New Media Studies - Articles List

The state of media literacy of Iranian political elites

abbas asadi; Ahmadreza Masoudi; Ahmad Bahraini

Articles in Press, Accepted Manuscript, Available Online from 09 June 2025

https://doi.org/10.22054/nms.2025.73669.1561

Abstract

The state of media literacy of Iranian political elites abstract Literacy media, Elite political one From areas, About Neglected remaining is, nowadays From on the one hand Volume ... Read More The state of media literacy of Iranian political elites abstract Literacy media, Elite political one From areas, About Neglected remaining is, nowadays From on the one hand Volume breadth From Contents And Contents At Media I see To About media, social With Target impact On Elite political And other Contents Production done, From Elite political To influence On thoughts General, publish be, That Of course, At every two the face, that's mean What At Production content Or Consumption it, By Elite political, to have Literacy media, above the Very Important is, this Research With Target Check Condition Literacy media, At between Elite political Iran the face taken is, The method used in this research was Delphi, which was conducted in three stages and the form of an in-depth interview. To select the interviewees, parameters such as a long history of presence in the political scene, media activity, ‌especially ‌virtual media, or familiarity with ‌media advertising techniques ‌, party communication, have been taken into consideration. After identifying them, they were invited to interview by sending an invitation letter. Further, by using an in-depth interview and in the form of a panel, the opinions of the participants were evaluated and questioned. In the first round of Delphi Interviews ‌, 16 One of the ‌participants Coding became and 48 subindex From Interviews ‌, To got it At far Second Delphi 48 subindex To Hand came To Specialists and professors of political science and communication Supply became until the At Status item the existence or absence of it among the political elites to declare their opinion and position; And Also amount importance Each Identify the following indicators among the political elites.‌ The findings of the current research were categorized and analyzed into 4 strategies, 12 main indicators, and 48 sub-indices. The strategies were: 1- personal bio strategy 2- bio-organizational strategy 3- bio-communication strategy 4- bio-social strategy. Although different nominal indicators were obtained in the process of interviewing and coding, all the resulting strategies and indicators refer to the basic components of media literacy and the goals and expectations that have been addressed and discussed by scholars in various research. Is; Therefore, in naming ‌these strategies as a functional road map of Iranian political elites, the title of life in measuring media literacy has been used, Media literacy is a means of living in a new ecosystem where today's political elites are engaged in providing political and social activities at the community level. One of the strategies of the ‌upcoming research is "bio-individual strategy" ‌. This strategy deals more with the media literacy ‌of political elites based on analytical understanding ‌. Analytical understanding is one of the ‌basic components in media literacy ‌, which lead ‌ to content production, and finally, through content production, functional and intellectual distinction in media literate elites. ‌"Bio-organizational strategy" is one of the results of acquiring media literacy ‌in the political elites, which mostly refers to the organization, formulation, guidance, and management of ‌media flows ‌and public opinion under the political goals of the country's political elites. "Bio-communication strategy" is one of the ‌most important manifestations of media literacy ‌in political elites. The nature of the extensive communication of politicians in the media environment ‌and the resulting products are included in this strategy. The strategy of "social life" is another important strategy in the study of media literacy ‌of political elites. This strategy looks at ‌different political and social aspects, ‌their roles and functions social and political activities ‌. To increase the media literacy of political elites in four strategies: 1- personal life strategy, 2- organizational life strategy, 3- communication life strategy, and 4- life strategy, the following measures are necessary: Ability Use From Technology Day Including Computer To Processing And Production Information; Ability conclusion ‌, At item Relationships Ali And disabled, between Reports ‌, media And reaction General; Ability diagnose the effect of distortion, stereotyping, Advertising, And Violence At The media‌ visual; Ability diagnosis interpretation And To Existence to bring Pictures visual; Ability Consumption critical And No passive From media; Ability to analyze social, political, And Economic The media‌ Keywords: media literacy, social media, political elites. Ability diagnose the effect of distortion, stereotyping, Advertising, And Violence At The media‌ visual; Ability diagnosis interpretation And To Existence to bring Pictures visual; Ability Consumption critical And No passive From media; Ability to analyze social, political, And Economic The media‌ Keywords: media literacy, social media, political elites.

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The New Generation and Identity Formation: The Role of Social Media in Identification Processes

mohammadreza hasani; fateme mohammadzade; hamide mohammadzade

Volume 11, Issue 42 , December 2025, , Pages 177-133

https://doi.org/10.22054/nms.2025.80522.1727

Abstract

Abstract With the emergence and proliferation of social media, identity has become a more fluid and fragmented phenomenon. As society and the family are no longer the sole determining ... Read More Abstract With the emergence and proliferation of social media, identity has become a more fluid and fragmented phenomenon. As society and the family are no longer the sole determining sources of identity, the processes of identity formation and identification, particularly among youth, are undergoing a significant transformation. This paper examines and analyzes youth identity and the identification process resulting from social media use. The study employed a qualitative approach, utilizing semi-structured in-depth interviews with 17 young individuals. The findings from the interviews, extracted and analyzed through thematic analysis, demonstrated four main themes: "value and belief gap," "media-oriented lifestyle," "problematization of the self," and "transformation of interactions." These were supported by twelve sub-themes: "transformation in religious beliefs and opinions," "transformation in political beliefs and opinions," "disinterest in domestic official media," "trend-driven living," "media-oriented interests and goals," "opportunity for freedom of action," "opportunity for self-reinvention," "context for pretense," "possibility of self-identification," "opportunity for identification with others," "formation of superficial friendships," and "decline of face-to-face interactions." According to the findings, the younger generation, under the influence of social media and confronted with a multitude of information and ideas, encounters diverse ways of answering the fundamental question of "who am I?" In this process of identification, they actively engage in identity-seeking, often navigating a fragmented and fluid sense of self. Extended Abstract: Introduction During the last century, extensive structural, functional, and semantic changes—driven by processes such as the emergence of modernity, the proliferation of information and communication technologies, and postmodern developments—have led to comprehensive and profound normative and value shifts in people's lifestyles. A concrete manifestation of this is the influence on youth, who are considered "the first adopters of new technologies" (Zimles, 2012, p. 4). They are particularly affected by the transformation of traditional conditions and frameworks surrounding identity and identification. Identity serves as a source of "meaning and experience" for members of society (Castells, 2001, p. 22) and is a necessary condition for social life; without it, "society will not exist" (Jenkins, 2002, pp. 8-9). In traditional societies, individual identity was formed and stabilized through an integrative semantic order that encompassed all societal groups. Today, however, the rise of self-awareness, stemming from the conditions and characteristics of modern life, has called previous conceptions of identity and the identification process into question. This has, in turn, created the foundation for diverse and ongoing processes of identity development and reproduction. In contemporary societies, particularly developing nations, one of the most significant issues confronting the new generation is that of identity and its evolving identification processes. These processes manifest diversely across life domains, including attitudes toward marriage, patterns of sexual interaction, religious beliefs, employment, lifestyle, and leisure time. From the perspective of social theorists such as Giddens and Castells, an individual's identity and their subsequent actions in society are a function of their sources for identity formation. Consequently, the primary distinction of the new generation, compared to previous ones, lies in the very process and sources of identification. This generation actively seeks to discover, construct, and sustain their identity. They cannot rely on an identity that is merely ascribed, inherited, or based on traditional status; instead, they forge a self-made identity. They have not passively accepted the identity assigned to them by society at birth and do not consider it their own. Objective: In the current research, identity is conceptualized as the experiences and meanings that individuals or groups derive in response to the question of "who they are." This sense of identity forms the basis for their distinctions from, and similarities with, others. This study specifically examines youth identity and the identification process as a consequence of social media use. In this regard, the research aims to answer the following questions: Research Questions: What are youths' perceptions of social media? What role does social media play in their identification processes and identity construction? How do youth represent themselves on social media as part of their identity-finding process? Methodology: Data were collected using a qualitative approach, employing semi-structured interviews. Participants were selected through purposive sampling and consisted of 17 youths (10 female, 7 male). The selection criteria required individuals to have at least three years of social media experience, maintain active accounts on a minimum of two platforms, and engage with them daily. The collected data were analyzed using thematic analysis. Results The thematic analysis of the interviews identified four main themes—"value and belief gap," "media-oriented lifestyle," "problematization of the self," and "transformation of interactions"—along with twelve supporting sub-themes. These sub-themes were: transformation in religious beliefs and opinions; transformation in political beliefs and opinions; disinterest in domestic official media; trend-driven living; media-oriented interests and goals; opportunity for freedom of action; opportunity for self-reinvention; context for pretense; possibility of identification with oneself; opportunity for identification with others; formation of superficial friendships; and the erosion of face-to-face interactions. Conclusion Based on the interview responses, the transformation and divergence in youth beliefs and values resulting from social media access play a major role in their re-evaluation of religious and political thought. This has led to a sense of detachment from traditional religious beliefs, fostering a selective, rather than adaptive, approach to religious and political identities and markers. Furthermore, the mediatization of various life aspects has created new imperatives for youth, particularly concerning lifestyle, to the extent that selecting a distinctive lifestyle has become a core component of their identity formation. Young people express their identity through lifestyle choices that are often media-oriented and diverge from prevailing societal values and norms. Furthermore, based on interviewees' statements, the restrictions, contradictions, and official norms in society make it difficult for youth to express themselves freely in real-world environments, including within the family. In contrast, social media provides a platform to achieve this self-expression, offering an opportunity for freedom of action, visibility, and self-reinvention, including self-idealization and identification with oneself and others. A significant finding from this research is a shift in youth interaction patterns, characterized by the formation of superficial friendships and a devaluation of face-to-face communication. According to the findings, the younger generation, influenced by media and confronted with a multitude of information and ideas, encounters diverse pathways for answering the fundamental question of "who am I?" In this process of identification, they actively engage in identity-seeking, navigating a fragmented and fluid sense of self.

