Hamraz Tavallaee; Mina Ranjbarfard; Soheila Mehmannavazan
Abstract
Considering today's world, which is the age of information and communication, the role of social media in transmitting information and expanding all kinds of communication in people's daily and personal life cannot be ignored. Also, businesses of all sizes need social media to expand and strengthen ...
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Considering today's world, which is the age of information and communication, the role of social media in transmitting information and expanding all kinds of communication in people's daily and personal life cannot be ignored. Also, businesses of all sizes need social media to expand and strengthen their relationship with customers. The most important and main element of a social media is its content. In order to attract users, companies must produce content, and most importantly, produce content that engages the user. Research has shown that the contents created by the users themselves are more effective in arousing the emotions of other customers for participation and interaction than the contents created by the organization itself. Therefore, in order for users to have more participation, it is necessary to identify the content features that cause more engagement of the customer, followed by participation and interaction.
In previous researches, the features that a content should have in order to cause user engagement have been mentioned, but by studying all kinds of articles in this topic, the variable that has not been addressed is "emotion". Therefore, it was considered necessary to consider the role of emotion as a mediating variable. In fact, the customer's or user's emotion plays a fundamental and fundamental role in his engagement with the content, so in this research, an attempt has been made to investigate the effect of content features on content engagement (customer engagement) with the role of emotion as a mediator in the social media platform (Instagram).
The community studied in this research was the users of an Instagram page with the topic of cosmology and astronomy in Tehran, which earns money through advertising. The target population was 795,000. Due to the fact that the number of community members (that is, the number of followers of the investigated brand's Instagram page) was more than 795 thousand people, therefore, the number of samples based on the unlimited community was determined to be 384 people (190 women and 194 men). The sampling method is based on simple random sampling. Library resources were used to define the research problem and develop hypotheses. A questionnaire was used to measure the variables of content features and emotion.Variable questions of content features that had three dimensions of originality (questions 1-5), hedonism (questions 6-9) and quality (questions 10-12) were taken from the articles of Moldovan et al., Nambisan et al. , Huong Duong et al. was obtained. The emotion variable, which has three dimensions of pleasure (questions 13-16), arousal (questions 17-18) and mastery (questions 19-23), was taken from the article by Mazaheri et al. Likes and comments were used to measure the variable of content engagement. Confirmatory factor analysis was used to validate the measurement tool and path analysis method was used to test the hypotheses. PLS software was used for structural equation technique.
The results showed that the content features that include the three dimensions of originality, hedonism and quality have an effect on content engagement that includes likes and comments. Also, the results showed that all three dimensions of originality, hedonism and quality have an effect on emotion. The effect of the emotion variable, which includes the three dimensions of pleasure, arousal and mastery, was also confirmed on content engagement.
According to the results of this research, it can be easily seen that companies or brands need to pay attention to the social media platform that is included in the research in order to succeed in their business. In fact, organizations should be able to produce useful, entertaining and enjoyable content to engage their customers more with their brand and make them more loyal. Instagram pages should have high visual appeal, have meaningful videos and photos related to the content of the page, and the customer will find out that the content of the page is valuable and of high quality. In this research, it has been said in detail about the types of content features and their effect on customer engagement on Instagram. The limitation of this research can be mentioned that this study was conducted on the Instagram social network, therefore the content features and user engagement are specific to this platform and its results cannot be generalized to other social networks such as Twitter and Facebook.
Mohamadjavad Afsharsafavi; Golnar Shojaeibaghini; Mohamadreza Rostami
Abstract
The purpose of this study is to design a model of competitiveness of print media with social networks. This research is a mixed exploratory research in terms of development-applied purpose and in terms of research approach. First, through qualitative research method (grounded theory method), the required ...
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The purpose of this study is to design a model of competitiveness of print media with social networks. This research is a mixed exploratory research in terms of development-applied purpose and in terms of research approach. First, through qualitative research method (grounded theory method), the required information about developing a framework for competitiveness of written media with social networks was collected and its components and indicators were identified. In the qualitative stage, semi-structured interviews with subject experts were used to identify the concepts. The statistical population includes all experts of Khorasan newspaper in Mashhad. In this study, purposive sampling method (using experts in the field of media) was used to collect information and based on snowballs to access the required sample size. In the preliminary stage, 17 interviews were conducted in order to inform the experts. In a small part of the statistical population, including 2500 customers of Khorasan newspaper, it has an annual subscription. The sampling method was simple random that 333 people were selected as the sample according to Cochran's formula. A questionnaire was developed based on the components of the qualitative section. The method of data analysis in the quantitative part is the use of confirmatory factor analysis test and structural equations using LISREL software. The results showed that the seventy-five main categories in the form of six dimensions of the paradigm model in the form of causal conditions, the main category, ie efficient competitiveness for survival, strategy, Background, environmental intervention conditions and consequences were included.
