Typology of Iranian Instagram Psychologists.

Document Type : Extracted from the dissertation

Authors

• Meysam Hamdami ¹
• Mansour Hakim Javadi ²
• Fardin Alikhah ³
• Iraj Shakernia ³
• Azra Zebardast ⁴

¹ Ph.D. Candidate in Psychology, Faculty of Literature and Human Sciences, University of Guilan, Rasht, Iran.

² Associate Professor, Faculty of Literature and Human Sciences, University of Guilan, Rasht, Iran.

³ Associate Professor, Faculty of Literature and Humanities, University of Guilan, Rasht, Iran.

⁴ Assistant Professor, Faculty of Literature and Human Sciences, University of Guilan, Rasht, Iran.

Abstract

Highlights

Introduction

Psychology, the scientific study of the human mind and behavior (APsaA, n.d.), offers exciting career opportunities for its graduates, including client evaluation, diagnosis, and treatment. However, the proliferation of the internet has brought psychological claims into the online sphere, bombarding us with information of varying quality (Wiseman, 2022: ix). In Iran, where the internet penetration exceeds 70% (Iran's Information Society Monitoring Portal, n.d.), psychology graduates and aspirants increasingly leverage online platforms, particularly Instagram, to engage the public and establish themselves in the realm of popular psychology. To this date, Instagram ranks fourth globally in popularity, and as of October 2023, boasts 34.8% active users within Iranian society (Statista, n.d.; StatCounter, n.d.).

Methodology

This study employed a netnographic approach, immersing the researcher in the online field of Instagram psychologists. Words, images, photos, videos, and even sounds were served as data points, facilitating deep observation and subsequent analysis leading to insightful conclusions (Kozinets, 2015). Content on psychologist pages on Instagram, accumulating thousands of content units (videos, photos, stories) were observed and 5,532 content units through screenshots were recored for detailed analysis. The sampling criteria were  psychologists whose publicly accessible pages present content aligned with psychological propositions, active pages with at least weekly content updates (posts or stories),and macro-influencers with follower counts exceeding 100,000 at the time of the study.

To assess the validity of potentially questionable claims made by these Instagram psychologists, four criteria were employed: (1) Sagan Standard: "Extraordinary claims require extraordinary evidence" (Kaufman, 2011); (2) Occam's Razor: Preferring simpler explanations when faced with alternatives of equal explanatory power (APsaA, n.d.); (3) Logical Fallacies and Mental Biases: Identifying reasoning errors and cognitive biases commonly associated with deceptive practices (Gensler, 2010); and (4) Red Flags for Dubious Claims: Recognizing specific textual and visual markers indicative of potentially false assertions (Lilienfeld et al., 2014; Hupp, 2022).

Experimental study

Instagram isn't just a platform for selfies and vacation snaps; it's a vibrant tapestry woven with distinct subcultures and personalities. Studies reveal a fascinating landscape, teeming with "bodybuilder boys" flexing their muscles (Ghanizadeh, 2018), "lifestyle girls" curating aesthetic havens (Eslami et al., 2019), and even professors carving out online niches (Kazemi, 2023).

One striking observation is the rise of sub-celebrities. Iranian researchers have identified diverse types, from glamorous "luxury boys" (Eslami et al., 2019) to "motivational bloggers" peddling dreams (Kohestani et al., 2024). Unlike traditional celebrities, these figures navigate a more fluid space, constantly striving to maintain their audience's fickle attention (Pels, 2003; Jerslev, 2016).

The democratization of fame is another intriguing thread. While social media allows anyone to chase virality (Gómez, 2019), research suggests that true sub-celebrity status remains elusive for most (Gómez, 2019). Platforms like Instagram act as launchpads, but sustained success demands constant performance and reinvention (Jerslev, 2016).

The power dynamics between influencers and brands are also evolving. Fashion mavens, once mere product endorsers, are now morphing into creative partners, shaping product design and brand narratives (Rundin & Colliander, 2021). This shift hints at a growing influencer professionalism, with distinct content styles and communication strategies paving the way for personalized brands (Haumer et al., 2023).

