Hamraz Tavallaee; Mina Ranjbarfard; Soheila Mehmannavazan
Abstract
Considering today's world, which is the age of information and communication, the role of social media in transmitting information and expanding all kinds of communication in people's daily and personal life cannot be ignored. Also, businesses of all sizes need social media to expand and strengthen ...
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Considering today's world, which is the age of information and communication, the role of social media in transmitting information and expanding all kinds of communication in people's daily and personal life cannot be ignored. Also, businesses of all sizes need social media to expand and strengthen their relationship with customers. The most important and main element of a social media is its content. In order to attract users, companies must produce content, and most importantly, produce content that engages the user. Research has shown that the contents created by the users themselves are more effective in arousing the emotions of other customers for participation and interaction than the contents created by the organization itself. Therefore, in order for users to have more participation, it is necessary to identify the content features that cause more engagement of the customer, followed by participation and interaction.
In previous researches, the features that a content should have in order to cause user engagement have been mentioned, but by studying all kinds of articles in this topic, the variable that has not been addressed is "emotion". Therefore, it was considered necessary to consider the role of emotion as a mediating variable. In fact, the customer's or user's emotion plays a fundamental and fundamental role in his engagement with the content, so in this research, an attempt has been made to investigate the effect of content features on content engagement (customer engagement) with the role of emotion as a mediator in the social media platform (Instagram).
The community studied in this research was the users of an Instagram page with the topic of cosmology and astronomy in Tehran, which earns money through advertising. The target population was 795,000. Due to the fact that the number of community members (that is, the number of followers of the investigated brand's Instagram page) was more than 795 thousand people, therefore, the number of samples based on the unlimited community was determined to be 384 people (190 women and 194 men). The sampling method is based on simple random sampling. Library resources were used to define the research problem and develop hypotheses. A questionnaire was used to measure the variables of content features and emotion.Variable questions of content features that had three dimensions of originality (questions 1-5), hedonism (questions 6-9) and quality (questions 10-12) were taken from the articles of Moldovan et al., Nambisan et al. , Huong Duong et al. was obtained. The emotion variable, which has three dimensions of pleasure (questions 13-16), arousal (questions 17-18) and mastery (questions 19-23), was taken from the article by Mazaheri et al. Likes and comments were used to measure the variable of content engagement. Confirmatory factor analysis was used to validate the measurement tool and path analysis method was used to test the hypotheses. PLS software was used for structural equation technique.
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, it can be easily seen that companies or brands need to pay attention to the social media platform that is included in the research in order to succeed in their business. In fact, organizations should be able to produce useful, entertaining and enjoyable content to engage their customers more with their brand and make them more loyal. Instagram pages should have high visual appeal, have meaningful videos and photos related to the content of the page, and the customer will find out that the content of the page is valuable and of high quality. In this research, it has been said in detail about the types of content features and their effect on customer engagement on Instagram. The limitation of this research can be mentioned that this study was conducted on the Instagram social network, therefore the content features and user engagement are specific to this platform and its results cannot be generalized to other social networks such as Twitter and Facebook.
Karim Nematiaghdam; Nasim Majidi; Aliasghar Keya
Abstract
Abstract
The purpose of this research is to investigate the role of modern media in the apparent changes in the Iranian society's culture, which research method was carried out without relying on popular theories and with the Grounded Theory (GT) method. In this method, after explaining ...
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Abstract
The purpose of this research is to investigate the role of modern media in the apparent changes in the Iranian society's culture, which research method was carried out without relying on popular theories and with the Grounded Theory (GT) method. In this method, after explaining the elements and features of the message, the relationship between the elements of communication and the background and consequences (or effects) of the communication process can also be addressed in an inferential way. ) Online data culture based on the Likert scale and two methods of decoding by another researcher and member review method were used and analyzed based on the database theory with Glazerian approach. The findings of this research show that the Iranian society has become extroverted due to the expansion of social networks. And virtual social networks are so influential in the appearance of Iranians' lives that people look for superficial issues (such as the role of consumer culture in anthropology, ideological factors, rhetoric and impracticality of reforming consumption patterns, the use of self-made patterns to reform consumption, lack of media planning in promoting and recognizing patterns consumption, the influence of celebrities on mass media, especially Instagram, and the exchange of information by word of mouth) have accepted changes in the type and form of consumption culture day by day. And in conclusion, it is proposed to form an institution for prudent supervision in the space of virtual advertising. The results and findings of the research were such that the Iranian society has become extroverted due to the expansion of social networks. and virtual social networks in the apparent context of Iranian life, people looking for superficial issues, the role of consumer culture in people, as well as ideological factors, the sloganeering and impracticality of reforming consumption patterns, the use of self-made patterns to reform consumption, the media's lack of planning in promoting and recognizing consumption patterns, the influence of celebrities in social media, especially Instagram and exchanging information by word of mouth; It has caused changes in the type and form of consumption culture day by day. And it is obvious that reforming the process of social affairs in this field will not be possible apart from the guidance approach which is based on scientific and applied studies of needs assessment and adapting the current culture to the goals of human development. Research findings show that policymakers should consider consumer control over the information they are exposed to in social networks and Instagram.
The power of the media, both positive and negative, still dominates the representations of people and their concerns. Less time for celebrities, lower costs for product development or promotional products, more creative product ideas, and greater product acceptance were some of the benefits cited, and celebrity endorsement appears to be important when communicating marketing messages. And they have considerable credibility. This shows that it is essential for brands to use Instagram effectively when determining their target audience; They should pay attention to what kind of fame and notoriety can be most effective in attracting a specific target group.
The interviewers indicated that the lower-scale celebrity types were most influential, as these categories were perceived as more believable and relevant to users, especially with regard to purchasing decisions as the products and services they endorsed were more cost-effective for participants. Therefore, in choosing a celebrity, policy makers should focus more on a brand that customers can relate to.
