New Media Studies - Articles List

Presentation of communication policy model with emphasis on regulation for Starlink satellite internet

Reza Ali Rezaei Malidarreh; Ali Akbar Farhangi; Seyyed Mihammad Dadgaran; Ali Delavar

Articles in Press, Accepted Manuscript, Available Online from 16 February 2025

https://doi.org/10.22054/nms.2025.81386.1748

Abstract

The study was conducted with the aim of understanding the communication policy model with an emphasis on regulations for Starlink satellite internet. The study with applied-developmental ... Read More The study was conducted with the aim of understanding the communication policy model with an emphasis on regulations for Starlink satellite internet. The study with applied-developmental purpose is a cross-sectional survey research in terms of the method and time frame of data collection, and in terms of the research design, it is a mixed research. The community of participants in the qualitative section includes law professors and communication managers, 10 of whom were selected through theoretical sampling. The interviews continued until theoretical saturation was achieved. The statistical population of the quantitative part includes law professors and experts in the field of communication, the sample size of 70 people was estimated by Cohen's power analysis method, and a simple random sampling method was used. The data collection tools were semi-structured interviews and researcher-made questionnaires. The validity of the interview was confirmed based on the four criteria of credibility, transferability, confirmability and reliability, and the reliability of the qualitative part was estimated as 0.709 by calculating the Holstein coefficient. The validity of the quantitative part was checked with the formal validity methods of judges' point of view, convergent validity (above 0.5) and divergent validity. The reliability of the questionnaire was also evaluated by estimating Cronbach's alpha, Rho coefficient and composite reliability above 0.7. Data analysis was done in the qualitative part with the Grand Theory method and in the quantitative part with the partial least squares method. The research findings showed that the consistent international law and determining the precise responsibility for the performance affect the communication policy. The development of communication infrastructures provide the necessary background and the challenge of Starlink satellite internet also plays an intervention role. Finally, the regulation of Starlink satellite internet leads to the facilitation of communication in the age of globalization. The emergence of Starlink satellite internet and its strategic options were analyzed. The results showed that policy-making in this field should not be done with a confrontational approach and a solution based on interaction should be on the agenda. A review of the study and research literature, especially in the country, shows that despite its importance, the issue of satellite internet is less on the agenda of researchers, and in the few studies that have been conducted, the issue of communication policy has not been addressed in any of these researches in this field. It has not been studied and adapted as a unit. Therefore, in this study, an effort will be made to take into account the existing knowledge gap and the discussion of innovation and the review of internal and external research, the existing knowledge gap regarding communication policy and with an emphasis on regulation, because until now, researchers in this particular field of work has not done and has not given an article, the research has been done in terms of the topic and the new approach and collecting information and producing content from this technology is considered as research innovation and from another angle, the innovation of this research is a framework for developing regulations for technology The internet from space is called Starlink. Regarding the challenge of Starlink satellite internet, reduce radio frequency interference by forming joint organizations and mechanisms to deal with cyber threats. In this regard, the development of security culture and technologies and the determination of legal requirements for reporting security breach data will be helpful. Also, relevant managers can reduce the existing challenges to some extent by providing clear and understandable information to users about rights and obligations. Communication policy with emphasis on regulations for Starlink satellite internet has faced a serious challenge due to non-acceptance of the laws of the country by Starlink and the lack of international laws in the field of satellite internet, and the lack of setting standards and guidelines in this area has caused neglect of regulations for Starlink satellite internet. Therefore, it is suggested that by intensifying the penalties for privacy violations and data theft, the path to achieve the goal of communication policy will be facilitated by emphasizing the regulations for Starlink satellite internet. Regarding the regulations for Starlink satellite internet, it is suggested to prevent interference with satellite services by determining the rules and regulations related to frequency spectrum allocation and management. In this regard, it is important to use frequency spectrum resources equitably and of course to align with international laws and domestic laws of the country. The goals of communication policy can be achieved by emphasizing the regulations for Starlink satellite internet by promoting interaction and cooperation between traditional and satellite operators and determining fair tariffs, and determining and regulating competition laws and paying attention to the International Covenant on Civil Rights will be helpful in this regard. And by implementing the aforementioned strategies, achieving goals such as facilitating communication in the era of globalization, increasing internet bandwidth, increasing access to high-speed internet in the world, covering all parts of the planet with Starlink satellite internet, reducing the distance from current satellites, not being specific It will be possible to a specific geographical area and a specific and strictly controlled location. One of the most important cyber issues and concerns of the country in the field of communications is the operationalization of satellite internet in the coming months and years, which seems to have not been given much attention in the country's communications policy, especially in the discussion of the National Information Network. Satellite systems are expanding and with their wide coverage in Iran, they can overshadow the entire national information network at once. If the national information network cannot provide better, cheaper and more diverse services, the national network will be affected by global satellite internet networks, which are mostly American. Of course, what today in this project.