The Lived Experiences of Social Media Use Among Girls from the 2000s Generation

fahimeh zare; mohammad taghi karami

Volume 11, Issue 41 , April 2025, , Pages 40-1

https://doi.org/10.22054/nms.2025.62282.1251

Abstract

The rapid advancement of information and communication technologies (ICTs) has fundamentally transformed various aspects of human life, especially in the realm of social interactions. ... Read More The rapid advancement of information and communication technologies (ICTs) has fundamentally transformed various aspects of human life, especially in the realm of social interactions. Among these technological innovations, virtual social networks have emerged as one of the most influential platforms, offering diverse services and extensive opportunities for communication. These networks have not only redefined the nature of human connections by transcending the limitations of time and space but have also enabled users to interact anonymously, thereby liberating them from constraints such as gender, class, race, and ethnicity. This phenomenon has garnered significant attention from scholars across disciplines, particularly in the context of youth and adolescents, who are among the most active users of these platforms. In Iran, the generation born in the 2000s—often referred to as "digital natives" or the "network generation"—represents a unique cohort that has grown up immersed in digital technologies. For these individuals, social media is not merely a tool for entertainment or information but a fundamental component of their daily lives and identity formation. Despite the increasing prevalence of social media use among Iranian adolescents, there is a notable gap in sociological research focusing specifically on the lived experiences of girls from this generation within the context of virtual social networks. Most existing studies have adopted psychological perspectives or quantitative approaches, often overlooking the nuanced, subjective experiences and agency of these young users. Main Research Question This study seeks to address the following central research question: How do girls born in the 2000s in Qom experience and interpret their participation in virtual social networks? The research aims to explore the motivations, perceived benefits, challenges, and broader social implications of social media engagement for this demographic, with a particular emphasis on understanding their sense of agency, identity, and social influence within the digital sphere. Methodology To achieve a deep and nuanced understanding of the phenomenon, this research adopts a qualitative methodology, specifically employing thematic analysis. Data were collected through semi-structured interviews with 30 girls born in the 2000s and residing in the city of Qom, Iran. Participants were selected using purposive sampling to ensure a diverse representation of backgrounds and experiences. The interviews focused on participants' motivations for joining social networks, their patterns of use, the nature of their online interactions, and the perceived impact of social media on their personal and social lives. All interviews were audio-recorded, transcribed verbatim, and subjected to rigorous coding and thematic analysis. The analysis process involved identifying recurring patterns, categorizing themes, and synthesizing the findings to construct a comprehensive narrative of the participants' lived experiences. Findings The thematic analysis revealed that the lived experience of girls born in the 2000s in Qom with respect to social media participation can be primarily understood through the overarching theme of "social influence." This central theme encapsulates the various ways in which these girls navigate, negotiate, and assert their presence within virtual social networks. The analysis further identified six main categories of motivations and experiences, all of which contribute to the broader theme of "living freely" in the digital age: Entertainment and Recreation: Social media platforms serve as key sources of entertainment and leisure. Participants reported using these networks to unwind, access humor, music, and videos, and participate in online games and challenges. This aspect of use is closely tied to their desire for relaxation and escapism from daily routines. Educational Purposes: Many participants highlighted the educational benefits of social media, such as accessing academic resources, joining study groups, and seeking help with schoolwork. These platforms are perceived as valuable tools for self-directed learning and skill development, often supplementing formal education. Social Interaction and Communication: Social networks facilitate communication with peers, family, and even strangers. The ability to maintain and expand social connections, especially in a culturally conservative context like Qom, was seen as empowering. Participants valued the opportunity to express themselves, share experiences, and receive social support. Access to Information: The immediacy and breadth of information available on social media were frequently mentioned. Participants used these platforms to stay informed about current events, trends, and issues relevant to their interests and identities. This access was described as both liberating and essential for personal growth. Psychological Needs Fulfillment: Social media engagement was found to satisfy various psychological needs, including the need for belonging, validation, and self-expression. The platforms provide a space where participants can construct and experiment with their identities, receive feedback, and build self-confidence. Preservation of Individuality: Despite the collective nature of social networks, participants emphasized the importance of maintaining individuality. They described strategies for curating their online personas, setting boundaries, and selectively sharing personal information to retain a sense of autonomy and control. Collectively, these categories illustrate a complex interplay between agency and structure, wherein girls actively shape their online experiences while simultaneously being influenced by the affordances and constraints of digital technologies. Discussion The findings underscore the transformative impact of social media on the lives of adolescent girls in Iran. The study reveals that virtual social networks function as both arenas for empowerment and sites of negotiation, where traditional norms and modern values intersect. The participants' experiences reflect a broader trend of digital emancipation, characterized by increased autonomy, access to information, and opportunities for self-expression. Notably, the study highlights the dual nature of social media: while it offers unprecedented freedom and connectivity, it also presents challenges related to privacy, online harassment, and the pressure to conform to digital norms. The girls' strategies for navigating these challenges—such as selective disclosure and identity management—demonstrate a high degree of digital literacy and adaptability. Conclusion This research contributes to the growing body of literature on youth and digital media by providing an in-depth sociological analysis of the lived experiences of Iranian girls born in the 2000s. The study's qualitative approach offers rich insights into the motivations, practices, and meanings associated with social media use among this demographic. The findings suggest that social media is not merely a passive medium but an active site of identity construction, agency, and social influence. For girls in Qom, participation in virtual social networks represents both a means of "living freely" and a platform for negotiating the complexities of modern Iranian society. Given the centrality of digital technologies in shaping the future of Iranian youth, the study underscores the importance of understanding their digital lifeworlds. Such understanding can inform policymakers, educators, and cultural planners in developing strategies that support the positive development of young people while addressing the risks and challenges of the digital age. Keywords: Girls Born in the 2000s, Social Networks, Virtual Space, Lived Experience, Network Generation.

Networked Communication of the Iranian Family: Exploring How Spouses Redefine Privacy and Surveillance

Saied Reza Ameli Renani; Abdollah Bicharanlou; Mansoureh Hajjari

Volume 11, Issue 41 , April 2025, , Pages 174-129

https://doi.org/10.22054/nms.2025.77313.1655

Abstract

The impact of Information and Communication Technologies (ICTs), particularly the Internet, has led to the creation of two closely linked spheres of daily life, wherein daily life is ... Read More The impact of Information and Communication Technologies (ICTs), particularly the Internet, has led to the creation of two closely linked spheres of daily life, wherein daily life is formed in these two different yet interconnected spaces. In the modern era, media has undeniably become an intrinsic component of the daily routine within family life. The primary focus of the upcoming study is to investigate how the utilization of ICTs has influenced the communication processes and practices within the family (couples' relationship). A pivotal question to be examined pertains to how couples redefine the demarcations of privacy and surveillance within their relationship. Within the dual spacification model of the family, various concepts have undergone semantic reconstruction, including home space, presence at home, family communication, family roles and obligations, privacy, and a myriad of other interrelated factors. Drawing upon recent theories of privacy, a new balance between control and communication has emerged in the realm of social media communication: control is diminishing, while communication, or rather, power, is on the rise. In this research project, a semi-structured interview was conducted with three distinct groups of participants: the first being spouses, the second comprised of informants, and the third consisting of psychologists and couple therapists. In total, 47 individuals were involved in the study. The perception of privacy boundaries by spouses is bifurcated into two distinct organized themes: one is termed "self-boundaries," and the other is labeled as "dyadic boundaries." Within both perspectives, spouses propose a diverse array of interpretations regarding privacy, which are encompassed under the theme of "liquid privacy." Private and public boundaries, along with the notion of ownership over the dissemination of information, prove to be fluid concepts undergoing change. Consistent with the individualization of family members' actions within the emergent domain of virtual existence, spouses seem to be reconceptualizing the concept of privacy and surveillance in this new space, and are experiencing these matters in a novel and unique manner within the fabric of their joint lives. Extended Abstract: Introduction In the modern era, Information and Communication Technologies (ICTs), particularly the Internet, have facilitated the emergence of two interconnected spheres of daily life, where daily life and lifestyle are shaped within these two discrete yet intimately linked spaces. In the contemporary era, media has indisputably evolved into an integral component of the daily regimen within family life. Cellphones signify an expansive communication network that can be accessed concurrently with family members. The intricate digital ecosystems have transformed the interaction space experienced by spouses, and this shift in communication has introduced a novel interactive experience within the everyday lives of family members. These alterations have significantly impacted the caliber of daily life, as well as the most intimate aspects of family members' experiences. Notably, research conducted in recent times has suggested that interactive technologies have come to be regarded as an integral component of the sub-system of spouses' relationships. ICTs, or Information and Communication Technologies, introduce a novel dimension within the relationship between spouses, which can influence the emotional dynamics and intimacy. This is particularly significant as it is imperative for both parties within the relationship to feel secure and trust each other in order for the relationship to thrive. The primary focus of the forthcoming research entails examining how the utilization of ICTs has affected the communication processes and practices within the family, specifically couples’ relationship. The central query of this study examines how couples are reconceptualizing the boundaries of privacy and surveillance? According to the dual spacification model of the family, as defined by the coordinates of the virtual space, various concepts, such as home space, presence at home, family communication, family roles and duties, privacy, and numerous other related issues, exhibit a semantic reconstruction. Moreover, the context in which the family is situated has also undergone transformation. The second space refers to a real virtual space materializing within an individual's digital domain, and it possesses inherent features such as interactivity, decentralization, wide access, and the potential for multiple, diverse, yet simultaneously distinct choices that diverge from conventional daily life experiences. Traditional theories concerning privacy have considered control to be pivotal in the understanding of the concept. Trust and norms are considered crucial in the maintenance of privacy. Indeed, communication is pivotal to the establishment of trust and norms. Trust and norms serve as the privacy mechanisms representing crystallized private communication. Within the realm of social media communication, there is now a new equilibrium between control and communication, with control diminishing and communication garnering greater prominence. In other words, users do not prioritize control above all else, but rather endeavor to foster norms and trust. Interpersonal communication, in effect, serves to redefine privacy. Method The investigative process involved three distinct groups of participants subjected to semi-structured interviews, namely: the first group consisting of the spouses; the second group composed of informants, and the third group comprising psychologists and couple therapists, amounting to a total of 47 individuals. Additionally, the information for 23 individuals was directly gathered, and further samples were procured through couple therapists and informants. The initial group consists of the spouses themselves, with each example representative of users possessing the following traits: they were born between the years 1360 and 1380, and they actively utilize a range of virtual platforms, instant messaging services, and social networks. Additionally, they commonly maintain their own Instagram profile or identify as gamers, etc. Result The perception of privacy boundaries among spouses is bifurcated into two distinctly arranged themes: one theme is referred to as "self bounderise," and the second theme is labeled "dyadic bounderise." Within both perspectives, spouses put forth a variegated range of viewpoints regarding privacy, which fall under the theme of "liquid privacy." The users exhibit divergent attitudes toward privacy. An analysis of the content of the interviews reveals that two organized themes emerge under the overarching theme of "liquid privacy": "Redefining privacy within the communication sphere of spouses" and "Redefining privacy outside the communication sphere of spouses." Within each of these organized themes, basic themes are further delineated. Wives' perspectives on control and surveillance within cyberspace encompass a spectrum of 5 themes, which can be visualized as follows: some respondents and clients believe that there should be no monitoring of the spouse's activities in their shared life, whereas others advocate for surveillance related solely to "social media activity." An additional group of respondents highlights the issue of "media consumption by spouses" and stresses the importance of monitoring the content their partners consume. In addition, certain respondents openly discuss family-related matters and consider sharing family photos and other connected material. Ultimately, some individuals advocate for thorough and all-encompassing monitoring of their spouse's digital presence. Conclusion The framework of social networks tends to incite individuals to seek visibility and exposure. Consequently, many personal actions have morphed into public acts. Within this context, the demarcations delineating private and public domain become increasingly blurry. Certain cyberspace users argue that any information pertaining to themselves or their spouse holds their intellectual property rights, thereby justifying its dissemination to the general populace. Such users regard external intervention as an infringement upon their private sphere. In the evolving virtual realm, the actions of family members become increasingly individuated, leading to a reconceptualization of privacy and surveillance boundaries within the new space. In their shared lives, spouses encounter these issues in novel and distinct ways, thereby redefining the concepts of private action, public action, private matters, public matters, as well as the sense of ownership over disclosure. In this dynamic process, users engage in the renegotiation of clear boundaries between the private and public domains, the concepts of privacy versus areas of joint control, and the absence of surveillance. Consequently, a fluid and diverse spectrum of interpretations regarding privacy materializes, contingent upon the specific platform, type of content, perceived rights over information, relationship timeline, and individual agreements between spouses concerning rules and boundaries.

