Strategic Studies of Culture

Strategic Studies of Culture

Recording and analyzing the role of Iranian pop and rap stars in identifying and socializing Iranian teenage fans on the Instagram social network (Case study: Amir Hossein Tataloo and Seyed Hossein Mousavi (nicknamed Tohi)

Document Type : Original Article

Authors
Farid Azizi 1
Hamid Azizi 2
1 PhD Student in Social Communication Sciences, Allameh Tabatabai University (Corresponding Author).
2 PhD Student in Social Communication Sciences, Allameh Tabatabai University.
10.22083/scsj.2021.144756
Abstract
In Iran, pop and rap stars have left special effects on young and adolescent fans in terms of identity, lifestyle and consumption patterns. The purpose of this study was to record and analyze the role of Iranian pop and rap stars in identifying and socializing Iranian adolescent fans on the social network Instagram. This research was conducted qualitatively with a qualitative approach of virtual ethnography. Findings of the study showed that in general, Tatloo and Tohi have used different media tricks to influence adolescent fans. Showing off his private life on Instagram and addressing his followers as Tatalites, using ugly and out-of-the-ordinary words, and abnormal actions have been part of Tataloo's media tactics to influence the fan base. At the same time, Tohi has tried to influence his fans through other media tricks, such as establishing a warm and intimate relationship with the fans and exposing the private realm of his life. The findings also showed that the response of fans to psychological and emotional needs is one of the most important reasons for fans to become interested in pop and rap music and music stars in this genre. Young people's musical taste, based on their habit, seeks to fill psychological gaps, which becomes possible and accessible in a world of imaginary music. In fact, young people's interest in certain styles of music and certain songs eventually spreads to the music star himself, and in the long run this leads to following the actions and speeches of his favorite music star.
Keywords
fanatic
celebrity
virtual ethnography
Instagram
Tataloo
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Strategic Studies of Culture
Volume 1, Issue 3 - Serial Number 3
Autumn 2022
Pages 101-126