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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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Design and Validation of a Modern Media Diplomacy Model to Enhance Public Satisfaction with the IRIB (Islamic Republic of Iran Broadcasting)

Seyed fazlollah Ghazavi; Mohammadreza Rasouli; ali geranmayeh pour

Articles in Press, Accepted Manuscript, Available Online from 28 February 2026

https://doi.org/10.22054/nms.2026.84101.1808

Abstract

Introduction With the emergence and growth of mass media in the 20th century, especially after World War II, the face of traditional diplomacy has completely changed, and we are faced ... Read More Introduction With the emergence and growth of mass media in the 20th century, especially after World War II, the face of traditional diplomacy has completely changed, and we are faced with a phenomenon called media diplomacy, which is unprecedented in history; because the media, especially television networks and video satellites, practically carry out tasks that ministries and diplomatic missions traditionally carried out, and in many cases even act more powerfully, faster and more effectively. In other words, the national media needs a comprehensive and up-to-date media diplomacy that can, by utilizing technological facilities, present rich, attractive content that is suitable for various segments of society. From a negative perspective, this issue is also very crucial because the continuation of current policies and passivity in the face of changing tastes and the invasion of foreign media and social media will cause people to distance themselves from and become increasingly dissatisfied with the national media, and the people's anger with the Iranian Broadcasting Corporation will have unpleasant consequences both from the perspective of information and from the perspective of education and entertainment. This issue is also important from a research and academic perspective, and the number of studies that have been conducted in these fields is evidence of this claim. However, the fundamental issue from a research perspective is that in the studies conducted, the two categories of "satisfaction with the national media" and "media diplomacy" have been studied separately. An applied research that organizes and weaves these concepts together in the national media space has been neglected from the researchers' perspective. Therefore, the present study was conducted with the aim of filling this research gap. The research contribution and theoretical synergy of the present study is that this study attempts to identify the country's media policy-making structures with the aim of satisfying the audience and explain the pattern of relationships between them, using an exploratory approach based on the views of experienced and expert individuals. The present study answers this key question: What is the paradigmatic model of the national media in gaining public satisfaction through modern media diplomacy? Methodology: This research is philosophically based on the interpretivist paradigm, so a qualitative research strategy and specifically the grounded theory method with an inductive approach was used. It is also a descriptive research in terms of its applied-developmental purpose and in terms of the method and time frame of data collection. The research participants included national media managers in the field of domestic and international news; managers of domestic and international television networks; managers of the IRIB Research Center and professors of the IRIB Faculty and the Faculty of Social Sciences and Communications of Azad University who were aware of the field of media diplomacy. The theoretical sampling method was used and interviews continued until theoretical saturation was achieved, and finally 22 people participated in this study. The data collection tool was a semi-structured interview and a questionnaire. The paradigmatic model of the research was presented using the grounded theory method and the indicators were prioritized using the fuzzy Sava method. Results and Discussion: Based on the paradigmatic model of the research, it was determined that causal conditions (alignment of national media with global platforms, media literacy, and audience-centeredness) affect the pivotal phenomenon (national media product). The pivotal phenomenon, enabling conditions (national media technological infrastructure), and interventionist conditions (audience aversion) affect strategies and actions (new media diplomacy). Ultimately, strategies and actions lead to outcomes (attracting public satisfaction, national media productivity, and developing national and international communications). Conclusion: In the findings section, the Swara method was used to determine the weight of the indicators of the paradigm model of the national media in gaining public satisfaction through modern media diplomacy. The index of establishing global communications and interactions (S41) was given the first priority with a weight of 0/1262. The index of trust in the content and news provided by the national media (S51) was given the second priority with a weight of 0/1158. The index of producing programs based on the wishes of the audience (S27) was given the third priority with a weight of 0/0934. The index of usefulness of the information provided to the audience (S55) was given the fourth priority with a weight of 0/0889. The index of observing impartiality and fairness in presenting news (S57) was given the fifth priority with a weight of 0/747.