The Analysis of Authoritative Political Discourses of X Concerning Iranian 12th Parliamentary Election

Mohsen Goudarzi

Volume 11, Issue 41 , April 2025, , Pages 232-175

https://doi.org/10.22054/nms.2025.79011.1687

Abstract

Social media platforms play a prominent role in the construction of various political discourses. Among these platforms, the X social network (formerly Twitter) stands out as one of ... Read More Social media platforms play a prominent role in the construction of various political discourses. Among these platforms, the X social network (formerly Twitter) stands out as one of the most popular social media platforms for political actors in Iran. This activity intensifies during political events such as parliamentary elections, effectively providing a relative assessment of political and social views and insights. Various political discourses emerge from this collection of insights, views, perspectives, and political viewpoints. This research aims to identify the political discourses that emerged and gained authority around the 12th Iranian Parliament elections on the X social network. To this end, the network of likes for electoral content was visualized using Gephi software, and the authority variable was calculated. Then, a critical analysis of the authoritative discourses was conducted using Fairclough's approach. The research findings revealed that the official, reformist and moderate, principlist, critical, opposition, and monarchist discourses were the discourses formed around the parliamentary elections. Moreover, the evolution of the most authoritative discourses surrounding the parliamentary elections begins with the official discourse and ends with the critical and unofficial discourse. Complaints about the prevalence of immorality and vulgarity; the necessity of avoiding labeling expert candidates; and the need for rational political action were among the components of the critical discourse. The X network's authoritative discourses around the parliamentary elections consistently employed the language of sarcasm and humor in different time periods. It seems that this type of language serves as a means of expressing opinions with no consequences. Extended Abstract: Introduction X, formerly known as Twitter, stands as a leading global social network and has become a focal point for extensive research due to its influential role in shaping world events and hosting vast amounts of online social data. Given its significant impact on political and social dynamics, scholars have increasingly turned to X as a vital platform for academic investigation, especially within the fields of media and political studies. This study focuses on the discursive landscape on X in relation to the February 2024 Iranian parliamentary elections, a crucial event following the 2023 protests. By analyzing political discourse generated by millions of Iranian users, this research aims to provide deeper insight into societal dynamics. This analysis is important for policymakers as it helps them close potential gaps with the public and develop informed political and social strategies. Ignoring these powerful online discourses may lead to increased societal alienation and governmental ambiguity. Literature Review Research on the Iranian Twittersphere, including Marchant et al.’s (2016) study of the 2016 parliamentary elections, highlights a complex ecosystem of users during electoral periods. Their analysis identified 46 distinct user categories, ranging from political commentators to ordinary users sharing non-political content. A significant finding was the strong linkage between Iranians abroad and activists inside Iran, enabling transnational engagement in domestic political discourse. Beyond Iran-focused research, broader studies on user motivation suggest that a key driver of political activity on Twitter is the desire for social connection (Chen, 2011) and socialization (Li & Oh, 2013), which often takes the form of expressing political dissatisfaction rather than supporting specific parties or candidates (Hosch-Dayican et al., 2016). A critical theme in the literature revolves around users forming homophilic networks, as described by Colleoni et al. (2014). This means that individuals tend to connect with others who share similar political viewpoints, creating insular "echo chambers." This phenomenon contributes to the formation of highly polarized online communities, a finding emphasized by Conover et al. (2021). This body of research suggests that the platform's design often reinforces existing beliefs rather than encouraging open political discourse, thereby limiting exposure to diverse viewpoints. Methodology Critical Discourse Analysis (CDA) will be employed to examine and interpret authoritative political discourses on X. Developed in the late 1980s, CDA has emerged as one of the most influential and systematic approaches within discourse analysis. It integrates the critical tradition of social inquiry with linguistic analysis, focusing on how discourse interacts with broader social structures—such as power relations, ideologies, institutions, and identities—to enable critical social examination (Fairclough, 2023: 15–17). Central to CDA is the exploration of how language reflects and reproduces power imbalances and social inequality (Blommaert & Bulcaen, 2000: 447). The method dynamically shifts between structural constraints and individual agency (Fairclough, 2001: 122) and relies on abductive and transductive reasoning in its analytical process. Transductive inference involves reasoning from one specific instance to another specific instance, as opposed to deductive reasoning, which generalizes from specific observations to broader patterns (Vapnik, 2006: 462). Abductive inference, on the other hand, seeks the most plausible and parsimonious explanation for a given observation or set of data—hence it is often referred to as inference to the "best explanation" (Campos, 2011: 431). This work will utilize the methodology presented by Fairclough, employing CDA to unravel multiple dimensions of political discourse. Authoritative discourse is identified using network analysis and the measurement of the "authority" variable via Gephi software. To this end, the network of likes for tweets containing the hashtag "Parliamentary Elections" (#انتخابات_مجلس) is mapped using this software, and the authority variable is calculated. This analysis is conducted for three distinct time periods: From August 21 to September 29, 2024 (the initial registration period for election candidates), October 19 to November 27, 2024 (the final registration period for parliamentary candidates), and December 29 to 31, 2024 (the three days leading up to the parliamentary elections), content containing the hashtag #انتخابات_مجلس was extracted using the premium account of the exportcomments.com platform. Subsequently, the accounts that liked this content were extracted using the premium account of the TWLikeExport Chrome extension. Results The main results for the period from August 21 to September 29 are as follows: The dominant discourse is official and news-oriented, promoting an ideology of tolerance and openness. This discourse emphasizes the pervasiveness of immorality in the political sphere, the need for decisiveness in media and political activities, a zero-tolerance approach to vulgarity, and the importance of ethical political action. Some tweets promote components of revolutionary ideology, such as idealism, justice, rationality, and spirituality. This discourse appears to target minimal social action and aims to attract principlist and revolutionary groups, while neglecting other political and social views. The ideology of these tweets aligns with traditional principlist discourse. Some tweets emphasize political solidarity and coalition, highlighting the rationality of Mr. Qalibaf in Iranian politics and the need for a coalition of different political currents (the general rational current) to counter the extremist (irrational) current. Additionally, some tweets promote “personality worship” and Iranian nationalism. The main results for the period from October 19 to November 27 are as follows: A critical discourse emerges, focusing on “personality worship” and criticizing the concentration of all political currents around a single figure. This approach is presented as conflicting with the demand for "change," implicitly suggesting that change can only be achieved by moving beyond Mr. Qalibaf, the Speaker of the eleventh parliament. The main results for the period from December 29 to 31 are as follows: The critical discourse becomes dominant, questioning the principlist movement and its policies of exclusion toward moderates and reformists. Doubts about the legitimacy of the entire election are raised. Other themes include criticism of flawed social and political mechanisms of exclusion and the undemocratic nature of the electoral system. Some tweets express support for the political currents associated with Mr. Khatami, reformists, and moderates. The discourse emphasizes the need for rationality and logic in political debates, informed voting choices, and reforming the unhealthy electoral system. Additionally, some tweets portray the elections as a platform for collective public protest. Decriminalizing the hijab and regularizing residency permits for Afghans are also highlighted by the moderate current and its candidates. Conclusion The research findings indicate that in the three days before the parliamentary elections, the most influential users on X were mainly journalists, media outlets, and ordinary citizens—not official government accounts. Notably, ordinary citizens held the highest discursive authority during this critical phase. Additionally, the study uncovers a more nuanced user classification than earlier research indicated, identifying distinct groups such as official accounts, reformists, principlists, critics, opposition members, and monarchists—all advancing their own unique political narratives. The discourse during the elections revolved around concerns about economic and political corruption, inefficiencies in the electoral process, a need for rational political engagement, and calls for protest through non-voting. In addition, two prominent discourses emerged: an exclusionary nationalist discourse targeting Afghan migrants that gained traction on the platform, and a discourse centered on "personality worship" that created authoritative discourses through intricate intertextuality throughout different timeframes.

Examining the Role of New Media in the Teaching and Learning Process of Students: A Case Study of High School Teenagers in Various Districts of Tehran

alireza abdollahinejad; زهرا mohajeriamiri

Volume 10, Issue 40 , December 2024, , Pages 126-99

https://doi.org/10.22054/nms.2024.74097.1574

Abstract

Teenagers, as a dynamic and active generation entrusted with shaping the future of their country, develop many of their behaviors and actions within virtual social networks—often ... Read More Teenagers, as a dynamic and active generation entrusted with shaping the future of their country, develop many of their behaviors and actions within virtual social networks—often beyond real-life communication. As digital natives born into a technologically driven society, they have transferred a significant portion of their real-world interactions to the virtual sphere. Now more than ever, they are influenced by technology, embodying Marshall McLuhan’s concept of technological determinism. In today’s technology-driven social life, a significant portion of teenagers’ daily experiences unfolds within the school environment and through interactions with new communication tools, platforms, and spaces—particularly social media. As the largest demographic of Generation Z (or the "digital generation"), teenagers rely on social media as a key source of information and a primary means of interaction among their peers. For this generation, electronic devices—once considered a luxury by their parents—are now fundamental necessities for navigating modern life. They are the first cohort for whom the groundbreaking technological advancements of the 20th century are not innovations but mundane aspects of everyday existence. In recent years, virtual social networks have experienced significant growth in usage, particularly among teenagers and high school students. However, there remains limited understanding about the extent, purpose, and patterns of new media use among Iranian students. More specifically, the academic implications of these tools - whether they ultimately support or hinder educational achievement - require further examination. This study aims to investigate the prevalence, scope, and contextual usage of new media platforms among Iranian adolescents. The central research question focuses on how high school students in Tehran utilize social media to: Enhance educational activities Facilitate learning processes Communicate with peers and academic groups Complete school-related tasks Follow up on curricular materials and related academic matters This study examines how Tehrani high school students utilize social media platforms for educational purposes. Specifically, it investigates potential correlations between key variables - including gender, duration of social media use, and frequency of network engagement - and students' participation in educational activities. The present study explores the influence of new media platforms on the educational experiences of Generation Z high school students (grades 10-12) in Tehran, employing a survey research methodology. Data were collected through a researcher-developed questionnaire administered to a representative sample of 450 students across eight gender-segregated high schools in Tehran. Key findings reveal that 66.9% of participating students - both male and female - engage with new social media platforms for more than two hours daily. Their usage spans multiple activities including entertainment, peer communication, and academic-related purposes such as schoolwork coordination and educational content consumption. Conducting various statistical tests, including K-square and two-way ANOVA, demonstrated that the independent variable—students' presence on virtual social platforms—significantly influenced four aspects of teaching and learning: receiving help from teachers, alleviating stress related to lessons and exams, accessing educational content within virtual social networks, and experiencing study disruptions due to engagement with new media platforms. Additionally, the independent variable of gender only had a significant effect on one component: the use of social media for collaborative learning. The findings indicate that students' presence on virtual social platforms has a significant relationship with these outcomes. Specifically, increased participation in new media platforms correlates with both greater study disruption and enhanced stress relief from lessons and exams (a direct relationship). However, the presence of most students on social media does not necessarily translate to improved access to educational content or increased teacher assistance in this context. The findings demonstrate a significant relationship between students' presence on virtual social platforms and key academic outcomes. Specifically, increased participation in new media platforms correlates positively with both greater study disruption and enhanced relief from lesson- and exam-related stress, indicating a direct relationship. However, the data reveals that while students are frequently present on these platforms, such presence does not automatically translate to improved access to educational content or increased likelihood of receiving teacher assistance within these digital spaces.

