عنوان مقاله [English]
By: Mehri Bahar, Associate Professor, Department of Social Communication Sciences, Faculty of Social Sciences, University of Tehran, Tehran, Iran.
Masoumeh Shams Esmaili, M.Sc. Student of Communication Sciences, Department of Social Communication Sciences, Faculty of Social Sciences, University of Tehran (Corresponding Author), Tehran, Iran. email:firstname.lastname@example.org
The present research work is aimed at finding out the main dimensions of the consumerism displayed by celebrities by studying one of the celebrity reality-based programs about the lifestyle, called Iranian Dinner 2. Concerning the theoretical foundations, the concept of overt or show-offing consumption of Thorstein Weblen was used, and methodically, qualitative content analysis was used to provide a general classification, and John Fisk's semiotics was used for a more detailed analysis. One of the important questions of the research is how this program promotes the ideology of consumerism at the levels of reality and representation. By separating the program into two main parts of the outdoor environment (including shopping, car, residential district and the general atmosphere of the city) and indoor environment (including kitchen, entrance and reception, around the dining table and scoring) how in each section, the codes of the level of reality and the level of representation, are combined to convey the macro-narrative and the ideology of consumerism. The results revealed that the concept of show- offing consumption of celebrities, in the four main dimensions of the body, clothing, food and home furniture, is presented to the audience.