چرخش به سوی سلبریتی‌ها: بررسی جامعه‌شناختی تغییر مرجعیت فرهنگی جوانان
محورهای موضوعی : پژوهش مسائل اجتماعی ایران
1 - دانشجوی دکتری جامعه‌شناسی گرایش مسائل اجتماعی، واحد دهاقان، دانشگاه آزاد اسلامی، اصفهان، ایران
2 - استادیار گروه جامعه‌شناسی، دانشگاه اصفهان
کلید واژه: جوانان, مرجعیت فرهنگی, تغییرات اجتماعی و فرهنگی, سبک زندگی و شبکه‌های اجتماعی.,
چکیده مقاله :
تحقیق حاضر بر این فرض استوار است که مرجعیت فرهنگی به واسطه خرده‌سلبریتی‌های مجازی و رشد رسانه‌های اجتماعی در میـان جوانـان در حـال تغییـر اسـت و مراجع فرهنگی سنتی مانند گذشته، مرجع جامعه‌پذیري نیستند و جوانان براي الگوپذیری و سبک جدید و دلخواه خـود گاه از گروه‌هايی متغایر با ارزش و هنجارهای جامعه تأثیر می‌پذیرند. از توضیحات یادشده، این سؤال محـوري اسـتنتاج می‌شـود که چرا جوانان، گرایش به مراجع فرهنگی متمایز با مراجع فرهنگی پیشینیان دارند. پژوهش حاضر از نوع پژوهش‌های کیفی است. گردآوری اطلاعات با ابزار مصاحبه عمیق انجام شد که اشباع نظری یافته‌ها در شانزدهمین مصاحبه حاصل شد. تحلیل داده‌ها نیز از روش گراندد تئوری و با استفاده از کدگذاری باز، محوری و گزینشی صورت گرفت. میدان تحقیق در این پژوهش، جوانان فعال در شبکه‌های اجتماعی بودند. مشارکت‌کنندگان به صورت روش نمونه‌گیری هدفمند انتخاب شدند. برای رعایت ویژگی‌های کیفی پژوهش از سه معیار قابل قبول بودن، تأییدپذیری و قابلیت اطمینان استفاده شد. یافته‌های بهدستآمده در شانزده مقولۀ عمده شامل دسترسی آسان، تنوع محتوا، تأثیرگذاری‌های اجتماعی، ارتباط مستقیم، تأثیرگذاری‌های همسالان، تفریح و سرگرمی، تحول در رسانه‌ها، ارزش‌های مصنوعی، گسترش ارتباطات اجتماعی، افزایش چشمگیر رسانه‌های داخلی و خارجی، ناکارآمدی دولت، همرنگی، شکاف نسلی، ایدهآل‌ها و آرزوها، فرار از واقعیت و جذابیت و شهرت ارائه شده است که مقولۀ اصلی و هسته‌ای (هسته مرکزی) دلایل اصلی تغییر مرجعیت فرهنگی در میان جوانان با تکیه بر شبکه‌های اجتماعی هستند. نظریۀ زمینه‌ای بهدستآمده در قالب یک مدل پارادایمی شامل سه بعد تعاملات، فرایندها و پیامدها ارائه شده است. نتایج پژوهش هم نشان می‌دهد که تغییر مرجعیت فرهنگی اگر تغییری مثبت و با عقلانیت باشد، باعث پیشرفت جوان و جامعه می‌شود؛ اما اگر این تغییر، منفی و به خاطر ستیز و مخالفت با نگرش‌ها و ارزش‌های حاکم بر جامعه باشد، هویت فرد خدشه‌دار و جامعه به سمت ابتذال و استحاله فرهنگی پرتاب می‌شود و این یکی از مسائل مهم اجتماعی است.
This study examines the transformation in cultural authority among youth, particularly in the context of social media networks. It investigates how digital advancements, especially the proliferation of social media, have significantly impacted the formation of social and cultural identities. In the past, traditional societal and cultural institutions, such as family, schools, teachers, and religious figures, played a crucial role in transmitting values and norms to young people. These institutions, endowed with substantial social and cultural resources, served as the primary agents in the socialization process, helping youth develop their cultural and social identities (Azad Armaki& Ghafari, 2004). Particularly in traditional societies, these institutions not only transmitted behavioral and ideological patterns but also acted as authoritative references for understanding and interpreting social values (Schwarz, 2004). However, in recent decades, the rise of digital media, especially social media, has led to profound changes in cultural authority. Today, the virtual space, particularly social networks, has become the primary platform for shaping and transforming the cultural and social identities of youth (Entezari & Panahi, 2007). This shift represents a move of cultural authority from traditional institutions to the virtual space, where micro-celebrities and influencers have emerged as the main sources of influence on the behaviors, attitudes, and values of young people (Azarakhsh, 2016). As a result, the socialization process among youth is no longer solely facilitated by traditional institutions like family and schools; social media now serves as a direct and unmediated space for connecting youth with cultural resources (Tajik, 2007). This research aims to investigate the process of this shift in cultural authority from traditional institutions to social media and analyze its implications for youth culture and social behavior. It seeks to explore the various dimensions of these transformations, analyze their causes and consequences, and offer practical suggestions to address the challenges posed by these cultural and social changes. Given the significance of these shifts in the socialization of future generations, the findings of this research could serve as a valuable foundation for policymakers, researchers, and educational institutions to understand and respond to the challenges in the realm of culture and media (Klashlou& Aqili, 2019).
Keywords: Cultural authority, social and cultural changes, social media, youth, lifestyle.
