Instagram and the Lost Identity: A Study of Residential Facades in Tehran (Case Study: Heravi, Aghdasieh, and Western Farjam Neighborhoods)

Volume 22, Issue 145
July 2025
Pages 51-66

Document Type : Original Research Article

Authors

1 Department of Architecture, Faculty of Art and Architecture, Islamic Azad University, Central Tehran Branch, Tehran, Iran.

2 Department of Architecture, Faculty of Architecture and Urban Planning, Soore University, Tehran, Iran.

Abstract
Problem statement: Residential building facades in Tehran, key elements in shaping the city’s urban identity have, in recent years, been subjected to the opposing forces of globalization and the pervasive influence of digital platforms such as Instagram. Together, these forces have led to profound transformations in the visual character of the city.
Research objective: This study aims to investigate Instagram’s role in both promoting Iranian architectural heritage and enhancing public awareness regarding residential facade design in Tehran. The goal is to explore strategies that reduce visual fragmentation and prevent cultural erosion in the city’s built environment.
Research method: A qualitative research approach was employed. The initial phase involved a critical analysis of six residential facades located in Tehran’s Heravi, Aghdasieh, and Western Farjam neighborhoods. This was conducted through on-site visual observations and expert interviews with five architecture professionals. Subsequently, a systematic literature review was carried out, analyzing 21 scholarly articles to examine the global impact of social media on architectural identity and to evaluate strategies for preserving cultural heritage at a metropolitan scale. To contextualize the findings locally, eight semi-structured interviews were conducted with experts in architecture, media studies, and sociology.
Conclusion: The first phase of the study revealed a significant diversity in architectural styles and design approaches among the analyzed facades. This pronounced fragmentation reflects conflicting aesthetic preferences: on one hand, designs influenced by visually striking digital trends; on the other, globalized aesthetics often detached from local cultural and historical roots. The neglect of climate-responsive design principles further exacerbates this conflict, deepening the disconnect between contemporary facade design and Tehran’s architectural heritage. The second phase demonstrated that Instagram, as a highly influential platform in Iran, plays a notable role in shaping architectural trends in Tehran. While its algorithms contribute to the visual homogenization of facades by promoting uniform design trends, the platform also holds considerable potential to disseminate sustainable, culturally aligned architectural practices.

Keywords

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