Abstract
This study explores the impact of celebrity culture on the value system and norms of love as portrayed in Persian rap lyrics. Taking a constructivist approach, the research views love as a cultural and fluid phenomenon that undergoes semantic transformation through interaction with elements such as fame, consumerism, and media.
To this end, three main research questions are posed, and the lyrics of songs by Sasy Mankan, Behzad Leito, and Talkdown from the past three years have been analyzed using thematic analysis in MAXQDA software. The findings point to the emergence of a form of “the celebritization of love,” characterized by economic emotions, relationship instability, sexual impulsivity, and self-branding through romantic relationships.
This type of love is expressed through “cool discourse,” “cool behavior,” and “cool environments” toward the romantic partner. Based on the extracted themes, cultural contexts such as consumer culture, the value of visibility, the aesthetics of fame, and media hyperreality play a key role in shaping and reinforcing it.
In conclusion, fame culture acts as a dominant force shaping the fluidity and instability of contemporary romantic relationships. The celebritization of love not only derives its meaning from the codes of fame culture but, influenced by its visual and symbolic logic, is transformed into a dazzling, commodified performance aimed at public display in a spectacle-driven marketplace.
Keywords: the celebritization of love, Persian rap, celebrity culture, sociology of love, Sasy, Behzad Leito.
 
INTRODUCTION
This study explores the interplay between celebrity culture and the concept of love as articulated in the realm of contemporary Persian rap music. Drawing on the dystopian narrative of Fifteen Million Merits from the Black Mirror series, the research engages with the commodification of love in hyper-mediated societies where fame, consumerism, and digital surveillance coalesce. The episode exemplifies how even personal emotions, such as love, are subsumed into the logic of spectacle and consumption an insight that mirrors broader transformations in the cultural experience of intimacy.
Sociological theorists such as Ellis Cashmore and Tom Mole have traced the entanglement of fame with consumer culture and its influence on identity and aesthetics. While Cashmore highlights the economic logic underpinning contemporary desires, Mole situates celebrity as a historically embedded, multimedia phenomenon. Building on these perspectives, this study posits that love, much like other forms of affect, is increasingly filtered through market-driven values, particularly within youth-oriented cultural products.
Within the Iranian context, where processes of modernization, globalization, and media saturation have intersected in unique ways, the emergence of Persian rap represents a vital cultural site. This genre, second in popularity only to pop among Iranian youth, reflects shifting attitudes toward identity, lifestyle, and emotional expression. The study responds to the need for sociologically informed analyses of how love is represented and reshaped within this influential cultural domain.
Therefore, this research aims to critically examine how celebrity culture influences the construction of love in Persian rap songs from the past three years. Through this lens, it addresses broader transformations in the value systems surrounding romantic relationships in contemporary Iranian society, particularly among younger generations.
Due to the fluid nature of this study's topic spanning celebrity culture, sociology of love, and music directly comparable research is scarce. However, prior studies provide partial insights: works on liquid love (e.g, Bauman’s theory) explore individualization and instability in modern relationships; others examine representations of love in Iranian pop music; and some focus on celebrity culture’s impact on bodies and intimacy. While these studies inform this research theoretically, none has simultaneously addressed the intersection of love, celebrity culture, and Persian rap music. This study uniquely highlights how celebrity culture constructs love within the lyrical and cultural space of contemporary Iranian rap.
 
Materials & Methods
This qualitative study investigates the construction of love in Persian rap music influenced by celebrity culture. Data were collected from the Radio Javan platform, focusing on songs by Sasy Mankan, Behzad Leito, and Talk Down, selected through purposive sampling based on genre relevance, popularity, and follower count. A total of 85 songs released over a three-year period were reviewed, of which 33 were thematically aligned with the research aim. Thematic analysis was conducted using MAXQDA. Lyrics were transcribed, repeatedly reviewed, and coded in relation to three research questions. Validity was ensured through transparent sampling criteria, systematic coding, theoretical grounding, and multiple rounds of thematic refinement to align findings with the study’s conceptual framework.
 
Discussion & Result
The findings of this study reveal that the concept of "the celebritization of love" is a distinctive construct emerging within the lyrical and aesthetic framework of contemporary Persian rap. This form of love is shaped through alignment with the norms and values of celebrity culture and is characterized by four core features: economic emotions, relationship instability, sexual impulsivity, and self-branding through love.
Economic emotions reflect a rationalized, benefit-oriented logic within emotional relationships, where pleasure-seeking and individualism dominate, reducing love to a calculative pursuit of gratification. Instability manifests through fluid and transient relationships, echoing Zygmunt Bauman's concept of liquid love, with a clear detachment from traditional commitments and emotional depth.
Sexual impulsivity marks another central trait, emphasizing immediate, surface-level desire rather than enduring emotional connection. This tendency reinforces the view of love as a vehicle for showcasing desirability and autonomy. Self-branding through love, meanwhile, highlights how individuals utilize romantic and sexual relationships to elevate their social image, turning intimacy into a tool for visibility, prestige, and digital attention.
In terms of expression, love is conveyed through a "cool" discourse infused with irony, humor, and references to popular culture and celebrity icons. Behaviorally, romantic gestures often mirror the luxury-driven, hyper-visual lifestyle of celebrities. Culturally, these representations are rooted in a broader atmosphere where fame, consumption, and media visibility converge to shape emotional norms. Together, these findings illustrate how Persian rap music reflects and reproduces a form of love that is emotionally stylized, performative, and deeply embedded in the logic of celebrity culture.
The study identifies four key cultural foundations contributing to the emergence of the celebritization of love in Persian rap music. First, consumer culture promotes commodified relationships and a "live in the moment" ethos, emphasizing pleasure over permanence. Second, the value of visibility positions fame whether offline, online, or celebrity-level as a key metric of romantic worth. Third, celebrity aesthetics, shaped by beauty ideals from fashion industries and celebrity resemblance, dictate desirability. Finally, media hyperreality blurs the boundary between real and performative intimacy, fostering relationships built on symbolic consumption, digital presence, and idealized imagery rather than authentic emotional connection.
 
 
Conclusion
The analysis of selected Persian rap songs reveals a distinct form of love what this study terms the celebritization of love. Rooted in Bauman’s theory of liquid love, this form emerges within a celebrity-driven, media-saturated, consumer culture. Rather than being a personal or intimate experience, love is legitimized only when it is visible, endorsed, and socially reproduced.
The celebritization of love is performative, shaped through references to famous figures, luxury goods, and popular trends. It is expressed through "cool" and playful aesthetics, where romantic worth is linked to public appeal, online visibility, and alignment with media-based ideals. The lover becomes an object of valuation, defined by appearance, social media following, and symbolic capital.
Unlike traditional or spiritual forms of love, this model turns intimacy into a spectacle. As rap lyrics suggest, love unfolds in festive, high-consumption spaces, leaving little room for vulnerability or loss. It becomes not what one feels, but how well one is seen feeling it.