The emergence of neoliberal pseudo-feminism on Iranian women's Instagram pages

New platforms provide a unique context for the creation and continuation of modern and neoliberal femininity and motherhood discourses. in order to discuss about what is the discourse of neoliberal feminism and its basic principles, first in the theoretical literature, we answer to this question that what is the discourse of neoliberal feminism. The results of the text mining of 100 published articles focusing on neoliberal feminism, using VOS viewer software version 1.6.16, show that the concept of neoliberal feminism With Concepts such as feminism, neoliberalism, work, motherhood, individualism and etc. are linked. In this article first, we will answer the question that “How is Iranian women's femininity and motherhood represented on Instagram?” then we answer to this question that "can we find evidence of neoliberal feminism in Iranian women's Instagram pages? In this regard, we have used combined methods, including Qualitative meta-analysis and visual discourse analysis. in the first stage of the research, based on the meta - analysis of the researches, we will answer first question. In this stage12 studies that were most related to the topic of femininity and motherhood on Instagram were analyzed. in the second phase of the research, by using the visual discourse analysis, 200 images from 10 Instagram pages of Iranian women influencers are studied to provide more findings to claim the research. Six sub-themes resulting from discourse analysis, including "daily physical care”,” personal choice", "individual progress", "market logic", "consumerism" and "happy family" indicate the emergence of neoliberal feminism in Iranian women's Instagram pages.