Unveiling the global hijab discourse on Instagram: A multi-layered analysis of narratives, communities and sentiments

Abstract

This article presents a comprehensive analysis of the global discourse on the hijab on Instagram, a key platform for cultural and fashion expressions. Employing a mixed-methods approach, it examines a dataset of 100,000 Instagram posts to explore representations and discussions of the hijab in online communities. The study includes temporal analysis of discourse evolution, text classification of narratives using advanced natural language processing (NLP) techniques like topic modelling and sentiment analysis, and network analysis of community interactions. Key findings reveal the multifaceted nature of the hijab discourse, encompassing themes of fashion, religion and community. The temporal analysis uncovers peaks in hijab-related posts from October 2021 onwards and between May and July 2022, coinciding with Islamic events and the rise of modest fashion. Sentiment analysis indicates a generally positive and neutral perception of the hijab, while emotion analysis highlights joy, anticipation and trust as dominant emotions. Text classification identifies five main topics: hijab styles and fashion, sizing and shipping, colours and product types, religion and spirituality, and product orders. Network analysis visualizes the interconnected nature of these themes and communities. The study makes original contributions by shedding light on the ‘hijabista’ phenomenon, representing Muslim women who blend fashion with modesty on Instagram, and by demonstrating Instagram’s role in shaping contemporary hijab discourse related to identity, empowerment and cultural representation. The findings enhance understanding of social media’s impact on cultural discourses and offer valuable insights into the social and cultural implications of these online narratives for scholars, businesses and policy-makers.