Due to the change of governments, today's government focuses more on Iran's foreign policy and economy. An institution that is necessary to monitor Iranian culture in the country's media to hold this industry responsible for representing Islamic Iranian culture. Although radio and television stations are required to allocate a certain amount of broadcast time to Iranian content with Islamic culture, which is regulated by the Communications and Telecommunications Commission and most of the Iranian Broadcasting Corporation, the products that the most visited Instagram pages in the field of promoting consumer products are usually free of charge. They will support Iranian brand-making companies regarding Iranian consumer products.
As in other countries, young people in Iran care about their style, the only differences they have compared to others is the limitation in appearance and the absence of an organized system to work on consumer products. This system is mostly based on people and their interaction with other groups in the society. They are consumers, importers, personal designers and groups of creative young people who, inspired by global culture, create new trends to create domestic trends that will be more applicable in Iran's situation. Diversity in the age and social position of people and differences in their views lead to diversity in their tastes and classify them in different stages of accepting new trends, and different people in different stages of acceptance follow the same process of accepting innovations, but according to their local conditions. These conditions have caused integration and some changes in the stages of product diversification and its consumption among Iranians. Some people try to choose products and consume them by imitating others in order to achieve social status without paying special attention to their social position. The system offers a variety of products and needs to meet the emerging needs of larger groups of consumers who are mostly young and interested in new products, but our limitations
Keywords: culture, virtual networks, Instagram, consumer goods
Hossein Kermani; Amirali Tafreshi; Amir Mohammad Ghodsi; Alireza Bayat Makou; Ali Atash Zar
Abstract
Introduction:
The present study delves into the repercussions of the COVID-19 pandemic on human life and social interactions, with a particular focus on Iran. The pandemic has substantially impacted various facets of human life, resulting in diminishing physical presence in the public sphere to avoid ...
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Introduction:
The present study delves into the repercussions of the COVID-19 pandemic on human life and social interactions, with a particular focus on Iran. The pandemic has substantially impacted various facets of human life, resulting in diminishing physical presence in the public sphere to avoid getting infected with the virus, while increasing online interactions on social media platforms. The purposes of this research study include exploring the linguistic constructs developed on Twitter and Instagram in Farsi, during the initial stages of the COVID-19 outbreak in Iran. The analysis is aimed towards providing a comprehensive comprehension of the underlying meanings constructed and negotiated in the early days of Iran's experience with the COVID-19 crisis, particularly in relation to the presence of power dynamics and hegemonic discourses.
Materials and Methods:
The aforementioned study implements mixed methodologies, featuring a combination of computational and traditional qualitative approaches, namely SOCIAL network analysis and qualitative content analysis, to elevate the depth and validity of the analysis. Specifically, these methods are used to investigate the social networking components and discussive content present within social media. The data collected in this study entails more than 4 million tweets and Instagram submissions from January 21, 2020, to April 29, 2020. The focus of the Twitter data analysis centered on the retweet network, which acted as the information dispersion network. Following data refinement, the retweet network was extracted, comprising more than 2.5 million tweets. Using a modularity-based community detection algorithm, clusters within the retweet network were identified. Five significant clusters, boasting volumes in excess of 4% of the total network, were identified. Each cluster incorporated a selection of individuals identified as the most influential according to the Pagerank index, indicating the highest tweet circulation in the entire network. A sample of 5056 tweets representing the total tweet population (7658) was randomly drawn, following which they were qualitatively annotated via content analysis to identify the underlying discourses. The agreement coefficient, based on Krippendorff's Alpha, was calculated to be 83%.
Discussion and Results
The findings of this research unveil a total of 71 micro-discourse constructs, clustered into 16 overarching macro-discourses, that were observed on both Twitter and Instagram during the initial days of the COVID-19 outbreak in Iran. Furthermore, the most prevalent micro-discourse formats, sporting the highest frequency counts, were selected for further analysis, resulting in five dominant constructs on Twitter and Instagram each. The investigation of the selected discourses provided insights into their facets and their connection with power dynamics in Iran. Three of the predominant discourse formats were found to be shared between both platforms, with each host possessing
Conclusions
This study endeavored to discover and examine the discourses manufactured by Iranian users during the COVID-19 outbreak. The psychological dynamics of these users in the early phases of the pandemic were analyzed in light of Network Framing Theory and Foucault's Discourse Theory. The outcome presents a comprehensive picture of the network agency of Persian users on Twitter and Instagram. Users on Twitter predominantly held a conviction to accuse parties deemed responsible for the outbreak, such as negligence, faith-based assumptions, concealment, and misrepresentation. Meanwhile, Instagram users were positioned as afflicted, either undertaking health preventive measures or suffering the fear and hardships of COVID-19 conditions. This study illustrates that although internet-based networks have encroached on the primacy of conventional media as a leading framing agency, their features and systems still exert a significant influence. Each network highlights distinct frames, with specific content production dynamics, thereby producing diverse discourse constructs. This case study assessed the responses of users during the initial period of the crisis (short-term), but additional research can examine its implications in the medium and long term.
Meisam Modarresi; Shaghayegh jalilvand
Abstract
IntroductionEntrepreneurship has drawn much attention in recent times due to its ability to create job opportunities, thereby addressing the issue of employment and unemployment. Resolving unemployment is one of the most pressing social challenges that policymakers are facing. Entrepreneurship is a solution ...
