Clickbait orientalism and vintage Iranian snapshots

Abstract

What happens when vintage family photos are digitized and enter the global visual economy as representations of a people, politics, time, and place? In this article, I examine the social life of an exemplary viral snapshot from pre-revolutionary Iran to demonstrate three of the many shifting uses and social meanings of these snapshots in online global circulations: as representations for diasporic nostalgizing, as tools of soft power in public diplomacy, and as sources for viral journalism that contribute to what I call clickbait orientalism. A 21st-century form of digital soft weaponry, this latter use of Iranian vintage photos trades on gendered orientalist tropes, the indexical power of family photographs, and the context of four decades of geopolitical tension to attract attention and thus revenue. Ultimately, these further remediations render such family snapshots as anonymous, symbolic, weaponized, and monetized, confirming that latent orientalist ideologies continue to circulate even as their manifest forms change over time.