جستجوی مقالات مرتبط با کلیدواژه « شهرت » در نشریات گروه « علوم اجتماعی »

With the emergence of new social media networks, the mechanisms of gaining fame have undergone massive transformations. Today, users have attained the opportunity to reach fame, which was not easily accessible before. In this regard, due to its easy-to-use capabilities and high popularity among users, Instagram has become a main platform for creating fame. Many Instagram users are inclined to become famous on this social network for various reasons, and this fame brings considerable consequences in the society, which enhances the importance of sociological analysis of the issue. By this way, the present paper tries to examine and analyze the causes and effects of fame on Instagram while reviewing the theories about economy, fame, and microcelebrity. The study was conducted with a qualitative approach and semi-structured in-depth interviews with 20 Instagram users. The findings obtained from the interviews were also extracted and analyzed with the thematic analysis technique and demonstrated 6 main themes and 12 sub-themes. Finally, based on the interviewees' responses, significant reasons for seeking fame on Instagram include monetizing and acquiring economic capital, a shortcut to success, and an opportunity to be seen and heard, which has led to important outcomes such as the standardization of taste, the consumerism of everyday life, and changing values and norms in the society.

This research is based on this assumption that the ways people are represented in TV are different with the ways they are represented on social media such as Instagram because the nature of social media is different with the nature of mass media. Thus the users of social media when using these media to represent their daily lives, actively use these media to show unofficial (informal) pictures of their lives while when they attend in a T.V program, they are represented very formally. The interaction on social media like Instagram is very intimate than in mass media like T.V. One of the issues to study is to find the differences between representing the people clothing in social media and Television. Some of Iranian Veiled TV presenters interacts to their audiences on Instagram; a considerable issue on the re-presentation of the mentioned women on Instagram is their dress. This study is to analyze the depiction of veiled Women TV presenters on their dress on Instagram through analyzing their shared pictures. In addition to analyzing the way of selected women dress re-presentation, the paper is to respond whether their dress in TV is different to unofficial space such as Instagram? To review the literature, Giddens approach on the identity & Goffman theory on the self- presentation in everyday life were reviewed. This research is qualitative in method applied, and to analyze the Instagram pages of women TV presenters, nethnography method has been applied. The sample selected to study by nethnography method consists of 7 pages of Iranian Veiled TV presenters. The analysis of veiled TV presenters shared pictures in Instagram shows that their clothing on Instagram is different in terms of diversity and color with their represented dress in Television programs and some TV presenters advertise some dress goods in their Instagram pages.

The advent of social media has significantly transformed the way in which individuals consume media. Prior to the advent of the internet, audiences of mass media, particularly those who watched television, were regarded as extremely passive. However, with the proliferation of social media, audiences have transformed into active participants who generate content and messages for fellow users, in addition to consuming media materials. By utilizing the functionalities offered by web.2, individuals from various social strata and positions entered the realm of media production.The correlation between religious institutions and social media platforms is a critical link in the realm of religious communication. Religious communications in Iran, similar to other forms of communication, have evolved over the past decade due to the proliferation of mobile phones, the Internet, and social media. The expansion of Internet users’ access to social media has facilitated the access of Shiite clergymen to these platforms, leading to an increased utilization of social media. Alongside generating religious content, these clergymen have also utilized their social media accounts to attract audiences or followers by addressing nonreligious matters. Such is the case with regard to the number of Shiite clergymen who utilize Instagram. 2. What are the primary subjects addressed in their Instagram posts? 3. What is the correlation between the sample under investigation and the unique attributes associated with Instagram usage? 4. On Instagram, how do the vile clergymen represent themselves? The concepts of “attention economy” and “online celebrity” are the primary ones examined in order to characterize the representation of clergymen on Instagram. Certain scholars regard attention as a contemporary form of capital.The methodology employed in this study is quantitative in nature. By means of quantitative content analysis, the methods by which 112 clergymen have generated and displayed digital content on Instagram have been defined. The content analysis of the clergy’s Instagram pages was conducted at two distinct intervals: occasional and regular.The research findings indicate that Shiite clergymen have generated a greater volume of materials and content on Instagram during sporadic periods compared to the regular period. 69 clergies posted the content on regular days, while 82 clergymen posted the content on irregular days. Religious matters dominated the content of the articles published by clergymen on both routine and sporadic days.The results of this research indicate that clergymen who were the subject of the study made efforts to address both religious and nonreligious matters, or a blend of religious and political, cultural, social, etc. The majority of studied clergymen have attempted to represent themselves in accordance with the opinions of other Instagram users. The findings indicate that clergymen have embraced the performative framework of Instagram in order to rehabilitate their image and activities. Thus, while attempting to construct an individualistic identity, the studied clergymen are diverted from the Iranian Shiite institutions that have weakened their structural behaviors

