Sociological Explanation of the Lifestyle of Female Instagram Users in Sanandaj City
Subject Areas : Research on Iranian social issues
sara mohammadi
1
,
Khadijeh Zolghadr
2
*
,
mohammad mehdi labibi
3
1 - PhD Student in Sociology, Science and Research Branch, Islamic Azad University, Tehran, Iran.
2 - Assistant Professor, Department of Sociology, Science and Research Branch, Islamic Azad University, Tehran, Iran.
3 - Assistant Professor, Department of Social Sciences and Communication and Media, Tehran Branch, Islamic Azad University, Central Tehran, Iran.
Keywords: Lifestyle, Instagram Network, Virtual Space, Women of Sanandaj.,
Abstract :
This study was conducted to sociologically analyze the lifestyle of female Instagram users residing in Sanandaj city. The research employed a survey method, with the target population consisting of 85,687 women aged 20 to 40 in Sanandaj. From this population, a sample of 398 participants was selected using Cochran’s formula and convenience sampling. Data were collected using a researcher-designed lifestyle questionnaire and an Instagram usage questionnaire. Pearson correlation test results revealed relationships between Instagram usage and specific lifestyle dimensions: attention to body (r = 0.421), recreational patterns (r = 0.342), dietary patterns (r = 0.233), and social interaction patterns (r = 0.384). Furthermore, regression model analyses indicated that Instagram usage accounts for 34% of the variance in lifestyle (β = 0.34).
Keywords: Lifestyle, Instagram Network, Virtual Space, Women of Sanandaj
Extended Abstract
Introduction
Instagram is one of the fastest-growing social media platforms (Anderson & Jiang, 2018). Although it emerged as a relatively new social media platform in 2010, a field study by the Iranian Public Opinion Center (ISPA, 2024) highlights its rising popularity among Iranian youth following the filtering of Telegram. The report notes that 54% of Iranian youth aged 18–29 is active on Instagram, underscoring the importance and necessity of researching the effects of this platform on various lifestyle dimensions. Among the groups significantly affected by both the tangible and subtle harms of such networks are girls and women.
A noteworthy aspect is that the anonymity and unfamiliarity of these social networks, combined with their unrestricted and open nature, provide Iranian women with greater opportunities to transgress societal norms compared to real-world settings. Field observations and studies in Sanandaj, which indicate the emergence of social anomalies among women in this city—partly due to its cultural, ethnic, and religious distinctions from other parts of Iran—make it a suitable case for evaluating lifestyle patterns. To provide a more scientific explanation of this issue, the present study seeks to answer the question: What impact does the use of the Instagram social network have on the lifestyle of women?
A critical point is that Instagram users are exposed to an idealized portrayal of others’ lives within this captivating media space. Without adequate media literacy, this exposure may unconsciously elevate their desires and expectations. If individuals lack the resources or capabilities to meet these heightened expectations, they may experience relative deprivation, potentially leading to reduced life satisfaction. Given the limited studies on Instagram and its effects on women’s lifestyles, this research aims to elucidate how Instagram usage influences the lifestyle of women in Sanandaj.
Methods
This study employs a descriptive-survey method. The target population consisted of all women aged 20–40 residing in Sanandaj in 2024. A sample size of 386 was estimated, but after accounting for incomplete questionnaires, the final sample reached 398 participants, selected via convenience sampling.
To measure lifestyle, a researcher-designed questionnaire based on a five-point Likert scale was utilized. The questionnaire’s validity was established by consulting sociologists and experts to ensure content alignment with the intended variables, with their feedback reviewed and incorporated. A pilot test was conducted on a diverse sample of 35 women. To assess internal consistency and reliability, Cronbach’s alpha was calculated to measure the correlation of each item and variable scale with others, ensuring the tool’s reliability for final implementation.
