Document Type : Research Paper

Authors

• Seyed Shamseddin Sadeghi ¹
• Javad Biglari ²
• Masoud Akhavan Kazemi ³

¹ Associate Professor, Department of Political Sciences, Razi University, Kermanshah, Iran

² Ph. D Student, Political Sociology, Razi University, Kermanshah, Iran

³ Professor, Department of Political Sciences, Razi University, Kermanshah, Iran

Abstract

Introduction
Today, with the rapid advancement of information and communication technologies, we are witnessing the widespread presence of social networks and media in various aspects of sociopolitical life. One of the most important features that distinguishes social networks from traditional media is their multimedia nature and free accessibility, allowing users to share their daily lives, preferences, thoughts, and beliefs. In doing so, they present themselves in ways that can influence others, seek recognition, and gain fame. In today’s highly-mediated societies, individuals who succeed in attracting large numbers of followers in virtual space and social networks are recognized as celebrities or public figures. While celebrity literally means fame and reputation, a broader definition includes individuals who become widely-known figures thanks to platforms such as social networks, television, or cinema. These individuals attract followers to their thoughts, ideas, and behaviors. In Iran, this phenomenon has been particularly noticeable since the mid-2000s, with the introduction of the country’s first social network, called Orkut, followed by platforms such as Facebook, Twitter, Instagram, and Telegram. These networks have made it easier for prominent figures in sports, the arts, and other fields to share their opinions, express their views, and communicate their ideas and concepts directly to citizens. The emergence and growing influence of celebrities in political, social, cultural, and economic spheres is highly significant and should be examined as an emerging social issue.
With the decline of citizens’ political trust in governments and the widening gap between the two, celebrities increasingly gain influence within society. People often look to these figures as benchmarks to evaluate their own behavior and adopt new social patterns. As a result, the widespread influence and acceptance of celebrities make their actions and behaviors a standard for judgment among social actors. Because of their prominence in the public imagination, many celebrities extend their influence into areas outside their expertise (e.g., politics, social sciences, etc.) where they often express non-expert opinions. In particular, the close association between politics and celebrity has given rise to what is known as celebritization of politics. A key factor driving this phenomenon is the increasing mediatization of societies. Today, celebrities play a crucial role in setting political agendas, giving political clues, and guiding or redirecting public opinion through social networks. As the celebritization of politics continues, celebrities’ involvement in political affairs will become even more prominent. Through their persuasive power and influence, they can capture the attention of the media, organizations, institutions, and the wider public, thereby reshaping the priorities in the evaluative process. In this process, rational choices are often replaced by superficial and emotional ones. The current study aimed to examine the challenges to political development in Iran posed by the involvement of celebrities in politics. The central question is: What obstacles have celebrities created in the path of political development in Iran through their involvement in politics? The study is based on the hypothesis that by reflecting the superficial and often false needs of society and citizens, celebrities create significant barriers to political development and to the realization of maximum democracy. Focusing on the period 2019–2023, the paper argues that celebrities, in their pursuit of greater popularity, exert a broad influence on political trends by shaping public opinion, particularly through extensive self-promotion and advertising on platforms such as Instagram.
Literature Review
Several studies have explored the challenges of political development in the Islamic Republic, as well as the role of celebrities therein.  For example, their article titled “Social Pathology of Iranian Microcelebrities on Instagram,” Shariati-Shiri and Naqibzadeh (2023) examined the rise and influence of microcelebrities on Instagram using a qualitative approach and network analysis. Their findings indicate that microcelebrities can have numerous negative effects on society, including altering reference groups, isolating elites, and increasing verbal violence. In an earlier study titled “Challenges of Democracy in the Age of Celebritization of Politics,” Naqibzadeh and Shariati-Shiri (2022) used a descriptive–analytical method to address the growing involvement of celebrities in politics. The research suggests that the challenges facing democracy in the age of celebritized politics can be understood in three stages: 1) the setting of political agendas and distraction tactics, 2) the dramatization of politics and degradation of democratic processes through scandals, and 3) the weakening of the party system and the final decline of political development. Moreover, in “Acceptance of Celebrities in Political Participation From the Point of View of Social Media Audiences,” Esmaili et al. (2023) studied selected Iranian celebrities on Instagram using a qualitative approach. Their analysis concluded that the public generally does not view celebrities as acceptable actors in political or social activities.
Materials and Methods
This research used a descriptive–analytical approach to examine the role of celebrities in the political development of the Islamic Republic of Iran during 2019–2023. It relied on library research to collect the data form various sources. Using Ferdinand de Saussure’s semiotic method, the study analyzed the Instagram posts of six celebrities published during 2019–2023.
Results and Discussion
The analysis yielded several findings. The influence of celebrities has contributed to the polarization of society, interference in policymaking and decision-making processes, and the dramatization of politics. Additionally, celebrities have played a role in the replacement of the monarchy with the Islamic Republic, the diversion of social movements, and the violation of citizens’ rights by encouraging Western countries to impose double sanctions on Iran. Due to their widespread impact on public opinion, celebrities have attempted to intervene in various spheres of society, significantly affecting the processes of democratization and political development. However, as celebrities increasingly seek fame and public attention, their actions have transformed politics into a form of showmanship and turned democracy into a culture of fame.
Conclusion
Celebrities have gained a prominent position due to the appeal of their personal lives, their ideas, and their ability to connect with members of society. At the same time, the gap between the government and the public, along with citizens’ lack of political trust in officials, has created an opportunity for their influence. As a result, celebrities often seek to increase their fame by interfering in political and social affairs, turning political development into a form of showmanship.

Keywords

• Political Development
• Celebrity
• Semiotics
• Celebritization of Politics
• Social Networks

Main Subjects

• Political Sociology