Abstract
In the contemporary digital landscape, Iranian influencers have become central figures in shaping public discourse, particularly through Instagram. Their ability to craft compelling narratives and engage audiences has given rise to a "fame economy," where digital visibility is a powerful and convertible form of capital. This paper provides a sociological analysis of how these influencers strategically transform their symbolic and cultural capital, gained from a large follower base, into tangible economic and social capital. A primary objective is to critically examine the dual function of social responsibility and philanthropic acts, questioning whether they are authentic moral gestures or calculated strategies for maintaining public legitimacy and attention.
Employing a qualitative methodology with Critical Discourse Analysis (CDA), the research investigates the social media activities of 12 high-profile Iranian influencers from 2020 to 2023. The theoretical framework integrates key concepts from Bourdieu’s theory of capitals, Goffman’s dramaturgical model, and Franck’s theory of the attention economy. The findings reveal a complex, often paradoxical, nature of influencer philanthropy. While some demonstrate genuine social engagement, a majority employ performative tactics and a strategic approach to brand cultivation, which manifests as the commodification of virtue. These acts of charity are meticulously curated and presented as core elements of the influencer's personal brand, frequently blurring the line between authentic social good and self-promotion.
This study concludes that the fame economy in Iran is an intricate ecosystem where social engagement is deeply linked to personal and economic gain. The strategic deployment of social responsibility, though capable of mobilizing aid, primarily serves as a mechanism for accumulating attention and converting symbolic capital into tangible returns. The phenomenon highlights an urgent need for institutional frameworks to enforce ethical standards, mandate greater transparency, and ensure genuine accountability in influencer-led social campaigns. Cultivating media literacy and establishing clear ethical guidelines are essential steps to reorient this powerful social force towards a more meaningful vehicle for authentic social change.