New Media Studies

Social Policy Requirements in the Field of Public Opinion Management with Emphasis on the Role of Media and Social Networks

Ezzatullah Mirzaei; elham keshavarz moghadam

Volume 10, Issue 37 , June 2024, , Pages 49-1

https://doi.org/10.22054/nms.2024.75796.1620

Abstract

Introduction:In the Islamic Republic, a unique variant of public opinion is observed, distinct from traditional models. While existing outside the realm of power relations, this form ... Read More Introduction:In the Islamic Republic, a unique variant of public opinion is observed, distinct from traditional models. While existing outside the realm of power relations, this form of public opinion lacks the connection to civil society commonly found in other contexts. Instead, it is defined by a collection of shared beliefs, attitudes, and viewpoints that are shaped independently of power dynamics, thus forming a unique, isolated public opinion within the Islamic Republic's sociopolitical landscape. The precarious state of civil society in Iran has led to it becoming a negligible factor in social and political equations and relations. Public opinion in Iran, rather than taking shape through the lens of civil society and aligning with government policies and decisions, functions as a force that is manipulated by adversaries and used as a tool to apply pressure against the Islamic Republic’s authority.Currently, the media plays a substantial role in influencing and steering public opinion. Many scholars and researchers in fields such as sociology, communication sciences, psychology, and others have posited that the media has the ability to shape its perceptions and interpretations of events to align with its preconceived biases. Consequently, media outlets often select data and scrutinize social phenomena based on these biases, and the information provided may not always accurately reflect reality but can be tainted with cultural, political, and social values and norms.Research question(s):The present research aimed at understanding the necessity of implementing social policies to manage and control Iranian public opinion. In the first stage, the study focused on identifying factors that contribute to the pessimistic outlook and confused mentality among Iranians. Subsequently, in the second stage, the research sought to analyze the meaningful relationships between causes and effects, with the objective of providing strategies in the domain of social policy. In accordance with these objectives, the research aimed to answer the following questions:What are the platforms that influence Iranian public opinion?What are the characteristics of Iranian public opinion?What strategies and tactics are implemented in the arena of managing and controlling Iranian public opinion?What capacities and constructive ideas can potentially impact Iranian public opinion?Literature Review:Given the profound and far-reaching changes and transformations experienced by human societies, the role of media, virtual space, and social networks in shaping such transformations is significant. Numerous thinkers have substantiated this assertion, as they argue that in the current era, the media serves as the primary force shaping public thoughts and minds. Disregard towards this phenomenon is considered impractical.Castells, for instance, posits that all identities are constructed, but the critical question at hand is how, from what sources, by whom, and for what purposes. Gerbner and his associates in the "cultivation theory" have attempted to address the impact of mass media, particularly television, on shaping public opinions and thoughts. Hall and J. Holley (2005) introduced the theory of "representation," which posits that in the contemporary context, mass media's audio-visual presentations have the most profound impact on shaping public culture, thoughts, and perceptions. According to this theory, mass media serve as instruments for representing the world to their audiences.The media, according to the theoretical framework of framing, does not solely function as a mirror that reflects events and the realities of the social and political world. Instead, they play a more active role in shaping social and political realities. Through their news reporting, the media influence how people perceive and understand the world around them, essentially constructing those realities. McCombs and Reynolds (2009) propose the theory of "highlighting," asserting that in the context of modern times, the media wield significant influence as a powerful factor. According to this theory, media communications and platforms play a pivotal role in the discursive processes of highlighting and marginalization. Moreover, the media are regarded as a foundational power factor in a global system that is constantly undergoing change.Methodology:This study is a descriptive-analytical research project conducted in accordance with the qualitative methodological approach, grounded in contextual theorization. It utilizes semi-structured interviews as the primary data collection technique and employs purposeful theoretical sampling to identify participants who can provide insights related to