Identification of Persuasion Components in Social Media: A Research synthesis

Morteza Fazelimoghadam; Afsaneh Mozaffari; Hadi Khaniki

Volume 10, Issue 39 , October 2024, , Pages 68-41

https://doi.org/10.22054/nms.2025.74481.1591

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, ... Read More 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

Analysis of audience/customer involvement with the brand in social networks; A case study of Digikala on Twitter

Amir Hossein Aghaei; alireza hatami; Datis Khajeheian

Volume 10, Issue 39 , October 2024, , Pages 110-69

https://doi.org/10.22054/nms.2025.76851.1649

Abstract

In today's digital age, it is undeniable that internet penetration rates continue to rise, and social media's influence has transformed consumers into content creators. Brands and businesses ... Read More In today's digital age, it is undeniable that internet penetration rates continue to rise, and social media's influence has transformed consumers into content creators. Brands and businesses recognize the opportunity to connect with their key stakeholders through social media to avoid potential risks. The atmosphere of social media platforms and the ability to analyze audience engagement methods have become essential for brands to navigate this landscape successfully. Digikala, as the leading online retail platform in Iran, takes advantage of the potential of diverse social media channels to realize its objectives. Furthermore, the unique and general atmosphere predominant on Twitter, a microblogging platform, necessitates a nuanced understanding of user interaction. In light of these considerations, the present research aims to analyze the way in which the audience-customers engage with the Digikala brand on Twitter. The objective of the research is applied and exploratory in nature. A quantitative approach has been utilized, complemented by data mining and network analysis of social networks. The hashtag platform, a social media monitoring tool, has been utilized to collect and analyze data, specifically focusing on internet-sourced tweets. In the scope of this study, the initial step involved gathering tweets from Twitter users that contained keywords pertaining to Digikala. Following the analysis of these tweets, an attempt was made to discern the patterns reflecting audience-customer engagement with the brand. To conclude, a time series chart of the content publishing process, time series and trend of emotions or sentiments pertaining to the content, keywords, and super hashtags, as well as the topic modeling of the data collected were illustrated. Additionally, the most prominent trends and topics observed in the engagement of Twitter users with the Digikala brand were pinpointed. Extended Abstract: Introduction Based on the report from the Zelka platform, Digikala is considered the most responsive Iranian brand across various social media channels. Furthermore, a notable volume of tweets incorporating the keyphrase "Digikala" are published daily on Twitter, underscoring the importance of analyzing the manner in which audience-customers engage with the Digikala brand on the Twitter platform. We firmly believe that the results obtained through this research can serve as a valuable basis for studies of comparable natures. In this research endeavor, through an in-depth examination of the various ways in which audience-customers interact with the Digikala brand, which stands as one of the most prominent online retailers within the broader Middle East region, we aim to unveil distinct perspectives pertaining to the engagement of the Twitter audience with this particular brand. Additionally, we seek to compile and present these insights in the form of descriptive and targeted charts for a comprehensive understanding of the subject. In summary, this research aims to examine and analyze certain indicators, such as sentiment analysis, variations in the volume of published material, and the utilization of visual presentations like graphs that showcase the volume of tweets within extensive timeframes. Furthermore, this study will utilize techniques such as hashtag cloud, word cloud, and topic modeling to unveil the patterns and motivations behind audience-customer engagement with the online retail brand. Ultimately, the findings of this research will provide researchers, social network activists, particularly media managers within businesses, with a more precise understanding of the dynamics prevailing in social networks, particularly on Twitter. To obtain data from Twitter and gather tweets containing the keyword "Digikala", the tweets sent between April 1, 2021, and February 1, 2021, have been examined, resulting in a total of 96,635 tweets. Following this, by utilizing time series analysis, sentiment analysis, publishing trends and content volume, hyperwords, super hashtags, and topic modeling, we aim to extract distinguishable patterns that contribute to achieving the objectives of this research. Methods This research project possesses an applied and exploratory nature. In relation to the aims and purposes of the study, the research will rely primarily on quantitative data. In order to identify the patterns of customer-audience engagement concerning the Digikala brand on Twitter, we will collect and analyze tweets originating from the Digikala user account, as well as tweets from other users containing the keyphrase "Digikala". Furthermore, the utilization of data mining techniques and social network analysis have been employed, with the application of the hashtag platform, a tool for monitoring various social networks, to efficiently collect and study data (tweets) sourced from the Internet. The official Twitter page of DigiKala, which features a blue tick and goes by the handle @digikala.com, has amassed over 35,000 followers at the time of writing this text. The page has emerged as one of the most prominent brand pages in Persian language Twitter. As such, the results of the analyses and patterns derived in this research are anticipated to be both enlightening and of practical value to other professionals and researchers within this domain. Discussion and Results In the course of analyzing the data, a variety of graphs and patterns pertaining to time series, sentiment analysis, and super words were obtained. Utilizing the topic modeling technique, further insights were derived. For instance, the outcome of the examination of the volume of content published on Twitter related to DigiKala highlights that utilizing this platform as part of a marketing strategy to engage the audience-customers is a shrewd move by the brand. Remarkably, during the period in which DigiKala implemented diverse Twitter campaigns, the level of engagement between the audience-customers and this brand has reached its pinnacle. Conclusions Following the process of gathering data and listening to the social discourse, the subsequent step involves identifying patterns related to the audience-customers. For instance, as revealed in the current research, DigiKala's audience-customers demonstrated engagement with the brand through reactions to its campaigns, festivals, gamifications, and awards on Twitter. Such engaging campaigns can serve as an effective communication model for numerous other brands. Ultimately, while audience-customer engagement is crucial for brands, achieving an advantageous position in the spread of positive sentiments about the brand carries even greater significance. It is inevitable that businesses, regardless of their location, are not immune to errors. However, it is highly unlikely that a business with fundamental flaws can maintain its audience-customers' satisfaction and contentment. As a result, businesses and brands are able to reach the ultimate stage, which is transformation, by employing social network analysis tools and undergoing the prior steps. Reforms that transpire in regards to trends, products, methods, strategies, and so on, as well as their subsequent implementation, necessitate critical thinking and the ability to scrutinize the surrounding environment.

Representation of the Covid-19 Pandemic in Iranian Social Media

hadi khaniki; Ali Ahmadi

Volume 10, Issue 37 , June 2024, , Pages 84-51

https://doi.org/10.22054/nms.2021.59288.1164

Abstract

Indeed, crises are an inherent part of society, and their number and diversity have increased significantly over time. Social media has emerged as a pivotal player in the prevention ... Read More Indeed, crises are an inherent part of society, and their number and diversity have increased significantly over time. Social media has emerged as a pivotal player in the prevention and management of crises, owing to its wide-reaching influence on audiences and its capacity to shape public opinion. The wide range of functions that social media provides makes it a significant pillar in managing crises. In this research, the most published content and the most visited posts of Telegram channels, related to the spread of coronavirus from March to September 2019, were analyzed to comprehensively represent the news on COVID-19 in Iranian social media. According to the research findings, as the frequency of content related to COVID-19 decreased, the significance of Telegram channel publications in the areas of quarantine, social distancing, and governmental measures for crisis management diminished as well. This led to a decrease in public sensitivity and attention towards the implementation of COVID-19 restrictions during the specified time frame. The decrease in public attention and sensitivity towards the application of COVID-19 restrictions is a significant factor that has contributed to the escalation of the crisis in society during the analyzed timeframe. IntroductionThe COVID-19 pandemic has amplified the impact of social media on society, making it a more considerable and relevant news source compared to other mediums. Recognizing the critical function of the Telegram messenger in disseminating information, especially regarding the COVID-19 pandemic, analyzing the content shared through this platform offers valuable insights into changes in public sentiment within Iranian society during the crisis management phase.Research QuestionGiven Telegram's influence on shaping public opinion about COVID-19, how is the COVID-19 crisis represented in Iranian social media? Literature ReviewThe study conducted by Moradi and Mohammadifar (2019) entitled "The Role of Social Networks in Social Fear and Lifestyle Change Due to the Coronavirus" determined that Viber and Instagram had a more notable impact on increasing social anxiety in the city of Kermanshah, while domestic networks such as Ita and Soroush had a comparatively lesser influence on this aspect.Elahvardipour (2019) stressed the importance of health communication in countering COVID-19 misinformation worldwide. Zare (2019) underlines the swift spread of false information about COVID-19 and the necessity for structured management, while Bright et al. (2020) scrutinized state media coverage of COVID-19 in alignment with government policies. Sinelli et al. (2020) explored the role of social media in the spread of COVID-19-related misinformation and fake news. Sinelli et al. (2020) investigated COVID-19 rumors circulating on social media, and Harun and Rizvi (2020) examined its economic impacts. This study differentiates itself by delving into COVID-19 news on Telegram within Iranian society, a platform that holds significant potential for providing valuable insights into the shifting dynamics of public opinion.MethodologyThe research methodology employed in the current study is thematic analysis. In alignment with the primary focus of encapsulating the news related to the spread of the COVID-19 virus through the Telegram messenger, data analysis has been performed utilizing computer software with the assistance of the Data Mining Laboratory of the Faculty of Computer Engineering of the University of Tehran.In this research, a list of keywords relevant to the title of the research such as "corona, covid, coronavirus, virus, corona, mask" was prepared and the appropriate messages with these keywords were retrieved (Table 1). Ultimately, the 100 most visited Telegram messenger content from March 2018 to September 2019 were carefully chosen for analysis.ResultsDuring the analysis period spanning from March 2018 to September 2019, 15 themes related to the coronavirus pandemic on Telegram were examined:"Observing health principles" initially peaked in March 2018, but trended downwards consistently afterward, indicating decreasing interest among users."Quarantine and Adherence to Restrictions" saw elevated attention in the earlier stages, yet its significance diminished as time went on."Corona Disease Insurance" captured significant attention only during the initial stages of the outbreak, but this interest quickly dissipated soon after."Illnesses and Deaths due to Corona" witnessed the highest level of interest in June and September, which correlated with fluctuations in COVID-19 infection rates."Improving Corona" was at the forefront in March, showcasing initial efforts to manage the virus."Shortage of Healthcare Products" saw a notable surge in April but dwindled as the virus's magnitude lessened.- "Humor about Corona" emerged in August, signaling reduced public apprehension and a shift towards lighter discourse.During the designated period, "Actions by the government and the Ministry of Health" emerged as a significant aspect in May."Treatment Staff" received substantial notice in April but gradually lessened in significance later on."Experiences of Infection and Death of People Around You" reached a highest point of interest in April, mirroring increased public concern during periods of heightened mortality rates."Economic Effects of Corona" attained relatively limited attention, particularly in May, signifying a lower level of public awareness."Scientific material about the Coronavirus" witnessed increased attention over time, particularly during the second peak in July, indicating a growing comprehension of the virus."Muharram and coronavirus" became a significant topic of discussion in August and September, suggesting seasonal worries and concerns."Holding the entrance exam" as well as "reopening schools" in late summer 2019 were featured as pressing concerns, reflecting an emphasis on educational issues amidst the pandemic.ConclusionThe examination of Iranian social media channels between December 2019 and September 2020 unveiled several prominent themes related to the global pandemic of COVID-19. The main topics that garnered substantial attention encompassed quarantine measures, adherence to restrictions, disease incidence and fatalities, shortages of healthcare products, economic ramifications, and the observation of religious ceremonies, particularly Muharram.In general, themes associated with quarantine and government measures experienced a decrease in significance over time, suggesting a gradual decrease in Iranian sensitivity to restrictions during the pandemic. However, there was a notable change towards scientific information, notably concerning prevention and treatment measures for COVID-19, reflecting a growing interest in reliable information as the crisis evolved. The recurring focus on shortages of healthcare products, such as masks and alcohol, highlighted persistent concerns within the community. In contrast, personal experiences of infection and death experienced a decrease in attention, indicating a lesser level of public sensitivity towards COVID-19, possibly due to increased caution and awareness.AcknowledgmentsThis article has been developed from a research project undertaken by the Communication and Media Cluster at Allameh Tabataba'i University.

