Journal of Iranian Cultural Research

Journal of Iranian Cultural Research

The celebritization of Iranian society and the tendency towards neoliberal values on Instagram

Document Type : Scientific Research Manuscript

Author
Farshad Goudarzi
PhD Candidate of Sociology, Faculty of Humanities, Kashan University, Kashan, Iran
10.22035/jicr.2025.3381.3640
Abstract
In the last decade, due to the colorful presence of the Instagram social network in Iranian society, the tendency towards celebrity culture by ordinary people has undergone a transformation; One of the consequences of people's life on Instagram and the celebrityization of society is the tendency towards neoliberal values. The present study was conducted with the aim of investigating the role of celebrity in the Iranian society on the platform of Instagram and the tendency towards neoliberal values. The current research method is descriptive and of the structural equation type, its statistical population includes Instagram users who were selected by a simple random method, and the research data was collected using a researcher-made questionnaire on Celebritization and neoliberal values. The sample size was 384 using Sample Power software, which was increased to 400 to ensure this number, and SPSS software was used for data analysis, and Amos Graphics software was used to draw the structural equation model and model fit criteria. The findings of this research showed that the Celebritization of Iranian society on Instagram has a positive and significant relationship with the tendency towards neoliberal values, on the other hand, the dimensions of personalization, diversification and mediaization of the variable of Celebritization have an effect on the tendency towards neoliberal values ​​of Iranian Instagram users. The results of the present study showed that the general trend towards celebrity culture on the platform of Instagram among Iranian users has led to the development of neoliberal values. And the more the Iranian society is subjected to Celebritization and the public interest in celebrity culture increases, the tendency towards neoliberal values ​​also increases. Also, the results of this research show that celebrities, as the driving engine of neoliberal capitalism in Iranian society, play a structural role in institutionalizing They have neoliberal values.
Keywords
Instagram
Capitalism
celebrity
Celebritization
Neoliberalism

Subjects

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  • Receive Date 01 October 2024
  • Revise Date 26 December 2024
  • Accept Date 02 February 2025