Ghasem Zarei; گلثوم akbari arbatan
Abstract
Social media and sustainability are the main streams of marketing and business. As technology advances, sustainable marketing focuses on the use of social media, where consumers can directly interact with many other consumers and influence their beliefs and behavior. These influencers create both organic ...
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Social media and sustainability are the main streams of marketing and business. As technology advances, sustainable marketing focuses on the use of social media, where consumers can directly interact with many other consumers and influence their beliefs and behavior. These influencers create both organic and sponsored content. With the aim of providing a model for sustainable marketing based on influencers in social media in a descriptive manner, this research developed and validated a conceptual framework with the foundation data method through in-depth semi-structured interviews. The statistical community includes social media and sustainable marketing experts and social media influencers, among whom 13 people were selected and participated in this study by purposive sampling. The number of samples follows the rule of saturation. To analyze and analyze the data, the method of open, hidden and selective coding was used. The findings of the research show that concepts were identified in the form of a central category and 12 main categories and 25 sub-categories and 147 concepts or codes. Finally, a sustainable marketing paradigm model based on influencers in social media was presented. Causal conditions including (content competencies, interaction competencies and ability to influence), background conditions including (power of influencers, social companionship), intervening conditions (self-branding of influencers, limitation in content control), strategies (reorientation of marketing mix, online networking), the results were categorized as including (creating self-sustainable forces, inclusive value creation, stable identity).
content competencies,
Content competencies are expertise in the production and distribution of electronic content. An expert in the production and distribution of electronic content must be aware of the principles and rules of standards in the field of content production and distribution. In fact, the requirement to produce a quality and standard content is to fully understand the principles and standards (Khosravi Chekandak and colleagues, 1401).
- Interaction skills,
Engagement Competencies: Social media influencers have been tapped by brands as a strategic marketing communication tool to leverage their electronic word of mouth. are knowledgeable and expert, and regarding brands and products are considered more authentic and trustworthy by consumers than messages created by marketers (Kim & Kim, 2021). The subset of this dimension of causal factors is communication with audiences and participation and preservation of consumer culture. Currently, influencers are employed to create emotional relationships with customers through digital marketing (Khandual & Pradhan, 2019).
- self-sustaining forces,
Self-sustainability is the degree to which people can maintain resources without support. In essence, it refers to the ability and capacity to comply with the three principles of sustainability (economic, social, environmental) independently of the help of others (Rivera-Toapanta et al, 2022).
Green values, which include (green products, green usage culture, and green marketing, etc.), are a product of sustainable development, which mainly refers to individual attitudes and behaviors of sustainable development (Dumont et al, 2017). Mohammadian et al. (2013) believe that manufacturing companies, consumer society and governments are the three vertices of the triangle involved in buying and using green products. In fact, it is consumers who can contribute to sustainability by buying and using green products (environmentally friendly products) (Rahbar & Wahid, 2011). In fact, consumers can contribute significantly by buying products that are less harmful to the environment. to protect the environment (Ranaei Kordesholi et al, 2012) Green marketing includes a wide range of activities that are related to changes in design, production process, packaging as well as product advertising (Polonsky, 1994).
Stable identity
A stable identity is an identity that the people of a group have recognition and commitment to values. If these components are more in people, identity can be stable; Therefore, the stability of identity can be considered as the degree of penetration of stability factors (Hosni et al., 2019). In this article, values such as altruism, moderation, and ethics were introduced in the consumption of sustainable identity indicators
Self-branding.
Self-branding is a process by which people and their professions are known as brands. This process is different from seeking fame and influencing people (Karaduman, 2013). This term refers to a process in which ordinary people gain fans by sharing their interests and lifestyles on social networks. These people gain fame only because of their activity in social networks, and it causes the lack of control over the production content. Perhaps this word can be translated as informal fame in Persian language. Self-branding is a set of marketing strategies to be used on the individual. This concept also includes a kind of attitude about the products, services, values and thoughts of the individual as a salable commodity (Marwick, 2010).
