New Media Studies

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

Karim Nematiaghdam; Nasim Majidi; Aliasghar Keya

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

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

Abstract

Abstract The purpose of this research is to investigate the role of modern media in the apparent changes in the Iranian society's culture, which research method was carried ... Read More Abstract The purpose of this research is to investigate the role of modern media in the apparent changes in the Iranian society's culture, which research method was carried out without relying on popular theories and with the Grounded Theory (GT) method. In this method, after explaining the elements and features of the message, the relationship between the elements of communication and the background and consequences (or effects) of the communication process can also be addressed in an inferential way. ) Online data culture based on the Likert scale and two methods of decoding by another researcher and member review method were used and analyzed based on the database theory with Glazerian approach. The findings of this research show that the Iranian society has become extroverted due to the expansion of social networks. And virtual social networks are so influential in the appearance of Iranians' lives that people look for superficial issues (such as the role of consumer culture in anthropology, ideological factors, rhetoric and impracticality of reforming consumption patterns, the use of self-made patterns to reform consumption, lack of media planning in promoting and recognizing patterns consumption, the influence of celebrities on mass media, especially Instagram, and the exchange of information by word of mouth) have accepted changes in the type and form of consumption culture day by day. And in conclusion, it is proposed to form an institution for prudent supervision in the space of virtual advertising. The results and findings of the research were such that the Iranian society has become extroverted due to the expansion of social networks. and virtual social networks in the apparent context of Iranian life, people looking for superficial issues, the role of consumer culture in people, as well as ideological factors, the sloganeering and impracticality of reforming consumption patterns, the use of self-made patterns to reform consumption, the media's lack of planning in promoting and recognizing consumption patterns, the influence of celebrities in social media, especially Instagram and exchanging information by word of mouth; It has caused changes in the type and form of consumption culture day by day. And it is obvious that reforming the process of social affairs in this field will not be possible apart from the guidance approach which is based on scientific and applied studies of needs assessment and adapting the current culture to the goals of human development. Research findings show that policymakers should consider consumer control over the information they are exposed to in social networks and Instagram. The power of the media, both positive and negative, still dominates the representations of people and their concerns. Less time for celebrities, lower costs for product development or promotional products, more creative product ideas, and greater product acceptance were some of the benefits cited, and celebrity endorsement appears to be important when communicating marketing messages. And they have considerable credibility. This shows that it is essential for brands to use Instagram effectively when determining their target audience; They should pay attention to what kind of fame and notoriety can be most effective in attracting a specific target group. The interviewers indicated that the lower-scale celebrity types were most influential, as these categories were perceived as more believable and relevant to users, especially with regard to purchasing decisions as the products and services they endorsed were more cost-effective for participants. Therefore, in choosing a celebrity, policy makers should focus more on a brand that customers can relate to. Due to the change of governments, today's government focuses more on Iran's foreign policy and economy. An institution that is necessary to monitor Iranian culture in the country's media to hold this industry responsible for representing Islamic Iranian culture. Although radio and television stations are required to allocate a certain amount of broadcast time to Iranian content with Islamic culture, which is regulated by the Communications and Telecommunications Commission and most of the Iranian Broadcasting Corporation, the products that the most visited Instagram pages in the field of promoting consumer products are usually free of charge. They will support Iranian brand-making companies regarding Iranian consumer products. As in other countries, young people in Iran care about their style, the only differences they have compared to others is the limitation in appearance and the absence of an organized system to work on consumer products. This system is mostly based on people and their interaction with other groups in the society. They are consumers, importers, personal designers and groups of creative young people who, inspired by global culture, create new trends to create domestic trends that will be more applicable in Iran's situation. Diversity in the age and social position of people and differences in their views lead to diversity in their tastes and classify them in different stages of accepting new trends, and different people in different stages of acceptance follow the same process of accepting innovations, but according to their local conditions. These conditions have caused integration and some changes in the stages of product diversification and its consumption among Iranians. Some people try to choose products and consume them by imitating others in order to achieve social status without paying special attention to their social position. The system offers a variety of products and needs to meet the emerging needs of larger groups of consumers who are mostly young and interested in new products, but our limitations Keywords: culture, virtual networks, Instagram, consumer goods

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Offer the Model of Citizenship Culture Promotion Based on the Use of Social Networks Among Tehran Citizens

