saeed saghei; aliasghr kia; reza saberii
Abstract
The literary works of prominent writers who represent the inherent relations of the society can be taken as important reports and narratives that provide the society’s intellectual matter and analysis of these works can pave the way toward the understanding of the fundamental components of the ...
Read More
The literary works of prominent writers who represent the inherent relations of the society can be taken as important reports and narratives that provide the society’s intellectual matter and analysis of these works can pave the way toward the understanding of the fundamental components of the society such as social status and gender. In some of his well-known stories including Boof-e Koor (the Blind Owl), Alaviyeh Khanoom, Seh Ghatreh Khoon (Three Blood Drops), Aroosak-e Posht-e Pardeh (the Doll behind the Curtain), and Zani ke Mardash ra Gom Kard (A Woman who Lost her Husband), Hedayat addresses the issue of women and gender in the society. The present study performs a qualitative content analysis of Zani ke Mardash ra Gom Kard to explore the social status of the female gender and how it is affected by human communications. The results suggest that, by highlighting the role of human communications in the formation of women’s social status, Hedayat has provided a detailed description of their problems which is still valid in our society. According to Hedayat, unless the society solves these problems, the women will be silently victimized by their tragic presence in the society. Finally, we shall illustrate our findings more tangibly through tables and graphs.
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 ...
Read More
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
Ali Asghar Kia; Mersedeh Nikbakhsh
Abstract
This research explored the Iranian user's ways of behavior in Instagram as a social networking service from the viewpoint of users’ online interactions and their daily life online representation. According to this, trying to get two main answers: “Recognizing cultural model in user's behaviors” ...
Read More
This research explored the Iranian user's ways of behavior in Instagram as a social networking service from the viewpoint of users’ online interactions and their daily life online representation. According to this, trying to get two main answers: “Recognizing cultural model in user's behaviors” and “identifying reasons and motivations of user's behaviors as a subsidiary purpose”. This research is based on ethnographic methodology and because of having a wide range of perspectives as a characteristic of contemporary ethnography, I used Symbolic Interactionism as a theoretical framework and the research method which is used for this purpose named Netnography by Robert Kozinets (2010). Netnography is a specific approach to conducting ethnography on the Internet. It is a qualitative and interpretive research methodology that adapts traditional ethnographic techniques to understand social interaction in contemporary digital communication contexts. The Netnography process in this research is based on the spiraling shells which Kozinets introduced: Introspection, Investigation, Information, Interview, Inspection, Interaction, Immersion, Indexing, Interpretation, Iteration, Instantiation, and Integration. Instagram's active personal pages on the topic of everyday life were considered as the unit of analysis. These page owners were primarily a blogger and some of them were influencers or micro-celebrities. According to this, the pages of Instagram horns or celebrities were not included in this research. The main data has been extracted from users’ captions or comments. The fifty pages with the highest rate of posts have been analyzed as Kozinets advised and their number of followers varied between fifty thousand to three hundred and fifty thousand. These criteria were considered for selection: the page owner displayed a meaningful narrative of her or his daily life in the rich texts, the page owner shared at least one post daily, and the page owner shared posts which are encouraged users to participate in the commenting, the page has a high number of followers, the page gets a high number of comments and replies, the page owner has been famous among the daily life Instagrammers. The tools of data acquisition were participant observation for two years and interviews with the page owners. Description and analysis of findings show that Instagrammers who have daily life pages present an ideal image of their lifestyle, condition, and personality which has formed to “I am good” story. These images in the material dimension refer to consumerism as a valuable symbol of upper-class people. Also, there are interconnections between the methods which are used to access satisfaction in daily life. It seems users are searching for ideals in the virtual space because of the inefficiency and deterrence of political and social situations in the real space. Although users choose the virtual space to share their opinions and feelings and experiences optionally, they try to display and protect optimal and trustworthy network image of themselves. According to this, users’ behaviors in some kinds of contexts (challenging topics especially political and religious subjects) imply self-direction. They are trying to show themselves as the right side and another one as the unfair side and they accuse other positions and they curse their opponents. This position is visible in four fields: the challenging macro issues (such as trust in a government official, election, foreign policy, laws related to women, crisis management, betrayal of spouses, Hijab in Islam, limitations of individual freedom in the public arena, street protest, environmental protection), the issues which show differences in lifestyles, the situation of privacy protection, the difference in interpretation. The users can’t keep their polite appearances in those fields. Although, the page owners try to keep calm, but others don’t try it because they are often anonymous, unlike the page owners. In other contexts (such as the critical or landmark conditions) imply to collectivism which is referred to as “networked individualism”. In-group collectivism has been formed based on the image of “I am good and you are good” and it has been visible in narrative contexts of user’s daily life experiences not in discussions of social issues. General collectivism has been appearing in sensitive and difficult situations especially natural disasters and abnormal events or fateful situations to achieve common targets. Users have used the virtual space as a tool for collective movements with a special ability to organize and a context for being seen as a participant.
somayeh labafi; ALI ASGHAR KIA; AMROLLAH THAGHVA
Abstract
In recent years, changes have occurred in the TV-watching paradigm. One of the most important changes is the second screen that accompanies the watching. the second screening is the new experience of watching television, allowing the viewer to interact in a different way with a television program. the ...
Read More
In recent years, changes have occurred in the TV-watching paradigm. One of the most important changes is the second screen that accompanies the watching. the second screening is the new experience of watching television, allowing the viewer to interact in a different way with a television program. the present study has been done by deep and semi-structured interviews with 21 managers of five private TV networks in Afghanistan and 20-second screen users and TV audiences to identify the factors affecting the promotion and development of the second screen to increase the interaction of TV audiences in Afghanistan. The factors affecting the promotion and development of the second screen in Afghanistan are classified into six categories: the features of the second screen, the factors that predispose the second screen, the second screen deterrent, the second screen development strategies, and the consequences of second screen development. And also factors of developer (individual, organizational, environmental) and restrictive factors (individual, organizational, environmental) are separated in this study. And on the other hand, expanding of second screening empowers audiences to shape public narratives alongside news organizations and political elites.
Mohammad Pouya Ghasemi; Hossein Sadeghi Bideshki; Mahnaz Naderi; Ali Asghar Keya
Abstract
Instagram is an example of social media that has managed to provide a system engagement for active users in content production. User innovation in content production has led to the emergence of new types of content on Instagram, so studying the content-generating relationships in Instagram seems necessary. ...
Read More
Instagram is an example of social media that has managed to provide a system engagement for active users in content production. User innovation in content production has led to the emergence of new types of content on Instagram, so studying the content-generating relationships in Instagram seems necessary. The purpose of this study is to provide a description of the relevant factors in shaping User-generated content with emphasis on the relationship between the Influencer and the Followers. In this study, the descriptive method was used and the required information was collected by three focus group meetings with active users of Instagram and analyzed by thematic analysis technique. After coding the information, 11 main categories related to user production were identified, and these categories were formulated around the focal category of Collective participation of content production.Rotational Cycle of Care from Followers to Influencers and Vice Versa, it has led to the production and redistribution of products that generate revenue, whether from influencer or by regular Instagram users, which are always in the constant imbalance between the user and the owner of the Instagram. Each user is a tool to maintain their Instagram.After coding the elements influencing user-generated content among Iranian users, 12 main categories had identified that ultimately lead to the maintenance of the Instagram network, and were formulated around the Rotational cycle of care from followers to influencers and vice versa.
