microcelebrities

The emergence of celebrities dates back to the mid-19th century, with some scholars tracing their origins to even earlier periods. However, it was the commercialization of the Internet in the 1990s, and more significantly, the rise of the social media industry in the mid-2010s that gave birth to what is now commonly referred to as the "celebrity industry." This industry has experienced a continuous upward trajectory ever since. While individuals with a discerning outlook may perceive celebrities, especially microcelebrities, as superficial and lacking in merit for societal attention, it is essential to recognize their pivotal role in reshaping global economic dynamics. This paper aims to elucidate the undeniable influence of celebrities, particularly microcelebrities, in stimulating ordinary individuals to allocate their hard-earned resources toward non-essential expenditures. Indeed, as the concept of 'consumption' itself has evolved into a potent driving force, celebrities' impact transcends economic domains, extending into the realms of society, personal life, culture, and even politics. This paper endeavors to elucidate the multifaceted consequences of this phenomenon.

Background: Self-development microcelebrities constitute a distinct and rapidly expanding subtype within the broader culture of fame. These figures primarily operate within the digital self-help domain, offering audiences simplified psychological and lifestyle concepts that promise personal transformation through adherence to their guidance. Contemporary self-help discourse is rooted in the positive psychology movement that gained traction in the United States during the late 20th century and is heavily influenced by neoliberal ideologies that emphasize individual agency and responsibility. Aims: In this research, Instagram pages of Iranian self-development microcelebrities were studied to understand what they share with their audience and the various methods they employ to engage with them. Methodology: This study analyzes the Instagram accounts of Iranian self-development microcelebrities with follower counts exceeding 300,000, using a thematic analysis approach. Initially, each account was analyzed individually, followed by a cross-case analysis to identify recurring thematic patterns. Findings: The analysis revealed three overarching themes—pseudoscience, the primacy of luck and the inner self, and self-made rules—comprising seven organizing themes and 31 basic themes. The findings indicate that these microcelebrities promote a form of hyper-individualism aligned with neoliberal values. Conclusion: This model of subjectivity emphasizes psychological self-regulation and inner transformation while detaching individuals from social and political engagement.