Investigating the effect of content features on content engagement with the role of emotion as a mediator in Instagram) Case Study: Users of the Big Bang page)

Hamraz Tavallaee; Mina Ranjbarfard; Soheila Mehmannavazan

Volume 9, Issue 36 , December 2023, , Pages 320-287

https://doi.org/10.22054/nms.2023.70293.1468

Abstract

Given today's world which is the age of information and communication, we can not ignore the role of social media in the transmission of information and the development of various types ... Read More Given today's world which is the age of information and communication, we can not ignore the role of social media in the transmission of information and the development of various types of communication. The most important and main element of a social media is its content and one of the features that a content must have in order to engage the user is "emotion”. The purpose of this research is to investigate the effect of content features on content engagement (customer engagement) with the role of emotion as a mediator in social media platform (Instagram). The target audience is the Big Bang page followers (Scientific page about Astronomy) on Instagram, who number 795K and the number of samples taken according to Morgan's table was 384. Questionnaire was used to collect data. Data analysis was done with PLS software. 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, companies need to pay attention to social media platforms to succeed in their business. In fact, organizations should produce useful, entertaining and enjoyable content to engage their customers with their brand as much as possible and make them more loyal.IntroductionIn the current digital age, where the era of information and communication reigns supreme, the pivotal role of social media in disseminating information and expanding various forms of communication in our daily lives cannot be overlooked. Additionally, businesses, regardless of size, rely on social media as an essential tool to broaden their reach and fortify the bond with their customers. Social media platforms have become an indispensable medium through which organizations can engage, connect, and share valuable content with their target audience, ultimately driving growth and success in today's digitally interconnected world. Content plays a pivotal role in social media, and companies must prioritize producing engaging content to attract and retain users. Research has demonstrated that user-generated content tends to be more effective in evoking emotions that encourage participation and interaction among customers, outperforming content created by the organization itself. This underlines the importance of fostering user-generated content as a strategy for building a strong online presence, cultivating a sense of community, and driving engagement on social media platforms.Emotion serves as a critical variable in the equation of user engagement on social media platforms. While previous studies have highlighted the essential features for sparking user engagement, the role of emotion has often been overlooked. By delving into this overlooked aspect, businesses can gain a more nuanced understanding of the factors influencing user participation and interaction. By incorporating emotional elements into their content, organizations can cultivate a deeper connection with their audience and foster a more compelling engagement experience. The importance of considering emotion as a mediating variable in influencing user engagement cannot be overstated. The customers' or users' emotional response to content plays a pivotal role in determining their engagement level. Therefore, this study aims to investigate the impact of content features on customer engagement through the lens of emotion as a mediator, with a specific focus on the social media platform Instagram.Materials and MethodsFor this study, the target population consisted of the followers of an Instagram page dedicated to cosmology and astronomy, based in Tehran. The page earns revenue through advertising. Considering the high number of community members (followers of the examined Instagram page), the sample size was set at 384 individuals based on the unlimited population principle. This breakdown yielded 190 female participants and 194 male participants. To gather data on the content features studied in this research, a questionnaire was administered. The survey was composed of three dimensions of content features, which included originality (questions 1-5), hedonism (questions 6-9), and quality (questions 10-12). These dimensions were derived from the works of Moldovan et al., Nambisan et al., and Huong Duong et al. It is worth noting that simple random sampling was used as the sampling method in this study. To assess the relationship between content features and customer engagement, the study utilized several variables, including likes and comments. For validating the measurement tool, confirmatory factor analysis was used, while the path analysis method was employed to test the hypotheses. Additionally, the Structural Equation Technique was applied using PLS software. Moreover, the emotion variable, consisting of pleasure, arousal, and mastery dimensions, was measured using questions taken from the article by Mazaheri et al.Discussion and ResultsThe findings of the study indicate that content features, specifically originality, hedonism, and quality, significantly influence customer engagement, as measured by liking and commenting. Moreover, all three dimensions of originality, hedonism, and quality have been found to affect emotion. Additionally, the results confirm that the emotion variable, encompassing pleasure, arousal, and mastery, has a notable impact on content engagement.ConclusionsIndeed, based on the study's results, it is evident that companies and brands must focus their attention on the specific social media platform discussed in the research in order to attain business success. Organizations must strive to produce valuable, entertaining, and engaging content to effectively engage their customers and cultivate loyalty. By doing so, businesses can strengthen their brand image and foster lasting relationships with their target audience. To maximize customer engagement on Instagram pages, it is imperative that they exhibit high visual appeal, feature meaningful videos and photos that are relevant to the content theme, and demonstrate the value of the page's content. In this study, a thorough discussion has been provided on the different types of content features and their impact on customer engagement on Instagram. While this study provides valuable insights into the content features and user engagement specific to Instagram, it is important to note that the findings may not be applicable to other social networks such as Twitter and Facebook. Future studies should be conducted to explore the nuances of user engagement on different social networks.

The Culture of Psychologist-Celebrity in Society: the Role of Top Motivational on Instagram

azam mirzaei; zahra yarahmadi

Volume 9, Issue 36 , December 2023, , Pages 348-321

https://doi.org/10.22054/nms.2024.69301.1437

Abstract

The ascendance of Instagram in Iran over the past decade has instigated profound cultural shifts, as evidenced by the participation of approximately 48 million users, comprising more ... Read More The ascendance of Instagram in Iran over the past decade has instigated profound cultural shifts, as evidenced by the participation of approximately 48 million users, comprising more than 50% of the population, on the platform. This expansion has been instrumental in catalyzing the emergence of micro-celebrities, Instagrammers, and motivational influencers, who have collectively contributed to a societal emphasis on individual success and bliss. This study seeks to investigate how Instagram has enabled these phenomena, specifically exploring the role of micro-celebrities in fostering individual achievement and entrepreneurial endeavors. The study employed qualitative content analysis, guided by Mayring's framework, to analyze content such as posts, captions, and stories from nine renowned motivational bloggers with over 500,000 followers, drawing insights from data collected from June to July 2022. The research results unveil a myriad of recurring patterns pertaining to perceived happiness and success, such as the mythologization of success, emotional well-being, self-regulation, gratitude, and self-branding. These patterns underscore an interwoven psychology-celebrity culture that is deeply enmeshed with neoliberal economic principles, accentuating individual accountability and underscoring the internal sources of contentment. The research illuminates how micro-celebrities substantially contribute to shaping these narratives, as they position themselves as role models and offer success training packages. Emphasized through self-branding, this phenomenon reinforces the principle of extreme individualism, thereby fragmenting traditional social bonds and elevating the pursuit of personal success into prominence. Innovation in this research resides in its thorough examination of Instagram's influence on societal norms pertaining to success and happiness. The conclusion underscores the profound impact of micro-celebrities on shaping the values and aspirations of contemporary Iranian society through social media, indicating that this phenomenon mirrors global trends in forming personal and cultural identities via social media. Introduction The extensive growth of Instagram in Iran throughout the past decade has brought about a restructuring of societal dynamics, particularly in the sphere of self-expression and aspirations. Millions of users have made Instagram a prolific breeding ground for various personas, among them micro-celebrities and motivational influencers, who hold considerable sway over perceptions of success and happiness. This article elucidates the transformational role of Instagram in shaping individual aspirations and societal norms, with a special focus on the rise of micro-celebrities as architects of success and happiness. Over the past decade, Instagram usage has significantly escalated in Iran. Research conducted by Beat Research Center (2020) indicates that a remarkable forty-eight million individuals (accounting for more than 50% of the population) are now registered Instagram members. Additionally, there is an excess of seven thousand user pages that boast an impressive count of more than 500,000 followers. The escalating growth of Instagram usage in Iran over the past decade has given rise to the emergence of novel concepts, including micro-celebrities, Instagrammers, and motivational influencers. Concurrently, this phenomenon has precipitated the emergence of individuals who prioritize individual triumph in the prevailing positive psychological atmosphere, consequently pervading society. In recent years, emphasizing happiness has emerged as a significant discourse, with its integration into governmentality as a leading approach. Happiness is defined as a tool utilized to attain harmony and coherence in human behavior. In the past, this emerging discourse on happiness predominantly occurred within the pages of best-selling magazines and books in Iran (Zaeri and Narimani, 2019). With the emergence of social networks, individuals gained greater freedom to pursue their areas of interest. Consequently, one can find numerous micro-celebrities, influencers, bloggers, motivational bloggers, and others on Instagram, who focus on self-improvement and cultivating a positive self-image. These individuals offer training packages to their followers, asserting that they hold the key to success. (Kohestani et al., 2022). The comprehension of the techniques of “psy” in neoliberal governmentality and the forging of new subjectification has created an imaginary myth, wherein personal happiness, self-control, and entrepreneurship are believed to be achievable for all (Fabian & Strecher, 2018). Objective This study seeks to explicate the intricate influence of Instagram on the societal constructs of success and happiness in Iran. The research endeavors to expound upon how Instagram serves as a facilitator for individuals to relentlessly pursue and project their achievements across diverse domains. Furthermore, the study aims to scrutinize the explicit methods through which micro-celebrities capitalize on their platforms to propagate notions of contentment, well-being, and success, thus molding societal discourses and aspirations. Methodology Applying a qualitative approach based on content analysis, this research delves into data sourced from the Instagram pages of influential micro-celebrities. Nine prominent micro-celebrities were carefully chosen based on predetermined criteria such as activity level, content relevance, and follower count. A thorough examination of seventy Instagrams, captions, and stories was undertaken to discern recurring themes and patterns associated with the portrayal of success and happiness. This article adopts a qualitative approach, relying on content analysis to gather and scrutinize data. Mayring's content analysis methodology holds special relevance in this context. Mayring outlines the following analytical techniques: "coding unit," "contextual unit," and "analytical unit." For this study, the data was sourced from the Instagram pages of motivational micro-celebrities with over 1,000 followers, between June 1401 and July 1401. The unit of analysis encompassed published pages and content on micro-celebrities' accounts, including their feeds (comprising of the photos, captions, and stories) of the chosen celebrities. For this study, nine well-known motivational bloggers, renowned for their millions of followers, were chosen as samples based on the following criteria: 1. active and consistent presence on Instagram with public pages; 2. content centered around personal success, and 3. a follower base of over 500 thousand individuals. A content analysis was conducted on seventy selected Instagram feeds encompassing captions and stories. Results The findings highlight the pervasive influence of Instagram in shaping societal perspectives on success and happiness. Through the lens of micro-celebrities, this platform perpetuates narratives centered around individual triumph and self-improvement, thereby fostering a pervasive culture of aspirational achievement. Furthermore, the analysis unveils distinct patterns in the portrayal of happiness, including the glorification of success, emphasis on emotional well-being, advocacy for self-regulation practices, promotion of gratitude, and cultivation of personal branding strategies. The results of the study indicate that society is presented with a diverse array of patterns related to a happy life. These patterns encompass the glorification of success, an emphasis on emotional well-being, the portrayal of individuals as joy-filled robots, the promotion of practices that foster self-regulation, the teaching of gratitude expression, and the cultivation of personal branding. Additionally, the research demonstrates that psychology-celebrity culture, substantially influenced by micro-celebrities, is profoundly intertwined with neoliberal economic principles, emphasizing the production process. Each of these patterns will be explored in detail in the following paragraphs. Micro-celebrity and Instagram success myths: in conclusion, the analysis of the Instagram pages of motivational micro-celebrities demonstrates their significant influence in shaping societal perceptions of success and happiness. This study highlights the pervasive impact of Instagram in disseminating narratives of individual triumph and self-improvement within an aspirational framework, as well as the distinct patterns observed in the portrayal of happiness and their concurrence with neoliberal economic principles that place emphasis on the production process. Retail celebrities and happy robots: positive psychology has proposed a novel lens through which societal norms can be scrutinized and challenged. This approach asserts that positive emotions or emotions associated with positive experiences serve as potential catalysts for altering individuals’ cognitive patterns, thereby conforming to new psychological theories. Similarly, positive psychology introduces alternative normative frameworks that justify the possibility of transforming the status quo. These new perspectives offer avenues for reevaluating traditional models and potentially effecting change in societal beliefs and behaviors. Micro-celebrities and emotional well-being: by concentrating on our daily thoughts, motivating ourselves to reflect upon ourselves, regulating our emotions, and immersing ourselves in a cycle of pleasurable experiences, positive psychology enables us to learn and cultivate happiness. Employing innovative methods and measurement techniques specifically designed to assess emotional states, individuals gain access to a plethora of options, each carrying a fixed value of happiness. This approach provides individuals with a broad range of possibilities and assigns a specific happiness quotient to each one. Micro-celebrities and self-regulating human prescription: in essence, the principles of positive psychology advocate for the cultivation of self-determined, self- regulated individuals who are responsible for their own well-being. By encouraging reflection on our thoughts, emotions, and actions, positive psychology empowers individuals to take charge of their lives and actively shape their own happiness. The goal is to adopt a proactive approach to personal growth and development, leading to a deeper sense of fulfillment and contentment. Micro-celebrities and gratitude teachings: gratitude and appreciation are of immense significance within the realm of positive psychology, echoing spiritual teachings. Gratitude is a recognition of oneself, others, God, life, and the world in which we live. It serves as a criterion for physical and mental health, contributing to the prevention of injuries and psychological and social issues. Individuals who possess this trait tend to have a consistently positive outlook on life, as gratitude fosters a positive mood. Small celebrities and self-branding: in self-branding, an individual adopts the persona of a consumer product, constructing a desirable image to be marketed to others. This process necessitates the crafting of a favorable public image on social media, along with leveraging the array of job opportunities accessible within the extensive network of social media platforms. This is particularly relevant in circumstances where societal employment prospects are less promising, as self-branding serves as a valuable tool for navigating career advancement. Conclusion: The prominence of micro-celebrities on Instagram reflects a transformation towards individualism and self-actualization, drawing from neoliberal ideologies that emphasize personal empowerment and autonomy. As a result, the cohesion of society has started to be predicated on individuals' aspirations for success, while collective objectives increasingly take a backseat. Given Instagram's profound impact on societal norms and values, it is essential to critically evaluate its influence on collective well-being. One significant consequence of the dominance of individualism in society is the gradual disappearance of the concept of "collective destiny." This phenomenon leads to a society wherein each individual prioritizes their own success, resulting in a group of atomized individuals who yearn for the idealized lifestyles peddled by micro-celebrities. In this context, individuals tend to associate their own achievements or failures solely with their personal skills and abilities, further exacerbating the sense of self-centeredness.

