Investigating the media as mediators of celebrities` influence on the Iranian society from the perspective of experts along with the presentation of the media management model of cultural and social effects of celebrities

Document Type : Original

Authors

1 Department of Media Management, Kish Campus, University of Tehran, Kish, Iran.

2 Department of Iranian Studies, Faculty of World Studies, University of Tehran, Tehran, Iran.

3 Department of Social Communication, Faculty of Social Sciences, University of Tehran, Tehran, Iran.

Abstract

Media environment is now witnessing the emergence of active participants using new media to gain fame and increases the fans and followers by sharing activities appeal to an ever-growing number of users. Meanwhile, these celebrities with high levels of reputation and influence among different strata of society usually comment on various political and social issues, undertake public benefit works, and influence to a great extent the stance, opinion, and actions of a wide range of members of society on different topics. This research conducted in the framework of an interpretative paradigm uses grounded theory as a qualitative approach explores the social and cultural impacts of celebrities on Iranian society and also investigates the role of media in the emergence of the possibility of exerting such impacts. Moreover, the issue of directing these impacts using media management framework is analyzed. Due to the subject of the study and based on the chosen method, the sample of the research included experts from fields of fame, media, and university: 9 celebrities, 9 media managers, 8 academic experts; so a total number of 26 respondents participated in deep interviews till the acquired data reached theoretical saturation. From the data analysis, 15 main categories were extracted and categorized in the paradigmatic model to present the paradigmatic model of media management of cultural and social effects of celebrities based on it. Also, based on the opinions of the interviewees, the cultural and social impacts of celebrities on society and the possibility of managing these effects through the media have been confirmed, and the model of applying this media management in a paradigmatic model has also been proposed.

Keywords

Main Subjects

حوزة موضوعی: ایران

Scope: Iran

References

Abbasi A, Jafari A. (2019). “The effect of celebrities' Instagram actions on the lifestyle of Iranian users”. Communication Research. 27(1, consecutive 101): 33-54. [in Persian]
Creswell JW. (2005). Educational Research: Planning, Conducting and Evaluating Quantitative and Qualitative Research. 2nd ed. Pearson Education- Boston, US.
Dehsufiani A. (2018). “Referenceability of celebrities in social issues; Emphasizing opportunities and threats in Cyberspace”. New Media Studies. 5(2, consecutive 20): 115-83. [in Persian]
Diyani M, Afkaneh M, Masoudi S. (2017). “Designing a conceptual model of human resource management for television stars”. Communication Research. 25(1, consecutive 93): 153-174. [in Persian]
Green LE. (2012). “Celebrities as a new elite of information society”. Social Evolution & History. 11(1): 124-153.
Habibi A. (2018). Paradigmatic model. Pars Modir scientific research database. https://parsmodir.com. [in Persian]
Haqpanah H. (2015). Sociological study of the influence of celebrities on students' reference groups. Case study: Survey of secondary school students in Tehran (Tebayan, Maher and Mufid). Dissertation for obtaining a master's degree. Faculty of Social Sciences, University of Tehran. [in Persian]
Hosseini F, Dehghan A. (2019). “The study of fame culture in Iran's media environment, focusing on the activism of Tehrani citizens in social networks”. Media Quarterly. 31(3): 27-54. [in Persian]
Ijtihadi M, Kashefinia V. (2018). “Sociological survey of celebrity culture audience on Persian Instagram”. New Media Studies Quarterly. 5(20): 113-148. [in Persian]
Kashmore A. (2006). Fame culture. Translated by Ehsan Shahghasemi. Tehran: Research Institute of Culture, Art and Literature. [in Persian]
Khayami A, Eskandari A, Khelghati M. (2018). “Re-examination of celebrity culture and interaction of national media with celebrities”. Scientific Quarterly Journal of Visual and Audio Media. 13(30): 7-32. [in Persian]
Kim J, Kim J, Yang H. (2019). “Loneliness and the use of social media to follow celebrities: A moderating role of social presence”. The Social Science Journal. 56(1): 21-29.
Kuchakzaei M, Feizian M, Shahabadi M. (2017). “Examining celebrityization in the media and identity crisis of teenagers in society”. Society, Culture, Media. 7(29): 103-121. [in Persian]
Musakhani M, Ronaghi MH. (2013). A Case Study from Concept to Practice. Tehran: Asrar`e Danesh. [in Persian]
Nayar PK. (2009). Seeing Stars: Spectacle, Society and Celebrity Culture. ThousandOaks, CA: Sage.
Patton MQ. (2002). Qualitative Research and Evaluation Methods. Newbury Park, CA: Sage.
Rahmanzadeh A, Razavi A, Rahimi Sajasi D. (2019). “Pathology of the dual presence of celebrities (actors) in Cyberspace and national media based on Islamic teachings and providing a solution”. Media Religious Studies. 2(7 & 8): 27-56. [in Persian]
Reeves R, Baker G, Truluck Ch. (2012). “Celebrity worship, materialism, compulsive buying, and the empty self”. Psychol. Mark. 29: 674-679. doi:10.1002/mar.20553.
Shahghasemi E. (2021). “Rich kids of Tehran: The consumption of consumption on the Internet in Iran”. Society. 58: 398-405. doi: 10.1007/s12115-021-00626-3.
---------- (2020a). “Pornography of networked feminism: The case of Iranian ‘Feminist’ Instagramers”. ‏The 2nd International Conference on Future of Social Sciences and Humanities. Prague.
---------- (2020b). “Pornography of poverty: Celebrities’ sexual appeal at service to the poor?” ‏The 2nd International Conference on Future of Social Sciences and Humanities. Prague.
----------. (2020c). “Celebrityscape in Iran: A comparison between celebriphils and non-celebriphils”. ‏The 2nd International Conference on Future of Social Sciences and Humanities. Prague.
---------- (2020d). “Iranian Celebrities on the Internet”. Journal of Cyberspace Studies. 4(1): 77-80. doi: 10.22059/jcss.2020.74782.
Sharifi R. (2017). A study of celebrities and high school students. Case study: Farhang (boys) and Tolou (girls) high schools. Dissertation for obtaining a master's degree. Faculty of Social Sciences, University of Tehran. [in Persian]
Soltanifar M, Geranmayepour A, Hashemi Sh. (2019). “The creativity of celebrities on Instagram on the process of public policy-making”. Scientific Journal of Innovation and Creativity in Human Sciences. 9(4): 217-242. [in Persian]
Turner G. (2010). “Approaching Celebrity Studies”. Celebrity Studies. 1(1): 11-20.
Journal of Countries Studies
Volume 1, Issue 1
2023
Pages 161-183

Files

History

  • Receive Date: 05 February 2023
  • Revise Date: 14 March 2023
  • Accept Date: 14 March 2023

Share

How to cite

Statistics