Journal of Culture-Communication Studies

Journal of Culture-Communication Studies

Alter-making on Iranian Instagram: The Mechanisms of Influence of Instagram Reference Groups among Iranian Youth

Document Type : Research Paper

Authors
Amin Majidifard 1
Majid Fouladiyan 2
1 Associate Professor, Department of Social Sciences, Faculty of Literature and Humanities, Ferdowsi University of Mashhad, Mashhad, Iran
2 Ph.D. Candidate of Economic Sociology and Development, Department of Social Sciences, Faculty of Literature and Humanities, Ferdowsi University of Mashhad, Mashhad, Iran
10.22083/jccs.2024.475031.3928
Abstract
In recent years, Instagram, an image-centric social media platform, has become a significant medium for showcasing the daily lives of Iranian users, establishing itself as an integral part of their lifestyle. In this context, Instagram influencer groups, known for their vast follower counts, play a vital role in promoting this culture. Accordingly, studying influencer groups within social media studies is crucial for understanding their role in driving social change.
Social media has created a new platform for emerging reference groups. In these spaces, informal reference groups have been formed, chosen by individuals to meet specific needs and foster a sense of belonging. These groups can foster parasocial relationships, where mass media creates an illusion of direct connection with public figures, reinforcing the bonds between audiences and media personalities. Thought leaders play a fundamental role in developing these relationships, acting as intermediaries to disseminate the influence of mass media among less active media users. 
On Instagram, as a visually-driven platform centered on self-expression, the role of reference groups and virtual celebrities is more pronounced in shaping online actions and portraying identities. Numerous studies have shown that young people’s self-expression on Instagram is shaped by social norms defined by their reference groups. However, this influence is not confined to users’ activities on social media; reference groups also play a significant role in guiding users’ actions in real-life settings, shaping various aspects of their social behavior.
This study aims to examine the mechanisms through which reference groups influence Iranian youth on the social network Instagram. The primary research question is: into what categories can the reference groups of Iranian youth be classified, and how do these groups impact young people? Additionally, the study addresses what characteristics these reference groups possess that make them appealing choices for young individuals.
A thematic analysis approach within an interpretive framework was used to address the research questions. Data were collected through semi-structured interviews with a sample of 30 Iranian youths (16 women and 14 men) aged 15 to 30. The sampling method employed was purposive sampling, which selects interviewees based on their ability to provide in-depth insights into a specific topic, concept, or phenomenon.
Through analyzing the interview transcripts, a final model was developed to illustrate the relationships among the identified themes, with the concept of “Alter-making” introduced as the primary mechanism of influence exerted by reference groups on Instagram in Iran. Once an individual assumes the role of a reference figure, the range of influences stemming from their authority can be understood under the theme of “Alter-making.” Alter-making refers to users transforming reference figures into an idealized, alternative persona that replaces their own in various mental and practical spheres of daily life. In the cognitive/attitudinal realm, this process is reflected in creating an “alternative other,” which in turn influences the “construction of an alternative self,” leaning more toward the practical/tangible dimension of alter-making.
Based on the data analysis, both facilitators and barriers to alter-making among users were identified. Conformity pressure, reluctant conformity, and the influence of Instagram’s platform and algorithms were recognized as key facilitators of alter-making. Conversely, users’ negative perceptions of bloggers and certain undesirable personality traits attributed to influencers were found to be barriers to this process. From users’ perspectives, alter-making had both functional and dysfunctional aspects. On the one hand, it provided increased motivation, positive energy, and a sense of well-being; on the other, it had numbing and soothing effects. Dysfunctional aspects included feelings of regret and the emergence of inner conflicts that arose from following reference groups.
The findings indicate that alter-making weakens users’ identity cohesion and leads them toward selective adherence to diverse reference groups. Additionally, unlike existing theories that regard peer approval as the primary driver of group norm conformity, in Iranian Instagram, the approval of the reference figure itself emerges as the main factor for compliance. The results highlight the characteristics of conformity with reference groups on Iranian Instagram, showing that this conformity often carries a pressure that sometimes forces users into reluctant compliance. This unique trait can be seen as a consequence of the intensified authority of social media and its embedded reference groups.
Ultimately, this study seeks to reveal a distinct form of social influence exerted by Instagram within Iranian society. In this specific form, reference groups, along with their norms and traits, replace users’ authentic identities, norms, and preferences. This outcome aligns with research emphasizing shifts in societal ideals within Iran and rising dissatisfaction with everyday life. While the impact of reference groups is primarily observed at the social level, it can also extend to broader political and systemic changes. 
Keywords
Instagram
Reference Groups
Youth
Alter-making
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