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Rethinking Parenting Styles in the Age of Mobile Phones: A Cultural Study of Iranian Families

Hossein sarfaraz; Yousef Bahmanabadi

Volume 11, Issue 43 , May 2026, , Pages 50-1

https://doi.org/10.22054/nms.2026.82635.1776

Abstract

Extended AbstractThe widespread use of mobile phones and their easy accessibility in the daily lives of Iranian families have brought about significant transformations in parenting ... Read More Extended AbstractThe widespread use of mobile phones and their easy accessibility in the daily lives of Iranian families have brought about significant transformations in parenting styles. This study aims to examine the quality of interpersonal communication between parents and children under the age of ten and to analyze digital parenting styles, drawing on communication theories and Yalda Tehraniyan's model of parenting styles. Data were collected through a qualitative approach using focus groups and interviews with urban and rural parents. The findings indicate that parents' dependence on mobile phones reduces face-to-face interaction time with children and disrupts parental communication roles in the "drone parenting" and "helicopter parenting" styles. In contrast, in the "media mother and digital father" style, although mobile phone use at home is common, guiding children toward functional uses of mobile phones partially mitigates the negative effects. The results highlight the necessity of rethinking current parenting styles and developing context-specific strategies to moderate the impact of mobile phones on intra-family relationships. IntroductionSmart technologies—particularly mobile phones—are among the most influential factors transforming human relationships and family lifestyles. The dominance of mobile phones and their integration with the internet have blurred the boundary between private and public spaces, shaping the quality of parent-child relationships. Numerous studies show that parental distraction caused by continuous mobile phone use reduces verbal and non-verbal communication with children, leading to notable educational and psychological consequences.In Iran, the sharp rise in mobile phone penetration and the extensive use of mobile devices by both parents and children further underscore the importance of examining the "quality of interpersonal communication." Reports indicate that the average daily effective interaction among family members has dropped to approximately 30 minutes, with some studies suggesting a decline to as little as 15 minutes. The diminishing emotional and interpersonal connection within families in the presence of constant mobile phone use has become a critical concern.Accordingly, this study investigates the influence of mobile phones on digital parenting styles and parent-child relationships among children under ten—a group in a crucial stage of emotional and social development.Materials and MethodsThis research is qualitative and descriptive in nature. The study population consisted of parents with children under ten who regularly use smartphones. A purposive sampling method was employed, selecting participants based on criteria such as accessibility, willingness to participate, and relevant lived experience.Data collection tools included a focus group of ten parents (either father or mother) and semi-structured interviews with five parents of both genders conducted in family settings. Interviews continued until theoretical saturation was reached. The data were transcribed, coded, categorized, and analyzed. The interview questions focused on five thematic areas: the role of mobile phones within the family, children's exposure to mobile phones, parental control versus permissiveness, parents' dependence on mobile phones, and the impact of mobile phone use on emotional and interpersonal relationships.The theoretical framework relied on media dependency theory and Tehraniyan's digital parenting style models.Discussion and ResultsThe analysis revealed three dominant patterns of digital parenting in Iranian families:Drone Parenting Style:Parents exhibit high dependency on mobile phones, leaving the child unattended for extended periods. Children spend long hours engaged with mobile devices, parental supervision is minimal or absent, interpersonal communication sharply declines, and children often experience a form of "media-induced loneliness." This style was the most prevalent among the participating families and was associated with the greatest disruption in parent-child emotional relationships.Helicopter Parenting Style:Parents impose excessive monitoring; children lack media autonomy, and all consumed content is fully controlled. Despite strict supervision, emotional and face-to-face communication remains insufficient. This style was observed in families concerned about digital risks but unable to strike a healthy balance between supervision and emotional connection.Media-Mother and Digital-Father Style:Parents actively use mobile phones themselves but attempt to guide children toward "useful and functional" mobile engagement. The father provides moderate supervision without strictness, and the mother is less dependent on mobile phones but does not impose significant restrictions either. Occasional conflicts arise due to excessive mobile phone use. Compared to the other two styles, this pattern is less harmful and has the potential to evolve into a more effective model.Derived Indicators from Data AnalysisThe study identified the following indicators:Decline in Parent-Child Interpersonal Communication:Parents engage less in verbal and non-verbal interaction when using mobile phones. Some children reported feelings of being "ignored."Redefined Role of Mobile Phones in Children's Learning:Mobile-based learning, virtual classes, and school communication have become common. Some rural mothers viewed educational use as an essential opportunity.Increased Child Dependency on Mobile Phones:Some children, even as young as two, displayed a strong interest in watching videos. Parents often hand over mobile phones to calm their children.Educational Conflicts Due to Children's Media Consumption:Parents expressed dissatisfaction with prolonged mobile phone use by children. Disagreements between parents over acceptable usage limits emerged as a source of family tension.Role Conflict Among Parents in Mobile Phone Use:Many parents did not model responsible media use themselves, and part of the family's shared time was lost to parental "endless scrolling".Heightened Individualism Within the Family:Decline in group conversations, increased solitary engagement, and reduced shared playtime.ConclusionThe findings demonstrate that mobile phones, beyond being communication tools, have become determinant factors in shaping parenting styles in Iranian families. The "drone" and "helicopter" styles have the most damaging effects on parent-child relationships, as they either leave the child unattended or impose excessive control while diminishing genuine emotional interaction. The "media mother and digital father" style, though not free of challenges, has the potential to evolve into a more balanced approach through modification and parental education.The study underscores the need to rethink parenting styles, emphasizing that families must establish a balance between media use and face-to-face communication. Further localized research on media and family dynamics is necessary, and promoting healthy media practices should be incorporated into public education. Ultimately, mobile phones are neither inherent threats nor complete allies to the family; rather, it is the quality of parental media use and attention to interpersonal communication that determines children's emotional well-being in the digital age.

