somayeh shalchi; fatemeh norozi
Abstract
Virtual networks have become an integral part of human life, especially in the last decade. Thanks to the availability of smartphones at varying prices, people can now easily access ...
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Virtual networks have become an integral part of human life, especially in the last decade. Thanks to the availability of smartphones at varying prices, people can now easily access all kinds of virtual networks that were once inaccessible before 2010. Instagram, a powerful social platform, has gained immense popularity among global users, particularly Iranians, as Iran is among the top ten countries in terms of Instagram usage. It is crucial to examine and understand the effects of this virtual network on people in different ways. As technology has made incredible progress in recent years, introducing new tools and features into people's lives every month, social researchers need to keep up-to-date research in this field. This research specifically focuses on Sweet Home bloggers, who are well-known among Iranian users, and their fans on Instagram. The aim is to understand the nature of their relationship. Firstly, we will explore how fans define the relationship between themselves and Sweet Home bloggers and identify the factors that influence their understanding of this relationship. Finally, we will investigate how the content produced by Sweet Home bloggers is perceived and understood by their fans. Qualitative methods, including semi-structured interviews with 21 active female audiences who consider themselves fans of one of the five Sweet Home bloggers on Instagram, were used in this research.
Through thematic analysis of the data obtained, we identified five main themes. The first theme focused on the level of awareness and understanding of the content on Sweet Home's pages. We found that there was sometimes a deep mistrust towards the content produced by the blogger. The second theme explored how the audience perceives themselves and the blogger with Sweet Home. We found that one group of fans completely identified themselves with the blogger, while another group did not relate to similar bloggers. In this study, we explore several themes related to blogging on Instagram. Firstly, we analyze how fans influence the content creation process of bloggers and how they have the power to direct the path of bloggers' home pages. Secondly, we examine the importance and impact of high-quality and colorful photos posted by bloggers, which can be a factor in retaining audience attention. Thirdly, we investigate the spread of pop culture specific to Instagram by Sweet Home bloggers, which creates a sense of belonging for their audience.
Throughout the study, we found that the current audience is very selective about the type of content they consume, and they have a two-way relationship with bloggers. They not only consume content but also demand and influence the type of content produced. We aimed to understand this unique relationship that has emerged from the virtual world of Instagram and to gain insights into the fans' perspectives.
Keywords: Instagram, sweet home blogger, daily blogger, blogger-follower relationship, social networks, Persian Instagram
Virtual networks have become an integral part of human life, especially in the last decade. Thanks to the availability of smartphones at varying prices, people can now easily access all kinds of virtual networks that were once inaccessible before 2010. Instagram, a powerful social platform, has gained immense popularity among global users, particularly Iranians, as Iran is among the top ten countries in terms of Instagram usage. It is crucial to examine and understand the effects of this virtual network on people in different ways. As technology has made incredible progress in recent years, introducing new tools and features into people's lives every month, social researchers need to keep up-to-date research in this field. This research specifically focuses on Sweet Home bloggers, who are well-known among Iranian users, and their fans on Instagram. The aim is to understand the nature of their relationship. Firstly, we will explore how fans define the relationship between themselves and Sweet Home bloggers and identify the factors that influence their understanding of this relationship. Finally, we will investigate how the content produced by Sweet Home bloggers is perceived and understood by their fans. Qualitative methods, including semi-structured interviews with 21 active female audiences who consider themselves fans of one of the five Sweet Home bloggers on Instagram, were used in this research.
Through thematic analysis of the data obtained, we identified five main themes. The first theme focused on the level of awareness and understanding of the content on Sweet Home's pages. We found that there was sometimes a deep mistrust towards the content produced by the blogger. The second theme explored how the audience perceives themselves and the blogger with Sweet Home. We found that one group of fans completely identified themselves with the blogger, while another group did not relate to similar bloggers. In this study, we explore several themes related to blogging on Instagram. Firstly, we analyze how fans influence the content creation process of bloggers and how they have the power to direct the path of bloggers' home pages. Secondly, we examine the importance and impact of high-quality and colorful photos posted by bloggers, which can be a factor in retaining audience attention. Thirdly, we investigate the spread of pop culture specific to Instagram by Sweet Home bloggers, which creates a sense of belonging for their audience.
Throughout the study, we found that the current audience is very selective about the type of content they consume, and they have a two-way relationship with bloggers. They not only consume content but also demand and influence the type of content produced. We aimed to understand this unique relationship that has emerged from the virtual world of Instagram and to gain insights into the fans' perspectives.
