Document Type : Original Article

Authors

• Ahmad Khakian ¹
• Mansour Haghighatian ²
• Ehsan Shahghasemi ³

¹ Islamic Azad University of Dehaghan

² Department of Sociology

³ Department of Communication

Abstract

Abstract: As early as the first half of the 20th century, sociologists became fascinated to study individuals and groups as sources of authority. These groups and individuals have played a crucial role in mimicking actions and adopting thinking of people and when it comes to young people, the influence of others becomes specifically effective. This study examines the social and cultural factors affecting celebrity authority among young people in Shiraz. Our statistical society was comprised of young people in the city of Shiraz and we employed clustered sampling to get a sample of 623 participants. Our results showed that socioeconomic status (0.45), belief in the value system (-0.37), social capital (-0.29), religiosity ((-0.46), and cultural capital (-0.46) are correlated with celebrity authority. Regression analysis showed that 29 percent of change in celebrity authority is explained by independent variables. Our study provides insights as to how celebrity culture is consumed and experienced among young people in Shiraz, and more importantly, how young people are inclined to follow celebrity advice on different issues.

Keywords

• Socioeconomic Status
• Belief in Value System
• Religiosity
• Celebrity