New Media Studies

Investigating the impact of new media in shaping the consumption patterns of Iranian society

Karim Nematiaghdam; Nasim Majidi; Aliasghar Keya

Articles in Press, Accepted Manuscript, Available Online from 14 February 2024

https://doi.org/10.22054/nms.2024.70227.1465

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 ... 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

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The Ideal Model of Political Culture of New Media Users in Iran

Shila Babakhani; Nasim Majidi; abbas asadi

Volume 10, Issue 38 , November 2024, , Pages 142-109

https://doi.org/10.22054/nms.2022.69980.1457

Abstract

The objective of this research was to outline a desirable political culture model for the utilization of new media users in Iran. The study field comprises professors, specialists, ... Read More The objective of this research was to outline a desirable political culture model for the utilization of new media users in Iran. The study field comprises professors, specialists, and scholars in political science, communication science (political communication), as well as political sociology, who were selected through the snowball method. For data collection and research information, three methods were employed: systematic review of subject-related texts and literature, exploratory interviews, and a researcher-developed questionnaire. Additionally, the Delphi panel was implemented across three distinct rounds. Through the study findings, the prominent components of a desirable political culture were identified, including political trust, political justice, political participation, media and political literacy, collectivism, the rule of law, ethics, a positive stance towards democracy, as well as tolerance and tolerance. These essential elements have been incorporated into a comprehensive four-dimensional model, which integrates the dimensions of structure/context, attitudes/input, normative/value, and behavior/output. The ideal model of political culture presented in this study encompassed four dimensions: 10 essential components and 94 fundamental indicators. Initially, social networks served as a means for individuals to connect with each other, but nowadays they hold substantial influence across various facets, including political culture. At present, many people spend a significant portion of their time on the internet, and this does not merely imply that they simply use the internet, but they also receive a substantial portion of their news via social media platforms. Within the realm of virtual society, users replicate the customs and traditions of ordinary life in the form of virtual culture in tandem with actual society. This parallel cultural existence materializes within the framework of the reconceptualization of the emerging social configuration, consequently instigating alterations and evolution in the value system, identities, and social connections of individuals. It is incontrovertible that the ramifications of social actors who assume responsibility for producing, selecting, and disseminating content have far-reaching implications for society. It is imperative to recognize, investigate, and analyze these consequences, as failure to do so can engender irreversible social, political, and cultural consequences upon society. The foremost accomplishment of this study is the identification of two novel components within political culture, specifically tailored to the realm of new media. The components of criticizing/destroying the political system and non-participatory/objectional orientation fundamentally delineate the disparity in political culture between the real and virtual realms. The distinctive aspects of contemporary media appear to accentuate these components within the political culture of Iranian users. It is plausible to assert that new media have instituted a novel form of public sphere.