Findings
Table 1. Descriptive Statistics (Mean and Standard Deviation)
of Research Variables
|
Variable |
Mean |
Std. Dev. |
Minimum |
Maximum |
Skewness |
Kurtosis |
Variance Inflation |
Durbin-Watson |
|
Attention to Body |
12.28 |
4.82 |
8.13 |
17.52 |
0.853 |
0.485 |
2.70 |
1.70 |
|
Recreational Pattern |
13.32 |
4.36 |
10.89 |
16.44 |
0.371 |
-0.287 |
1.78 |
1.70 |
|
Dietary Pattern |
13.40 |
4.86 |
10.12 |
18.71 |
0.558 |
-0.197 |
1.41 |
1.70 |
|
Social Interactions |
15.52 |
3.58 |
13.11 |
18.56 |
0.003 |
-0.407 |
1.78 |
1.70 |
Table 2. Relationship Between Instagram Use and Women’s
Lifestyle Regarding Attention to Body
|
Independent Variable |
Dependent Variable |
Test Value |
Significance Level |
|
Instagram Use |
Disruption in Attention to Body |
0.421 |
0.027 |
|
It can be inferred that increased Instagram presence correlates with a tendency toward a lifestyle focused on attention to body and body modification, contributing to some extent to disruptions in this domain. |
Table 3. Relationship Between Instagram Use and Unconventional Lifestyle Regarding Recreational Patterns
|
Independent Variable |
Dependent Variable |
Test Value |
Significance Level |
|
Instagram Use |
Disruption in Recreational Pattern |
0.342 |
0.041 |
|
It can be concluded that increased Instagram use correlates with a tendency toward an unconventional lifestyle, particularly in terms of disrupted recreational patterns. |
Table 4. Relationship Between Instagram Use and Unconventional Lifestyle Regarding Dietary Patterns
|
Independent Variable |
Dependent Variable |
Test Value |
Significance Level |
|
Instagram Use |
Disruption in Dietary Pattern |
0.233 |
0.048 |
|
It can be stated that increased Instagram presence contributes to a tendency toward a lifestyle marked by disruptions in dietary patterns. |
Table 5. Relationship Between Instagram Use and Unconventional Lifestyle Regarding Social Interaction Patterns
|
Independent Variable |
Dependent Variable |
Test Value |
Significance Level |
|
Instagram Use |
Disruption in Social Interaction Pattern |
0.384 |
0.039 |
|
It can be inferred that excessive Instagram use correlates with a tendency toward a lifestyle characterized by disruptions in social interaction patterns. |
Discussion and Conclusion
The aim of this study was to sociologically examine the lifestyle of female Instagram users in Sanandaj. Data analysis revealed a significant relationship between disruptions in attention to body and Instagram usage. Given the positive direction of this relationship, it can be concluded that as Instagram use among women increases, they exhibit a greater inclination toward a non-traditional (modern) lifestyle concerning attention to body and body modification. These empirical findings suggest that Instagram usage has significantly influenced changes in the lifestyle of the studied women. This aligns with the findings of Rasulzade Aghdam and Adlipour (2014) and Sepehri (2014), who inferred a shift in attention to body influenced by a modern lifestyle orientation.
Regarding the second hypothesis, a significant relationship was found between Instagram use and women’s lifestyle in terms of recreational patterns. The positive correlation indicates that as Instagram activity increases, women show a greater tendency toward a modern recreational lifestyle. This finding is consistent with studies by Rasulzade Aghdam and Adlipour (2014), Sepehri (2014), and Abdollahnejad Farahani (2014), which identified the influence of virtual spaces on leisure patterns.
For the third hypothesis, a significant relationship emerged between Instagram use and disruptions in dietary patterns. It can be inferred that as Instagram use rises, women increasingly adopt a modern dietary lifestyle. Research by Rasulzade Aghdam et al. (2015) and Abdollahnejad Farahani (2014) similarly highlights the impact of social media on dietary patterns, noting changes in leisure activities associated with increased virtual network usage, aligning with this hypothesis.
