Document Type : Original Article
Authors
1 Doctoral Candidate, Media Management in Islamic Azad University of Isfahan- Khorasgan Branch
2 Assistant Professor- Communication Sciences and Business Management at Human Resources Faculty- Islamic Azad University of Isfahan- Khorasgan Branch
3 - Associate Professor- Communication Sciences and Business Management at Human Resources Faculty- Islamic Azad University of Isfahan- Khorasgan Branch
Abstract
The present research is intended to share a user- sport celebrity’s communication role model based upon analysis of their texts on online pages. This research has been carried out qualitatively on two levels of the themes used in users' interactions with celebrities using the Pedam method and focal interviews in the form of coding The statistical population included famous sports celebrities and experts in communication and sports sciences in the second part.The statistical sample of Ali Karimi's Instagram page (who has the highest number of followers among sports celebrities) and 15 experts in sports and communication sciences was formed in a targeted way. Data analysis was presented in three sections:tables of the processes of determining the discourse signifiers,the table of the essence of the text and the tendencies of the text,the diagrams of the central signifiers of the comments,and the examination of the existing discourse in the virtual interactions in order to reach the communication pattern of the user and the celebrity.The results of the research,while identifying the effective factors,showed that the central signs of visual,social and cultural,political, economic and interpersonal communication have a role in the user-sports celebrity communication model, and also the need to provide clear solutions and policies in cyberspace for the purpose of culture. It is suggested to creating and modeling the behaviors and actions of celebrities, influencers, and fashioners that is appropriate to the Iranian-Islamic lifestyle and changes the view and perception of teenagers, young people, and audiences regarding the category of mythmaking.
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