Document Type : Research Paper
Authors
MA in Sociology, Alzahra University, Tehran, Iran.
Abstract
The ascendance of Instagram in Iran over the past decade has instigated profound cultural shifts, as evidenced by the participation of approximately 48 million users, comprising more than 50% of the population, on the platform. This expansion has been instrumental in catalyzing the emergence of micro-celebrities, Instagrammers, and motivational influencers, who have collectively contributed to a societal emphasis on individual success and bliss. This study seeks to investigate how Instagram has enabled these phenomena, specifically exploring the role of micro-celebrities in fostering individual achievement and entrepreneurial endeavors. The study employed qualitative content analysis, guided by Mayring's framework, to analyze content such as posts, captions, and stories from nine renowned motivational bloggers with over 500,000 followers, drawing insights from data collected from June to July 2022. The research results unveil a myriad of recurring patterns pertaining to perceived happiness and success, such as the mythologization of success, emotional well-being, self-regulation, gratitude, and self-branding. These patterns underscore an interwoven psychology-celebrity culture that is deeply enmeshed with neoliberal economic principles, accentuating individual accountability and underscoring the internal sources of contentment. The research illuminates how micro-celebrities substantially contribute to shaping these narratives, as they position themselves as role models and offer success training packages. Emphasized through self-branding, this phenomenon reinforces the principle of extreme individualism, thereby fragmenting traditional social bonds and elevating the pursuit of personal success into prominence. Innovation in this research resides in its thorough examination of Instagram's influence on societal norms pertaining to success and happiness. The conclusion underscores the profound impact of micro-celebrities on shaping the values and aspirations of contemporary Iranian society through social media, indicating that this phenomenon mirrors global trends in forming personal and cultural identities via social media.
Introduction
The extensive growth of Instagram in Iran throughout the past decade has brought about a restructuring of societal dynamics, particularly in the sphere of self-expression and aspirations. Millions of users have made Instagram a prolific breeding ground for various personas, among them micro-celebrities and motivational influencers, who hold considerable sway over perceptions of success and happiness. This article elucidates the transformational role of Instagram in shaping individual aspirations and societal norms, with a special focus on the rise of micro-celebrities as architects of success and happiness.
Over the past decade, Instagram usage has significantly escalated in Iran. Research conducted by Beat Research Center (2020) indicates that a remarkable forty-eight million individuals (accounting for more than 50% of the population) are now registered Instagram members. Additionally, there is an excess of seven thousand user pages that boast an impressive count of more than 500,000 followers. The escalating growth of Instagram usage in Iran over the past decade has given rise to the emergence of novel concepts, including micro-celebrities, Instagrammers, and motivational influencers. Concurrently, this phenomenon has precipitated the emergence of individuals who prioritize individual triumph in the prevailing positive psychological atmosphere, consequently pervading society.
In recent years, emphasizing happiness has emerged as a significant discourse, with its integration into governmentality as a leading approach. Happiness is defined as a tool utilized to attain harmony and coherence in human behavior.
In the past, this emerging discourse on happiness predominantly occurred within the pages of best-selling magazines and books in Iran (Zaeri and Narimani, 2019). With the emergence of social networks, individuals gained greater freedom to pursue their areas of interest. Consequently, one can find numerous micro-celebrities, influencers, bloggers, motivational bloggers, and others on Instagram, who focus on self-improvement and cultivating a positive self-image. These individuals offer training packages to their followers, asserting that they hold the key to success. (Kohestani et al., 2022). The comprehension of the techniques of “psy” in neoliberal governmentality and the forging of new subjectification has created an imaginary myth, wherein personal happiness, self-control, and entrepreneurship are believed to be achievable for all (Fabian & Strecher, 2018).
Objective
This study seeks to explicate the intricate influence of Instagram on the societal constructs of success and happiness in Iran. The research endeavors to expound upon how Instagram serves as a facilitator for individuals to relentlessly pursue and project their achievements across diverse domains. Furthermore, the study aims to scrutinize the explicit methods through which micro-celebrities capitalize on their platforms to propagate notions of contentment, well-being, and success, thus molding societal discourses and aspirations.
Methodology
Applying a qualitative approach based on content analysis, this research delves into data sourced from the Instagram pages of influential micro-celebrities. Nine prominent micro-celebrities were carefully chosen based on predetermined criteria such as activity level, content relevance, and follower count. A thorough examination of seventy Instagrams, captions, and stories was undertaken to discern recurring themes and patterns associated with the portrayal of success and happiness.
This article adopts a qualitative approach, relying on content analysis to gather and scrutinize data. Mayring's content analysis methodology holds special relevance in this context. Mayring outlines the following analytical techniques: "coding unit," "contextual unit," and "analytical unit." For this study, the data was sourced from the Instagram pages of motivational micro-celebrities with over 1,000 followers, between June 1401 and July 1401. The unit of analysis encompassed published pages and content on micro-celebrities' accounts, including their feeds (comprising of the photos, captions, and stories) of the chosen celebrities.