Overall, these studies by Ghanizadeh (2018), Eslami et al. (2019), Mohammadi and Razipour (2023), Kazemi (2023), Kohestani et al. (2024), Pels (2003), Jerslev (2016), Gómez (2019), Rundin and Colliander (2021), and Haumer et al. (2023) shed light on the rich space of Instagram, where diverse subcultures thrive and personalities morph and adapt. Understanding these dynamics is crucial for anyone navigating this ever-evolving digital landscape, whether as a casual user, a budding influencer, or a brand eager to engage its audience.

Theoretical Framework

The simplistic notion of science and pseudo-science as polar opposites persists, a view Hupp deems inaccurate in his book Investigating Pop Psychology (2022, p. 2). He illustrates this by evoking the seemingly binary pair of hot and cold. While identifying extreme temperatures like boiling or freezing water is straightforward, lukewarm water occupies a liminal space, its perceived temperature is swayed by context.

Mirroring this analogy, Pigliucci and Boudry (2014, p. 1) echo Karl Popper's concept of demarcation – the inherent challenge of distinguishing science from pseudo-science. They argue that, akin to the hot-cold spectrum, a vast gray area separates definitively scientific claims from demonstrably pseudo-scientific ones. Even within acknowledged science, room for refinement and evolution exists. While Witness Darwin's theory of evolution is widely accepted, it harbors historical inaccuracies. Our understanding of biological and human behavioral evolution constantly expands through ongoing data collection, highlighting science's self-corrective nature as a defining characteristic.

Further blurring the lines is the realm of emerging science, where unproven theories remain under investigation. For instance, clinical psychology actively explores novel treatment avenues. Yet, even meticulously designed studies introducing potentially groundbreaking therapies would not automatically elevate them to established science. Replication by other research groups serves as a crucial step for  such a claim to attain full scientific acceptance.

Results and discussion

Our extensive analysis led to the identification of six distinct types of Instagram psychologists:

1. Evidence-Based: These individuals consistently base their claims on rigorous scientific research and findings.
2. Common Sense: These psychologists primarily present information aligned with accepted wisdom and avoid logical fallacies, often making their claims compatible with scientific principles despite not directly citing research.
3. Covert Pseudoscientific: This group subtly incorporates outdated theories or non-scientific propositions into their content, often cloaked in a veneer of scientific language.
4. Overt Pseudoscientific: These psychologists openly promote questionable beliefs and ideas lacking any basis in established scientific evidence.
5. Psychobabble: This category encompasses individuals primarily focused on sensationalized content, often exploiting emotional vulnerabilities and catering to quick fixes rather than offering evidence-based solutions.
6. Mixed Type: This group exhibits inconsistent practices, from presenting scientifically sound information to resorting to unsubstantiated claims or sensationalized tactics.

The typology distinguishes between those offering reliable and evidence-based information and those potentially disseminating misleading or harmful content. By categorizing based on the nature and origin of their claims, level of evidence support, and presentation style, the diverse landscape of psychological information on Instagram can be understood better

Identifying these types empowers users to be more discerning consumers of online psychological information. Recognizing the red flags associated with each category can equip individuals to make informed choices regarding the content they trust and engage with. This typology also paves the way for further research into the motivations and impact of different types of Instagram psychologists.

Conclusions

Our research challenges the simplistic view of Instagram psychology as a homogenous field of "psychobabble" or "unscientific" content. We propose a more nuanced six-type typology based on the quality and presentation of information. This typology goes beyond simplistic labels, recognizing the diverse landscape of information on Instagram. By differentiating reliable sources from potentially misleading or harmful ones, we empower users to be more discerning consumers.

We believe this typology extends beyond psychology, potentially applying to "Instagram sociologists", "political science analysts", and other online content creators. Popular psychology books could also benefit from similar categorization.

We acknowledge that our typology is not a definitive classification like the periodic table. Each type may not perfectly conform to every criterion, and the lack of prior research necessitated qualitative analysis. We anticipate refinements and updates with further research.

Future directions: (1) Deeper Exploration: Researchers can delve deeper into individual types through qualitative or quantitative methods; (2) Validation: Statistical models can be developed to test the validity of each type.

This model serves as a new framework for more accurate and targeted research in this evolving field. We hope it inspires further investigation and empowers informed content consumption by both researchers and everyday users

Keywords

• Pop psychology
• Typology
• Instagram
• Pseudoscience
• Netnography

Main Subjects

• سرمایه اجتماعی