Conspicuous consumption and relative deprivation among Instagram users

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Javaheri Fatemeh; Khomand Afshin; Serajzadeh Seyed Hossien

مرکز اطلاعات علمی Scientific Information Database (SID) - Trusted Source for Research and Academic Resources

Journal Paper

Paper Information

Journal: Year:2024 | Volume:13 | Issue:50 Page(s): 45-74

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Information Journal Paper

Title

Conspicuous consumption and relative deprivation among Instagram users

Author(s)

Javaheri Fatemeh | Khomand Afshin | Serajzadeh Seyed Hossien | Issue Writer Certificate

Keywords

medialization of society

Instagram

Conspicuous consumption

Relative deprivation

Abstract

AbstractThe 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.

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