Becoming visible without being seen in Turkey: evil eye and infant imagery on Instagram

Abstract

On Instagram, where visibility is paramount, mothers in Turkey navigate the traditional belief in the evil eye (nazar) by redefining a new consensus for sharing infant images. These mothers create a unique visual habit of sharing that both shields and showcases, reshaping what is deemed "Instagrammable." Drawing on a digital ethnography of 65 Instagram profiles and an online survey, this study examines the visual and linguistic maneuvers mothers employ to protect infants from the malevolent gaze while negotiating the visibility of the mother and child. The research highlights how mothers' sharing, editing, and framing choices, mapped under "Protective Partiality" and "Eliciting Safeguard," reflect the ongoing politics of visibility, balancing cultural traditions with contemporary digital practices. This study contributes to the understanding of contemporary motherhood's performance and negotiation on Instagram, offering insights into the complexities of visual culture.