Effective Factors in Users' Purchase Intention in Social Media Influencer Marketing due to Personality Characteristics; A Case study: Instagram Social Media Users in Iran

Homa Doroudi; Hadi Mohammadi

Volume 9, Issue 36 , December 2023, , Pages 393-349

https://doi.org/10.22054/nms.2024.71481.1503

Abstract

In today's digital age, social media has become a prominent medium for communication and exerting influence on its users. Influencers within these media, thanks to the compelling content ... Read More In today's digital age, social media has become a prominent medium for communication and exerting influence on its users. Influencers within these media, thanks to the compelling content they create, not only gain widespread recognition but also manage to amass a considerable following. This significant number of followers grants them a stronger position to shape the opinions and decisions of their audience. With the growing number of users on social media platforms, companies and marketers have been increasingly focusing on attracting customers from these mediums. The undeniable impact held by influencers is well recognized by marketers, leading many to rely on social media influencers to promote their products. On the other hand, possessing a thorough understanding of the types of characteristics of influencers and their effect on users, as well as having correct knowledge of how to effectively manage social media influencer marketing, can greatly enhance the effectiveness of product promotion and prevent wastage of time and resources. Today, given the increasing preference of individuals, particularly young people, for social media platforms like Instagram, the significance of conducting comprehensive research that encompasses all aspects of influencers, particularly in terms of their influence on user purchasing intent, becomes crucial. If the existing gap in research is not addressed, valuable marketing opportunities within these media will be squandered. By bridging the research gap and effectively utilizing influencer marketing, companies can optimally allocate their marketing budget to reach Iranian users on platforms like Instagram. This can be achieved by understanding influencer characteristics, including attitude homophily, physical attractiveness, social attractiveness, influencer credibility, familiarity, compatibility, trustworthiness, perceived expertise, parasocial relationships, brand attitude, advertising attitude, and hedonistic attitude. Iranian users have wholeheartedly embraced Instagram, one of the most popular social media platforms, for its free photo and video sharing feature. Iranian influencers have effectively utilized Instagram to advertise and shape the purchasing decisions of their followers, with many even becoming influencers themselves. On the other hand, many users may not be fully aware of the various aspects of personality traits that directly impact behavioral intentions, thereby hindering their ability to make informed decisions for their business ventures. By gaining a deeper understanding of the desired characteristics and their influence on behavior, individuals can make more informed decisions in areas such as advertising and product sales, ultimately improving their business outcomes. The application of influencer marketing strategy within platforms such as Instagram has witnessed growth due to several reasons, including the capability for two-way interaction, access to consumer needs, and gathering feedback. Additionally, influencer marketing can help businesses to expand their following base, cultivate loyal customers, and ultimately boost sales, potentially converting occasional customers into regular patrons. On the other hand, it is crucial to consider that users often follow their favorite influencers on social media platforms based on the influencers' personality characteristics and the diverse areas in which they create content. In order to effectively implement an influencer marketing strategy in social media, it is essential to identify which characteristics of influencers have a significant impact on users' purchasing intentions. In this study, we have identified a set of characteristics of influencers as a preliminary factor that influences purchasing intentions among the audience – namely attitude homophily, physical attractiveness, social attractiveness, influencer credibility, familiarity, compatibility, trustworthiness, perceived expertise, parasocial relationships, brand attitude, advertising attitude, and hedonistic attitude. By taking these characteristics into account, businesses can strategically select influencers who resonate with their target audience and effectively boost purchase intentions through their marketing efforts. The primary objective of this research is to explore the factors influencing the purchase intent of users within the context of social media influencer marketing, focusing specifically on personality characteristics within the Iranian context. The research employs an applied approach and adopts a descriptive-analytical perspective, utilizing a survey research method to gather data and a causal approach to analyze the findings. The statistical population for this research comprises Instagram social media users in Iran in the year of 1401 (2022), whose exact number is uncountable. The research methodology utilized a combination of standard questionnaires and valid scientific articles as data collection tools. A total of 400 questionnaires were distributed among the available Instagram users. The hypotheses of the current research were tested using the structural equation modeling method based on the partial least squares approach (SEM-PLS). Two software programs were employed in data analysis: SPSS and SmartPLS3. The results of the study revealed that all the characteristics of influencers exhibited a significant impact on users' purchase intentions, suggesting that social media influencer marketing strategies should be tailored to the characteristics of different types of influencers for optimal effectiveness. Ultimately, this research examines the impact and relationship between the differing personality traits of influencers and the types of influencers in social media influencer marketing, which subsequently affects users' purchasing intentions. The study culminates by offering practical recommendations for maximizing the effectiveness of influencer marketing strategies in social media platforms.

The impact of New Media on Social Cohesion in the Less Privileged Areas of Tehran (Case of Study: WhatsApp)

mehdi bigdeloo

Volume 9, Issue 35 , October 2023, , Pages 36-1

https://doi.org/10.22054/nms.2022.69020.1427

Abstract

Abstract The development of new media, particularly interactive social networks, has been one of the most significant digital phenomena over the past few decades both in Iran and globally. ... Read More Abstract The development of new media, particularly interactive social networks, has been one of the most significant digital phenomena over the past few decades both in Iran and globally. The media, via its emphasis on user participation in social relationships, has brought about considerable changes to cultural, political, and economic landscapes. However, while highlighting the critical role of users in social relations, these networks may also impact social cohesion in less privileged areas, which often face stark social disparities. Among the social networks, WhatsApp is one of the most popular platforms and is widely adopted due to its interactive capabilities and lack of restrictions. Its use has also grown in Iran, especially given its high capacity for user interaction. The researcher has employed a descriptive-analytical methodology and a theoretical framework to review the impact of WhatsApp on social cohesion among less privileged areas of Tehran through a survey-based approach. Based on the data collection through the snowball method and statistical analysis using Pearson's test, it was concluded that there is a positive and significant relationship between the use of WhatsApp and both components of social cohesion (social adherence and social equality) among young users in less privileged areas of Tehran. Although the use of WhatsApp has been found to be positively associated with social equality, the impact is primarily felt with the feeling of participation. On the social cohesion component, the feeling of acceptance is heavily influenced by the use of WhatsApp, but the feeling of equality remains unchanged in less privileged areas of Tehran. Therefore, in light of this finding, it is warranted to consider the holistic and cohesive effects of this network in societal policies to effectively utilize its capabilities for enhancing the individual role-playing and to employ that potential towards reducing the cultural-social policy implementation costs. Introduction Modern media and communication platforms can be regarded as critical tools for the expression of various subcultures, ethnic groups, and less-privileged economic and societal groups. They serve to amplify their voices, increase their social awareness, and represent their demands. In Iran, mobile social networks like Telegram, WhatsApp, and Instagram have gained prominence and have had a significant impact on various populations, especially the youth. Among the social networks, WhatsApp has become increasingly popular among Iranian users due to the ease of voice communication, low internet requirements, and the ability to manage voice messages; its unfiltered nature, in particular, has garnered significant support among Iranian users. However, WhatsApp usage among less privileged areas remains understudied, especially in relation to its influence on social cohesion. This social network has allowed its users to play a significant role in the interactive space and has opened up powerful possibilities for two-way communication. However, despite the diverse roles that WhatsApp plays in different societal spheres and user functions, it is unclear whether its increased individual roles, particularly in the social, economic, and political spheres, would be effective in less privileged areas, especially in relation to the sense of social equality of young users and improving their social adherence and increasing the level of social cohesion. The present research has sought to address this issue. Research Question(s): What is the relationship between using WhatsApp and social adherence? 1.1. What is the relationship between the use of WhatsApp and the feeling of social belonging? 2.1. What is the relationship between the use of WhatsApp and the feeling of social acceptance? 3.1. What is the relationship between using WhatsApp and adhering to the law? What is the relationship between the use of WhatsApp and the feeling of social equality? 1.2. What is the relationship between using WhatsApp and feeling privileged? 2.2. What is the relationship between the use of WhatsApp and the feeling of participation? 3.2. What is the relationship between using WhatsApp and feeling equal? Literature Review Studies by Shohani and Shohani (Winter 2018) have revealed a significant correlation between social networks and the development of social trust, social cohesion, solidarity, and even political participation, via strengthening the relationships between people in those societies. Gholami and Khaiti (Fall 2013) have found a close relationship between the two variables of physical identity and social cohesion, and Imam Jumezadeh et al. (Spring 2014) have found a significant correlation between media consumption and social cohesion, and according to Farahmand et al. (Spring and Summer 2014) justice variables Social, external media, internal media and age have been able to show 22% of the changes in social cohesion. Methodology This study aims to examine the relationship between two variables: WhatsApp use and social cohesion. The study employs a descriptive-analytical methodology and adopts the Theory of Bernard (1999) as its theoretical framework. In order to obtain a measure of social cohesion, Bernard (1999) has outlined several dimensions such as a sense of belonging-isolation, deprivation-privilege, participating-not participating, accepting-not accepting, law-abiding-not adhering to the law. Within this research, two components of social compliance (feeling of belonging-isolation, acceptance-rejection, law-abiding-not adhering to the law) and feeling of social equality (deprivation-privilege, participation-nonparticipation, equal-unequal level) have been explored. Due to the lack of accurate statistics on young WhatsApp users in the less privileged areas of Tehran, the sampling process employed a convenience sampling method. A research questionnaire was given to 1,200 young people in Tehran's less privileged areas, and a total of 726 participants were included in the study. After the survey was distributed to the intended participants, those who agreed to participate and answered the questions, the collected data was subjected to statistical analysis using Pearson's correlation test. Results With regard to the relationship between WhatsApp use and social adherence, the analysis revealed that the components of social adherence, namely the feeling of acceptance, sense of belonging, and adherence to the law, presented the highest correlations with the use of WhatsApp. In order to examine the sub-hypotheses in detail, Pearson's correlation test was also used to measure the extent of the connection between the WhatsApp usage and the three components under the social adherence variable. The table below presents the findings of the Pearson's correlation test, in which the social adherence variable was taken as the dependent variable and the WhatsApp usage variable was taken as the independent variable. The values and significance levels of each correlation coefficient are also provided. In consideration of the fact that the p-value is lower than the 0.05 significance level, we reject the null hypothesis and conclude that there is a statistically significant relationship between the usage of WhatsApp and social adherence, with 95% confidence. Symmetric Measures Value Asymptotic Standard Errora Approximate Tb Approximate Significance Interval by Interval Pearson's R .263 .034 7.345 .000c Ordinal by Ordinal Spearman Correlation .260 .038 7.234 .000c N of Valid Cases 726 a. Not assuming the null hypothesis. b. Using the asymptotic standard error assuming the null hypothesis. c. Based on normal approximation. In terms of the relationship between WhatsApp use and the social equality variables, the analysis reveal that, while social participation and enjoyment present the highest levels of correlation, the feeling of equality can not be imagined. In other words, the feeling of equality cannot be inferred merely from people's WhatsApp usage. The results of the Pearson's correlation analysis shown in the table below reveal that while social participation and enjoyment present the highest levels of correlation with WhatsApp use, the feeling of equality cannot be inferred from WhatsApp usage alone. Furthermore, WhatsApp usage has a low level of correlation with the feeling of equality, indicating that the two variables cannot be deemed to have a strong connection. In light of the statistical findings presented in the table and the fact that the p-value has fallen below the 0.05 significance level, we reject the null hypothesis and concluded that there is a statistically significant relationship between WhatsApp usage and feelings of social equality, with 95% confidence. Symmetric Measures Value Asymptotic Standard Errora Approximate Tb Approximate Significance Interval by Interval Pearson's R .307 .031 8.677 .000c Ordinal by Ordinal Spearman Correlation .301 .035 8.508 .000c N of Valid Cases 726 a. Not assuming the null hypothesis. b. Using the asymptotic standard error assuming the null hypothesis. c. Based on normal approximation. Conclusion The emergence and evolution of new media and especially social networks have become a phenomenon of recent years, having altered practically all aspects of modern human society, to the extent that their elimination is hardly imaginable in the aftermath of the COVID-19 outbreak, given their increased prominence. Indeed, the impact of these social networks is categorized on a spectrum of positive and negative effects, depending on the social conditions of the countries involved. However, it is vital to consider how people perceive the usage of these social networks, which is itself influenced by governmental actions, available social facilities, and other relevant factors. It is evident that people, especially the youth in our country, as the leading users of social media, have accepted the effects of various social networks as part of their everyday lives. As traditional values hold prevalence in Iranian society, social networks can have a mixed impact on its cultural fabric. While they are primarily perceived in contrast to the prevailing culture, their positive effects are often overshadowed by their negative aspects. Although widespread cultural resistance toward social media networks has often created a negative impression of their works, such a stance tends to overlook their potential capabilities, some of which remain unexplored. Among those capacities is their potential role in influencing social cohesion and solidarity, as demonstrated by the researcher. Recent economic challenges have exacerbated social inequality between different classes in Iranian society. This solidarity can act as a safeguard against potential unrest in less privileged areas, promote greater youth participation in social activities, and facilitate individual commitment and collective action, thereby forming a more cohesive society. In particular, the social fabric of the south and west areas of Tehran, which present lower levels of social and cultural facilities, as well as economic development, is vulnerable to social and economic inadequacies. This deficit of facilities constitutes a significant contributing factor to social tensions, particularly among the youth in these areas. The engagement of this population can therefore help offset the risk of social unrest. As the collected survey data indicates, the use of WhatsApp by users from less privileged areas of Tehran carries a positive and significant correlation with social adherence and social equality. However, when compared, users who employ WhatsApp extensively seem to possess a stronger social adherence compared to a higher feeling of social equality. This could be explained by the fact that WhatsApp's impact on communication may not sufficiently address the varying demands of social equality, particularly for users who reside in areas facing objective social and economic difficulties.

