Document Type : Original Article
Authors
1
Ph.D. Candidate in Culture and communication, Culture and Media Studies Department, Markazi Branch, Islamic Azad University, Tehran, Iran.
2
Assistant Professor, Communication and Media Studies Department, Markazi Branch, Islamic Azad University, Tehran, Iran (Corresponding author)
3
Associate professor, Journalism Department, Allamah Tabatabaei University, Tehran, Iran.
10.22034/scart.2024.139939.1390
Abstract
Cultural power is a combination of power as a transdiscursive and productive thing and culture as a discursive and dynamic thing. Instagram social network has created a powerful visual culture due to its visual-auditory appeals, which has become a platform for the formation of new discourses. In this research, the components of diversity, the extent of sharing, and the clarity of priorities have been investigated in order to analyze the place of cultural power in Instagram. This research has been done by relying on qualitative methodology and using the text analysis method, and the data are visual and text data. The field of study of pages of users with the top ten ranks on Instagram (in terms of the number of followers) whose content, posts, captions, and comments of their followers have been analyzed. The main question in this research is what is the position of cultural power in Instagram? The results of the research show that Instagram is useful for its low cost, ability to play images, availability, flexibility to people with different moods (introvert and extrovert), interactive and multipurpose, ability to share content, multi-person communication in the form of live broadcasting, having artificial intelligence and finally functioning in accordance with the interests of users and being up-to-date, by solving human needs, has caused the presence of different actors in the field of cultural power, and therefore has created a different type of cultural power.
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