Fame on social networks: A study of the reasons and consequences of getting famous on Instagram

With the emergence of new social media networks, the mechanisms of gaining fame have undergone massive transformations. Today, users have attained the opportunity to reach fame, which was not easily accessible before. In this regard, due to its easy-to-use capabilities and high popularity among users, Instagram has become a main platform for creating fame. Many Instagram users are inclined to become famous on this social network for various reasons, and this fame brings considerable consequences in the society, which enhances the importance of sociological analysis of the issue. By this way, the present paper tries to examine and analyze the causes and effects of fame on Instagram while reviewing the theories about economy, fame, and microcelebrity. The study was conducted with a qualitative approach and semi-structured in-depth interviews with 20 Instagram users. The findings obtained from the interviews were also extracted and analyzed with the thematic analysis technique and demonstrated 6 main themes and 12 sub-themes. Finally, based on the interviewees' responses, significant reasons for seeking fame on Instagram include monetizing and acquiring economic capital, a shortcut to success, and an opportunity to be seen and heard, which has led to important outcomes such as the standardization of taste, the consumerism of everyday life, and changing values and norms in the society.