Designing a Model for the Transformation of Social Media in Human Resources

Masoumeh Babaei; Abolfazl Danaei; Farshad Faezi Razi

Volume 9, Issue 35 , October 2023, , Pages 232-197

https://doi.org/10.22054/nms.2024.67846.1391

Abstract

AbstractThe present study is written with a new look at the design of an applied model in the field of social media with a focus on the turning point in human resources. The research ... Read More AbstractThe present study is written with a new look at the design of an applied model in the field of social media with a focus on the turning point in human resources. The research approach is to use a hybrid model and validate it in model design. The research was conducted in three phases. The meta-combined approach in identifying indicators of social media evolution in human resources has led to the identification of 98 research-related studies from 1975 to 2021 and 34 indicators. In the screening phase, the researcher with the fuzzy Delphi approach and the opinions of experts considered 9 indicators necessary in designing the model of social media transformation in human resources. In this phase, the researcher has designed the research model using a structural-interpretive modeling approach. Privacy, interactive media and trust building indicators were identified as the cornerstone of the model and the most effective indicators. Indicators of digital transformation, social participation and generational communication are also included in the MICMAC analysis in the interface area. Finally, in the third phase, the researcher has identified a deep gap between the current and the desired situation using the importance-performance approach. The results of the study also identified four distinct periods in the evolution of social media in human resources.Keywords: Social Media, Transformation, Meta-Composition, Structural-Interpretive Modeling (ISM). IntroductionIn the contemporary era, the Internet has emerged as a powerful platform, transforming communication and social behavior and prompting the invention of new modes of interaction. The capabilities of this transformative platform have ushered in new avenues of communication, accelerating the speed and ease with which an unprecedented volume of messages are transmitted and received. This paradigm shift in the field of communication has been facilitated by the existence of the Internet, leading to the development of new channels between individuals and organizations. Additionally, the capabilities of innovative communication technologies, allowing for the swift delivery of messages and the transmission of a significant volume of messages in a brief time span, have driven the desire to widely utilize these techniques. The capabilities of these modern communication technologies have increased the accessibility and convenience of using them. Furthermore, it has emerged as one of the prominent social networks, facilitating a wide range of strategies and ambitions. The impact of social media within this context is unignorable. Corporate environments cannot forego social media. Social media comprises a variegated variety of tools, including wikis, blogs, social bookmarking and social websites, which have witnessed a steady rise in usage over recent decades.Materials and Methods:This research was conducted in three phases. Through the use of the meta-composite approach, a comprehensive review of the related literature was conducted, which identified 98 relevant studies published between 1975 and 2021 and revealed 34 indicators related to social media transformation within human resources. During the screening phase, the researcher, utilizing the fuzzy Delphi (FD) approach and the input of expert opinions, identified nine essential indicators to ensure the inclusion of social media transformation within human resources. In this phase, the researcher designed the research model by employing the Structural-Interpretive Modeling (ISM) approach.Discussion and Results:The indicators related to privacy, interactive media and trust building were identified as pivotal cornerstones of the model and the most influential indicators in the transformation of social media within human resources. Additionally, indicators such as digital transformation, social participation and generational communication were established within the interface area based on the MICMAC analysis. Lastly, in the conclusion phase, the researcher identified a significant gap between the current and desired scenario using the Importance-Performance Approach. The study revealed four distinct periods in the evolution of social media within human resources, further elaborating on the importance of assessing the impact of social media in corporate environments.Conclusions:In today's era, a profound paradigm shift has occurred in communication and information, providing researchers with a novel conception and paradigm of media influence. The vast transformation within the field has offered a distinctive perspective of the nature and function of the media's impact. The shift in communication and information, which many regard as revolutionary and the advent of a new paradigm, corresponds to the emergence and growth of new media across the world. The spread of these mediums, especially the Internet and virtual social networks, has been swift and widespread. These innovative media have transformed the nature of communication, providing a formidable sphere of interaction and influencing various aspects of life.

Twitter Diplomacy: Comparison of the Performance of the Chinese Ambassador Account in Tehran and the Persian Account of the US State Department in the Field of Networking

Mohammad Hasan Sheikholeslami; Davood Rezapour

Volume 9, Issue 35 , October 2023, , Pages 276-241

https://doi.org/10.22054/nms.2022.59298.1159

Abstract

AbstractWith the spread of communication technologies in recent years and their growing influence on everyday life, social networks have grown to play a vital role, especially in public ... Read More AbstractWith the spread of communication technologies in recent years and their growing influence on everyday life, social networks have grown to play a vital role, especially in public diplomacy and cyber diplomacy. Among these networks, Twitter has emerged as a pivotal platform, featuring its own unique set of dynamics and advantages as a public diplomacy tool. This study aims to evaluate the performance of two accounts on Twitter, namely, the Chinese Ambassador in Tehran and the Persian Account of the US State Department, toward the Islamic Republic of Iran, via two defined indicators, namely, network proximity and networking capacity. The research investigates these indicators to analyze and compare the accounts' engagement in interactions and networking on Twitter. The findings of this study demonstrate that in terms of the specified indicators, the account of the Chinese Ambassador in Tehran has outperformed the Persian Account of the US State Department. IntroductionRecent advances and developments in communication technologies have facilitated the integration of social networks into daily life. The use of these platforms has grown extensively in the domain of public diplomacy and cyber diplomacy. Among others, Twitter has emerged as a significant platform for conducting public diplomacy. This study assesses and contrasts the effectiveness of two user accounts, namely, the Chinese Embassy's account in Tehran and the Persian Account of the US State Department regarding the Islamic Republic of Iran. Materials and MethodsFor this research, relevant data regarding the chosen Twitter accounts were obtained and assessed via quantitative and qualitative methodology. The parameters used to analyze proximity to the horizontal network structure include tweets, retweets, mentions, and replies, generated by the Chinese Ambassador's account in Tehran and the Persian Account of the US State Department. Both user accounts were scrutinized for their retweet and reply activities, with the subsequent comparisons. In addition to contrasting the numbers of retweets from official governmental sources and responses to users, an effort was made to gain holistic insights by conducting a thorough exploration of the retweet sources and the recipients of responses. To probe the application of Twitter's networking capacity and user engagement, the retweets and mentions from the Chinese Ambassador's account in Tehran and the Persian Account of the US State Department were assessed and compared utilizing the obtained dataset. In this exploration, the retweet sources and mentioned users of the accounts were identified. If necessary, the content was perused to fathom the manner in which the user accounts employed the retweet and mention capabilities to advance their networking interests. Discussion and ResultsThe conducted probes were dissected into two phases. The first phase focused on identifying and analyzing the sources used for retweeting, uncovering significant disparities between the two user accounts in terms of utilizing domestic and international sources. The second phase delved into examining the inclination of the accounts towards engaging in two-way communication with users by responding to their queries. In contrast to the U.S. Department of State's Persian Twitter account, the Chinese Ambassador's account in Tehran showed a more distinguished performance in leveraging this functionality, in terms of both the volume and quality of replies. The scope of utilizing Twitter's networking features was examined via an investigation of retweeting, replying, and mentioning practices. Regarding networking through retweeting, it was determined that the Chinese Ambassador's Twitter account in Tehran endeavored to leverage this feature for expanding relationships from in-person to online realms. In contrast, the US Department of State's Persian Twitter account, in this regard, occasionally engaged with opposition media outlets but refrained from creating an intimate network with this faction. Regarding the employment of replies and mentions for networking, the focal point of the research was on interaction with eminent Iranian elites and notable figures. The Chinese Ambassador's Twitter account in Tehran was found to have outdone the performance of the US Department of State's Persian Twitter account, with reference to both the volume and quality of such engagement, notably through utilizing the replies and mentions features. ConclusionsUpon analyzing the findings, it was discerned that the US Department of State's Twitter account in Farsi exhibited lesser inclinations toward conservatism and vertical power expression compared to the Chinese Ambassador's account in Tehran. On the other hand, the ability of the Chinese Ambassador's Twitter account in Tehran to effectively utilize Twitter's networking capacities, especially through the mechanism of replies for fostering two-way communication, has been far superior to that of the US Department of State's Persian Twitter account. In short, the Chinese Ambassador's account in Tehran displayed superior performance in embracing Twitter's social networking capacity.