the research questions. Theoretical saturation was achieved after conducting interviews with 16 academics and experts in the fields of social sciences and communication sciences from various universities in Tehran (Tehran, Tarbiat Modares, and Khwarazmi). The interviewees comprised 13 men and 3 women, with ages ranging from 42 to 70 years.Result:Based on analysis conducted using MAXQDA software, 52 distinct concepts were identified during the initial open coding stage. These were subsequently grouped into 15 core categories during the axial coding phase. These categories can be further organized into three broader forms: platforms that shape the state of Iranian public opinion, characteristics of Iranian public opinion, and strategies and tactics employed in policy-making and public opinion management.The influence of the following platforms on Iranian public opinion is evident: a general sentiment of disappointment, a prevailing negativity, diminishing trust in official media spaces, and a decrease in their overall favorability.Several characteristics are evident in such a thought process: there is an increase in the tendency towards activism and direct action, a heightened influence of public opinion on government decision-making, a growing dissatisfaction and expression of demands shaped by virtual spaces and social media platforms, a stronger focus on political issues and concerns for security among the populace, and an increasing interest in adopting global values and norms, along with a strong influence wielded by unofficial media sources in opposition to civil society and official media channels. There is also a desire to form new social movements, particularly through acts of civil disobedience and other forms of influence. As a means of controlling public opinion, the researcher emphasized looking towards weaker and less developed neighboring countries as a cautionary tale. To manipulate public opinion in line with policy objectives, the researcher proposed strategies and tactics such as cover action, coordinated action (shaping aligned narratives), and media action. These tactics are aimed at influencing public opinion to align with policy goals and public opinion management.Discussion:In this study, the primary objectives were twofold: to gain a deeper understanding of the factors that contribute to the pessimistic outlook and confusing mindset of Iranians, and to examine the meaningful relationships between causes and effects by introducing social policy measures. It is worth noting that despite the numerous and persistent crises faced since the establishment of the Islamic Republic system, Iranian society has consistently demonstrated resilience and cooperation with the system. However, challenges and threats have emerged within society, creating wounds and uncertainties.It appears that factors such as a decrease in public trust (regarding structures, authorities, organizations, and institutions), heightened frustration and pessimism about the possibility of large-scale reform, the continued proliferation of negative news, and an escalating growth in demands that are difficult to meet in the short term are exacerbating the situation.Class divisions, continuous revelations against leaders and executive officials, an increase in the propensity for protests and a trend towards violence in these protests, the growth of political polarization, the focus of satellite and social media networks in directing public opinion, the establishment of an identity of resistance through cultural and social focus, a changing lifestyle and a rise in family breakdowns, a focus on celebrities and decreasing significance of former reference groups, and heightened external pressures have contributed to a sense of abandonment in Iran's public opinion, resulting in negative representations. When considering the nature and context of Iranian society in terms of its social, political, economic, and cultural aspects, it may be beneficial to categorize the primary and significant strategies for shaping Iranian public opinion in a positive, constructive, and hopeful direction into the following three broad categories:Several techniques have been utilized to shape public opinion: representation, framing, highlighting, and planting, which are based on the extensive use of virtual spaces and social networks. Moreover, strategies such as forming a think tank, analyzing positive narratives, and employing media actions were identified as potentially effective approaches in the realm of policymaking and public opinion management within the Iranian context. In response to the influence of the information and satellite space, public opinion might be steered in a different direction compared to that preferred by the government. It is worth noting that it is challenging to quickly overcome the enemy's soft and cognitive warfare, as this influence leverages the vast reach of virtual spaces, social networks, and satellite channels. The enemy not only seeks to impose a new lifestyle among Iranians but also employs various tactics and imagery to direct public opinion towards confrontational and oppositional stances against the government.

