New Media Studies
morteza fazelimoghadam; Afsaneh Mozaffari; Hadi Khaniki
Abstract
Abstract:Today, the role and significance of media in informing and shaping public opinions are undeniable. Among various media types, social media, with the advancements in technology, equipment, volume, and methods, can have the most significant impact as conveyors and transmitters of messages in persuading ...
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Abstract:Today, the role and significance of media in informing and shaping public opinions are undeniable. Among various media types, social media, with the advancements in technology, equipment, volume, and methods, can have the most significant impact as conveyors and transmitters of messages in persuading public opinions. The present study aims to identify the components of the persuasion pattern in social media and adopts a qualitative research approach using the synthesis method. The statistical population in the first section includes all relevant articles on the subjects of "persuasion," "public opinions," and "social media" in domestic databases such as Magiran, Noormags, Civilica, Institute for Humanities and Cultural Studies, Iran Index, and international databases including Scopus, ScienceDirect, ProQuest, Springer, and Google Scholar from 2010 to 2023. The sample size for this section includes all documents and resources related to the subject, totaling 75 documents. Among these documents, 22 were ultimately selected for analysis after several screening stages based on title, abstract, and content. Data were collected using a study sheet, and a specialized qualitative coding method was employed for data analysis. The results indicate that the components of the persuasion pattern in social media consist of five main components (core concepts), namely: persuasion strategies, trust and honesty, audience-centricity, scarcity, and message characteristics. Based on the research findings, it is recommended that stakeholders, actors, and managers in the media field focus on building trust among audiences to persuade public opinions on social media. Furthermore, for the production of persuasive messages, elements such as honesty, credibility, attractiveness, and gaining audience trust should be considered, and appropriate persuasion strategies and techniques should be selected.Additionally, attention should be paid to the audience's needs and objectives in using social media, and non-repetitive and engaging messages should be produced and disseminated.Data were collected using a study sheet, and a specialized qualitative coding method was employed for data analysis. The results indicate that the components of the persuasion pattern in social media consist of five main components (core concepts), namely: persuasion strategies, trust and honesty, audience-centricity, scarcity, and message characteristics. Based on the research findings, it is recommended that stakeholders, actors, and managers in the media field focus on building trust among audiences to persuade public opinions on social media. Furthermore, for the production of persuasive messages, elements such as honesty, credibility, attractiveness, and gaining audience trust should be considered, and appropriate persuasion strategies and techniques should be selected.Additionally, attention should be paid to the audience's needs and objectives in using social media, and non-repetitive and engaging messages should be produced and disseminated.Data were collected using a study sheet, and a specialized qualitative coding method was employed for data analysis. The results indicate that the components of the persuasion pattern in social media consist of five main components (core concepts), namely: persuasion strategies, trust and honesty, audience-centricity, scarcity, and message characteristics. Based on the research findings, it is recommended that stakeholders, actors, and managers in the media field focus on building trust among audiences to persuade public opinions on social media. Furthermore, for the production of persuasive messages, elements such as honesty, credibility, attractiveness, and gaining audience trust should be considered, and appropriate persuasion strategies and techniques should be selected.Additionally, attention should be paid to the audience's needs and objectives in using social media, and non-repetitive and engaging messages should be produced and disseminated.Data were collected using a study sheet, and a specialized qualitative coding method was employed for data analysis. The results indicate that the components of the persuasion pattern in social media consist of five main components (core concepts), namely: persuasion strategies, trust and honesty, audience-centricity, scarcity, and message characteristics. Based on the research findings, it is recommended that stakeholders, actors, and managers in the media field focus on building trust among audiences to persuade public opinions on social media. Furthermore, for the production of persuasive messages, elements such as honesty, credibility, attractiveness, and gaining audience trust should be considered, and appropriate persuasion strategies and techniques should be selected.Additionally, attention should be paid to the audience's needs and objectives in using social media, and non-repetitive and engaging messages should be produced and disseminated.Keywords: Persuasion Components, Public Opinions, Social Media, Research synthesis
Azadeh Salemi; Hadi Khaniki; Habib Habib Sabouri KhosrowShahi; Shahnaz Hashemi
Abstract
In spite of the necessity of Media Literacy for optimal use of new communication technologies, media consumption experience may increase media literacy as well. The purpose of the present research is to propose a model for predicting internet users' media health literacy according to their Social Media ...
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In spite of the necessity of Media Literacy for optimal use of new communication technologies, media consumption experience may increase media literacy as well. The purpose of the present research is to propose a model for predicting internet users' media health literacy according to their Social Media Consumption patterns. By Media Health Literacy, we mean people’s perceived abilities to access, analyze, create and convey health messages through media. The research method is survey which was conducted in May 2019. The research tool is the questionnaire whose reliability (Cronbach’s Alpha=0.837) and validity (face validity and construct validity) have been confirmed. The statistical population is adult citizens of Tehran who use internet. According to the Path Analysis model, "Gratifications obtained from social media use in the field of health" is the most powerful predictor of "Media Health Literacy" levels. "Frequency of Social Media Use", "years of education", "Adoption of health-related social media" and "Age" are the other independent variables which have shares in predicting Media Health Literacy's level among Social Media Users in Tehran. In conclusion, by increase in citizens' access to internet, Digital divide shifts from unequal access to new communication technologies to the quality of usage. In addition, Digital Divide remains between social groups in terms of "age" and "years of education", but "sex" does not define Social Media Users' "Media Health Literacy" levels.
