Document Type : .
Authors
1 PHD Student in Communication Sciences, Department of Communication Sciences, Communication Sciences Faculty, Allameh Tabataba’i University, Tehran, Iran.
2 Associate Professor, The University of Tehran
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 visu
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