کنش های نیکوکارانه سلبریتی گونه در اینستاگرام؛ مطالعه موردی خرده سلبریتی حمید ببری
آرشیو
چکیده
یکی از گونه های نوظهور نیکوکاران در دنیا، خرده سلبریتی های نیکوکار اینستاگرامی هستند. بسیاری از سلبریتی های هنری یا ورزشی در جهان یا ایران، با فعالیت های نیکوکارانه خود به دنبال کسب توجه و شهرت بیشتر بودند؛ اما امروزه برخی از کاربران اینستاگرامی به طور اختصاصی به فعالیت های نیکوکارانه در اینستاگرام پرداخته و از این طریق شهرت کسب کرده اند. هدف از این پژوهش مطالعه موردی فعالیت یکی از نیکوکاران ایرانی است که به واسطه نمایش کنش نیکوکارانه خود در اینستاگرام به شهرت رسیده است. با استفاده از مفهوم «جامعه نمایش» گی دبور و با روش تحلیل مضمون، صفحه یکی از نیکوکاران ایرانی در اینستاگرام (حمید ببری) مطالعه و تحلیل شد. یافته ها در دو مضمون اصلی «تجلی تهی دستی» و «بازنمود نیکوکاری اینستاگرامی» تشریح شده اند. تجلی تهی دستی با خرده مضامین «حضور در مناطق کم برخوردار»، «بازنمایی کودکان کم برخوردار/کار» و «بازنمایی شرایط سخت معیشتی» شکل گرفته و بازنمود نیکوکاری اینستاگرامی با «نیکوکاری مادی» و «نیکوکاری ارتباطی» صورت گرفته است. نتایج پژوهش حاکی از آن است که با ابژگی فعالیت نیکوکارانه یا ابژگی افراد نیازمند و فقیر، سوژه خرده سلبریتی نیکوکار برساخته شده است. این پدیده نوظهور اگرچه منجر به گسترش نیکوکاری و خیریه شده اما زمینه های سازمان های غیردولتی خیریه نمایشی را نیز ایجاد کرده است.Celebrity-like Philanthropic Actions on Instagram: A Case Study of Micro-Celebrity Hamid Babri
IntroductionWith the emergence of Web 2.0 and social networks like Instagram and X, fame has entered a new phase. Digital platforms have facilitated the reproduction of the fame industry and the emergence of new types of celebrities. Through direct or interactive engagement with users on social media, celebrities have become intellectual and informational references for their audiences, altering media standards. These activities, which are inherently performative and interactive, have contributed to the expansion of celebrities' commercial and advertising endeavors, transforming the structure of global media communications. One of the emerging types of philanthropy in the world is the philanthropic micro-celebrity. While most artistic or sports celebrities seek attention or fame through philanthropic activities, nowadays, some Instagram users dedicate themselves to philanthropy and achieve fame through it. This research aims to analyze the activities of philanthropic Instagram micro-celebrities who have gained fame by showcasing their philanthropic efforts. One Iranian philanthropic Instagram page (Hamid Babri) was studied using Guy Debord's concept of the "society of the spectacle". Debord presents a reciprocal relationship in the society of the spectacle, meaning that everything that is manifested is considered good, and everything good will manifest. The spectacle is one of the defining characteristics of modern society, where all objectives lose their intrinsic value, and development dominates them. Therefore, the goal of the spectacle is nothing other than itself.Research MethodologyThe qualitative method includes various techniques, one of which is thematic analysis. Thematic analysis is a method used to assess the saturation state in the data collection process. Repetition is the primary technique for identifying themes in this process. A theme is used to describe a structured, meaningful unit of data, which is essential for presenting qualitative findings. Given the research objectives, the target population consists of Iranian philanthropic micro-celebrities on Instagram. Therefore, by engaging with Instagram and following pages related to charitable activities, efforts were made to identify the relevant research samples. Accordingly, a purposive, non-random sampling method was employed. The case study selected for this research is the Instagram page of Hamid Babri, who has approximately 18,000 followers and has defined charitable and philanthropic activities as the core theme of his Instagram presence. Babri has categorized himself as a blogger on Instagram, which signifies his engagement in celebrity-like activities. All research-related data were extracted from Hamid Babri’s Instagram page over 20 days, after which the thematic analysis process of the data—including posts, long-form videos, and stories—began. Throughout the analysis, his page was continuously monitored to gather new and relevant data. In other words, to achieve theoretical saturation, the data collection process continued until no new concepts or evidence emerged. The thematic codes were identified and counted based on actions, behaviors, speech, writing in posts, and visual elements. According to the repeatability of these codes and in pursuit of theoretical saturation, the process of constructing sub-themes and, ultimately, the main themes was carried out.FindingsThe findings are categorized into two main themes: 'the expression of poverty' and 'the re-presentation of Instagrammable philanthropy'. The theme of the expression of poverty is formed by "presence in disadvantaged areas", "representation of disadvantaged/working children", and "representation of difficult living conditions". The fundamental requirement of any Instagram activity is its manifestation and visual representation. Accordingly, philanthropists must showcase many aspects of their activities to engage effectively on Instagram. Instagrammable philanthropy is re-presented through "material philanthropy" and "communication philanthropy". Philanthropic activities take various forms, including material and non-material assistance to individuals or groups. The most common form of philanthropy involves material aid, such as money, food, clothing, or daily necessities for individuals or families in need. However, new types of charitable efforts have emerged, including contributions toward building hospitals, schools, and mosques, as well as transnational aid and providing diverse services for those in need.Discussion and ConclusionThe results indicate that the subjectivity of philanthropic micro-celebrities is constructed through their transformation into objects of philanthropic activities or representatives of impoverished individuals. While this emerging phenomenon has expanded philanthropy and charity, it has also fostered a landscape for performative philanthropic non-governmental organizations. Ultimately, it alters the social and cultural values of philanthropy, which are rooted in Iran's traditions and history. Thus, a new form of charitable activity has emerged, one that serves the values of the "society of spectacle" and visibility while relegating other social, religious, and cultural values—as well as economic, legal, and political consequences—to secondary importance. Although this phenomenon has facilitated the expansion of charitable activities, it has also altered their foundations, values, and norms. On the other hand, when micro-celebrities use philanthropy as a means of attracting attention, the historically embedded social values associated with charity may be weakened. In such a scenario, society no longer engages in independent charitable acts but instead follows this celebrity-driven model of philanthropy. As a result, the operations of social institutions and genuine charities—those that provide aid spontaneously and without personal or media-driven motives—are overshadowed.
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