نوع مقاله : مقاله علمی پژوهشی
نویسندگان
1 دانشیار گروه علوم اجتماعی، دانشکده ادبیات و علوم انسانی، دانشگاه شهید بهشتی، تهران، ایران
2 دانشجوی دکتری جامعه شناسی.گروه علوم اجتماعی، دانشکده ادبیات و علوم انسانی، دانشگاه شهید بهشتی، تهران، ایران
چکیده
«سلبریتی» شکل جدیدی از شهرت است که تحت تأثیر برخی تغییرات اجتماعی نظیر رسانه‌ای شدن، افول دین رسمی سازمان‌یافته، افول اقتدار گروه‌های مرجع سنتی و کالایی شدن، ظهور کرده است. این شکل جدید از شهرت، به دلیل دارا بودن پنج ویژگی خاص از اشکال سنتی شهرت، متمایز گردیده است: واسطه‌محوری، مخاطب‌محوری، سرعت بالا و دامنه گسترده، تنوع‌بخشی و جابه‌جایی. اگرچه فرهنگ سلبریتی بدون حضور سلبریتی‌ها، امکان‌پذیر نیست، اما این فرهنگ، فراسوی سلبریتی‌ها می‌رود و مخاطبان، ارزش‌ها و نگرش‌های متناظر و رسانه‌های واسط را نیز در برمی‌گیرد. در پژوهش حاضر، از منظر جامعه‌شناختی و با استفاده از روش پیمایش، به بررسی گرایش کاربران اینستاگرام فارسی به فرهنگ سلبریتی، پرداخته شده است. جامعۀ آماری شامل، کلیه کاربران اینستاگرام فارسی است که از بین آن‌ها، به روش نمونه‌گیری تصادفی ساده، 384 نفر انتخاب گردیده‌اند. نتایج پژوهش نشان می‌دهد که میانگین گرایش به فرهنگ سلبریتی در جمعیت مورد مطالعه، 39/46 از 100 است و به لحاظ فراوانی، اکثر پاسخ‌دهنده‌ها (49.2%) دارای گرایش متوسط به فرهنگ سلبریتی هستند. آزمون مقایسه میانگین‌ها نشان می‌دهد که به لحاظ جنسیت، زنان، به لحاظ سن، گروه سنی 20 تا 29 سال و به لحاظ تحصیلات، گروه تحصیلی لیسانس، از بیش‌ترین گرایش به فرهنگ سلبریتی برخوردار هستند. نتایج استنباطی پژوهش نیز نشان می‌دهد که بین گرایش به مذهب و متغیر وابسته (گرایش به فرهنگ سلبریتی) رابطۀ معکوس و بین دو متغیر گرایش به رسانه و مصرف‌گرایی با متغیر وابسته رابطۀ مستقیم برقرار است.
کلیدواژه‌ها
عنوان مقاله [English]
A Sociological Study of Celebrity Culture Audiences in Persian Instagram
نویسندگان [English]
- Mostafa Edjtehadi 1
- Vahid Kashafi Nia 2
1 Social Science Department, Faculty of Languages, Literature and Humanities, Shahid Beheshti University, Tehran, Iran
2 Social Science Department, Faculty of Literature and Humanities, Shahid Beheshti University, Tehran, Iran
چکیده [English]
Celebrity is a new form of fame in contemporary world, which has risen under influence of social changes such as mediatization of society, decline in organized religion, the decline of the authority of traditional reference groups and commodification. Five specific characteristics of celebrity distinguish it from traditional forms of reputation, include media-driven, audience-driven, gain reputation quickly and scope of reputation, diversification and migration. For achieving this goal, a survey research has designed. The main aim of this research was to investigate the tendency of Farsi Instagram users to the celebrity culture, from sociological point of view. The statistical population of the study was all Persian Instagram users. 384 users were selected by simple random sampling. The results of the research show that, the mean of the tendency towards celebrity culture in the studied population is 46.39 out of 100, and most respondents (49.2%) have a moderate tendency towards celebrity culture. Comparison of means tests shows that in gender category, women, in age category, 20-29 years old audiences, and in educational category Bachelor's degree audiences, have the most tendency toward celebrity culture. Inferential statistics shows negative relation between religiosity and tendency toward celebrity culture, and positive relation between independent variables consumerism and tendency toward media with dependent variable, tendency toward celebrity culture.
کلیدواژه‌ها [English]
- fame
- celebrity
- audience
- celebrity culture
- Persian Instagram
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