Study of celebritysim culture in the Iranian media based on the interaction of Tehran citizens in social networks

Celebrities, as a media product, play an influential role in today's societies and the media-based culture. On the other hand, by increasing the influence of new media among the audience, celebrities have achieved direct and omnipresent means of communication that can promote the culture of celebritism can influence various issues that they face in their everyday life. Influence their encounters with various issues of daily life. This study seeks to answer the questions that to what extent the citizens of Tehran are influenced by celebritisim culture in their daily actions and attitudes? What are the reasons for the attractiveness of celebrities and the reason for citizens' in showing interest to news about them? The method of answering these questions was survey and thew tool was a questionnaire that was distributed among 382 people among the statistical population of 4 million families living in 22 districts of Tehran, after random sampling. Findings of the survey showed that nearly 80% of respondents follow the news of celebrities. Also, according to the findings, the more educationed, aged and higher the social class of the respondents, the more they are inclined to celebrity news. Among the 12 types of celebrities, the celebrities in the fields of cinema and television, music and sports were the most popular among the respondents and the least popular were related to political celebrities. The reasons why celebrities are attractive to respondents can be explained under the five categories of attractiveness and appearance, modern lifestyle, way of thinking, social responsibility and trustworthiness as the intellectual leaders of society.