Conspicuous consumption and relative deprivation among Instagram users

Document Type : researcher

Authors
1 Faculty of Literature and Human Sciences/Khwarazmi University
2 Ph.D student of Cultural Sociology, Allameh Tabatabai University
Abstract
Abstract
The hypoconnectivity that takes place through social media is similar to the behavior of people in different countries. Iranian users are not an exemption from this process. The interest of Iranian users commenting and expressing their self on Instagram and being influenced by this social media, is a good reason for sociologically studying activism in this media. In the present article, the relationship between activism in the Instagram space with the tendency to consume, show up and the feeling of deprivation from its users has been considered. For this purpose, the idea of mediatization of society, conspicuous consumption and relative deprivation has been used as the theory of analysis. The research was conducted in survey method. The researcher's questionnaire was made accessible to Instagram users on Porsline website and 542 people participated in this research. The findings indicate that the index of total neglect on Instagram has a direct and significant correlation with the consumption, show up and the feeling of relative deprivation. There is also a positive correlation between conspicuous consumption and feelings of deprivation. In this way, the main hypothesis of the research was investigated. Iranian Instagram users consume their real or fake assets by displaying them and build their identity through this process. This possibility can arouse the audience from the relative deprivation and again become the basis of consumption to be displayed and this process will be continuously produced and reproduced. At the end of the article, the social implications of this phenomena are discussed.

Keywords

Subjects


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Volume 13, Issue 50
Spring 2024
Pages 45-74

  • Receive Date 03 October 2023
  • Revise Date 14 January 2024
  • Accept Date 09 June 2024