Iranian microcelebrities in the Selfie Frame The semiotic study of microcelebrity in Instagram

Document Type : Research Paper

Authors

1 Associate Professor of Communication Science faculty of Allameh Tabatabai University, Tehran, IRAN.

2 Ph.D candidate in Communication Science at Allameh Tabataba'i University of Tehran, IRAN (Corresponding Author)

Abstract

This paper seeks to study the Iranian microcelebrities and their use of the new media to entering at the star system. Efforts have been made to examine the role of social networks in deepening the celebrity culture and creating a new kind of "stardom" by examining five of the Instagram users. For study of Instagram pages, the qualitative method of social semantics have been used. This research is the first internal research that addresses the phenomenon of Iranian microcelebrities, and in particular how they use Selfie To enter at the star system.
The findings of this paper show that with the growth of social networks, the celebrity culture in Iran has been changed. The traditional star system, which had hitherto been based on hierarchies and specific norms of the mass media, has now undergone a change. The consequences of this transformation are the entry of ordinary people into the star system. In the meantime, a major way of presenting a desirable self is Selfie images that are often based on gender discourse. By publishing Selfie images, the viewer enters into the most personal moods of life belonging to these emerging stars. This shows that the mechanisms for spread of microcelebrity in social networks are changing the important aspects of the culture and the boundaries of privacy. Changes in the Celebrity culture can be correlated with other Macrocultural changes such as increasing individualism, deepening of the secularism and weakening of some of the indices of religiosity in Iranian society.

Keywords

References

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