مجلۀ مطالعات جامعه‌شناختی  (نامۀ علوم اجتماعی سابق)

مجلۀ مطالعات جامعه‌شناختی (نامۀ علوم اجتماعی سابق)

تأملی انتقادی بر برساخت سوژگی بلاگر زندگی روزمره در اینستاگرام

نوع مقاله : علمی وپزوهشی

نویسندگان
1 گروه جامعه‌شناسی، دانشکده علوم اجتماعی، دانشگاه علامه طباطبایی، تهران، ایران
2 گروه جامعه‌شناسی، دانشکده علوم اجتماعی ، دانشگاه علامه طباطبایی، تهران، ایران
10.22059/jsr.2026.386456.2019
چکیده
چکیده
ما در این مقاله کوشیده‌ایم تا مسئلۀ برساخت هویت زنان بلاگر زندگی روزمره‌ای را که در اینستاگرام فعالیت می‌کنند، در چهارچوب فرایندهای هویت‌ساز یک گفتمان بررسی کنیم. این مقاله با هدف شناخت موقعیت سوژگی بلاگر زندگی روزمره در اینستاگرام و کشف وقته‌های هویتی او نوشته شده است؛ بنابراین متناسب با هدف خود از نظریۀ گفتمان لاکلائو و موفه و رصد فعالیت‌های مفصل‌بندانه استفاده کرده‌ایم. صفحات 20 نفر از این زنان با روش نمونه‌گیری هدفمند تا رسیدن به اشباع نظری انتخاب شده و مورد بررسی قرار گرفته است. در نهایت، به این نتیجه رسید‌ه‌ایم که بلاگر زندگی روزمره در موقعیت سوژگی ایدئال گفتمان نئولیبرال قرار دارد و گفتمان متخاصم آن را نیز تحلیل کرده‌ایم. با بررسی سیاست‌های نئولیبرالیسم در ایران به این نتیجه رسیده‌ایم که وقته‌های هویتی این زنان دال‌های مادری، همسری، خانه‌داری، مناسک‌گرایی، مصرف‌گرایی، مثبت‌اندیشی، کار‌آفرینی و بازاریابی است و از طریق هژمونیک شدن، توان فراخواندن مخاطبان را دارند.
کلیدواژه‌ها

عنوان مقاله English

A Critical Study On Construction Of Everyday-Life Blogger Subjectivity on Instagram

نویسندگان English

Niloofar Naderi 1
seyed mohamad mahdi khoei 1
vahid shalchi 2
1 Department of Sociology, Faculty of Social Sciences, Allameh Tabataba'i University, Tehran, Iran
2 Department of Sociology, Faculty of Social Sciences, Allameh Tabataba'i University, Tehran, Iran
چکیده English

Abstract
This article examines the construction of the identity of female everyday-life bloggers active on Instagram within the framework of the identity-forming processes of discourse. The study aims to identify the subject position of Everyday-Life Bloggers on Instagram and to uncover their constitutive identity elements (identity moments). To achieve this objective, the research draws on Laclau and Mouffe’s discourse theory and employs the concept of articulatory practices as its analytical framework. Using purposive sampling, the Instagram pages of 20 female everyday-life bloggers were selected and analyzed until theoretical saturation was reached. The findings indicate that the everyday-life blogger occupies the ideal subject position within neoliberal discourse, while the antagonistic discourse was also identified and analyzed. By examining the implementation of neoliberal policies in Iran, the study concludes that the identity moments of these bloggers are articulated through the signifiers of motherhood, wifehood, domesticity, ritualism, consumerism, positive thinking, entrepreneurship, and marketing. Through their hegemonic articulation, these signifiers acquire the capacity to interpellate and mobilize audiences.

کلیدواژه‌ها English

Neoliberalism
Blogger
Ideal Subject Position
Discourse
Articulation
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دوره 33، شماره 1
مربوط به بهار و تابستان 1405
اردیبهشت 1405
صفحه 231-261