Exploring the lifestyle of young girls on Instagram (Case study: young girls in Tehran)

The present study seeks to analyze the lifestyle of young girls in Tehran on Instagram, and during this study, an attempt was made to understand the understanding and interpretation of young girls in Tehran of modern lifestyle in the form of interpretive methodology and grounded theory. The methodological approach of this qualitative research was based on grounded theory. Based on grounded theory, the data collection techniques were in-depth and semi-structured interviews, and the sample size was 24 young girls in Tehran who were purposefully selected until theoretical saturation was reached. The theoretical coding method was used for data mining, which aims to achieve main and secondary categories in order to set the theoretical model. The results of the study show that the central phenomenon is lifestyle, which is based on causal conditions, underlying conditions, intervening conditions, and strategies. According to the findings of the present study, the ten main categories of how to consume Instagram, fluidity of consumption, spectacular consumption, individualism, changing tastes, virtual hedonism, body management, fluid identification on Instagram, body management, and the desire to be a blogger complete the chain of the paradigmatic model of the research. The main implication of the findings of this study is that young girls in Tehran have a new understanding and interpretation of lifestyle in such a way that they are drawn towards a modern lifestyle.