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IntroductionEntrepreneurship has drawn much attention in recent times due to its ability to create job opportunities, thereby addressing the issue of employment and unemployment. Resolving unemployment is one of the most pressing social challenges that policymakers are facing. Entrepreneurship is a solution to this problem, and students possessing entrepreneurial skills and motivation can lead to resolving these issues. In this regard, the aim of the present study is to investigate the effect of Instagram on entrepreneurial intention among Semnan University students.Methodology:The research follows a quantitative approach, with a functional purpose. The method of data collection is descriptive survey, while the time frame is single-section. The statistical population of this study is composed of 2,000 students who study at the Faculty of Economics, Management and Administrative Sciences, as well as the Faculty of New Sciences and Technologies at Semnan University, and are members of Instagram. Specifically, the population consists of students who follow entrepreneurial pages on Instagram.A non-probability sampling method, namely stratification, was employed, and a simple random sampling method was used to select a sample of 322 individuals. The data collection tool used in this study is a standard questionnaire that was adapted to the research objectives.FindingsRegarding the effect of Instagram on entrepreneurial intention, the research results revealed a significant impact. The community of entrepreneurs on Instagram have provided students with the confidence to transform their business ideas into reality. In addition, this social network has had the greatest impact on social norms and entrepreneurial attitudes; that is, students communicate with their family, friends and professors on the Instagram social network, and this communication has affected the social and mental norms of students. In addition, this social network has made entrepreneurship students think about independent business.ConclusionInstagram has been found to play a significant role in fostering entrepreneurial intention. The social network has strengthened students' confidence to start a business idea. By extension, these findings emphasize the importance of educating students about entrepreneurship and its benefits, including their ability to create employment opportunities. However, it's important to note that future research may reveal additional factors that impact the relationship between Instagram
Samaneh Koohestani; Fardin Alikhah; Nader Ofoghi; Hoda Hallajzadeh
Abstract
New media capabilities like Instagram allow people to get involved in the creation of their persona. However, not everyone has the same conditions to become a microcelebrity, it is thus important to identify the mechanisms of microcelebrities in order to understand how they gain fame. The impacts of ...
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New media capabilities like Instagram allow people to get involved in the creation of their persona. However, not everyone has the same conditions to become a microcelebrity, it is thus important to identify the mechanisms of microcelebrities in order to understand how they gain fame. The impacts of microcelebrities are not restricted to Instagram and they also affect social relationships in real space. The aim of this study is to present a typology of Iranian microcelebrities on Instagram, as well as analyze their mechanisms and represented themes in different genres like lifestyle, food, motivation, education, and beauty. This study focused on 236 Instagram posts from 50 microcelebrities and the research method was netnography with purposeful sampling. Based on the results, 23 types of microcelebrities in the popular genres were recognized. Also, 23 subthemes, 9 main themes, and 1 core theme were extracted. Life on screen, Instagram as a shop vitrine, Interweaving of emotional bonds and profit, unplanned activism, food as display, the shortcut to success, Individualism, fast-foodization of training, Instagrammable beauty, and McDonaldization of fame were themes extracted from the fivefold genres. Fame on Iranian Instagram is available for users as instant food and they try to become microcelebrities by adopting similar and fast-yielding mechanisms.Keywords: Microcelebrity, Typology, McDonaldization, Instagram, Fame. IntroductionNew media specifically Instagram have capabilities that allow people to become famous. Nowadays, Instagram users desire to be well-known in their favorite fields. Regardless of class, ethnicity, and gender, people can engage in autonomous activity in cyberspace without considering social norms and the requirements of fame, a process that is called “democratic fame” which facilitates the increased accessibility of ordinary people to the “ladder of fame” (Driessens, 2012: 646). However, not everyone has equal conditions to become famous, it is important to identify the mechanisms of microcelebrities in order to understand how they gain fame. Celebrity scholars consider the technological platform and the democratic space of social media as necessary but insufficient conditions for being a microcelebrity (Driessens 2012; Senft 2013, 2008; Marwick and Boyd 2013, 2011; Abidin 2018).They believe that a set of individual and structural conditions in creating microcelebrities and their durability is involved. Regarding these explanations, Iranian Instagram-based microcelebrities practice in diverse genres such as lifestyle, fashion and beauty, food, education, health, travel, and so on. They create their own audiences, use particular mechanisms, generate and share content on their Instagram accounts, and influence their followers. Nevertheless, the impacts of microcelebrities are not restricted to Instagram, they also affect social relationships, lifestyle, body culture, education, and other aspects of everyday life in the real space of society.PurposeThe aim of this study is to present a typology of Iranian microcelebrities on Instagram, as well as scrutinize their mechanisms and represented themes in five genres including lifestyle, food, motivation, education, and beauty, and examine the consequences of their virtual practices which has not been addressed in previous researches.MethodologyThis study focused on 236 Instagram posts and stories from 50 microcelebrities in five various genres including lifestyle, food, motivation, education, and beauty. The research method was netnography. In addition, the observational approach was adopted as the main strategy in this research. Samples were chosen by purposeful sampling with these criteria; continuous activity on Instagram for more than 3 years, having a business account with public status, and producing content related to their genre. The unit of analysis was microcelebrities’ accounts contents (both posts and stories). And, the thematic analysis was used to analyze the data.ResultRegarding the findings, 23 types of microcelebrities were recognized in popular genres and also 23 subthemes, 9 main themes, and 1 core theme were extracted from the fivefold genres. Life on screen, Instagram as a shop vitrine, Interweaving of emotional bonds and profit, unplanned activism, food as display, the shortcut to success, individualism, fast-foodization of training, Instagrammable beauty, and McDonaldization of fame were represented themes among lifestyle bloggers.Instagram as a shop vitrine was a main theme among lifestyle bloggers. The displaying of material assets, entertainment and happiness, and consuming luxurious goods and products, were integral parts of the lifestyle bloggers' accounts that promoted "conspicuous consumption". Also, life on screen was another central theme among lifestyle bloggers. They recorded everyday affairs, considered Instagram as a diary and improved their reputation by dramatizing their daily life. Interweaving emotional bonds and profit as another theme explain the fact that bloggers use their digitalized personas to access social and economic capital. Unplanned activism was a prevalent theme among female bloggers, they bypassed official norms such as hijab by adopting different "tactics".Food as a display was the key theme among food bloggers. By treating the follower as a customer and creating a media persona, they attempted to gain fame and income, and for realizing this goal, they attracted followers with various tricks and strategies. Themes including the shortcut to success and individualism