Document Type : Research Paper
Authors
1 Phd Student of allameh Tabataba'i university
2 Faculty member of the Faculty of Communication, Allameh Tabatabai University, Tehran, Iran
3 Faculty Member of the Institute for Social and Cultural Studies, Ministry of Science, Tehran, Iran
Abstract
Our age is the age of fame and celebrities are an inescapable aspect of our daily lives. Considering the high influence and popularity that celebrities have among the new generation, their activity has become a serious challenge in Iranian society in recent years. Based on this, in the present research, the attitude of the people of Tehran towards celebrities has been studied. The research method is documentary-survey and the sample is 384 citizens aged 15 years and older living in Tehran, who were selected by multi-stage cluster sampling method. The data was collected with the help of a questionnaire and analyzed by SPSS software. The results showed that %72/7 of the respondents follow the news and sidelines related to celebrities. "Cinema and TV actors", "athletes" and "domestic singers and musicians" are the most important celebrities liked by the respondents, respectively. Television presenters and scientific and cultural celebrities have the least interest and attention among respondents. "Success in the field of job", "popularity" and "political and social stances" are important reasons for people's interest in celebrities. "Showing the details of personal life" and "active presence on social networks" are the least reasons for the interest in celebrity respondents. Respondents have called "charitable activities", "type of speech", "political and social positions" and "family life (marriage, divorce, etc.)" in which they want celebrities to model. Consumption of advertising goods in terms of patterns of celebrity is the lowest share. This shows that the respondents are interested in imitating and modeling behaviors that are more pronounced and more prevalent in behaviors that are more prestigious and predominant. The results also show that adolescents are more than any other age group of celebrity news on Instagram. Adolescents have also cited their most important reason for celebrities as "success in the field of job" and want to put them in the field of "charitable" and "benevolent" activities. This finding is carefully and reflected given the adolescence and the crisis of identity that people are looking for identity, and the authorities of cultural institutions, especially education, should think about introducing appropriate patterns with Islamic-Iranian culture and culture. To be trusted to teens. The findings of the current research also show that although people follow the news and sidelines of celebritiesThe results show that 68.9 % of the respondents are "low and very low", 18 % in "average" and only 13.1 % in "high and very high" tend to celebrities. The tendency for celebrities actually reflects the intense and extreme feelings and feelings of celebrities. A phenomenon that continues on a spectrum, from following the thoughts and behavior of celebrities to severe and sick and illusory states. The findings suggest that although respondents are keen to follow the news and celebrities of celebrities and celebrities, this is a fun and fun of talking to others as a fun and enjoyment of celebrity. The results of this study are in line with the findings of McKatchon et al. (2002) and Steve (2009). The emerging relationship between celebrities and supporters calls "social interaction". The term describes our way of thinking and feeling about celebrities that we do not know and they do not know us, but sometimes unconsciously and unintentionally take us to do an act that is sometimes ineffective and irrational. This concept is measured by Lynn McCutchon and his colleagues using the "celebrity worship" scale from a psychological perspective. Using this scale, McCutchon and his colleagues found that celebrity worship was in three widespread categories, namely low -level celebrity worship, they noticed individualistic behaviors such as watching, reading and following celebrity narratives. The second category includes more social activities such as watching celebrities and dialogue with other fans, and in the third category, fans are trying to make celebrities overwhelmed and show severe emotions. The results of this study, sample 3,000, have shown that only about 1 % of celebrity followers have obsessive -compulsive tendencies. About 10 % (those who tend to stress, emotion, and moody) show a strong interest in celebrities. About 14 % said they were trying a lot to know about their favorite celebrity and communicating with people who share their interest. ۱۵ People no longer have any interest in the lives of celebrities. In general, the overwhelming majority are interested in a celebrity, but do not say they always think about them
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