For this study, nine well-known motivational bloggers, renowned for their millions of followers, were chosen as samples based on the following criteria: 1. active and consistent presence on Instagram with public pages; 2. content centered around personal success, and 3. a follower base of over 500 thousand individuals. A content analysis was conducted on seventy selected Instagram feeds encompassing captions and stories.
Results
The findings highlight the pervasive influence of Instagram in shaping societal perspectives on success and happiness. Through the lens of micro-celebrities, this platform perpetuates narratives centered around individual triumph and self-improvement, thereby fostering a pervasive culture of aspirational achievement. Furthermore, the analysis unveils distinct patterns in the portrayal of happiness, including the glorification of success, emphasis on emotional well-being, advocacy for self-regulation practices, promotion of gratitude, and cultivation of personal branding strategies.
The results of the study indicate that society is presented with a diverse array of patterns related to a happy life. These patterns encompass the glorification of success, an emphasis on emotional well-being, the portrayal of individuals as joy-filled robots, the promotion of practices that foster self-regulation, the teaching of gratitude expression, and the cultivation of personal branding. Additionally, the research demonstrates that psychology-celebrity culture, substantially influenced by micro-celebrities, is profoundly intertwined with neoliberal economic principles, emphasizing the production process. Each of these patterns will be explored in detail in the following paragraphs.
Micro-celebrity and Instagram success myths: in conclusion, the analysis of the Instagram pages of motivational micro-celebrities demonstrates their significant influence in shaping societal perceptions of success and happiness. This study highlights the pervasive impact of Instagram in disseminating narratives of individual triumph and self-improvement within an aspirational framework, as well as the distinct patterns observed in the portrayal of happiness and their concurrence with neoliberal economic principles that place emphasis on the production process.
Retail celebrities and happy robots: positive psychology has proposed a novel lens through which societal norms can be scrutinized and challenged. This approach asserts that positive emotions or emotions associated with positive experiences serve as potential catalysts for altering individuals’ cognitive patterns, thereby conforming to new psychological theories. Similarly, positive psychology introduces alternative normative frameworks that justify the possibility of transforming the status quo. These new perspectives offer avenues for reevaluating traditional models and potentially effecting change in societal beliefs and behaviors.
Micro-celebrities and emotional well-being: by concentrating on our daily thoughts, motivating ourselves to reflect upon ourselves, regulating our emotions, and immersing ourselves in a cycle of pleasurable experiences, positive psychology enables us to learn and cultivate happiness. Employing innovative methods and measurement techniques specifically designed to assess emotional states, individuals gain access to a plethora of options, each carrying a fixed value of happiness. This approach provides individuals with a broad range of possibilities and assigns a specific happiness quotient to each one.
Micro-celebrities and self-regulating human prescription: in essence, the principles of positive psychology advocate for the cultivation of self-determined, self- regulated individuals who are responsible for their own well-being. By encouraging reflection on our thoughts, emotions, and actions, positive psychology empowers individuals to take charge of their lives and actively shape their own happiness. The goal is to adopt a proactive approach to personal growth and development, leading to a deeper sense of fulfillment and contentment.
Micro-celebrities and gratitude teachings: gratitude and appreciation are of immense significance within the realm of positive psychology, echoing spiritual teachings. Gratitude is a recognition of oneself, others, God, life, and the world in which we live. It serves as a criterion for physical and mental health, contributing to the prevention of injuries and psychological and social issues. Individuals who possess this trait tend to have a consistently positive outlook on life, as gratitude fosters a positive mood.
Small celebrities and self-branding: in self-branding, an individual adopts the persona of a consumer product, constructing a desirable image to be marketed to others. This process necessitates the crafting of a favorable public image on social media, along with leveraging the array of job opportunities accessible within the extensive network of social media platforms. This is particularly relevant in circumstances where societal employment prospects are less promising, as self-branding serves as a valuable tool for navigating career advancement.
Conclusion:
The prominence of micro-celebrities on Instagram reflects a transformation towards individualism and self-actualization, drawing from neoliberal ideologies that emphasize personal empowerment and autonomy. As a result, the cohesion of society has started to be predicated on individuals' aspirations for success, while collective objectives increasingly take a backseat. Given Instagram's profound impact on societal norms and values, it is essential to critically evaluate its influence on collective well-being.
One significant consequence of the dominance of individualism in society is the gradual disappearance of the concept of "collective destiny." This phenomenon leads to a society wherein each individual prioritizes their own success, resulting in a group of atomized individuals who yearn for the idealized lifestyles peddled by micro-celebrities. In this context, individuals tend to associate their own achievements or failures solely with their personal skills and abilities, further exacerbating the sense of self-centeredness.
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