Haniyeh Naghdi; Faezeh Taghipour; Reza Ebrahimzadeh Dastjerdi

Volume 10, Issue 38 , November 2024, , Pages 336-297

https://doi.org/10.22054/nms.2024.60091.1180

Abstract

1-IntroductionThe newly emerged concept of citizenship culture has gained considerable attention from researchers in the context of modern society, as it serves as a guide to sustainable ... Read More 1-IntroductionThe newly emerged concept of citizenship culture has gained considerable attention from researchers in the context of modern society, as it serves as a guide to sustainable human interactions. Throughout history, the concept of culture and citizenship has been intricately linked to one another. In the past, this notion was primarily used in the legal domain and pertained to people's adherence to the law. However, over time, it has expanded in its significance, and currently, it holds a much broader meaning. The internet and social networks have become effective tools for the dissemination of cultural symbols, acting as a significant source of information and awareness across various domains, including culture. They play a pivotal role in driving cultural transformations and changes among people.The scope of the issue has broadened, and the importance of the matter has intensified with the widespread accessibility of smart mobile devices, allowing users to access social networks such as Instagram, WhatsApp, Telegram, Twitter, and others. The extensive use of these networks throughout the day and night by individuals has led to an increased focus on the creation, production, publication, and republishing of a wide range of information in various fields within these platforms. Given the increasing reliance on social networks in daily life, their impact on citizenship culture has become increasingly prominent. Ignoring this issue could lead to significant, and potentially irreversible, losses. Therefore, the importance of studying the benefits and drawbacks of these platforms is undeniable.The existing body of scholarly research has explored this topic from diverse angles, although a more detailed examination of the impact of social networks on citizenship culture appears to be lacking. Given the extensive usage of social networks by citizens and their influence on various aspects of life, there is a definite need for further study in this area. Therefore, the present report sets out to address the question of whether a model can be proposed to enhance the culture of citizenship by leveraging the power of social media, by investigating the role of social networks in shaping citizenship culture.2-LiteratureReviewMatani et al. (2019) conducted a study titled "Investigating the Use of Mass Media and Adherence to Citizenship Culture (Case Study: Citizens Over 18 Years Old in Ghaem Shahr City)" using the field method, survey method, and a questionnaire instrument. They concluded that there is a positive and significant relationship between using mass media and the overall level of adherence to the citizenship culture and its dimensions, including social participation, publicism, responsibility, and a tendency to follow the law.Ghafarinasab et al. (2019), in a study titled "Sociological Explanation of Citizenship Culture (Case Study: Citizens 15 Years Above in Eqlid City)," assert that citizenship is a crucial indicator of development and progress in developing countries. One significant dimension of citizenship is the culture of citizenship. They highlight that the establishment and growth of citizenship can be viewed as a serious solution for resolving social challenges in developing nations. They utilize the theories of Marshall, Janoski, Faulks, and Turner to examine citizenship culture among citizens in Eqlid City. In addition, they employ the survey method and a questionnaire instrument to gather data. They also use a multi-stage cluster sampling technique to choose the sample. The results indicate that the citizenship culture among citizens is above average. The analysis of the hypothesis reveals that variables such as gender, marital status, the degree of religious commitment, social identity, the extent of media usage, and political awareness exhibit a prominent association with the culture of citizenship.Askarizadeh (2019) conducted a study titled “Identifying Social and Educational Factors Affecting the Promotion of Citizenship Culture in the Neighborhoods of Bandar Abbas City” with a descriptive survey-exploratory method, utilizing a random cluster sampling method. The sample size consisted of 458 individuals, and a questionnaire instrument was utilized in this survey. The findings highlight the significant impact of educational and socioeconomic factors on the promotion of citizenship culture. Among the social factors, awareness of citizenship rights, the rule of law and orderliness, collective interests, awareness of external and internal events, responsibility, publicism, use of cultural centers, and use of the media have been found to greatly influence citizenship culture, respectively.Among the educational factors, the legal infrastructure and bylaws, written and specific educational objectives, executive structures, the existence of diverse training courses, acceptance of change amongst citizens, awareness and competence of officials, innovative management and supportive managers, the capability of citizens, the attitude of officials, citizens' enthusiastic participation, incentives, communication between officials and citizens, technical infrastructure, and the presence of supporting human resources in setting up and supervision are all found to significantly impact the citizenship culture.3-MethodologyThe present study aimed to propose a model for promoting citizenship culture by leveraging social networks among citizens of Tehran. This is an applied study by objective, a cross-sectional study in terms of the data collection time, and a qualitative research design in terms of the procedure. A qualitative approach with a grounded theory approach was adopted, and the theoretical sampling method was utilized. The primary goal of conducting this study was to contribute to the promotion of the culture of citizenship, thereby enhancing the overall well-being of society.The statistical population of this research encompassed specialists and experts in social networks and citizenship culture (university professors, city managers, and so on) and reached saturation with no additional data being identified through conducting new interviews. The open, axial, and selective codes were extracted via analyzing the interviews. This study employed a grounded theory approach to identify the main codes and themes related to the culture of citizenship in social networks.The study, based on Corbin & Strauss's grounded theory model, examined the causal conditions (conditions leading to a change in an event), context, intervening conditions (barriers that may delay or prevent an event from occurring), action/interaction strategies (methods utilized to effect change), and consequences (outcomes or effects of the change process). Following this examination and identification process, the conditions for the promotion of citizenship culture were eventually specified, aligned with the established conceptual model.4-ConclusionAnalyzing and interpreting the statistical results indicate that social networks exert a positive and significant influence on the dimensions of citizenship culture, thereby upgrading the culture. However, it is essential to make several changes and transformations in Iran to ensure that there is effectiveness in promoting citizenship culture through social networks. Presently, the introduction of virtual social networks into the lives of citizens has been highly embraced in response to the diverse needs of individuals. These networks, in turn, have significantly influenced various aspects of existence. Undoubtedly, social networks have demonstrated ostensible and widespread effects on different areas of people's lives. Additionally, social networks play a vital role in enhancing and strengthening social interactions within the digital realm and have profound impacts on myriad facets of citizens' lives.

