Typology of the Instagram audiences and users in Iran

Background: With the advent of online social networks, some new form of life was developed in a virtual environment and the relationship among people became different from its traditional form.Aims: The present study examines the status quo of the use of one of the most popular social networks in Iran, namely Instagram, and the typology of its users.Methodology: The data was collected using a questionnaire and almost ۱۰۰۰ Instagram users answered the questions. In order to understand the use of Instagram and the typology of its users, the theoretical concepts of "uses and gratifications", "transition from audience orientation to user orientation", "online identity", "networked individualism" and "cyberloafing" were examined.Findings: The daily use of social networks by users is an average of ۱۳۹ min, of which approximately ۱۰۴ min are dedicated to Instagram, and that there was a significant relationship between the use of Instagram and the age group, marital status, and social classes.Conclusion: Instagram users comprise a spectrum from passive consumer actors to active producer actors. Different user types based on the use motives are: instrumental/commercial users (consumer or passive and productive or active), interactive users (social communicator and relationship builder), information seeking users (wide scope information seeking and local scope information seeking), disclosing users (aesthetic and lifestyle), loafing users (tourists and celebrities) and specialty-oriented users.

کلیدواژه ها:

media activism ، media consumption ، social network of Instagram ، Users