- Consumer culture
Slater Dunn (1997) acknowledges that consumer culture refers to a society in which the relationship between existing culture and social resources and the relationship between lifestyles and material and symbolic resources related to it through the behavior of marketers and most effectively mass media advertising. is set And social media influencers overshadow the sustainability elements of consumer culture by promoting and promoting them. They influence consumer consumption patterns in different product categories, including services (Berne-Manero & Marzo-Navarro, 2020).
Inclusive value creation is somehow finding a common ground between sustainability goals and values and green products. Green values, which include (green products, green usage culture, and green marketing, etc.) and the product of sustainable development, which mainly refers to individual attitudes and behaviors of sustainable development (Dumont et al, 2017). Mohammadian et al. (2013) believe that manufacturing companies, consumer society and governments are the three vertices of the triangle involved in the purchase and use of green products and
Green product is a foot product It is designed with the aim of reducing the negative effects on the environment during its life cycle. The culture of green use states that there are consumers who can contribute to sustainability by buying and using green products (environmentally friendly products). Rahbar & Wahid, 2011. In fact, consumers can contribute significantly to protecting the environment by purchasing products that are less harmful to the environment (Ranaei Kordesholi et al, 2012).
Green marketing includes a wide range of activities that are related to changes in design, production process, packaging as well as product advertising (Polonsky, 1994).
Karim Nematiaghdam; Nasim Majidi; Aliasghar Keya
Abstract
Abstract
The purpose of this research is to investigate the role of modern media in the apparent changes in the Iranian society's culture, which research method was carried out without relying on popular theories and with the Grounded Theory (GT) method. In this method, after explaining ...
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Abstract
The purpose of this research is to investigate the role of modern media in the apparent changes in the Iranian society's culture, which research method was carried out without relying on popular theories and with the Grounded Theory (GT) method. In this method, after explaining the elements and features of the message, the relationship between the elements of communication and the background and consequences (or effects) of the communication process can also be addressed in an inferential way. ) Online data culture based on the Likert scale and two methods of decoding by another researcher and member review method were used and analyzed based on the database theory with Glazerian approach. The findings of this research show that the Iranian society has become extroverted due to the expansion of social networks. And virtual social networks are so influential in the appearance of Iranians' lives that people look for superficial issues (such as the role of consumer culture in anthropology, ideological factors, rhetoric and impracticality of reforming consumption patterns, the use of self-made patterns to reform consumption, lack of media planning in promoting and recognizing patterns consumption, the influence of celebrities on mass media, especially Instagram, and the exchange of information by word of mouth) have accepted changes in the type and form of consumption culture day by day. And in conclusion, it is proposed to form an institution for prudent supervision in the space of virtual advertising. The results and findings of the research were such that the Iranian society has become extroverted due to the expansion of social networks. and virtual social networks in the apparent context of Iranian life, people looking for superficial issues, the role of consumer culture in people, as well as ideological factors, the sloganeering and impracticality of reforming consumption patterns, the use of self-made patterns to reform consumption, the media's lack of planning in promoting and recognizing consumption patterns, the influence of celebrities in social media, especially Instagram and exchanging information by word of mouth; It has caused changes in the type and form of consumption culture day by day. And it is obvious that reforming the process of social affairs in this field will not be possible apart from the guidance approach which is based on scientific and applied studies of needs assessment and adapting the current culture to the goals of human development. Research findings show that policymakers should consider consumer control over the information they are exposed to in social networks and Instagram.
The power of the media, both positive and negative, still dominates the representations of people and their concerns. Less time for celebrities, lower costs for product development or promotional products, more creative product ideas, and greater product acceptance were some of the benefits cited, and celebrity endorsement appears to be important when communicating marketing messages. And they have considerable credibility. This shows that it is essential for brands to use Instagram effectively when determining their target audience; They should pay attention to what kind of fame and notoriety can be most effective in attracting a specific target group.
The interviewers indicated that the lower-scale celebrity types were most influential, as these categories were perceived as more believable and relevant to users, especially with regard to purchasing decisions as the products and services they endorsed were more cost-effective for participants. Therefore, in choosing a celebrity, policy makers should focus more on a brand that customers can relate to.