were represented by motivational bloggers. They promoted neoliberal ideology in society by accentuating personal abilities regardless of the structural contexts with their one-dimensional attitude. Fast-foodization of education was extracted from educational bloggers. They provided simple and fast-yielding content for their followers by combining education, entertainment, and profit. They also cultivated the commoditization of education. And, Instagrammable beauty was a significant theme among beauty bloggers. They displayed the ideal body and reproduced standard body features. Last but not least, the core theme was the McDonaldization of fame. According to observations, bloggers mostly attracted attention and obtained symbolic capital by performing micro-celebrification mechanisms including exhibitive intimacy, authenticity, selective disclosure, self-branding, and life-streaming.DiscussionAccording to Gorge Ritzer’s McDonaldization theory and its components; efficiency, calculability, predictability, and control (Ritzer, 2002), microcelebrities are prosumers. They consume content on social media and simultaneously they generate content independently by removing media intermediaries which signify their efficiency. They also have a calculability characteristic with respect to their account visit reports. In other words, more followers bring them firm online status, validity, and further profit. In regard to predictability, the fame industry offers specific and similar practices that users should perform to become a microcelebrity. So, it is easy to replace one microcelebrity with another, since most of them look alike. For exerting the control feature, microcelebrities monitor and control the way content is posted on their Instagram accounts to promote their fame by increasing and maintaining their number of followers.ConclusionDespite the different activities of microcelebrities, they often practice similarly to each other and the dominance of quantity over quality of fame is seen in their representations. The results demonstrate that fame is available to users on Instagram like fast food. In other words, McDonaldized fame allows early access to fame regardless of gender, class, and other factors. Eventually, People try to become famous and turn themselves into microcelebrities by adopting similar and fast-yielding mechanisms.
Najmeh Karimian Talekhoncheh; Nafiseh Sadr Arahami; Akram Hamidian; Farahnaz Mostafavi Kohnegi
Abstract
AbstractToday, the concept of citizenship as one of the concepts of the modern world guides sustainable human interactions. Citizenship represents the relationship between the individual and society in the form of rights and responsibilities. On the one hand, solving urban problems, urbanization crises ...
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AbstractToday, the concept of citizenship as one of the concepts of the modern world guides sustainable human interactions. Citizenship represents the relationship between the individual and society in the form of rights and responsibilities. On the one hand, solving urban problems, urbanization crises and improving the behavior of citizens, the existence of a suitable culture of citizenship and urbanization, such as urban responsibility; Lawfulness of citizens, and normality are among the patterns of urbanization and these categories are among the necessities of urban life. So all the components of urban life, considering the role of culture in the social relations of the city, urban facilities, transportation system, the body of the city, and urban users, should try to create the necessary balance. The basic point in explaining the studies related to citizenship is that citizenship cannot be considered only from the perspective of law, or only from the perspective of the relationship between citizenship and the government, investigating the issue of identity, with the advancement of technology, it has found different ways to manifest itself. Currently, various services and applications allow their users to share their daily life and identity in different ways with their mobile phones. Since identity is a variable thing that changes during the social experience and with the formation of new communication methods, new social networks can build people's identities by providing new possibilities. But it seems that Instagram, as one of the largest virtual communities of Iranians, is an important identity-building tool that has led to the creation of an interactive space between users and has influenced their citizenship and national identity as a dynamic phenomenon. According to the statistics of the National Management Center for the Development of Modern Social Networks, more than half of the Iranian people have access to social networks, including Instagram. This capacity of communication and information created regarding modern social networks including Instagram has brought effects and consequences in the identity of Iranian citizens, including Isfahan city, and the basis of the form of the question at the beginning of the present research is: What role does the Instagram social network play? Do they play a role in the citizenship identity of the citizens of Isfahan City?ContextThe present research was done to determine the effect of using the Instagram social network on the citizenship identity of Isfahani citizens. This study was conducted among all citizens of Isfahan province and the impact of using social networks on citizenship identity was measured.GoalThe purpose of this study is to determine the effect of using the Instagram social network on the citizenship identity of Isfahani citizens.MethodThis research is practical in terms of purpose, descriptive in nature, correlational in terms of the relationship between research variables, and cross-sectional in terms of time. The statistical population of the present study includes all the citizens of Isfahan who are Instagram users in 2019. The sample size was 384 people according to the use of Cochran's unlimited formula. The sampling method in this research was available sampling. In order to collect data, the citizen identity questionnaire of Sadr Arahami et al. was used and the content validity of the questionnaires was confirmed by the supervisor and several subject experts, and the face validity of the questionnaire was confirmed by several members of the statistical community. The reliability of the questionnaires was calculated using Cronbach's alpha for the Instagram social network usage questionnaire (α = 0.799) and for the citizenship identity questionnaire (α = 0.847). In order to investigate research hypotheses, descriptive and inferential statistics including Pearson's correlation coefficient, structural equations with SPSS software were used.FindingsIn the present research, Meh was conducted to investigate the impact of the social network (Instagram) on the citizenship identity of the citizens of Isfahan City. The results of the research showed that there is a significant relationship between the use of the Instagram social network on the enjoyment of the citizenship rights of Isfahani citizens and also the use of the Instagram social network has an effect on the self-identity of Isfahani citizens. There is a significant relationship between the use of the Instagram social network and the citizenship awareness of Isfahani citizens, and the use of the Instagram social network has an effect on the priority of collective interests over individual citizens of Isfahani. There is a relationship between the use of the Instagram social network and the civic commitment to the country and the citizens of Isfahan.ResultsThe results of the research showed that there is a significant relationship between the use of the social network Instagram and the enjoyment of citizenship rights, and the use of the social network Instagram has a significant positive effect on our identity. The use of the social network Instagram on civil commitment with a level of confidence of 95% has a positive effect; therefore, there is a significant relationship between the use of the Instagram social network and citizenship identity with a confidence level of 95%
Reza Hemmati; Ehsan Aqababaee; Faegheh Esmaeeli
Abstract
Communication technologies have become an integral part of life today. Among these, mobile phones have had a significant impact on the personal and social lives of young people, especially university students. The purpose of this study is to describe the meaning of mobile from the perspective of users' ...