New media such as Instagram have capabilities that allow people to become famous. Nowadays, Instagram users desire to be well-known in their favorite fields. However, not everyone has equal conditions to become famous, it is thus important to identify the mechanisms of microcelebrities -which is the subject of this article- in order to understand how they gain fame.Iranian Instagram-based microcelebrities practice in diverse genres such as lifestyle, fashion and beauty, food, education, health, travel, and so on. They create their own audiences, use particular mechanisms, generate and share content on their Instagram accounts, and influence their followers. Nevertheless, the impacts of microcelebrities are not restricted to Instagram, they also affect social relationships, lifestyle, body culture, education, and other aspects of everyday life in the real space of society.Considering these explanations, the aim of this paper is to present a typology of Iranian microcelebrities on Instagram, as well as scrutinize their mechanisms and represented themes in five genres including lifestyle, food, motivation, education, and beauty, and examine the consequences of their virtual practices. In the conceptual framework, some of the most important theories of celebrity studies were reviewed and discussed. These theories consider technological platforms and the democratic space of social media as a necessary but insufficient situation for becoming a microcelebrity. They also consider a set of micro and macro contexts to be involved in the creation of microcelebrities and their durability.This study focused on 236 Instagram posts and stories from 50 microcelebrities in various genres. The research method was netnography. In addition, the observational approach was adopted as part of this research. Samples were chosen by purposeful sampling. Moreover, the thematic analysis was used to analyses the data. Regarding the findings, 23 types of microcelebrities were recognized in popular genres and also 23 subthemes, 9 main themes, and 1 core theme were extracted from the fivefold genres. Life on screen, Instagram as a shop vitrine, interweaving of emotional bonds and profit, and unplanned activism, were the main represented themes among lifestyle bloggers. They relate the fame-driven, social, and economic capital with exhibitive intimacy.Food as a display was the central theme among food bloggers. By treating the follower as a customer and creating a media persona, they seek fame and income, and for realizing this goal, they attract followers with various tricks and strategies.Themes including the shortcut to success and individualism were represented by motivational bloggers. They promote neoliberal ideology in society by accentuating personal abilities regardless of the structural contexts with their one-dimensional attitude.Fast-foodization of education was extracted from educational bloggers. They provide simple and fast-yielding content for their followers by combining education, entertainment, and profit. They also cultivate the commoditization of education.And, Instagrammable beauty was a significant theme among beauty bloggers. They display the ideal body and reproduce standard body features.Last but not least, the core theme was McDonaldization of fame. According to observations microcelebrities mostly want to attract attention and gain symbolic capital by performing micro-celebrification mechanisms including exhibitive intimacy, authenticity, selective disclosure, self-branding, and life-streaming. These mechanisms are common and popular among microcelebrities whom they utilize to absorb followers and achieve fame.According to Gorge Ritzer’s McDonaldization theory (efficiency, calculability, predictability, and control), microcelebrities are prosumers, they consume content on social media and simultaneously they generate content independently by removing media intermediaries which signifies their efficiency. They also have a calculability characteristic with respect to their account visit reports. In other words, more followers bring them firm online status, validity, and further profit. In regard to predictability, the fame industry offers specific and similar practices that users should perform to become a microcelebrity. So, it is easy to replace one microcelebrity with another, since most of them look alike. For exerting the control feature, microcelebrities monitor and control the way content is posted on their Instagram accounts to promote their fame by increasing and maintaining their number of followers. In general, despite the different activities of microcelebrities, they mostly act the same, and the dominance of quantity over quality of fame is seen in their performance.Finally, the results of this research show that on Instagram, fame is available to users like fast food. In other words, Mcdonalized fame allows early access to fame regardless of gender, class, and other factors. As a result, people try to become famous and turn themselves into micro-celebrities by adopting similar and fast-yielding mechanisms.

Nowadays, famous persons of media world, can give their picture, video footage and name to goods and services providers for advertising and receive financial reward in return and by doing so, they use their media reputation as a valuable commodity. In the legal systems of different countries, the right to use famousness by individuals, is recognized as a "right", although, there is no consensus about its legality. Some, considers this right as a mere financial right and acknowledges the commodification of fame in today's society, and others considers it as one of the rights related to personality and do not look at it from financial perspective. In this case, the question is, in which of the dichotomy of property - personal rights, should this right be placed? The hypothesis of this paper is based on the fact that one can’t raise any doubts on the dependence of fame on a person's personality and identity, nor deny its financial function in today's society.
Therefore, the financial components of the right, should be adjusted with regard to both components, taking into account the requirements related to personality rights.

Celebrity is a new form of fame in contemporary world, which has risen under influence of social changes such as mediatization of society, decline in organized religion, the decline of the authority of traditional reference groups and commodification. Five specific characteristics of celebrity distinguish it from traditional forms of reputation, include media-driven, audience-driven, gain reputation quickly and scope of reputation, diversification and migration. For achieving this goal, a survey research has designed. The main aim of this research was to investigate the tendency of Farsi Instagram users to the celebrity culture, from sociological point of view. The statistical population of the study was all Persian Instagram users. 384 users were selected by simple random sampling. The results of the research show that, the mean of the tendency towards celebrity culture in the studied population is 46.39 out of 100, and most respondents (49.2%) have a moderate tendency towards celebrity culture. Comparison of means tests shows that in gender category, women, in age category, 20-29 years old audiences, and in educational category Bachelor's degree audiences, have the most tendency toward celebrity culture. Inferential statistics shows negative relation between religiosity and tendency toward celebrity culture, and positive relation between independent variables consumerism and tendency toward media with dependent variable, tendency toward celebrity culture.

Celebrities are one the resources that media resort to them to attract audiences and more likely they love to be seen and earn money in the media. Thus, there is a mutual relationship by which each side tries to achieve its goals. But in this interaction, there are problems and issues that create costs for both parties. In this paper, in the theoretical section, two Driessens and Nayar theories were proposed. Then, with the objective sampling method, 15 experts in communication, media and cultural fields were interviewed and the most important themes related to the present and desirable status of IRIB interaction with Celebrities were classified and analyzed by MAXQDA software. The results of this study indicate that to improve and enhance the interaction of celebrities and IRIB, based on the model presented in this study, a clear policymaking could be designed to educate and introduce young faces; And in terms of material and intellectual properties in the field of artistic activities such as stage, environmental advertising and cyberspace, define and formulate a new system of reciprocal rights for national faces and the media.