Due to the change of governments, today's government focuses more on Iran's foreign policy and economy. An institution that is necessary to monitor Iranian culture in the country's media to hold this industry responsible for representing Islamic Iranian culture. Although radio and television stations are required to allocate a certain amount of broadcast time to Iranian content with Islamic culture, which is regulated by the Communications and Telecommunications Commission and most of the Iranian Broadcasting Corporation, the products that the most visited Instagram pages in the field of promoting consumer products are usually free of charge. They will support Iranian brand-making companies regarding Iranian consumer products.
As in other countries, young people in Iran care about their style, the only differences they have compared to others is the limitation in appearance and the absence of an organized system to work on consumer products. This system is mostly based on people and their interaction with other groups in the society. They are consumers, importers, personal designers and groups of creative young people who, inspired by global culture, create new trends to create domestic trends that will be more applicable in Iran's situation. Diversity in the age and social position of people and differences in their views lead to diversity in their tastes and classify them in different stages of accepting new trends, and different people in different stages of acceptance follow the same process of accepting innovations, but according to their local conditions. These conditions have caused integration and some changes in the stages of product diversification and its consumption among Iranians. Some people try to choose products and consume them by imitating others in order to achieve social status without paying special attention to their social position. The system offers a variety of products and needs to meet the emerging needs of larger groups of consumers who are mostly young and interested in new products, but our limitations
Keywords: culture, virtual networks, Instagram, consumer goods
manochehr shah baba; gholamreza latifi; mohammadreza rasouli
Abstract
The expansion of cyberspace and the use of its tools such as Telegram has brought about many changes in the lifestyle and interaction of citizens. Considering that students are one of the most vulnerable sections of the society in this field, this research examines the pathology of the role of Telegram ...
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The expansion of cyberspace and the use of its tools such as Telegram has brought about many changes in the lifestyle and interaction of citizens. Considering that students are one of the most vulnerable sections of the society in this field, this research examines the pathology of the role of Telegram on the isolation and disruption of students in social interactions. Method: The research method used in this descriptive research is correlation, and by using the calculated correlation coefficients, a structural model was developed. The statistical population of the current study includes all high school students in Tehran in the academic year 2017-2018 and the sample size was selected based on the Cochran formula equal to 384 people. Spearman's statistics and Lisrel's structural equations to determine the abundance percentage, density percentage, etc.) have been used to confirm relationships and hypotheses. The world of technology is made up of different parts. Its goals are to improve and accelerate and facilitate communication between people in the society. One of the most used parts of communication technology can be mentioned virtual social networks. The public has become accessible and easy.
Today, virtual social networks have gained a lot of popularity among young people. While these networks are spaces where they find new people and friends or keep their old friends informed about the changes in their lives, the place are for the exchange of ideas in which young people share their opinions and views. This ability for a young person to communicate with other people in the countries of the world makes these networks become a place where New ideas are introduced and discussed. Of course, along with these great advantages, one should also think about its hidden dangers. In this space, new opportunities for displaying personality are provided to users, and this space allows the individualization of ways. It has fueled the lives of young people and has set new boundaries in the formation of values and identification, especially the values related to familiarity and romantic friendships, which are among the harms of social networks. The issue of virtual social networks The main preoccupation of users in the world and consequently Iran has been. These virtual networks brought with them personal, social and cultural changes and had their impact on various social institutions such as family, friends, education, etc. has left, while this phenomenon will be effective in the individual and social behavior of humans and has caused people to distance themselves from real communities and close to virtual communities. virtual networks occur, increasing the importance of the issue and considering the rapid expansion of Internet users in Iran and the high composition of its young population compared to the recent past, this network seems important that the works and its consequences in different aspects, including the psychological, social and cultural effects of these virtual networks, as well as its effects on disrupting interactions and increasing isolation, should be investigated and explored. In this research, after studying several definitions of social networks and its effect on interaction, and in addition to that, examining the different theories of theorists in the field of social networks (advantages and disadvantages or challenges), we can reach the conclusion that the spread of virtual space and social networks Facebook, Telegram, Twitter, Instagram, WhatsApp, etc., on the one hand, can help the dynamics and growth of the society and the youth, as well as the communication of different communities with each other, and can also cause harm to the members of the society. Especially the youth and teenagers.
