Content Analysis of Iranian Celebrity Posts with the most Followers on Instagram

Social networks such as Instagram are very effective due to having a large audience, high accessibility and the ability to spread messages quickly and widely. An important part of this impact is related to messages posted by celebrities. The main question of this study is what messages they choose and highlight for their followers, and the theories of network society, Agenda-setting, and Halo Effect have been used to explain it. The research method is quantitative content analysis. The research population was the posts of Instagram users from Iran who have a large followers; the sample was last 200 posts from 20 Iranians who have the most followers on Instagram. This study has the content validity and the evaluator reliability. Research findings show that celebrities emphasize their personal and work concerns more than anything else. They also pay attention to some current issues such as social issues, people's economic problems, or the corona pandemic. They pay a lot of attention to presentation of self and a kind of self-obsession and narcissism is seen in the posts, which causes the followers, consciously or unconsciously, to focus too much on themselves and presentation of self.