Identify the components of media policy impact from cyberspace paradigm data

Ebrahim Ahrari; zahra Kharrazi Mohammadvandi Azar; Nasim Majidi ghahroodi

Volume 9, Issue 33 , May 2023, , Pages 361-323

https://doi.org/10.22054/nms.2022.55307.1050

Abstract

Due to the dysfunction of mainstream media in Iran after the advent of cyberspace, this article raises the question of whether a new paradigm has emerged in the field of media that ... Read More Due to the dysfunction of mainstream media in Iran after the advent of cyberspace, this article raises the question of whether a new paradigm has emerged in the field of media that has changed the requirements of media policy and planning? The premise of this study is that with the advent of cyberspace, a new paradigm has emerged in media policy-making that has affected all media, but instrumentalism is a veil to see. Information and communication technology is the new infrastructure of human society. This infrastructure does not only have a technological aspect, but its paradigmatic aspect is more obvious, and it has caused the effects that the society has received from the new media technology to not only have technical dimensions, but these effects are more extensive in terms of biological philosophy. The experience of recent years shows that most of the strategic plans of institutions and organizations in charge of media policy in Iran, especially in the field of virtual space, have failed in practice. The unsuccessful plan to replace the native platforms of social networks instead of foreign platforms is a clear example of this. The main cause of this failure is a purely technological view of the issue and neglect of the paradigm that governs and drives these media. Therefore, the necessity of this review lies in the importance of understanding the philosophy of virtual space technology. Before proceeding to import the technology, the country importing the technology should determine the paradigm context within which this technology was created. What issues are you trying to solve with it? What are the changes it creates in the heart of the society? What aspects of technology can be accepted and adapted, and how much can it be controlled and modified, and how much does it create conflict in society? The main question that this article pursues is that "virtual space has brought about paradigm changes in media planning and policy-making, and what are the effects of the new space on "media production" and "media distribution"? In this research, three library methods, phenomenology and thematic analysis were used, and in-depth interviews were conducted with 25 active media experts in the two fields of mass communication and virtual space, who were selected by snowball sampling. Among the theories that can guide the topic of discussion are the theories of "network society" by Manuel Castells, "participatory-democratic media" by McQuail, "alternative media" by Downing, and the theory of "the end of the social thing" from Alan Thorne that have been taken into consideration. In the findings of the research, by extracting 64 themes of the paradigm governing the virtual space, it was shown how the communication space has faced the new media grammar. The principles of the new media grammar are "overcoming the right-oriented over the task-oriented, going through the maximalist and absolutist media, multi-source media and de-publicizing the news, minimizing the media structure with the aim of agility and increasing the range and ending the domination of pyramid-shaped structures, changing the approaches of message management, the content and demand for change and response". The results of the research tell us that virtual space is the result of the accumulation and historical continuity of the biological paradigm of the reformation and its intellectual branches, especially human-centered. According to the results of this research, although virtual space and social networks cannot be considered a "paradigm case" and a complete model of communication technology, in many dimensions, media policy and planning are changing from one paradigm to another. In response to the research questions, cyberspace phenomenology has changed the fields of media "production" and "distribution" and media policy and planning in many dimensions by reproducing the biological paradigm of the reformation. The paradigmatic data governing the virtual space creates the awareness that this technology has a heavy philosophical obstacle and is the result of the accumulation and historical continuity of the biological paradigm of the Reformation and the resulting intellectual branches such as existentialism, humanism, secularism, liberalism and human rights ideas. and postmodern critics. The school ruling the virtual space can be defined as the "Social Democratic Existentialist" identity combination; a technology based on "equality, freedom and human-centeredness". This technology is supposed to create a human being who is not a prisoner of any historical, political, social and religious determinism and does not have a predetermined nature. The pluralism ruling the virtual space should not create the impression that the weight of ideology has been reduced in favor of technology. The human-centered idea that forms the basis of Western technology is a return to the humanistic thought of Protagoras who believed that "man is the measure of everything" and this idea was developed by "William Acham" and "Martin Luther" in the 14th and 16th centuries. It was reread and interpreted as "everyone is his own spiritual person" and its media expression in the virtual space can be projected as "everyone has his own media".

Identification of components and indicators of political culture of social network users in Iran

Shila Babakhani; Nasim Majidi; abbas asadi

Volume 8, Issue 31 , October 2022, , Pages 274-249

https://doi.org/10.22054/nms.2022.65211.1341

Abstract

One of the most important consequences of Iranians' bio-virtualization is the possible changes in the political norms and attitudes of the society or the political culture. Political ... Read More

Identify the Factors Affecting Intellectual Property Rights in Cyberspace

Mojdeh Mahrokhmoghadam; Nasim Majidi ghahroodi; Afsaneh Mozaffari

Volume 6, Issue 23 , October 2020, , Pages 259-284

https://doi.org/10.22054/nms.2021.44138.772

Abstract

AbstractAlong with the development of the societies and its scientific and cultural progress, some of the non-material manifestations, including the rights of individuals, to their ... Read More

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Author = Majidi, Nasim

Investigating the impact of new media in shaping the consumption patterns of Iranian society

Abstract

The Ideal Model of Political Culture of New Media Users in Iran

Abstract

Identify the components of media policy impact from cyberspace paradigm data

Abstract

Identification of components and indicators of political culture of social network users in Iran

Abstract

Identify the Factors Affecting Intellectual Property Rights in Cyberspace

Abstract