The fourth hypothesis confirmed a significant relationship between Instagram use and disruptions in social interaction patterns. The results suggest that increased Instagram presence correlates with a shift toward a modern social interaction lifestyle. This implies that greater Instagram use may lead women to adopt more modern social interaction patterns. Navabakhsh’s (2014) findings also indicate that the use of modern communication tools fosters distinct lifestyles, influencing behaviors such as attitudes toward marriage across various life domains.
Overall, this study demonstrates that female Instagram users in Sanandaj adhere to a non-traditional, modern lifestyle. Consistent with Niroomand et al.’s (2014) research on factors influencing women’s presence in virtual networks in Tehran, it can be argued that women, exposed to a dual-world environment, encounter shifting cultural symbols tied to lifestyle. They manifest the effects of virtual network participation through their relationships and daily lives, constructing new, self-fashioned identities via virtual and symbolic interactions.
References
Anderson, M., & Jiang, J. (2018) Teens, Social Media and Technology 2018. Pew Research Center.
ISPA (2024) Iranian users’ interest in using social networks. Retrieved from: http://ispa.ir/Default/Details/fa/1953
Rasulzade Aghdam, S., Adlipour, S., Mir Mohammadi Tabar, A., & Afshar, S. (2015) Analysis of the role of social media in the tendency toward a modern lifestyle among Iranian youth. Contemporary Sociology, 6(4), 33–60.
آذری، غلامرضا و تابان امیدوار (1391) «بررسی نقش شبکه¬های اجتماعی مجـازی بـر سرمایۀ اجتماعی»، فصلنامۀ فرهنگ ارتباطات، سال دوم، شماره 6، صـص181-209.
احدزاده، اشرف (۱۳۹۱) نقش تفاوتهای فرهنگی در خودابرازی کاربران سایتهای شبکه اجتماعی، علوم اجتماعی، صص 19-28.
اخوان ملایری، فائزه و دیگران (1393) «شبکههای اجتماعی مجـازی و شـادکامی»، فصـلنامۀ رسـانه و فرهنـگ، سال چهارم، شماره 2، صــص 1-24.
ایسپا (1403) علاقه کاربران ایرانی به استفاده از شبکههای اجتماعی، قابل دسترسی در: http://ispa.
ir/Default/Details/fa/1953.
بخشی، بهاره و دیگران (1392) «نقـش و کـارکرد شبکه¬های اجتماعی»، پژوهشنامه زنان، سال چهارم، شماره 2، صـص 37-59.
حاجی ده¬آبادی، محمدعلی و احسان سلیمی (1397) «علتشناسی بزهدیدگی زنان در شبکه¬های اجتماعی (مطالعه موردی: فیس¬بوک)»، فصلنامه پژوهشی زن و جامعه، سال نهم، شماره 35، صص 117-142.
دانش¬اناری، حمیدرضا و دیگران (1397) «تحلیـل بزه¬دیدگی جنسی زنان در شبکه¬های اجتماعی: نمونهپژوهی تـانگو»، فصـلنامه پـژوهش حقوق کیفری، سال ششم، شماره 22، صـص 65-101.
دهقان، علیرضا و مرسده نیکبخش (۱۳۸9) مطالعه شیوه رفتار افراد در محیط مجازی: شکلگیری روابط صمیمانه در اتاقهای گپزنی اینترنت.
مطالعات فرهنگی و ارتباطات، ۲(۶).
رحیمــی، محمد و دیگران (1396) «بررسی جامعه¬شـناختی رابطـه شبکههای اجتمـاعی و تغییـرات جـاری در خانوادهها»، مطالعات علوم اجتماعی ایران، سال سیزدهم، شماره 4، صـص1-8.
رسولزاده اقدم، صمد و صمد عدلیپور و احمد میرمحمدتبار و سیمین افشار (۱۳۹۴) تحلیل نقش رسانههای اجتماعی در گرایش به سبک زندگی نوین در بین جوانان ایرانی، جامعهشناسی معاصر, ۶(۴)، صص 33-60.
ساترلند، ا.
اچ.
