Investigating the Role of Social Media in Conservation of Tehran Historic Urban Landscape: Values, City Perception and Local Identity Narrative

Conservation of historic urban landscapes in this century requires innovative and forward-thinking approaches that can adapt to the challenges and rapid changes of modern cities. Traditional top-down methods alone are insufficient in effectively safeguarding these invaluable historical sites, necessitating the exploration of new strategies rooted in collective experiences and the creative contributions of diverse groups of people. The Recommendation on the Historic Urban Landscape (2005) explicitly emphasizes the use of cutting-edge technologies, underscoring the importance of digital platforms and, specifically, social media in the conservation of historic urban landscapes. Building upon this notion, the objective of this research is to examine the role and potential of virtual social networks in safeguarding and promoting the historical significance of urban environments. To accomplish this goal, a study was conducted utilizing 12 Instagram pages that focused on the cultural heritage of Tehran. These Instagram accounts were randomly selected as content generators, and web scraping software was employed to extract relevant information over a period of one year. Through a qualitative content analysis, it was found that the various values attributed to the city, instead of being a goal for the protection and management of the city and heritage, can become a means to bring together different groups, experts, citizens as well as locals and tourists. Furthermore, these stakeholders employed various evaluation methods to assess and prioritize a wide spectrum of values associated with the historic urban landscape. In this context, values serve as a unifying force that brings together large and diverse groups, including both experts and local community members, to collectively contribute to the conservation and revitalization of historic urban areas. Consequently, it is evident that authorities and experts would benefit from actively incorporating public participation in both virtual and physical spaces to ensure the sustainable safeguarding of historic urban landscapes. This research highlights the importance of integrating social networks as valuable tools for the conservation and promotion of historic urban landscapes. By examining the content generated on Instagram, it becomes evident that diverse groups of stakeholders play a crucial role in shaping a comprehensive approach to urban preservation. The findings underscore the significance of public participation and the utilization of value assessment methods in ensuring the holistic protection of historic cities. Integrating virtual social networks with real-world engagement allows for a broader range of perspectives and expertise, fostering an inclusive approach to safeguarding and celebrating the historical significance of urban areas. By embracing innovative and inclusive approaches, which effectively harness the power of social media, policymakers and experts can devise more resilient strategies for preserving and promoting the historical essence of urban landscapes. Given the proliferation of online social media and the explicit proposal of the Historic Urban Landscape Recommendation and the high potential of these networks, this issue has a great importance for the conservation and management of historic cities. This research contributes to the understanding of the role of social media in heritage conservation, underscoring the importance of collective participation and engagement in shaping the future of historic urban environments. Through this collaborative effort, the protection and appreciation of historic urban landscapes can be strengthened, ensuring their long-term sustainability and relevance for future generations.