Identification and Strategic Analysis of Effective Factors on Improving the Governance of Cyberspace in the Islamic Republic of Iran

alireza ghorbani; Mahdi Hamzehpour; ali asghar kia

Volume 9, Issue 36 , December 2023, , Pages 43-1

https://doi.org/10.22054/nms.2024.74593.1594

Abstract

The governance of cyberspace in the Islamic Republic of Iran is faced with numerous challenges, leading to governance in this field being significantly far from the ideal point. The ... Read More The governance of cyberspace in the Islamic Republic of Iran is faced with numerous challenges, leading to governance in this field being significantly far from the ideal point. The aim of this research is to identify the major factors affecting the improvement of the governance of cyberspace in the Islamic Republic of Iran, prioritize them, and provide strategic recommendations for each of them. In the first step, through semi-structured interviews with 11 experts and then analyzing their content, the components and factors affecting the improvement of cyberspace governance performance were identified. These components encompass the following elements: (1) the fundamental theory and governance model of cyberspace, (2) institutional structure, (3) laws and regulations, (4) macro policies and strategies, (5) the manner of interaction between governance and countries, institutions, and international companies, (6) the manner of interaction between governance and the private sector, (7) the manner of interaction between governance and individuals and non-governmental organizations, (8) the manner of interaction between governance and scientific and research institutions, (9) Officials and agents of cyberspace governance system, (10) Corruption, conflict. In the second step of the research, the importance-performance analysis (IPA) method was employed to assess the components of cyberspace governance identified in the first step. A questionnaire was distributed to 21 experts and specialists in the field of cyberspace governance to gather their insights on the relative importance and performance of each component. After data analysis, using the four-quadrant IPA matrix and the "normalized characteristic weight" table, the priority of each of the eleven components (such as the fundamental theory and governance model of cyberspace, institutional structure, laws and regulations, etc.) was determined. Additionally, strategic recommendations were provided for each of the eleven components to guide their improvement and effective governance.After analysis using the IPA method, the following prioritization of factors is proposed:The method of governance interaction with the private sectorFundamental theory and model of cyberspace governanceThe method of governance interaction with the public and public institutionsInstitutional structureThe method of governance interaction with countries, international institutions, and companiesThe method of governance interaction with academic and research institutionsCorruption, conflict of interest, and monopolyPolicies and grand strategiesOfficials and agents of the cyberspace governance systemLaws and regulationsEnemy infiltrationBased on the positioning of the above factors in each of the four quadrants of the IPA matrix, the following strategic recommendations are suggested: Strategy for the First Quadrant (keeping up the good work):The institutional structure component is positioned in the first quadrant, indicating that its importance is high based on experts' opinions. Regarding its performance, it lies near the border area between the first and fourth quadrants. As a result, the relative performance value of this component lies in the borderline range, meaning that there is room for improvement in its implementation and effectiveness. Component 4, represented by "Policies and grand strategies," has a high relative importance, as it falls in the first quadrant. Additionally, its relative performance value is also high, indicating its current effectiveness in governance of cyberspace. Therefore, this component is considered to need less improvement compared to the other factors. This implies that the policies and grand strategies in place are mostly sound, but there is room for further refinement to enhance the overall effectiveness of the governance of cyberspace. Strategy for the Second Quadrant (waste of resources):Component 11, representing "Enemy infiltration," is situated in the second quadrant, indicating that it has low relative importance, yet its relative performance value is high. This scenario may suggest that the resources devoted to mitigate this factor are potentially excessive or disproportionate to its actual significance. Consequently, it is recommended that this factor be removed from the agenda in order to allocate resources more efficiently and focus on factors that possess higher importance values. Components 3 (Laws and regulations) and 9 (Officials and agents of the cyberspace governance system) are situated in the second quadrant and adjacent to the third, suggesting that their relative importance values are relatively low, yet their relative performance values are moderately high. This indicates that investment in either area may be unnecessary or excessive. It is recommended that a reassessment of the resources allocated to these components be conducted to ensure efficient use of resources and prioritization of factors with higher importance values. Strategy for the Third Quadrant (indifference):Components 5 (The method of governance interaction with countries, international institutions, and companies) and 10 (Corruption, conflict of interest, and monopoly) are positioned in the third quadrant, indicating that they have low relative importance values and low relative performance values. This suggests that there is no need to take action on them, as their impact on the governance of cyberspace is minimal. Instead, resources and efforts can be allocated to factors that have higher importance and significance. Strategy for the Fourth Quadrant (improvement and investment priorities):Components 1 (Fundamental theory and model of cyberspace governance), 6 (The method of governance interaction with the private sector), 7 (The method of governance interaction with the public and public institutions), and 8 (The method of governance interaction with academic and research institutions) are situated in the fourth quadrant, indicating their high relative importance and low relative performance values. Given this, it is recommended that these components be prioritized for improvement and investment, as they represent areas where significant improvement is necessary to enhance the overall governance of cyberspace. Upon examining the components in the fourth quadrant, it is notable that Component 8 lies on the border of the four quadrants, indicating a lower priority compared to the other three components in the fourth quadrant. Furthermore, Components 1 and 7 are situated near the first quadrant, suggesting their relative priority is slightly lower than that of Component 6.

