Journal of Iranian Cultural Research

Journal of Iranian Cultural Research

Users' reading of food imagery on Instagram

Document Type : Scientific Research Manuscript

Authors
1 Associate Professor in Social Communication, Department of Social Communication, Faculty of Social Science, The University of Tehran, Tehran, Iran
2 MA Student of Cultural Studies and Media, Department of Social Communication, Faculty of Social Science, The University of Tehran, Tehran, Iran
10.22035/jicr.2026.3594.3809
Abstract
In recent years, Instagram has turned in to one of the most important communication platforms for showcasing lifestyle, taste, and individual identity. One of the common genres on this platform is the visual representation of food, which has simultaneously acquired an aesthetic, cultural, and social aspect, especially among Iranian users. This study, by a qualitative approach and based on the theory of "audience perception", analyzes how Iranian users perceive and read food images published on Instagram. The research data was collected through semi-structured interviews with 27 active Instagram users and analyzed using thematic analysis. The results show that users are not just passive recipients when faced with these images, but rather attribute different meanings to the visual content of food through the lens of their cultural capital, lived experience, and horizon of expectations. Users’ readings were categorized into three broad categories: “inspirational” (stimulating learning or ideation), “realistic” (exaggerated or fabricated), and “commercial” (aimed at advertising or branding). Concepts such as FOMO (fear of being missed out), social comparison, digital identity, and critique of consuming lifestyles were prominent in the users’ interpretation process. This study shows that users' reading of Instagram food content has cultural and social consequences in terms of their eating style, daily satisfaction, and even their social relationships. In this sense, reading turns in to an active and critical act that redefines the boundary between media and reality.
Keywords
Subjects

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Articles in Press, Accepted Manuscript
Available Online from 18 July 2026

  • Receive Date 28 December 2025
  • Revise Date 24 April 2026
  • Accept Date 17 May 2026