Background and purpose: The emergence of active figures in the arena of new media and social networks to gain fame and attract fans by using a variety of distinct and special activities has become widespread, with policies, this capacity can be directed in a purposeful and positive direction. Therefore, the current research was done with the aim of knowing the "reputation culture in the management of trending news in the virtual space (Instagram case study)" and knowing the existing policy. In the theoretical foundations of the concept of information society and social network, and the main question of the research is, how is the politics of reputation culture in the management of rumors and trending news in the virtual space? Method: Qualitative content analysis was used to present the results and classify the data. The studied community or research analysis unit includes the most visited pages of 20 famous people and influencers on Instagram, which were selected purposefully. The findings show that the category of celebrity culture is weak in famous people and in the five main dimensions of body, clothing, food and household items and expressing or showing their works to the audience. Therefore, there is no policy of celebrity culture by cultural managers to encourage famous people to act on the trending news of cyberspace, and the messages of these people are not targeted and informative.