Representation of Afghanistan in Western Digital Games Industry: A Case Study of Action Games After September 11, 2001

Faisal Faizi; Farzaneh Sharifi; Mohammad Mohsen Hasanpour

Volume 11, Issue 43 , May 2026, , Pages 157-125

https://doi.org/10.22054/nms.2026.82391.1770

Abstract

Video games, as a form of new media with mass and global audiences, have provided a suitable opportunity for Western governments to reinforce their military, political, and ideological ... Read More Video games, as a form of new media with mass and global audiences, have provided a suitable opportunity for Western governments to reinforce their military, political, and ideological objectives. The collaboration between Video game producers and the military has introduced the idea of real wars to game developers, who utilize it in the entertainment industry. Today, we can observe a general depiction of the wars in Afghanistan within these games. This research employs qualitative content analysis to examine how Afghanistan is represented in the Western Video games industry. For this purpose, 13 Western Video games centered on Afghanistan were purposefully selected using a non-probability sampling method and were coded and categorized using MaxQDA. The codes obtained from the comparative analysis were divided into two main categories and eight subcategories. The most significant identified categories include misrepresentation and hegemony. The findings indicate that the unrealistic and meaningful representations of the real wars in Afghanistan by Western game developers after September 11 have been unfair and lacking in integrity. Introduction and Problem Statement The media representation of video games has evolved since the Cold War to create a barrier against communism, with the portrayal of U.S.-led wars in Afghanistan after September 11 being framed within the context of the global war against terrorism. The objective of representing Afghanistan in video games is to establish mental stereotypes and normalize a negative perception of the country, thereby facilitating the acceptance of U.S. military and political interventions in global public opinion.Games depicting Afghanistan often illustrate themes of disorder, violence, irrationality, and human rights violations. Companies such as Activision Blizzard, Electronic Arts, Ubisoft, and Bohemia Interactive have acted as media extensions of imperialist governments, often funded by entities like the U.S. Department of Defense (Hammar & Woodcock, 2019). The impact of media messages, particularly video games, on Afghanistan has not been adequately addressed. The central question of this research is how Afghanistan is represented in Western digital games after the September 11, 2001 incident. Understanding this representation will help illuminate how people around the world perceive Afghanistan and how the West views the country in the context of video games production.MethodologyWe employed qualitative research methods, utilizing qualitative content analysis based on the researcher’s perspective and analysis of phenomena. To gain a deep understanding of the subject, we used a case study approach, which is media-oriented, to explore and describe the data. The rationale for using qualitative content analysis in a context like the study of Video games, where quantitative analysis encounters limitations, is evident. Therefore, qualitative content analysis can be considered a research method for the subjective interpretation of textual data through systematic classification and coding or the design of known patterns (Babi, 2011).FindingsIn the qualitative content analysis of these games, two main categories and eight subcategories were identified. The main categories are as follows:1- Misrepresentation 2- Hegemony Data Analysis The analysis of 13 Western Video games depicting Afghanistan shows a significant distortion of reality, influenced by the designers' preconceived notions. These games misrepresent Afghanistan and fail to accurately reflect its historical context, particularly regarding the Soviet-Afghan war and subsequent Western-led conflicts against terrorism.The creators do not depict the true nature of war or the factors contributing to Afghanistan's underdevelopment. Afghanistan is portrayed as a backward and uncivilized nation needing liberation from communism and terrorism by the West, particularly the U.S., which acts as a global police force imposing Western values.ConclusionAccording to Edward Said's theory of Orientalism, Afghanistan is represented by the West as part of the East. In these representations, Afghanistan is depicted as an Eastern, backward, and uncivilized country that the West, led by America in its role as global police, must liberate from communism and international terrorism while imposing Western values such as human rights, liberal democracy, and freedom.Upon reflection, it becomes clear that these slogans are lies and deceptions directed at the people of Afghanistan and the world. In these games, Afghanistan is depicted as a part of the Middle East or Central Asia, portrayed as a permanent war zone where the interests of America and the West are in constant conflict with various forms of Islamic radicalism and terrorism. Keywords: Representation, Video games, Hegemony, war, Orientalism, cultural imperialism.