Identifying Dominant Network Culture in Instagram

Amir hossein Shemshadi; Afsaneh Mozaffari; mohamad soltanifar; Ali Akbar Farhangi

Volume 6, Issue 24 , January 2021, , Pages 344-311

https://doi.org/10.22054/nms.2021.55260.1045

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 ... Read More

Cultural-communicative semiotics of emoji in social messengers, studied case family culture, sexual culture and body language culture

Mohammadsadegh nasrollahi; Mohammad Javad Badinfekr

Volume 5, Issue 17 , June 2019, , Pages 71-105

https://doi.org/10.22054/nms.2019.34639.552

Abstract

چکیدهConcentration on social messengers in cyberspace, has dominated the part of dominant audience of media consumption in the present era. A brief analysis of the communication ... Read More

Study of the Roll of Internet use in Negative Habits in Kashan

Seyed Kamaleddin Mousavi; samaneh sadat javadi

Volume 4, Issue 14 , August 2018, , Pages 254-288

https://doi.org/10.22054/nms.2018.22449.234

Abstract

Present research is devoted to analys the roll of internet use in occurance of negative habits among internet users. Taking advantage of some cultural theoris of Iranian and non-Iranian ... Read More

The impact of Twitter and Facebook on the political culture of university professors in eight metropolises of Iran

mehdi bigdeloo

Volume 4, Issue 13 , April 2018, , Pages 215-258

https://doi.org/10.22054/cs.2018.25700.321

Abstract

Political culture in Iran as a cultural space that manifests the way people relate to the political system has affected in recent decades various phenomena such as revolution, the structure ... Read More

Content Analysis of the Cultural Messages on the Website of Allameh Tabataba'i University

Mahdokht Boroojerdi Alavi; Hasan Behrouz Khaniki

Volume 1, Issue 1 , April 2015, , Pages 161-194

https://doi.org/10.22054/cs.2015.4515

Abstract

This study intends to explore the structure and content of the cultural messages on the website of Allameh Tabataba'i University. As the main question of the research, we are looking ... Read More This study intends to explore the structure and content of the cultural messages on the website of Allameh Tabataba'i University. As the main question of the research, we are looking for the content and structural characteristics of the textual or visual messages posted on the website. We used quantitative content analysis for this goal. The statistical population includes all of the textual and visual messages posted on the website throughout the second 6 months of the year 1393. We did not use sampling in this research and studied the whole population. The results show that the most number of messages were posted in the month of Azar and they were highlighted with pictures. More frequently the pictures are journalistic photos and they are less frequently archive photos. This indicates the activeness of the staff of the website and the fact that the website is kept updated. Graphic designs have been important in informative posters. The cultural deputy and then the students have made the most headlines. Only few stories have covered news on the dean of the university and the head of the Leader’s Office. This shows that the website does not revolve around individuals and the stories are chosen based on their news values. National as well as religious messages have been taken seriously. The main part of the website has been dealing with news and cultural stories. So it can be concluded that it has focused on its central duties and hasn’t gotten involved with trivial issues. Based on the theory of Telic Systems by Parsons, the majority of the messages follow the model of hidden system of organizing and controlling tensions. Among the communication theories, agenda setting is the theory based on which most of the cultural messages have been written. Since the audiences are mostly students, most messages deal with student affairs and cultural activities of the students. Also the messages include informative materials, reports on cultural activities, national and religious occasions and they include Quran verses and religious quotes and stories.

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Keywords = Culture

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

Abstract

Offer the Model of Citizenship Culture Promotion Based on the Use of Social Networks Among Tehran Citizens

Abstract

Identifying Dominant Network Culture in Instagram

Abstract

Cultural-communicative semiotics of emoji in social messengers, studied case family culture, sexual culture and body language culture

Abstract

Study of the Roll of Internet use in Negative Habits in Kashan

Abstract

The impact of Twitter and Facebook on the political culture of university professors in eight metropolises of Iran

Abstract

Content Analysis of the Cultural Messages on the Website of Allameh Tabataba'i University

Abstract