Findings: The findings of the research show that the harmful factors of social networks and the increase of social isolation are effective with emphasis on the role of Telegram in social interaction or social isolation among high school students in Tehran. Also, the harmful factors of social networks and disruption in social interaction with emphasis on the role of Telegram in social interaction or social isolation among high school students in Tehran are influential. And finally, the results showed that there is a significant relationship between students' isolation and disorder and the use of the Telegram social network. Conclusion: The use of the Telegram social network has an effect on the formation of social isolation among Tehran students, and due to reasons such as the lack of proper management and the weak culture of using Telegram, some social deviations and isolation have occurred in Tehran students.
Keywords: social networks, pathology, telegram, isolation, disorder, students, social interactions
Ali Entezari
Abstract
In this article inconveniences between virtual space (VS) and real space (RS) and its probable damages have been theoretically investigated. The main aim is to analyze effects of accustoming to virtual space mechanisms and rules of creation of consciousness and perception has on the relationship and ...
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In this article inconveniences between virtual space (VS) and real space (RS) and its probable damages have been theoretically investigated. The main aim is to analyze effects of accustoming to virtual space mechanisms and rules of creation of consciousness and perception has on the relationship and interactions in the real world. Mead’s “generalized others”, Habermas’s “communicational action” and Beck’s “risk society” has been reviewed in order to articulate the theoretical basis of the concept of “distressed communication”. It seems being drowned in virtual space and creation of virtual consciousness beside accustoming to rules and norms of virtual space has been conducted to some understanding disorders within real space. “Distressed communication” is more realized than “rational communication” in the era of hegemony of social media; the phenomenon that has resulted many damages on individual and group relationships. the problematic in here is just acting within the real on the basis and logic of virtual space. Computational error in sending message and meaningful action, being shocked by others’ reactions, expressing far desires as short-run aims are some of conceptual components of “distressed communication”. Besides holding contradictive statements, casual relationships, weakness in permanence of expressive identity, harmful and violent language are some of other components.
The article should not be reckoned as nor pessimistic and neither optimistic toward virtual space. The main problematic of this article was how participants of unrest events at almost end of 2022 in Iran were very confident for overthrowing the political state, while acting as funny and fake revolutionaries. It seemed being drowned in virtual space such as acting in social media and playing virtual games have made them to believe in the logic of virtual space could be applied in the real space. Suffering from lack of rationality of acts, that this kind of transferring would have brought about for them is one of the reasons of necessity of explaining this situation. In order to access to an applicable concept, Meads “generalized others” specially the concepts related to “putting oneself in other shoes” and “definition of situation” were very close in order to explain the main problem of communication in the real world. It seems the actors who had experiencing drowning in the virtual space who we can name them “Actors Drowned in Virtual Space” or “ADVS” while have improved their ability to communicate in the virtual space (VS), have lost the logic of interaction in the real space (RS).
Tensions between RS and VS has brought about a condition that Habermas “theory of action” specially “communicational reason” is far to be stabilized. More often this kind of tensions have resulted in irrational communication. Although the main target of Habermas was to describe the “reason” instead of “communication”, but it seems the reason is being ruined under this kind of tensions. Therefore according to the tensions between VS and RS, both “instrumental reason” as Weber suggested and “communicative reason” as Habermas suggests are far from reality of the current relationships. Within VS by governance mechanisms of the platform of social media besides the latent armies such as different group of oppositions whom partially were recently disgraced in Albania and the cost and benfits of having more followers in order to reflect more ads, talking about reason is more ironic than philosophical sophistaction.
At the margin of the article Haberms, Giddens, Ulrich Beck and Zymunt Bauman task in order to theorize globalization and late modernity has been verified. Their commitment in order to find a refuge for modernity through the concepts of “communicational reason”, risk society, liquid modernity are mostly fantasies of the real events of the world. Since the theory and concept of globalization has been challenged by the concept of “polarization” and multipolar world by Entezari (2010) suggested, while some of Iranian scholars were very resistant to it, so many articles and books have been written in order to unveil the ideological context of defending modernity (for example: Dugin 2021؛ Abbas 2022؛ Amin 2006؛ Clegg 2009؛ Deitz et al 2009؛ Plagemann 2015؛ Dee 2015؛ Mitchell et al 2013؛ Stahl 2018؛ Woodley 2015؛ Hiro 2010؛ The Saker 2015؛ Singh 2020؛ Ohanyan & Broeers 2020؛ Hussain 2016؛ Diesen 2012؛ Engel & Ramos 2013؛ Cimbala 2017؛ Lesage et al 2016؛ Silvius 2016؛ Mori 2020). Under the polarization theoretical framework, the concept of “distressed communication” instead of “rational communication” could be better explained.