Digital Health in the Comprehensive Health Communication System in Iran

farzaneh koohi; seyedali rahmanzadeh; Ali Asghar Kia; seyedreza naghibulsadat

Volume 11, Issue 42 , December 2025, , Pages 26-1

https://doi.org/10.22054/nms.2024.81833.1755

Abstract

The advancement of new technologies has established digital health as an effective strategy for enhancing health communication and service delivery. This study aims to identify the ... Read More The advancement of new technologies has established digital health as an effective strategy for enhancing health communication and service delivery. This study aims to identify the components of digital health within Iran's comprehensive health communication system, guided by Rogers's Diffusion of Innovation theory, and to analyze its current state in the country. The research employed a SWOT analysis, utilizing a purposive, non-probability sampling method to recruit experts in the fields of health and communication. The findings indicate that the presence of national health systems, the application of artificial intelligence, and citizen acceptance of online services are among the most significant strengths of digital health in Iran. Conversely, the absence of a comprehensive legal framework, a lack of system integration, and structural resistance to technological change represent the primary obstacles to the diffusion of this innovation. Furthermore, opportunities such as the growth of self-care applications and the expanding use of social media, alongside threats including the digital divide and cybersecurity risks, are decisive factors in the success of this transformation. Mapping the situation onto the five stages of Rogers's theory—knowledge, persuasion, decision, implementation, and confirmation—the results indicate that digital health in Iran remains in the early stages of adoption. To advance this process, it is imperative to formulate integrated policies, develop robust technological and security infrastructures, foster a culture of interdisciplinary collaboration, and provide targeted public information and education to promote digital health literacy.Extended Abstract:IntroductionDigital health represents a transformative approach within health communication, capable of enhancing the quality of health services and facilitating access to information. Despite recent progress, its implementation in Iran continues to face significant challenges. Furthermore, digital health has not been thoroughly examined within the framework of a comprehensive health communication system, resulting in an insufficient understanding of its constituent elements for improving interaction among patients, providers, researchers, and policymakers. This knowledge gap hinders the full utilization of technological potential for advancing public health and underscores the critical need for comprehensive research in this domain.Therefore, this study was conducted to identify the constituent elements and components of digital health within Iran's comprehensive health communication system. The findings are positioned to enhance health communication, facilitate stakeholder interaction, and guide the transition from the current state to the desired future of digital health in Iran.In this context, analyzing the stages of innovation adoption within a society—specifically, how individuals gain knowledge of a technology, are persuaded to use it, decide to adopt it, implement it, and confirm its ongoing use—can play a critical role in understanding and enhancing the acceptance of digital health.Previous studies have demonstrated the significant efficacy of information and communication technology (ICT) in healthcare delivery and health education. International research further corroborates that the strategic development of social media and digital tools can enhance access, participation, and the overall quality of health services. However, the absence of comprehensive infrastructure and a persistent reliance on traditional processes remain significant barriers to the widespread adoption of digital health.MethodologyThis study employed a SWOT analysis, utilizing a purposive sampling method to select experts from the fields of health and communication. Data analysis was conducted using SPSS software. The primary research question guiding this investigation is: "What are the key elements and components of digital health within a comprehensive health communication system?" A gap analysis technique was applied to assess the disparity between the current and desired states of digital health, thereby informing the strategic requirements for achieving the desired outcome. The study's statistical population consisted of experts with scientific and professional backgrounds in communication, media, and the health system.Discussion and ResultsThe results indicated that the principal strengths include the existence of national digital health systems, the application of artificial intelligence, growing public acceptance of online services, and the production of digital educational content. Major weaknesses encompass the absence of a comprehensive legal framework, a lack of systemic integration, structural resistance to change, and underdeveloped communication infrastructure. Key opportunities involve the expansion of self-care applications and the strategic use of social media, while significant threats consist of the digital divide and cybersecurity risks. An analysis based on Rogers's Diffusion of Innovation theory reveals that digital health in Iran is primarily in the knowledge and persuasion stages. Transitioning to the decision, implementation, and confirmation stages necessitates integrated policymaking, robust infrastructure development, and the promotion of digital health literacy.ConclusionDigital health in Iran possesses significant potential; however, its full realization requires the removal of persistent legal, managerial, and infrastructural barriers. Proposed strategies to this end include establishing a comprehensive legal framework, strengthening technological and cybersecurity infrastructures, promoting digital health literacy, and fostering active citizen participation. The effective implementation of these strategies is essential for improving stakeholder interaction and achieving a sustainable and efficient digital health ecosystem in Iran.

