Document Type : Original Article
Authors
1 Communication Sciences, ATU
2 University of Allameh Taba Tabai
Abstract
Instagram is one of the most popular social networks that can be a factor in changing lifestyle. This is more evident on celebrity Instagram pages, such as influorescents,which portray a life of luxury.
The present study addresses the fact that despite the different attitudes of the audience, most users on Instagram have a great tendency to represent themselves and to represent life in luxury.
In this study, using semantics, based on representation theory, videos shared on instagram pages of four Iranian influencers with an average of between 630Thousands and 4million followers over a five-month period from 1 June to 20 December 2018, were chosen.
The results of this study show that the representations of the luxurious lifestyle in Instagram, Includes the four domains of "Location and housing", "Leisure and fun", "brand personal belongings (clothing, earphones, wrist watch ...)", "car", "body management" and "personal relationships".
Relaxation, satisfaction, narcissism, tenacity, attractiveness and power are emotions that make luxury life a positive and enjoyable target audience.
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