Communication Research

Analyzing and Explaining the Role of Celebrities in the Communication Process of Mass Communication Messages

Document Type : Original Article

Authors

Hossein K. Jafari 1
Ali Akbar Farhangi 2
Bagher Sarokhani 3

1 Media Management

2 Full Prof. In Communication and management, Tehran Uni.

3 Full Prof. In Sociology,Tehran Uni.

https://doi.org/10.22082/cr.2018.75157.1488
Abstract
Celebrities in different arenas have significant presence in many of the messages that are produced and published every moment in mass media. Celebrities presence either in news, that deal with the various dimensions of their activities, or in messages that use them for commercial, political, and ideological contents. In this paper, we studied and explained comprehensively the role of Celebrities in the communication process of mass communication. The research method was content analysis. First, interviews with the professors in the field of communication were designed and implemented at the universities in Tehran. Then based on the interviews and documentary study, an e-mail contains 5 general questions sent to 177 professors in the field of media, experts in the field of stars and celebrities, and media researchers in America, Britain, Australia, Netherlands and Iran. Twenty responses and 2 interviews out of received responses were identified suitable to analysis, then coded, analized, and the results presented in the form of model. According to the results of the study, Celebrities were created in a certain process due to the repetition of name, face, and news in the media and their attractiveness was used as an influencing carrier to get attention of audience to media messages.

Keywords

Celebrities
media
Mass Communication
Carrier
Communication Process
Abdolvand, M. A. & Hoseinzadeh Emam, A. (2014). Evaluating and Prioritizing Effective Factors in Selecting Celebrity Endorsements for Advertising Campaigns from the Consumers' Point of View. Journal of Marketing Management, 23, 19-40.
Afjeh, S. A. A. & Mansorimoayad, F. (2005). Assessment of the Effectiveness of Commercial Advertisement on the Banking Services of Bank Maskan. Journal of Management Studies in Development & Evolution, 47, 1-24.
Hasani, M. & Beidollahkhani, A. (2015). Branding and political marketing; a new model for the development of participatory political communication. Journal of Politic, 4 (45), 915-936.
Kotler, Ph. & Armstrong, G. (2006). Principles of marketing (Forouzandeh, B. Trans.). Tehran: Atropat Pub. (Original work published 1997).
McQuail, D. (2010).  Communication models for the study of mass communications (Mirani, G. Trans.). Tehran: Institute of Culture, Art, and Communication. (Original work published 1981).
Mohsenian Rad, M. (1999). Understanding communications. Tehran: Soroush Pub.
O' Sullivan, T. (2006). Key concepts in communication (Reiszadeh, M. H. trans.). Tehran: Fasleno Pub. (Original work published 1983).
Ranjbarian, B. (1999). Marketing and market management. Tehran: The Commerce Printing & Publishing Company.
Sutherland, M. (2008). ‎Advertising and the mind of the consumer: what works, what doesn't and why (Ghorbanlou, S. trans.). Tehran: Mobaleghan Pub.
Thompson, J.B. (2001). The media and modernity: a social theory of the media (Ohadi, M. Trans.). Tehran: Soroush Pub. (Original work published 1995).

  • Receive Date 15 November 2017
  • Revise Date 22 January 2018
  • Accept Date 12 April 2018

Home

Guide for Authors

Submit Manuscript

Contact Us

Flow diagram (process) of judging received articles