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Communication technologies have become an integral part of life today. Among these, mobile phones have had a significant impact on the personal and social lives of young people, especially university students. The purpose of this study is to describe the meaning of mobile from the perspective of users' experiences based on an interpretive research method. Participants in this study were 15 female students of the University of Isfahan who were selected for an interview through purposive sampling. Based on the analysis of the interviews, two main categories (reciprocal subjectivity and mobile paradox) and five sub-categories (mobile identification, the birth of virtual-self, non-mobile phobia, creating opportunities, and constraining opportunities) were identified in students' experiences of mobile. Findings showed that the understandings of female students of mobile are more than just a means of communication. By establishing two-way communication with mobile, users use its facilities to redefine their identity in cyberspace and sometimes prefer virtual identity over their real self. The attractiveness of mobile and its overuse, in addition to creating dependence on mobile, has made this device a substitute for face-to-face communication. Meanwhile, users tried to justify their dependence by giving a personality to the mobile phone and having a human-like definition of it in their minds. Finally, from the perspective of students' experiences, mobile, in addition to creating various opportunities and capacities, also has many negative implications. These contradictions have caused a dual and paradoxical image of mobile in the minds of users.
Jamal Mohammadi; parniya razipor
Abstract
The social network Instagram with too many audiences in Iran is followed by different strata of users. Different pages with diverse functions in this network show that users follow this social network with different purposes and intentions. This paper is an attempt to have a sociological study on this ...
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The social network Instagram with too many audiences in Iran is followed by different strata of users. Different pages with diverse functions in this network show that users follow this social network with different purposes and intentions. This paper is an attempt to have a sociological study on this social network and to do so, it will review the field of literature critically. Then, it attempts to do a qualitative content analysis of different pages of Iranian users to categorize them according to their collective functions. The findings show that Iranian users’ pages on Instagram can be categorized into six categories based on their collective functions: News, education, marketing, services, bloggers, and yellow pages. It is concluded that Instagram’s field of activity can’t be limited merely to creating social communication but has some extraordinary potential in determining social and interpersonal relations and problems. This social network can meet the different needs of people in the field of business, information, entertainment, education, services, etc. Instagram also strengthens a participatory culture, because users are actively involved in creating and circulating new content.
Talat Sadat Kamali; Afsaneh Tavassoli
Abstract
This article to the analysis performance of celebrities in the face of violence against women in the published content of their pages. Instagram is a central image social network that today is a favorable platform for communication between celebrities and their audiences, regardless of official restrictions. ...
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This article to the analysis performance of celebrities in the face of violence against women in the published content of their pages. Instagram is a central image social network that today is a favorable platform for communication between celebrities and their audiences, regardless of official restrictions. With the general public perception of this group and the impact of their actions on directing collective thought and behavior, their performance in the face of all forms of violence against women is worth considering. using qualitative research method and content analysis approach, the posts published in the accounts of these people with the focus on violence against women were examined. 145 pages of active celebrities on Instagram were monitored and recurring topics of acid spraying, self-immolation and acts of violence against women were selected. 74 image posts form of photos, videos and graphic designs were analyzed according to the gender element in the content and the owners of the content analysis page. The results show that the republishing of violence by celebrities is a kind of accompaniment and empathy with public opinion and awareness of different groups and in a way, it can be considered part of the social responsibility of this group. Celebrities do not seek to reproduce the line of violence by publishing content containing violence against women. Gender-based violence has made female celebrities more sensitive, and the group has published more posts on the subject. The emphasis on gender elements is palpable in the content of published images.
mahsa zamani; Younes Nourbakhsh; Houshang Nayebi
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 network Instagram. For this purpose, in the first part of the research, using a qualitative method and conducting a ...
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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 network Instagram. For this purpose, in the first part of the research, using a qualitative method and conducting a semi-structured interview, various types of use of Instagram were classified and then in the second part, using quantitative method and distribution of questionnaires, the desired relationships were examined. Findings show that more than half of Iranian Instagram users use this network for one to three hours a day and their social health is average (3.022). There is a significant and negative relationship between the rate of use of Instagram and the indicators of social coherence, social contribution and social health. The various types of use of this network can be divided into 9 categories, the results of which show the use of Instagram for entertainment, and immersion have a negative relationship with the index of social adaptation. But using Instagram for learning, employment, and knowledge transfer has a significant and positive relationship with social health. Using Instagram for communication as well as for self-expression has a positive and significant relationship with social integration. According to the findings of this study, the promotion of some social health factors in the individual dimension can be achieved through Instagram, and this issue can be considered by users, officials and policy makers.
Amir Hossein Alemi; seyed nooredin razavizadeh
Abstract
Social Media sites are now the main sphere for expressing emotions as well as being affected by news and social issues. Therefore, understanding the nature of this sphere is the root to understand user behavior and the role of cyberspace. In the current study, Instagram was selected, as the most important ...
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Social Media sites are now the main sphere for expressing emotions as well as being affected by news and social issues. Therefore, understanding the nature of this sphere is the root to understand user behavior and the role of cyberspace. In the current study, Instagram was selected, as the most important social media platform among Persian-speaking users (in terms of volume of users), to examine the domestic violence against women as an important social topic that has affected public opinion in recent years. In the current study, the subject of honor killing (murder of Romina Ashrafi) is assessed as one of the most acute forms of domestic violence.Through analyzing the Rumina_Ashrafi hashtag on Instagram, most of the content posted in this social media related to the incident was extracted. Out of 45,800 posts, 33,740 posts were sampled based on the most visits and the highest engagements. Then the content production timeline on Instagram was extracted and the posted content was also categorize using similar hashtags. In addition, during the study, the top posts, the most visited and most participated contents as well as the participating users were identified. Finally, with the netnographic method, the comments of the most visited posts were analyzed and categorized. This study tries to answer what kind of approach and behavior is more likely to be expressed by the social media users in the face of such incidents.