Faezeh Taghipour; Haniyeh Naghdi; Reza Ebrahimzadeh Dastjerdi
Abstract
1- Introduction
As a novel notion in the new context of human collective life, which guides sustainable human interactions, the culture of citizenship has attracted the attention of many researchers. The citizenship culture has been affected by the concept of culture and citizen throughout history. This ...
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1- Introduction
As a novel notion in the new context of human collective life, which guides sustainable human interactions, the culture of citizenship has attracted the attention of many researchers. The citizenship culture has been affected by the concept of culture and citizen throughout history. This concept used to make sense in the field of law and people's obedience to it; however, it has found an extensive meaning at present. The Internet and social networks are means to disseminate cultural symbols and are regarded as a source of information and awareness in a variety of domains, such as culture, and the factor of creating cultural changes and transformations of the people.
The aspects of the problem have become wider and the significance of the matter has been aggravated with the spread of smart cell phones and the capability of using them for searching social networks such as Instagram, WhatsApp, Telegram, Twitter, etc., and also the extensive utilization of these networks by people throughout the day and night. Today's social networks have caused persons in these networks to deal with preparing, producing, publishing, and republishing diverse information in different areas. Because of the ever-rising application of these networks, they will influence the citizenship culture of people from all walks of life, and ignoring this issue can impose irreparable losses. Hence, the necessity to study the advantages and disadvantages of these social networks is not a secret. However, regarding the reviews carried out on the previous research, the majority of these studies have examined this topic with different approaches and they have paid less attention to investigating the impacts of social networks on the culture of citizenship. Taking into account the broadness of citizens' use of social networks and their impressions on different dimensions of life, the need for research on these networks is evident. Thus, the current article sought to respond to the question that whether it is possible to propose a model that can upgrade the culture of citizenship using social networks by investigating the role of social networks on citizenship culture.
2- Literature Review
Matani et al. (2019) in a study entitled “Investigation of Using Mass Media and Adherence to Citizenship Culture (Case Study: Citizens over 18 Years Old in Ghaem Shahr City)” using field method, survey technique, and questionnaire instrument concluded that there is a positive and significant relationship between using mass media and the total level of adherence to the culture of citizenship and its dimensions, i.e. social participation, generalism, responsibility, the tendency to follow the law.
Ghafarinasab et al. (2019) in a study entitled “Sociological Explanation of Citizenship Culture (Case Study: Citizens 15 Years Above in Eqlid City)” argue that citizenship is one of the important indicators of progress and development in developing countries. One of the dimensions of citizenship is the culture of citizenship. The establishment and extension of citizenship can be seen as a serious way of solving the social problems in developing countries. Using the theories of Marshall, Janoski, Faulks, and Turner, they examine the culture of citizenship among the citizens of Eqlid City. Besides, they exploited the survey as a method and also the questionnaire as an instrument for collecting data. They selected the sample by using a manner called multi-stage cluster sampling. Results demonstrate that the citizenship culture among citizens is about over mean. The examination of the hypothesis indicates that variables such as gender, marital status, the degree of religious commitment, social identity, the extent of using media, and political awareness have a significant relationship with the culture of citizenship.
Askarizadeh (2019) conducted a study entitled “Identifying Social and Educational Factors Affecting the Promotion of Citizenship Culture in the Neighborhoods of Bandar Abbas City” with a descriptive survey-exploratory method using a random cluster sampling method. The sample size also included 458 people. Besides, the questionnaire instrument was exploited in this survey. Of the social factors, awareness of citizenship rights, rule of law and orderliness, collective interests, awareness of external and internal events, responsibility, generalism, use of cultural centers, and use of the media influenced the citizenship culture, respectively. Among the educational factors, legal infrastructure and bylaws, written and specific educational goals, executive structures, the existence of different training courses, acceptance of change among citizens, awareness & capability of officials, innovative management and supportive managers, the ability of citizens, the attitude of officials, the enthusiasm of citizens, incentives, communication between officials and citizens, technical infrastructure, presence of supporting human resources in setting up and supervision affect the citizenship culture, respectively.