The Challenge of Managing Digital-Native Customer Experience: Designing a Customer Experience Quality Framework for Generation Z’s Use of Digital Media with an Exploratory Approach

Maryam Tajali; Seyed Mohammadbagher Jafari; Mona Jami Pour

Volume 11, Issue 42 , December 2025, , Pages 251-209

https://doi.org/10.22054/nms.2025.84792.1820

Abstract

Abstract With the advent of digital technologies, Generation Z, having grown up in an era of technological advancement, actively engages with digital media and is recognized as an ... Read More Abstract With the advent of digital technologies, Generation Z, having grown up in an era of technological advancement, actively engages with digital media and is recognized as an early adopter of innovative solutions. With unique expectations for purchasing and service consumption, this generation challenges traditional marketing approaches and requires new strategies in customer experience design. Despite significant corporate investment in digital media to engage Gen Z, limited research has explored the dimensions of their experience quality. Therefore, this study aims to examine the quality dimensions of Gen Z’s customer experience with digital media to provide marketing managers with a comprehensive understanding for developing customer experience management strategies. To achieve this, a meta-synthesis approach was employed, utilizing Sandelowski and Barroso’s seven-step technique to extract framework components from previous studies. These extracted codes were then refined and enriched through a focus group of experts. Ultimately, five key dimensions were identified: media interactivity, content quality, performance, cognitive experience, and emotional-sensory experience. The findings indicate that as a digital-native generation, Gen Z has a unique experience with digital media. These results can contribute to the development of digital marketing strategies and enhance managerial decision-making for attracting and retaining Gen Z customers. Extended Abstract: Introduction The rapid advancement of digital technologies has profoundly transformed consumer behavior and communication patterns, particularly among Generation Z, who are often referred to as “digital natives.” This cohort, born and raised in a fully digital environment, actively engages with online platforms and digital media, thereby shaping new consumption behaviors and marketing practices. Their unique expectations and high interactivity with digital technologies have challenged traditional customer experience management models, making it necessary for businesses to reconsider how they design and deliver value through digital channels. In Iran, Generation Z represents over 20% of the population, with a significant share being students and young consumers. Due to the increasing penetration of the internet and social media platforms, understanding the digital experience quality for this generation has become not only a scientific necessity but also a practical imperative for businesses aiming to remain competitive in the digital marketplace. Despite extensive corporate investment in digital platforms, a clear research gap exists in identifying the comprehensive dimensions of Gen Z’s customer experience with digital media. Materials and Methods This research adopted a qualitative, exploratory design to construct a conceptual framework for evaluating the quality of Generation Z’s digital media customer experience. The study was conducted using the meta-synthesis approach, applying Sandelowski and Barroso’s seven-step methodology to systematically identify, evaluate, and integrate relevant studies from 2010 to 2024. A total of 302 articles were initially identified, from which eligible studies were selected through a systematic review process. Extracted codes were further validated through inter-coder reliability testing (Cohen’s kappa = 0.816), ensuring methodological robustness. In the second stage, a focus group was organized with five domain experts specializing in digital marketing, digital user experience, and customer experience management. This collaborative step refined and enriched the initially derived categories, leading to a consensus on the final framework. The analysis yielded five primary dimensions of Generation Z’s customer experience quality in digital media: (1) media interactivity, (2) content quality, (3) functional performance, (4) cognitive experience, and (5) emotional-sensory experience. Within these categories, several sub-indicators were identified, such as opportunities for user-generated content, cross-platform content sharing, personalization, authenticity of information, security settings, gamification, and real-time interaction with influencers. The study highlights that Generation Z demands more than transactional interactions; they value emotional engagement, cognitive stimulation, and sensory appeal alongside reliable and interactive media performance. This multidimensional perspective underscores the unique nature of Gen Z’s expectations compared to previous generations, reflecting their deep integration with technology in both consumption and lifestyle. Discussion and Conclusion The findings emphasize that Generation Z’s digital media experience is shaped by their digital-native identity, which places high importance on interactivity, personalization, creativity, and transparency. For businesses and policymakers, this implies that digital strategies must extend beyond traditional approaches to incorporate multidimensional customer experience design. Specifically, attention should be paid to building interactive environments, enhancing trust through authentic and ethical content, and leveraging gamified features to engage young consumers. The results not only fill an existing research gap in Iranian and global contexts but also provide actionable insights for marketing managers seeking to attract and retain Generation Z consumers. By employing the proposed framework, organizations can develop more effective digital marketing strategies, optimize user engagement, and improve long-term customer loyalty in an increasingly competitive digital marketplace.

