The Antisystemic Gaze: An Analysis of YouTubers' Counternarratives of Iran

This research challenges stereotypical media portrayals of Iran by analyzing YouTubers who construct counternarratives of the country as a travel destination. We introduce the concept of the "antisystemic gaze," a social media phenomenon where user-generated content offers alternative perspectives that contrast with mainstream Western media. Drawing upon Urry's seminal work on the tourist gaze, the antisystemic gaze encompasses a counternarrative of Iran on social media as it challenges mainstream Western media's representations that have long portrayed the country negatively. Employing a blend of netnography and narrative analysis, we examine how YouTubers' identity construction, shaped by personal experiences and alternative media consumption, influences their representation of Iran. This study reveals that YouTubers, acting as social media influencers, become gatekeepers, shaping audience perceptions through their narratives. The findings demonstrate the power of social media to dismantle stereotypes and promote positive images of marginalized destinations. They also offer valuable insights for destination marketing organizations by highlighting how influencers, with their autonomous perspectives, can shape travel decisions. The study also presents novel methodological insights, employing a blend of netnography and narrative analysis as underpinning "way of knowing."