Identify the displaing subcultures and the way of spreading norms in social network of instagram
Subject Areas : Media Management
1 - ferdowsi university of mashhad
Keywords: Culture, Instagram, Normative Distribution, nethnographic, Subculture,
Abstract :
Instagram has become a photo-based social network with widespread interest in Iranian society. Action in this space is different from action in everyday life. These differences include differences in culture as well as cultural diffusion. It's unclear how a norm would turn into a bunch of subcultures. These are unknown or at least less known to sociologists due to their novelty. This article seeks to discover these differences. To explore these differences, the use of nethnographic methods has been used. In this regard, at first, fourteen subcultures with all the characteristics of the drama were discovered and described by using the Gaffman theory approach. For each of these subcultures, the type of display and prevailing form of action in each of the structural sections of the Instagram is explained. Then, the process of propagating the norms is described using the most experienced people who have had the most flora gathered in the Instagram. This description involves the formation of a norm and then the publication and imitation of others.in the end by combining these two issues, the process of formation and normalization of the norm from the time of the entry of users to the formation of subcultures is described and explained.
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