عنوان مقاله [English]
In this article, six events on Instagram social media that are declining and building moral values and discussed by Iranian users have been studied. These six events started on Instagram between 1397 and 1398, and the scope of discussion related to them expanded in other media and cyberspace websites. The purpose of this study is how to deconstruct and construct moral values in the Instagram network with the approach of communication action (public domain) Jürgen Habermas. A qualitative study with an exploratory approach and based on comments and opinions of users around these six events has been the basis of analysis. From the thousands of comments made by cyberspace users about each event under review, a total of 296 comments were selected for analysis. These comments are presented in the form of a qualitative model derived from the heart of the data entitled "Iranian users' activism model" in the construction and decline of the moral values of virtual social media (Instagram).