Instagram: An Apparatus of Late Capitalism – A psychoanalytic treatise on the subjectivity of Iranian Micro-celebrities on Instagram

David Harvey begins his book A Brief History of Neoliberalism by stating that for a mode of thought to become dominant, it must create a perceptual structure that resonates with our emotions, instincts, values, and desires. When this happens, that perceptual structure becomes so embedded in our collective consciousness that we take it as natural and unquestionable.
This book similarly investigates how the epistemological structures of virtual networks such as Instagram function as ideological apparatuses that reproduce forms of subjectivity aligned with late capitalism—rendering this mode of thinking self-evident and taken for granted. In other words, it reflects on the question: What makes Instagram’s design so appealing to the modern subject? And how does it, by engaging one’s emotions and instincts, shape their perception and interpersonal relationships?
The book focuses on the experiences, emotions, and activities of Micro-celebrities Iranian Instagram users. At the heart of its inquiry are the narratives users provide about their presence on the platform and how they experience themselves and others in this digital space.