Abstract

The expansion of social media, particularly Instagram, has played a significant role in transforming the ways cultural rituals are experienced and represented in contemporary Iran. This study aims to elucidate the role of Instagram in the transformation of traditional rituals and to examine the impact of this platform’s media logic on the form, meaning, and modes of enactment of cultural occasions. The study was conducted using a qualitative approach, and its data were collected through semi-structured interviews with active Instagram users who participated in this research. Purposive sampling was employed, and data collection continued until theoretical saturation was reached, which was ultimately achieved after 15 interviews. The data were analyzed using thematic analysis based on the Braun and Clarke approach. The findings indicate that Instagram, as an active cultural intermediary, has contributed to the mediatization of rituals, the aestheticization of ceremonial practices, shifts in patterns of social participation, the individualization of ritual experience, transformations in symbolic meanings, and the strengthening of influencers’ roles in redefining the ways rituals are performed. The results suggest that traditional rituals have moved beyond exclusively place-bound and collective frameworks and, within the context of the network society, have been transformed into visual, performative, and to some extent individualized experiences. In this process, rituals are not merely represented but are also reconfigured through interaction with Instagram’s image-driven logic. Based on the findings, a form of “digital rituality” has emerged within the context of contemporary Iranian culture, in which traditional elements have become intertwined with new media mechanisms. This study demonstrates that understanding cultural transformations and the redefinition of identity in contemporary Iranian society is not possible without considering the role of digital platforms.