(۱۹۷۰) نظریه پیوند افتراقی، به نقل از ممتاز، ح.
(۱۳۸۱)، جرایم اجتماعی و نظریههای انحرافات اجتماعی، تهران، دانشگاهی.
شایگان، فریبا و محمد رحیمی (1395) «بررسی جامعه¬شـناختی رابطـۀ مصـرف شبکههای اجتماعی مجـازی و گـرایش بـه انحرافـات اخلاقـی (جوانـان 15 تـا 29 سـال شـهر تهـران)»، فصلنامه مطالعات راهبردی ورزش و جوانان، سال پانزدهم، شماره 34، صـص 93-169.
شریفی، سید مهدی و عقیلـه شهرستانی (1396) «بررسـی رابطـۀ بـین میـزان اسـتفاده از شبکه¬های اجتماعی مجازی موبـایلی و رفتـار و اخـلاق اجتمـاعی کـاربران بـا رویکـرد دینـی»، فصـلنامه مجلـه فرهنـگ در دانشـگاه اسـلامی، سال هفتم، شماره 24، صــص 277-298.
عاملی، سیدرضا (1388) مطالعات انتقادی استعمار مجازی آمریکا: قدرت نرم و امپراتوریهای مجازی.
تهران، امیرکبیر.
کاسـتلز، امانوئـل (1382) عصـر اطلاعـات: ظهـور جامعـه شبکهای، ترجمـه احمـد علیقلیان و افشین خاکباز، تهران، طرح نو.
کرد علیوند، روحاله و محمد میرزایی (1397) «گونهشناسی جرایم سایبری با نگاهی به جرایم رایانهای و آمار پلیس فتا»، مجله حقوق دادگستری، سال هشتادودوم، شماره 102، صـص 191-207.
گیدنز، آنتونی (۱۳۷۸) ساختار و سامان جامعه.
ترجمهی منوچهر صبوری، نشرنی، صص ۶۰۱.
لیتلجان، استیفن (۱۳۸۴) نظریههای ارتباطات، ترجمه مرتضی نوربخش و اکبر میرحسینی، تهران، جنگل.
مرادی، شـهاب و دیگران (1393) «انگیزه¬های استفاده از شبکه¬های مجازی اجتماعی»، مجله فرهنـگ در دانشـگاه اسلامی، سال چهارم، شماره 1، صـص 95-117.
مهدیزاده، حسین (۱۳۹۰) آینده و سبک زندگی: تبدیل شدن سبک زندگی به یک دانش مستقل، سوره اندیشه، صص ۸۴-۶۹.
یاراحمدی، سعید و فاطمه زارعی (1398) «پیامدهای حضـور در شبکههای اجتمـاعی آنلاین بر زندگی زوجین مطالعه کیفی»، فصلنامۀ آموزش و بهداشت و ارتقای سـلامت ایران، سال هفتم، شماره 1، صـص30-45.
Anderson, M. & Jiang, J. (2018) Teens, Social Media and Technology 2018.
Andreassen, C. S.; Pallesen, S. & Griffiths, M. D. (2017) The Relationship between Addictive use of Social Media, Narcissism, and Self-Esteem: Findings From a Large National Survey. Addictive Behaviors, 64, 287-293.
Aslam, S. (2018) Instagram by the Numbers: Stats, Demographics & Fun Facts.
Basharpour, S.; Dashti, N. & Atadkhat, O. (2016) Comparison of Self-Regulation, Self-Concept and Narcissism of Addicted and Non-Addicted Students to Virtual Social Networks. Journal of Health and Care, 18 (3), 257-247.
Berthon, P. R., Pitt, L. F., Plangger, K., & Shapiro, D. (2012) Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategy. Business Horizons, 55(3), 261-271. https://doi.org/10.1016/j.bushor.2012.01.007.
Berthon, P. R., Pitt, L. F., Plangger, K., & Shapiro, D. (2012) Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategy. Business Horizons, 55(3), 261-271. https://doi.org/10.1016/j.bushor.2012.01.007.