Representation of urban poverty in urban management media (Hamshahri Online)

Abdolrasoul Hashemi

Volume 11, Issue 42 , December 2025, , Pages 283-253

https://doi.org/10.22054/nms.2025.83777.1805

Abstract

Abstract Media representation is one of the dimensions of representation that holds significant importance in cultural studies. According to the objectives outlined in the documents ... Read More Abstract Media representation is one of the dimensions of representation that holds significant importance in cultural studies. According to the objectives outlined in the documents and programs of Tehran, the municipality is obligated to act towards achieving urban justice. Therefore, it is expected that the media of Tehran’s urban management also addresses the issue of urban impoverished individuals. The aim of this research is to analyze the representation of urban impoverished individuals in the urban management media, specifically in Hamshahri Online. For this purpose, an inductive qualitative content analysis method has been employed. The period under review is the sixth term of the municipality’s management from 2021 to 2024. During this period, all analytical and news reports related to the subject have been studied. The findings of the research indicate that in a typology of urban impoverished individuals, the majority of representations in Hamshahri media pertain to groups referred to as needy impoverished individuals; and the urban management media has attempted to reflect the actions of Tehran’s municipality in this regard, in line with higher-level documents. Following this, the categories of fraudulent impoverished individuals and pitiable impoverished individuals are identified. These results show that media representation, within the framework of prevailing discourse and ideology, attempts to manage the reality of poverty by distinguishing between real and unreal groups, as well as deserving and undeserving individuals, and those who are vulnerable and at risk. Additionally, there has been less focus on the structural causes of poverty, and the nature of the reports is more news-oriented than analytical. Extended Abstract: Introduction The urban poor, as a distinct social class or group, have long been the subject of diverse interpretations and analyses. The term gained prominence in the late twentieth century, particularly within discussions of urban poverty, welfare dependency, and the consequences of structural inequality. Within the representational approach prevalent in cultural studies, the urban poor are portrayed through various forms of media representation. This perspective views such representations through the framework of discourse analysis, understanding them as shaped and influenced by underlying ideological orientations. Moreover, conceptions of poverty and the urban poor have evolved significantly from pre-modern to modern paradigms. In modern contexts, systematic efforts have been made to “manage” the urban poor so that their existence does not disrupt the perceived order of urban life. Beyond theoretical concerns, a matter of particular importance for Tehran’s municipality and urban management is the realization of goals articulated in official documents and programs aimed at achieving social and urban justice. Among these are the National Spatial Planning Document (approved by the Supreme Council of Spatial Planning, final edition, March 2021), the General Policies of the Resistance Economy, and the Fourth Plan for Transformation and Development of Tehran (2022–2025), which explicitly prioritizes the realization of urban justice. In these policy frameworks, the notion of urban justice functions as a central signifier rooted in moral and ideological foundations, and issues of urban poverty are addressed both directly and indirectly. As the urban management media operate under the jurisdiction of Tehran Municipality, their representation of urban poverty can profoundly influence the municipality’s anti-poverty policies. Accordingly, the purpose of this study is to examine and interpret how the urban poor residing in Tehran are represented in the municipality’s official media outlet, Hamshahri Online. The central research question is: How does Hamshahri, as the media arm of Tehran’s urban management, represent the urban poor in alignment with the municipality’s upper-level policy frameworks? The significance of this inquiry lies in the recognition that media representation of the urban poor within urban management media can shape policymaking processes and the implementation of anti-poverty programs. Understanding how media portray different social groups and classes is essential, as prior studies have shown that media discourse significantly affects public perceptions and the evaluative judgments of policymakers. Methodology This study employs an