Azam Ravadrad; Mitra Shamsi
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 Ideological approach, and considers every single picture as a report on the users’ view about their personal and ...
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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 Ideological approach, and considers every single picture as a report on the users’ view about their personal and social identity. After an introduction about the investigated users, and a general and brief evaluation of their posts, some selected pictures is analyzed based on the ideological approach. Moreover, in the conclusion, we try to connect the research findings to the existing discourses about the women’s role and position in the Iranian society. Based on the Research findings, some pictures indicate a part of female users’ resistance against social pressures to be a normative woman. In return, other pictures show that some users represent themselves consonant with the common social norms and values in their visual narrative about their everyday life, and consequently reproduce and reinforce the hegemonic values of the Patriarchal system they have grown up in.
Mohammad Javad Badinfekr; hossein sarfaraz; morteza samiee
Abstract
A review of Persian translation and authorship works on the culture of fame, we find the predominance of critical views; From a semiotic point of view, Roland Barthes's critical stance on intra-cultural sign systems as ideological and mythological systems is common and especially symbolic, revealing ...
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A review of Persian translation and authorship works on the culture of fame, we find the predominance of critical views; From a semiotic point of view, Roland Barthes's critical stance on intra-cultural sign systems as ideological and mythological systems is common and especially symbolic, revealing their hidden and mostly repressive implications; While the claim of the article is the existence of celebrity cultural functions as a symbolic system and the culture of fame as a sphere, which has been tried using the theory and methodology of Yuri Lutman, the founder of the School of Cultural Semiotics, to Provide a new analysis of the culture of fame. The theoretical conclusion of this article was that culture of fame is one of the hallmarks of culture and participates in the process of demarcating the boundaries of culture. Then, using Lutman's cultural semiotics, Hassan Aghamiri's Instagram Live (Rouhani's Celebrity) with Ahlam (the singer's female celebrity), which is a celebrity-centric phenomenon of two opposing classes, is analyzed as a body of study. The results of this analysis revealed that the two celebrities finally agreed on the legal boundaries of halal and haram music on Instagram in an agreement. As a frontier in the sphere of religion, Hassan Aghamiri translates Ahlam, which is a non-religious element, into the sphere of religion. On the opposite side, Aghamiri himself finds his way to the sphere of music through Ahlam. Eventually, the coincidence of the two celebrities with each other leads to an explosion in the sign sphere.
Amir hossein Shemshadi; Afsaneh Mozaffari; mohamad soltanifar; Ali Akbar Farhangi
Abstract
With the advent of the information age and networked society and the advent of web-based social media and the success of these networks in attracting users, these networks have been able to play a key role in creating different streams and offering different lifestyles. The experience of these two spatializations ...
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With the advent of the information age and networked society and the advent of web-based social media and the success of these networks in attracting users, these networks have been able to play a key role in creating different streams and offering different lifestyles. The experience of these two spatializations and the formation of subcultures appropriate to this space changes people's choices. On the other hand, considering that the social network Instagram is one of the most popular social networks in the world and in Iran, so the purpose of this study is to identify the components of the culture that governs the social network Instagram. This research has a descriptive and survey strategy and since this research is a qualitative research in terms of type,The researcher identified the categories and items of culture in the social network with the help of interviews with experts. In this research, the researcher uses structural analysis method to analyze the data obtained from the interview. According to the data obtained from the interview, the author achieved six cultural components in the social network Instagram, which are; Lack of media literacy, lack of adherence to ethics, extremism, superficiality, participation and assertiveness.
Mohammad saeeid zokaei; mohammad taghi karami; Shima FarzadManesh
Abstract
Many scholars believe that social media has changed the everyday communication and social structures especially for margin groups like women. This study aims to find how Instagram influences representation of women’s everyday life, and how do women try to represent their everyday life in cyberspace?The ...
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Many scholars believe that social media has changed the everyday communication and social structures especially for margin groups like women. This study aims to find how Instagram influences representation of women’s everyday life, and how do women try to represent their everyday life in cyberspace?The research is based on a phenomenology approach and thematic analysis of the 800 post from 26 Instagrammer’s pages and their comments. This study aims to understand what are the most important themes represented by women about family roles, the body, consumption and satisfaction, by investigation on the connotation of their photos and captions in pages.Results indicates the following types of themes: first: motherhood and ideal home ; subjectivity coupled with power, Second: representation of male-female identities and identity’s paradoxes, third: representation of satisfaction in the family, conspicuous consumption and beauty . Also the results shows that Instagram has identity and leisure function for women.Data analysis shows that they use the cyberspace to challenge reality of public sphere that has caused be living in a paradoxical life world which makes women neither be objects of male dominance as they are in traditional clichés, nor be sovereign subject who is capable to deconstruct gendered patterns. Rather, they simultaneously have degrees of subjectivity and objectivity that empowers them to ignore some degrees of male dominance or to negotiate them, because there are some possibilities in social media and cyberspace like Instageram.
mostafa ghanizadeh; ali yousefi; gholamreza sedigh ouraee
Abstract
Instagram is a photo-oriented social network that has gained popularity amongst Iranians in recent years. The norms of action and interaction in this social network have their own characteristics, which vary in normal interaction. difference is due to the nature of the online social network and its specific ...