Factors Affecting Government Use of Social Media for Service Provision

Seyed Mohammadbagher Jafari; Alireza Amirkabiri; hossein amjadi

Volume 9, Issue 34 , August 2023, , Pages 77-33

https://doi.org/10.22054/nms.2023.56333.1070

Abstract

IntroductionNowadays, social networks are an essential part of daily life, and it's safe to say that the majority of the world's population uses at least one social media platform. ... Read More IntroductionNowadays, social networks are an essential part of daily life, and it's safe to say that the majority of the world's population uses at least one social media platform. With the advancement of technology and the prevalence of the Internet, social networks have become an integral tool for communication and information sharing. As more citizens turn to web 2.0 services and social media platforms, governments are increasingly considering using them as a channel for service delivery. In this research, we aim to identify the factors that impact the government's use of social media for service provision. By doing so, governments can gain a better understanding of the factors that influence their decision to enter this field and take more informed steps in this regard.Research Question(s)In this article, we aim to address two key questions: if the government intends to provide services through social media tools, which set of influential factors will be at play, and which of these factors will be driving versus prevented? Identifying these factors is critical for the government to better understand the factors that influence its decision to enter this field and take more informed steps in this regard. Literature ReviewAccording to Mergel's study in 2016, the adoption of social media in the American government requires careful consideration of two key activities: strategic alignment and routinization. Strategic alignment involves ensuring that the use of social media is in line with the government's overall objectives and priorities, while routinization involves establishing clear processes and procedures for using social media, as well as ensuring that it becomes ingrained in the daily routines of government employees and citizens alike. By taking these factors into account, governments can better ensure that the use of social media for service provision is sustainable and effective.Gregory (2016) examined the relationship between public sector social media usage and citizens' trust in e-government websites. Using a sample of 1100 citizens in Seoul, South Korea, the study found that increased use of e-government websites is negatively correlated with citizens' satisfaction and trust. On the other hand, the findings suggested that the use of social media by the government can lead to higher levels of trust and satisfaction among citizens. While the study was limited to a single city in South Korea, it provides valuable insights into the relationship between government social media usage and public trust.Wukick and Mergel (2016) investigated the repurposing of social media information in American public sector institutions. The study highlighted that government organizations often default to trusted sources of social media information rather than seeking out new sources, and that private institutions may utilize social media to communicate their messages directly to citizens. These findings indicate that the use of social media may be limiting the range of information available to the public and introducing a degree of bias into public discourse.Reddick et al.'s (2017) research studied the utilization of social media, particularly Facebook, in providing government services. The study utilized a double-loop learning theory approach to evaluate the relationship between the government and citizens. The findings showed that the government uses Facebook to modify citizens' behavior toward organizations and promote greater support. Additionally, the study found that social media is effective in monitoring citizens' needs and prioritizing them based on different categories. Overall, this study suggests that social media can be a powerful tool in delivering government services and enhancing communication between the public sector and citizens.Aizhan et al.'s (2017) study examined the utilization of social media in the e-government sector for the public health sector. The research was conducted as a systematic review, in which studies related to the topic were examined. Out of 2441 related studies, 22 were fully examined. The findings of the study suggested that transparency, accountability, public participation, and cooperation were prominent characteristics of using social media in the government service sector. The study aimed at providing insights into the potential benefits of social media for public health services and highlighting the need for further research in this area.Medaglia and Zhu (2017) investigated the use of social media by Chinese government agencies. This study analyzed data from Weibo, a Chinese social media platform, and aimed to understand the public's opinion on government social media accounts. The study used a sample of 417 users and found that there was a lack of engagement and interaction on government social media, leading to a decrease in creative ideas. Additionally, users had a lower evaluation of government social media compared to other platforms. These findings suggest that government agencies may need to reevaluate their strategies for effectively using social media for public outreach.Rodriguez et al.'s (2018) study investigated the strategies employed by different governments to utilize social media for providing services to their citizens. The research was conducted on Latin American local governments and assessed the impact of differing social media strategies on citizen participation in governmental decisions. The findings showed that the use of various social media platforms by local governments can lead to increased engagement from citizens and enhance their participation in decision-making processes.Eom et al. (2018) addressed the issue of "Can social media increase government accountability?" This study was conducted in South Korea. The results of the study showed that the mayor of Seoul plays the most important role in Twitter networks. Especially, the mayor acts as a bridge between different categories of citizens and government officials and follows up on citizens' communications. MethodologyIn order to investigate the drivers and preventers of social media usage for government service delivery in a meta-composite research framework, Sandelowski and Barroso's 7-step meta-Analysis method was utilized. This approach enabled the identification of a suitable number of articles that met the inclusion criteria. After applying the Glynn tool to evaluate the quality of the articles, 39 publications were deemed suitable for inclusion in the final review. A meta-combination method was subsequently used to determine the drivers and preventers of government social media usage for service delivery. The analysis revealed four factors - managerial, organizational, human, and infrastructural - that influenced the effectiveness of social media usage for service delivery. The final decision on the type of effect (propelling or preventive) of each of the factors was made based on a comprehensive review of the literature and an assessment of the existing limitations in the country from this perspective. ResultsIn this research, we sought to find a set of requirements that governments can identify before using social media tools to provide their services to the beneficiaries, and increase their chances of success in managing the service delivery process.As a result, the 4 factors affecting the government's use of social media for service delivery were identified - managerial, organizational, human, and infrastructural. A decision on the type of effect of each factor (propelling or preventive) was made based on the information provided in the research and the limitations that exist in the country with regard to this perspective.The management factors affecting the government's use of social media for service delivery include 4 sub-factors: transparency, enforcement, manager training, and capital budgeting. The study aimed to identify these requirements to increase the chances of success in managing the service delivery process.Managerial factors:1-Transparency sub-factor: preventive2-Executive sub-factor: preventive3-The sub-factor of Manager training: preventive4-Sub-factor of Capital budgeting: preventiveBased on the research findings, it is clear that the government needs to pay attention to the management factors, including transparency, enforcement, manager training, and capital budgeting, when using social media to deliver services. If these factors are not adequately addressed, they may serve as obstacles to the effective use of social media for service delivery. Therefore, it is recommended that the government take into consideration these factors and implement appropriate measures to maximize the benefits of social media-driven service delivery. The organizational factors affecting the government's use of social media for the purpose of providing services include 3 sub-factors of organizational policies, organizational structure and communication, and organizational processes.Organizational factors:1-Sub-factor of organizational policies: preventive2-Organizational structure and communication sub-factor: Preventive3-Sub factor of organizational processes: preventiveIt is imperative to consider the organizational factors, including organizational policies, organizational structure and communication, and organizational processes, when using social media to deliver services. Failure to pay attention to these sub-factors will act as hurdles in the effective use of social media for service delivery.The human factors affecting the government's use of social media for the purpose of providing services can be broken down into four sub-factors: user education, user resistance, usability of the social media platform, and citizens' experience.Human factors:1-User training sub-factor: preventive2-User resistance sub-factor: preventive3-Functionality sub-factor: preventive4-Citizen experience sub-factor: motivatorAfter examining the findings, it is clear that human factors must be taken into account in order for the government to effectively use social media. Specifically, the factors that affect success include: user education, resistance to changing behavior, usability of the social media platform, and citizen's experience. If these factors are not addressed, they can act as obstacles to the effective use of social media. However, the factor of citizen's experience - established and early habituation to using social media - can act as a driving force to encourage the government to adopt social media.The infrastructural factors affecting the government's use of social media for the purpose of providing services include 5 sub-factors of technical infrastructure, financial infrastructure, legal infrastructure, specialized infrastructure and cultural infrastructure.Infrastructural factors:1-Technical infrastructure sub-factor: motivator2-Sub-factor of financial infrastructure: preventive3-Legal infrastructure sub-factor: preventive4-Specialized infrastructure sub-factor: preventive5-Cultural infrastructure sub-factor: preventiveIt has been determined that infrastructural factors, including financial, legal, specialized, and cultural infrastructures, affect the government's use of social media for service delivery. Without these necessary components, the effectiveness of social media for this purpose may decrease. However, since the required technical infrastructure exists in the country and most regions, the infrastructure factor may serve as a driving force for successful implementation. Conclusion The government must be motivated to use social media to serve its beneficiaries. In order for this to happen, it is essential for the government to have the necessary will to provide its services via social media. To achieve this, it is important to identify the set of factors, including advantages (motivators) and obstacles (preventives), which will affect the government's use of social media. These factors should be used to create a positive influence on the government's performance.With the help of motivators and stimulators, governments can increase the speed of their action. By understanding the obstacles that they may face on this path, governments can either independently or through the use of available resources, reduce or eliminate these obstacles, and streamline their actions.

The Effect of Marketing Activities based on Social Networks on the Intention of the Presence of Fans with the Mediating Role of Team Identity and Satisfaction (Case Study of Esteghlal Instagram Page)

Arash zarei; sardar mohammadi

Volume 8, Issue 32 , January 2023, , Pages 300-277

https://doi.org/10.22054/nms.2022.55600.1057

Abstract

Objective: The aim of the present study was to investigate the effect of social media-based marketing activities on the intention of the presence of fans with the mediating role of ... Read More

Factors Affecting Opinion Leadership of Social Media Users in Creating Social Action

Sholeh Meraji Oskouie; mohamad soltanifar; Ali Delavar

Volume 8, Issue 32 , January 2023, , Pages 384-357

https://doi.org/10.22054/nms.2022.48867.885

Abstract

Social media have provided brand-new capacities for affecting users and leading them toward social action. The aim of the current research was to develop a model of factors affecting ... Read More

Identifying and prioritizing social media business values in small and medium-sized businesses: A systematic review

Mona Jami Pour; Seyed Mohammadbagher Jafari; reyhane assarian

Volume 8, Issue 31 , October 2022, , Pages 332-301

https://doi.org/10.22054/nms.2021.52041.970

Abstract

Social media as an effective tool in small and medium businesses will create a wide range of valuable opportunities and significantly reduce costs. Today, the strategy of companies ... Read More

A Path Analysis on Media Health Literacy and its relation to Social Media Consumption in Tehran

Azadeh Salemi; Hadi Khaniki; Habib Habib Sabouri KhosrowShahi; Shahnaz Hashemi

Volume 8, Issue 29 , April 2022, , Pages 74-41

https://doi.org/10.22054/nms.2022.62608.1258

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 ... Read More

Goals and motives for republishing social violence in cyberspace

Alireza Hosseini Pakdehi; mahya baharyan

Volume 8, Issue 29 , April 2022, , Pages 237-199

https://doi.org/10.22054/nms.2022.58509.1139

Abstract

New communication technologies with the potential to create change in social communication, has become the most important element of social change in the modern age. Social media has ... Read More

Presenting a pattern for promoting social health through social networks (Case study: Instagram social network)

mahsa zamani; Younes Nourbakhsh; Houshang Nayebi

Volume 7, Issue 28 , February 2022, , Pages 42-1

https://doi.org/10.22054/nms.2022.63698.1277

Abstract

The increasing use of social networks is affecting various dimensions of users' health. The purpose of this study is to provide a pattern for promoting social health through the social ... Read More

The Life and Times of the Iranian women Ideological approach to the Women’s Representation on the Instagram

Azam Ravadrad; Mitra Shamsi

Volume 7, Issue 26 , November 2021, , Pages 170-131

https://doi.org/10.22054/nms.2021.35786.593

Abstract

This study examines the visual messages Iranian women shares on Instagram in order to perceive how they are represented on the social network. The research applies John Berger’s ... Read More

The Study of Gender and Age Differences in the Use of Emoji among Iranian Internet Users and Reasons for Using Emoji in Preference to Emoticon

Reza Kazemian

Volume 7, Issue 26 , November 2021, , Pages 266-239

https://doi.org/10.22054/nms.2021.50985.933

Abstract

The use of emoji / emoticon is increasingly popular across the world in different platforms of online communication and they are commonly used in modern text communication as well. ... Read More

Analysis of trends and drivers affecting future social networks

Sayed Javad Sharif Shaykh al-Islami; Farhad Nazarizadeh; Ahmad gaeini

Volume 7, Issue 27 , November 2021, , Pages 399-359

https://doi.org/10.22054/nms.2021.54542.1027

Abstract

One of the most important issues for policymakers in the field of media is the future of the media. If policymakers and decision-makers in this field do not gain knowledge about the ... Read More

Volume 11 (2025)

Volume 10 (2024)

Volume 9 (2023)

Volume 8 (2022)

Volume 7 (2021)

Volume 6 (2020)

Volume 5 (2019)

Volume 4 (2018)

Volume 3 (2017)

Volume 2 (2016)

Volume 1 (2015)

Keywords = social media

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