Hostile Social Manipulation; A New Strategy for Influencing Public Opinion in the World (Case study of Saudi Arabia actions on Twitter by social network analysis method)

Hassan Bashir; Amir Reza Tamaddon; Amin Mirshekari Soleimani

Volume 8, Issue 32 , January 2023, , Pages 36-1

https://doi.org/10.22054/nms.2022.61502.1229

Abstract

With the increasing use of new communication technologies, public opinion management tools have also undergone fundamental changes; both in terms of method and theoretical foundations, ... Read More

Media Diplomacy on Twitter

SeyedReza Naghibulsadat; Fatemeh Oudlajani

Volume 7, Issue 26 , November 2021, , Pages 324-295

https://doi.org/10.22054/nms.2021.49542.903

Abstract

The purpose of this study is to analyze the content and evaluation of the Twitter of the Iranian and US Foreign Ministers aimed at identifying the "media diplomacy structure of Iranian ... Read More

Framing Agricultural Biotechnology in Iranian News Agencies between 2005 and 2017

SeyedehZahra Ojagh

Volume 7, Issue 26 , November 2021, , Pages 358-325

https://doi.org/10.22054/nms.2021.60646.1198

Abstract

In 2017, the debate over approving the ban on the import of transgenic crops caused increased public debates on the disadvantages or benefits of agricultural biotechnology in Iran. ... Read More

Searching Iran in Twitter: New technologies and the voice of Iranian diaspora

Zahra Majdizadeا; Hamideh Molaei

Volume 6, Issue 24 , January 2021, , Pages 134-99

https://doi.org/10.22054/nms.2021.44857.786

Abstract

This study aims to investigate the voice of Iranian Diaspora in Cyberspace. In particular it seeks to explore their concerns regarding their home country, Iran and to explore their ... Read More

Networked Publics in Farsi Twitter; an Analysis of the Twitter Network Clusters

Hamid Abdollahyan; Hossein Kermani

Volume 6, Issue 22 , July 2020, , Pages 70-100

https://doi.org/10.22054/nms.2021.44855.784

Abstract

This paper examines how the networked publics on Twitter are taking shape in Iran. While Twitter's role in political events has increased, the systematic study on this issue has not ... Read More

Facebook and Voting Behavior: an Analytical Approach to Iran’s Presidential Election in 2013

Mohammad Rezaei; Maryam Pooraskari

Volume 2, Issue 5 , April 2016, , Pages 1-32

https://doi.org/10.22054/cs.2017.7003

Abstract

This study tries to examine the relations between using Facebook and people’s voting behavior in Iran’s presidential election in 2013. Taking a qualitative approach, we ... Read More

The Relation Between ICTs and Social Capital

Mohammad Hossein Panahi; Hossein Panahi

Volume 1, Issue 3 , October 2015, , Pages 1-42

https://doi.org/10.22054/cs.2015.4592

Abstract

Social capital, which is formed by the network of relationships among human beings, plays a major role in our lives. One of the factors that may affect social capital is how and how ... Read More

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Keywords = Iran

Social Policy Requirements in the Field of Public Opinion Management with Emphasis on the Role of Media and Social Networks

Abstract

Identification and Strategic Analysis of Effective Factors on Improving the Governance of Cyberspace in the Islamic Republic of Iran

Abstract

Hostile Social Manipulation; A New Strategy for Influencing Public Opinion in the World (Case study of Saudi Arabia actions on Twitter by social network analysis method)

Abstract

Media Diplomacy on Twitter

Abstract

Framing Agricultural Biotechnology in Iranian News Agencies between 2005 and 2017

Abstract

Searching Iran in Twitter: New technologies and the voice of Iranian diaspora

Abstract

Networked Publics in Farsi Twitter; an Analysis of the Twitter Network Clusters

Abstract

Facebook and Voting Behavior: an Analytical Approach to Iran’s Presidential Election in 2013

Abstract

The Relation Between ICTs and Social Capital

Abstract