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Instagram is a photo-oriented social network that has gained popularity amongst Iranians in recent years. The norms of action and interaction in this social network have their own characteristics, which vary in normal interaction. difference is due to the nature of the online social network and its specific structure. The structure in the space of the Instagram is the parts that are designed by the operators, which creates the possibilities for action and creates constraints for it. to discover these differences, in this paper, the norms of action and interaction are described. for this description, the method of nethnography has been used. To ensure the authenticity of norms that discovered by the researcher, an online questionnaire has been set up and completed by 110 people. Finally, with the help of Raymond Boudon's methodology , the structure , norms , practices , and social interaction in this social network have been discussed.
Datis Khajeheian; Siavash Salavatian; Shaghayegh Kolli; Tohid Soltani
Abstract
This article addresssed the behavioral patterns of digital natives, youth between 8 and 24 years in Instagram. for this reason, tries to firstly investigate the most popular hashtags used by Iranian digital natives, and then, to identify the incentives behind using these hashtags. at the first step by ...
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This article addresssed the behavioral patterns of digital natives, youth between 8 and 24 years in Instagram. for this reason, tries to firstly investigate the most popular hashtags used by Iranian digital natives, and then, to identify the incentives behind using these hashtags. at the first step by use of data mining, the popular hashtags of 534 users from digital natives collected and then by use of semi-structured interviews with 20 of them, their incentives and behavioral patterns identified. findings shows that hashtags 'Awli', 'best', 'jzb'. 'nice' were the most used hashtags within 15097 hashtags from 534 posts. the incentives are recognized as belogning, socializing, attraction, information seeking, empathy, announcing success, and declaring identity. this article argue that instagram creats a virtual world for digital natives that they recereate real world norms in this platform.
Azam Deh Soufiyani; Baharak Mahmoodi
Abstract
The purpose of writing this article is to study the action of a group of "improved homeless women" as part of the social inferiority on Instagram. Although the group has less access to official media, they have the opportunity to show themselves and their daily lives on social media and social media. ...
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The purpose of writing this article is to study the action of a group of "improved homeless women" as part of the social inferiority on Instagram. Although the group has less access to official media, they have the opportunity to show themselves and their daily lives on social media and social media. Therefore, in this article, the content shared by this group on Instagram was studied. With these questions, what topics do these women share on their Instagram posts? In these images, how does the transition from homelessness to homelessness occur? And in general, what capabilities and opportunities does this social network provide for them as tools and strategies for living their daily lives?This research was conducted with a qualitative approach and the method of thematic analysis and study of 140 Instagram posts from page 10 of the homeless women. Based on the findings of the present paper, three categories of topics including "adorned appearance", "social presence" and "search for peace" were identified in the posts. Despite the lack of past displays in the transition from homelessness to homelessness and the viewing of images of women without a past in these posts, it seems that displaying a new "self" on Instagram has a compensatory function; Such as politics and resistance, which are discussed in Bayat's theory of "quiet progress" and the concept of "tactics of coping."
ali ahmadi; Mohsen Asgarzadeh; Somayeh Shir mohamadi
Abstract
The present study aimed to investigate the methods of commemorating the deceased in cyberspace and how users express their feelings about the deceased, and analyzed the comments of users on the Instagram pages of the deceased Covid 19 or their families. The content analysis of users' comments on Instagram ...
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The present study aimed to investigate the methods of commemorating the deceased in cyberspace and how users express their feelings about the deceased, and analyzed the comments of users on the Instagram pages of the deceased Covid 19 or their families. The content analysis of users' comments on Instagram pages was extracted by extracting six comprehensive themes of "expressing disbelief and denial", "expressing grief to the present study" with the aim of examining the ways of commemorating the deceased in cyberspace and how users express feelings about the deceased. For this purpose, user comments on the Instagram pages of the deceased of the epidemic of Covid 19 were examined by content analysis method. Content analysis of users' comments on Instagram pages to extract six comprehensive themes: "Expressing disbelief and denial", "Expressing grief due to the lack of conditions for the last farewell", "Expressing empathy", "Mythizing the deceased", "Feeling unhappy about the present "Being away from the family of the deceased due to fear of getting sick" and "the role of cyberspace in forgetting death" led to. According to the research findings, Instagram users in online memorials often express grief, condolences and condolences to the survivors of the deceased and express feelings about the deceased, which are expressed in tears and sighs using related emojis. This study shows that using social networks, users' communication with the deceased will continue in one-way manner.
Maryam moghimi; hadi khaniki; Seyyed Ali asghar Soltani
Abstract
The leading article has been written with the aim of analyzing the critical discourse of women's hatred against women on the pages of female users on Instagram. Based on this, referring to Glirdoneh's views in the field of combating internet hatred, the critical discourse of the pages of four female ...
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The leading article has been written with the aim of analyzing the critical discourse of women's hatred against women on the pages of female users on Instagram. Based on this, referring to Glirdoneh's views in the field of combating internet hatred, the critical discourse of the pages of four female users active in the field of women was analyzed. To this end, according to Theon E.'s discourse analysis approach, Vandik was considered a special work for recording and extracting information from the text of selected news. The results show that the analysis of the examined posts indicates three types of violence: Against discrimination and patriarchy, against the institution of the family and the traditional role of women, and finally redemption towards feminist and modern values through the lens of destruction, and against traditional values and the attempt to break the cage of traditions. In the overall result of the study of the discourse of the studied pages, it was found that the central signifier is the sum of the studied posts. In the discourse order, female identity is "social". Women must be present in society. The presence of women in society leads to female awareness. Gender equality will occur. Other peripheral signs such as "denial of collectivism", "sexual relations" and "gender equality" form the discourse of female users in the discourse of female identity. This discourse also implies others for itself, often in the form of petrified identities. This discourse also considers Others in the form of patriarchy, inhumanity, sexual dysfunction, polygamy, historical discrimination, etc.
Zahra Ardekani Fard; Neda Razavizadeh
Abstract
With the emerge of online social networks in recent years, the phenomenon of the extensive presence of Based on Gaffman's theory, celebrities use social networks as a front-end tool to offer their desired “self” to their audience. To this end, a comprehensive model of celebrity self-representations ...
