Performing the empowered self: Pseudoscience, individualism, and the Iranian self-development microcelebrities

Background: Self-development microcelebrities constitute a distinct and rapidly expanding subtype within the broader culture of fame. These figures primarily operate within the digital self-help domain, offering audiences simplified psychological and lifestyle concepts that promise personal transformation through adherence to their guidance. Contemporary self-help discourse is rooted in the positive psychology movement that gained traction in the United States during the late ۲۰th century and is heavily influenced by neoliberal ideologies that emphasize individual agency and responsibility. Aims: In this research, Instagram pages of Iranian self-development microcelebrities were studied to understand what they share with their audience and the various methods they employ to engage with them. Methodology: This study analyzes the Instagram accounts of Iranian self-development microcelebrities with follower counts exceeding ۳۰۰,۰۰۰, using a thematic analysis approach. Initially, each account was analyzed individually, followed by a cross-case analysis to identify recurring thematic patterns. Findings: The analysis revealed three overarching themes—pseudoscience, the primacy of luck and the inner self, and self-made rules—comprising seven organizing themes and ۳۱ basic themes. The findings indicate that these microcelebrities promote a form of hyper-individualism aligned with neoliberal values. Conclusion: This model of subjectivity emphasizes psychological self-regulation and inner transformation while detaching individuals from social and political engagement.

کلیدواژه ها:

Instagram analysis ، microcelebrities ، Neoliberalism ، personal development ، self-help discourse