Methods
This research adopts a qualitative approach with a grounded theory methodology for data analysis. The study's population consists of 20 young individuals who are active on social media, selected based on diverse social and cultural characteristics. The selection was made to ensure a variety of perspectives and experiences regarding the influence of social media and micro-celebrities. Semi-structured interviews were conducted for data collection. This method allows the researchers to address specific questions while also benefiting from the personal perspectives and experiences of the participants. The interviews primarily focused on the cultural and social impacts of social media and the interaction of individuals with online celebrities. The data were analyzed using open, axial, and selective coding techniques, ultimately yielding 16 main categories. These categories included the influence of social media on lifestyle choices, identity crises among youth, generational gaps caused by social media, and the impact of micro-celebrities on the attitudes and behaviors of young people.
Findings
The findings of the study indicate that one of the primary factors contributing to the shift in cultural authority among youth is the rise of micro-celebrities on social media. These micro-celebrities not only produce engaging and diverse content but also establish direct and unmediated connections with their audiences (Zolfaghari, 2013). In the past, traditional media and institutions like television and schools served as cultural authorities in transmitting norms and values. However, today, these micro-celebrities have assumed this role. Social media platforms such as Instagram, YouTube, and TikTok have emerged as new venues for establishing cultural and social authority (Hazarjiriabi& Agha Beigi Kalki, 2011). Micro-celebrities have been able to present their idealized and attractive lives as models for youth, leading to significant changes in their attitudes, behaviors, and lifestyles. Furthermore, the findings show that social media has a substantial impact on the identity formation of youth. Many young people now turn to social media and micro-celebrities as their primary sources of cultural and social guidance, rather than relying on traditional institutions. This shift has led to an increase in identity crises, as many youths struggle to align themselves with the idealized norms set by celebrities. Additionally, these transformations have contributed to a growing generational gap, particularly in developing countries, where traditional cultural values are still strong, yet the younger generation is increasingly influenced by digital cultural patterns promoted by micro-celebrities. This generational divide has led to weakened intergenerational communication and the emergence of social and cultural crises (Ritzer, 2015).
Discussion and Conclusion
The discussion of the shifts in cultural authority among youth in the digital age requires a profound and multifaceted examination. With the growing prevalence and influence of social media platforms, cultural authority among youth has shifted from traditional institutions to micro-celebrities and influencers. This transition has diminished the role of institutions like family, teachers, and even traditional media in shaping youth’s cultural identities. As a result, young people are increasingly influenced by messages and values propagated by online personalities, leading to profound transformations in the identity, behavior, and attitudes of the new generation (Sherman & Cohen, 2006).One of the fundamental reasons for this shift in cultural authority is the emergence of influencers and online celebrities who, through the creation of diverse and engaging content, have established more direct and personal connections with their followers. This form of communication, in contrast to traditional media that presents information unilaterally, allows influencers to interact directly with youth. This interaction, particularly in media that focus on visual content and everyday life, has become a catalyst for changes in behavior and even identity among young people (Asch, 1951).On the other hand, these changes in cultural authority present certain threats. As the influence of social media increases, youth are increasingly exposed to unrealistic standards and digital ideals. These standards, often promoted by micro-celebrities, have led to identity crises among many young people. By comparing themselves to the digital lives and materialistic and physical ideals portrayed online, they experience feelings of inadequacy and anxiety. Many young people, pressured to conform to these digital norms, develop psychological issues such as depression and anxiety. These identity crises also undermine their self-confidence and self-esteem, negatively affecting their social, professional, and academic relationships (Bronfenbrenner, 1979).At a societal level, these changes in cultural authority have resulted in generational gaps. The younger generation, heavily influenced by social media and micro-celebrities, is gradually distancing itself from the values and norms of previous generations. This generational divide is particularly evident in developing societies, where traditional cultural influences still hold strong, yet the younger generation increasingly gravitates towards digital cultural patterns promoted by micro-celebrities. These transformations, in addition to weakening intergenerational relationships, may contribute to a decline in trust toward traditional institutions such as family and schools (Moeidfar, 2008). Based on the findings of this study, it can be concluded that the shift in cultural authority among youth from traditional institutions to social media and influencers has created both opportunities for individual identity development and the expansion of social awareness, as well as serious challenges. In response to these challenges, there is a need for society, particularly cultural policymakers, to develop comprehensive programs to address the cultural and social impacts of these changes. One of the key actions that must be considered is the enhancement of media literacy. In the digital age, media literacy is an essential skill for youth. Educating young people on how to use social media responsibly and how to identify credible information and reliable sources should be integrated into educational programs (Sadeghi Sarvestani& Hashemi, 2002). Raising awareness about the dangers of engaging with micro-celebrities and idealized digital lifestyles can help youth protect their identities from media pressures. It is also crucial to teach them how to manage identity crises and distinguish between reality and fiction in the virtual space. Furthermore, strengthening national cultural identity among youth should be considered a vital strategy to address the challenges of the digital age. Domestic media and educational institutions should produce educational content and entertainment based on local values and traditions to help youth connect with their cultural heritage and protect them from the negative influences of foreign media and cultures. This approach could help create a balance between embracing global cultures and preserving local cultural identities (Zokaie, 2007).
In conclusion, this study demonstrates that the changes in cultural authority among youth are a complex process that brings both opportunities and threats. On one hand, social media can offer a platform for self-expression, the creation of new identities, and the expansion of social awareness. On the other hand, these spaces can also lead to identity crises, social fragmentation, and the promotion of superficial and consumerist cultures. To address these challenges and take advantage of the opportunities of these cultural shifts, comprehensive and practical solutions tailored to the needs of youth should be designed and implemented.
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