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With the emerge of online social networks in recent years, the phenomenon of the extensive presence of Based on Gaffman's theory, celebrities use social networks as a front-end tool to offer their desired “self” to their audience. To this end, a comprehensive model of celebrity self-representations in the medium was presented through assessing self-representation patterns, methods and strategies.we selected 391 posts of Instagrams from the pages of the 5 most popular Iranian celebrities by targeted sampling. The results of qualitative content analysis on the samples obtained five self-representation patterns in their pages. These five patterns include the pattern of the representation of professional identity, the model of social activism representation, interacting patterns with the audience, the pattern of political activism and the pattern of representing everyday personal life. Each of the first three patterns contained different strategies for self-representation, which were described as sub-types. Five characters were obtained using semiotic interpretations and evaluating implicit implications of the patterns: being specific and popular; being belonged to ordinary level of society; being active and responsible; being approved and benevolent; and being intimate and popular. The five characters represent the celebrities as a reference group.
Morteza Omidian
Abstract
Emerging media, including Instagram, are playing an important role in our personal lives and social relationships. In the heat of the confrontation with the Corona virus a satire about the activities of a teacher with a history on an Instagram page became a source of news.The purpose of this article ...
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Emerging media, including Instagram, are playing an important role in our personal lives and social relationships. In the heat of the confrontation with the Corona virus a satire about the activities of a teacher with a history on an Instagram page became a source of news.The purpose of this article is to analyze the behavior of users in dealing with this issue.The method used in this study was a qualitative method of psychological analysis of discourse. For this purpose,90 disputation were selected as targeted sampling from three Instagram pages in relation to the subject under study and were analyzed.After analyzing the data, out of 90 disputation, 102 independent and non-repetitive phrases were selected. Of these 102 phrases, according to the content of the speech, 32 free codes were extracted, which were classified into 7 groups. In this regard, 7 types of reactions in favor, against, unaware, indifferent, insignificant, opportunistic and severe verbal conflict were identified and the psychological causes of this type of reaction were discussed in the form of psychological needs and social identity.
seyed jamaledin akbarzade jahromi; seyed nour aldin razavizadeh; mohaddese sheikhi
Abstract
As modern values develop, centralization of the body is ascending. Statistics of cosmetic surgeries and makeup usage vividly clarifies the intensification of paying attention to the body. The term “body as a project” means that nowadays body management has turned into a routine process in ...
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As modern values develop, centralization of the body is ascending. Statistics of cosmetic surgeries and makeup usage vividly clarifies the intensification of paying attention to the body. The term “body as a project” means that nowadays body management has turned into a routine process in order to identify the one’s personality for and unlike the past it does not belong to the elites anymore. Within this process, the media have an influential effect. Alongside the media, the popularity of social networks such as Instagram has led to many social consequences. This research is to discuss the effects of Instagram on body management among women by adopting a survey research method. Statistical population for this study includes women from 15 to 55 years of age who live in districts 1 and 20 of Tehran. the data was collected via a questionnaire. Multistage probability sampling is used to analyze the data gathered. the results suggest the more women use Instagram, the more they care about the idea of body management. Also how they use Instagram would affect the level of the management; this means women who follow celebrities pay more attention to their body. These women are not satisfied enough with their appearance and body. The results prove that there is a strong relationship between the usage of social media and the change in values women in Iran have regarding the body.
behzad izadi; ali ghaedi; mojtaba ghasemi; mohsen heidari
Abstract
The aiming of present study was to investigate the impact of involvement in the Instagram on relationship quality and the behavior of Persepolis fans. Using structural equation modeling and choose 365 Instagram on page members of Persepolis team.descriptive – correlation statistic was used. Through ...
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The aiming of present study was to investigate the impact of involvement in the Instagram on relationship quality and the behavior of Persepolis fans. Using structural equation modeling and choose 365 Instagram on page members of Persepolis team.descriptive – correlation statistic was used. Through reviewing the research literature the questionnaire of 29 questions was conducted and according to the aiming of study, face and content validity confirmed by experts and its validity,using confirmatory factor analysis were studied. Descriptive statistics and inferential statistics Structural equation modeling was used to evaluate the fit of the model. Data analysis was carried out using statistical software spss 22 and Amos 22. The results showed that, except of the type of the content, the variables type of media that have used and the of time posting have a positive and meaningful impact on the involvement in Instagram, also showed that the involvement in the pages of Instagram can have a positive impact on the quality of the relation and the behavior of fans of club. Therefore, according to factors such as the type of media that have used and the posting time can be invested in engaging fans to help the club and ultimately improve the relationship with the club fans.
alireza abdolahinejad; Nooshin Majlesi
Abstract
The present study was aimed at examining verbal violence in the comments on popular Iranian Instagram pages. In the initial stage, the official Instagram pages of Iranian celebrities (who lives in Iran) with at least one million followers at the time that the present project was approved were identified. ...
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The present study was aimed at examining verbal violence in the comments on popular Iranian Instagram pages. In the initial stage, the official Instagram pages of Iranian celebrities (who lives in Iran) with at least one million followers at the time that the present project was approved were identified. Then, the followers’ comments were analyzed in terms of verbal violence. In the present study, the Brown and Levinson's politeness theory (1978 & 1987) and the Impoliteness theory by Culpeper (2011) that are focused on the concept of face, and are related to the Goffman's theory of dramaturgy. The qualitative method of thematic analysis was used to analyze the data. Finally, analysis of 1500 comments with verbal violence revealed 9 Global themes as follows: Celebrity’s personal and professional life, Welfare, Sexual, Gender, Politics, Religion, Ethnicity and Social concerns. In the next step, a thematic network of the global themes as the main and repeated patterns of the textual data was drawn, and subsequently, two other levels of themes, i.e. the Basic and Organizing themes were categorized, described, and analyzed in 9 tables.
