Women on Instagram

Moving societies towards individualism and becoming more familiar with the various lifestyles through media and virtual social networks has made lifestyle an important issue in the field of individual and social life. This research, by relying on the conceptual literature in the field of lifestyle, and using virtual ethnographic method and collaborative observation with use of the qualitative content analysis method, has studied the Instagram pages of 53 active female users in this social network which lifestyle features and components were visible in posts and images women shared, from the perspective of the way they represent their life style in this social network over a period of approximately six months. The present study showed that women, by displaying their everyday experiences and roles, such as family roles, occupation roles, education roles and etc. in the public domain of Instagram, seek to provide a new definition of the life of Iranian women and make sense of the activities which seems to be missing or insignificant in public point of view. In their words, these are women who give value and credibility to the roles they play. Women with different social conditions, pursue or display a variety of interests in their user pages on social networks. and try to emphasize on their differentiation with others by re-presenting various situations and things.