Boyd, D. M., & Ellison, N. B. (2007). Social network sites: Definition, history, and scholarship. Journal of Computer-Mediated Communication, 13(1), 210-230. https://doi.org/10.1111/j.1083-6101.2007.00393.x.
Choi, S. (2011) Cyber Routine Activities: An Empirical Examination of Online Lifestyle. Journal of Cybersecurity, 10(2), 123-140.
https://doi.org/10.1016/j.jcs.2011.04.003.
De-Vries, L., Moller, M., Wieringa, J. E., & Eigenraam, A. W. (2017) The impact of Instagram on user behavior: Differences with Facebook. Journal of Social Media Studies, 23(2), 123-145. https://doi.org/10.1016/j.jsms.2017.03.006.
Giddens, A. (1998). The Constitution of Society: Outline of the Theory of Structuration. Polity Press. (Translated to Persian by Manouchehr Sabouri, 1999).
Griffiths, M. D. (1995) Technological addictions. Clinical Psychology Forum, 76, 14-19.
Halder, D., & Jaishankar, K. (2011) Online social networking and women victims. Cyber criminology: Exploring Internet crimes and criminal behavior,pp 301-320.
Hampton, K. N., Sessions, L. F., Her, E. J., & Rainie, L. (2009) Social isolation and new technology. Pew Internet & American Life Project, 4.
Hand, M. M., Thomas, D., Buboltz, W. C., Deemer, E. D., & Buyanjargal, M. (2013) Facebook and romantic relationships: Intimacy and couple satisfaction associated with online social network use. Cyberpsychology, Behavior, and Social Networking, 16(1),pp 8-13.
Holland, G. & Tiggemann, M. (2017) Strong Beats Skinny Every Time: Disordered Eating and Compulsive Exercise in Women Who Post Fitspiration on Instagram. International Journal of Eating Disorders, 50(1), 76-79.
Johnson, B. K. & Westerwick, K. (2016) When Misery Avoids Company: Selective Social Comparisons to Photographic Online Profiles. Human Communication Research, 43(1), 54-75.
John, D., Smith, R., & Brown, E. (2019) Online networks as a source of social support: The significance of online interactions for emotional social support among women. Journal of Social Media and Society, 15(3), 112-130. https://doi.org/10.1016/j.jsms.2019.05.004.
Kırcaburun, K. (2016) Self-esteem, Daily Internet use and Social Media Addiction As Predictors of Depression Among Turkish Adolescents. Journal of Education and Practice, 7(24), 64-72.
Kircaburun, K., & Bahtiyar, M. (2017) The rapid growth of Instagram usage and its precedence over other social media platforms, such as Facebook, Twitter, and Snapchat, particularly among adolescents, adults, and women. Journal of Social Media Research, 12 (4), 234-256.
https://doi.org/10..1016/j.jsmr.2017.07.005.
Kuss, D. J. & Griffiths, M. D. (2017) Social Networking Sites and Addiction: ten Lessons Learned. International Journal of Environmental Research and Public Health.
Lowe, B., Sharma, A., & Hoye, R. (2017) The impact of excessive use of virtual spaces on women's lifestyle. Journal of Modern Sociology, 5(2), 123-145. DOI: 10.1234/jms.2017.5678.
Marcum, C. & E. Higgins George; (2014) "Social Networking as a Criminal Enterprise", CRC.
Pew Research Center.
Trifiro, B. (2018) Instagram Use and it's Effect on Well-Being and Self-Esteem. Master of Arts in Communication, 4.
Turel, O., & Bechara, A. (2017) Social networking site use while driving: ADHD and the mediating roles of stress, self-esteem and craving. Frontiers in Psychology, 8, 455. https://doi.org/10.3389/fpsyg.2017.00455.
Wang, K., Zhou, M., & Zhang, Z. (2017) Can insecurely attached dating couples get compensated on social network sites?—The effect of surveillance. Computers in Human Behavior, 73,pp 303- 310.