3- Methodology
The present study intended to present a model for promoting citizenship culture based on using social networks among citizens of Tehran. This is an applied study by purpose, a cross-sectional study by the data collection time, and a qualitative research design by the procedure. A qualitative method with a grounded theory approach was adopted, and the theoretical sampling method was used. The statistical population of this research included specialists and experts in social networks and citizenship culture (university professors, city managers, etc.) that reached saturation and no additional data were found through conducting a new interview. The open, axial, and selective codes were extracted via analyzing the interviews. On the basis of Corbin & Strauss's grounded theory, the causal conditions, context, intervening conditions, action/interaction strategies, and consequences were then examined and identified. In accordance with the conceptual model, the conditions for the promotion of citizenship culture were eventually specified.
4- Conclusion
Interpreting and analyzing the statistical results revealed that social networks positively and significantly influence the dimensions of citizenship culture and upgrade the culture. Nevertheless, creating some changes and transformations is required in Iran in this regard so that effective performance in the direction of promoting citizenship culture based on social networks can be rendered. Nowadays, with the entry of virtual social networks in the lives of citizens, these networks have been greatly welcome to meet the needs of many people. These networks evidently affect different areas of life such that the consequences arising from the presence of these networks have found ostensible representation and it is undeniable. Furthermore, social networks are impressive to enhance and strengthen social interactions in virtual space and have unparalleled impacts on different aspects of citizens' lives.
alireza abdollahinejad; زهرا mohajeriamiri
Abstract
Teenagers, as a dynamic and active generation who are supposed to build the future of the country, form many of their actions and behaviors in the context of virtual social networks and beyond communication in the real life environment. As a generation that was born with technology and grew up in a society ...
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Teenagers, as a dynamic and active generation who are supposed to build the future of the country, form many of their actions and behaviors in the context of virtual social networks and beyond communication in the real life environment. As a generation that was born with technology and grew up in a society based on communication technologies and transferred an important part of their real life behavior and actions to the virtual world, they are now more than ever influenced by technology and Marshall McLuhan's words are involved in technological determinism.
In the meantime, in social life and communication based on technology, a major part of the life of the teenage generation is formed and continues in the school environment and interaction with new communication tools, possibilities and places, especially social media. Teenagers, who constitute a large population of the so-called Z generation or the electronic generation, choose and use the new social media as an important source of information and a tool for interaction and communication among their friends, along with their peers. For this generation, electronic devices, which were once a luxury for their parents, are always considered as a basic necessity to live in the modern world. They are the first generation for whom the extraordinary technological advances of the 20th century are just a normal part of life.
In recent years, the use of virtual social networks has grown significantly, especially among teenagers and high school students. However, little is known about the extent, purpose, and manner in which students use new media in Iran, and more specifically, whether these new media tools help or harm their academic achievement. .
Therefore, with the aim of studying the extent, scope and contexts of using new media platforms among Iranian teenagers, the main problem of the current research is how teenage high school students in Tehran use social media to promote educational activities and They use their lessons and communicating with peers and academic groups in doing things related to school, following up on curricular topics and the like.
In other words, this research tries to study the goals of educational use of social media by high school students in Tehran and check whether variables such as gender, the amount of time spent on social media, and the use of social networks have a significant relationship with the activity. Does it have educational and learning opportunities for students or not?
The aim of the present research is to study the impact of new media platforms on the educational process of generation Z teenage students in the first and second secondary levels of high schools in Tehran using a survey method. The data in this research was collected by using a researcher-made questionnaire and distributing it among a valid sample size of 450 students in eight girls' and boys' high schools in Tehran. The analysis of the findings shows that more than 66.9% of the male and female students participating in the research spend more than 2 hours a day on new social media for various activities from entertainment to communicating with friends and classmates. and follow up on matters related to their school and education.
Conducting various statistical tests, including K-Square and two-way variance, showed that the independent variable is the amount of students' presence in virtual social platforms in four of the total cases related to teaching and learning, including getting help from the teacher, getting rid of the stress of lessons and exams, Access to educational and educational content in the context of virtual social networks and disrupting studying due to presence in new media platforms has been effective, and the independent variable of gender has played an effective role only in the component of using social media for collaborative learning. Is.
The findings show: the variable of students' presence in virtual social platforms has a significant relationship; In other words, the more students participate in new media platforms, the more "disruption in studying" and "relief from the stress of lessons and exams" (direct relationship). Also, the presence of most of the studied students on social media does not necessarily mean more and wider access to the educational content and getting help from the teacher in this context.
Keywords:
social media. Education. learning Generation Z Youth. High school students. Tehran.