inductive qualitative content analysis approach. In this method, no pre-determined theoretical model is imposed; instead, data are analyzed inductively, leading to the identification of categories and broader conceptual themes through iterative coding. The empirical focus of this study is Hamshahri Newspaper, the official publication of Tehran Municipality, which functions as a communicative organ representing the activities and narratives of the city’s management. The sampling strategy involves analyzing all news reports and analytical articles addressing issues of urban poverty published between August 2021 and August 2024. The units of analysis range from individual words to sentences and paragraphs, selected based on their capacity to convey relevant meaning and to stand independently as interpretable units of text without external contextual support. Findings The findings, derived through multiple stages of coding, reveal three dominant representational patterns of the urban poor in Hamshahri: The “Needy Poor” – This category contained the highest frequency of codes. Within this representation, the poor are depicted as dependent individuals requiring protection and assistance. Poverty is acknowledged as a social reality, yet two divergent orientations emerge: One emphasizes empowerment and skill-building as a means of overcoming deprivation; The other stresses financial and charitable aid as a moral and religious obligation. Despite these differences, both share a common underlying logic of paternalistic support. The “Deceptive Poor” or “Fraudulent Beggar” – This representation primarily pertains to beggars, who are depicted as manipulative individuals exploiting public sympathy. Hamshahri seeks to expose the “truth” of begging in Tehran through investigative reports, positioning this group as morally suspect and socially disruptive. The “Pitiful Poor” – A less frequent yet notable representation portrays the poor as pitiable, weak, and lacking agency or skills, reinforcing notions of inferiority and dependence. Conclusion The media representations of the urban poor in Hamshahri demonstrate that poverty is not portrayed as a homogeneous condition; rather, multiple and differentiated categories of the poor are constructed within the urban context of Tehran. Broadly, Hamshahri divides the poor into “real” and “unreal” categories, reflecting an underlying logic of differentiation and control. The newspaper’s dominant framing suggests a concerted attempt to manage the urban poor so as to prevent their perceived disruption of urban order. These representations tend to emphasize weakness, dependency, and the need for assistance, while largely neglecting the structural and historical causes of urban poverty. The persistence and intergenerational nature of poverty—indicative of deeper socio-economic inequalities—receive minimal attention. The manner in which Hamshahri depicts poverty and anti-poverty efforts mirrors the prevailing discourse of urban management in Tehran. Within this discourse, the poor are classified as either “dangerous” or “harmless,” “real” or “unreal,” reducing poverty to a matter of addressing immediate needs rather than confronting systemic inequalities. Ultimately, the most favorable image of the urban poor presented in this media is that of individuals who must be “empowered”—not for social transformation, but to remain compliant, manageable, and non-threatening participants in urban life.

Transmedia Journalism Strategies in Iran

Sina Khosro; Neda Saidi

Volume 11, Issue 41 , April 2025, , Pages 76-41

https://doi.org/10.22054/nms.2025.75899.1634

Abstract

This research aims to investigate strategies for implementing transmedia storytelling in Iranian journalism. In the digital era, traditional journalism faces numerous challenges, prompting ... Read More This research aims to investigate strategies for implementing transmedia storytelling in Iranian journalism. In the digital era, traditional journalism faces numerous challenges, prompting the need for innovative approaches such as transmedia journalism, which enhances media communication effectiveness and audience engagement. Employing a mixed-methods approach, this study utilizes a qualitative Delphi method to gather and analyze data. To identify practical strategies, a SWOT analysis was conducted to evaluate the strengths, weaknesses, opportunities, and threats facing transmedia journalism in Iran. The findings reveal that transmedia storytelling not only enriches media content and facilitates a deeper understanding of events but also fosters increased audience participation and loyalty, promoting greater interaction and flexibility in information consumption. The SWOT matrix results indicate that transmedia journalism in Iran is positioned favorably for the implementation of developmental strategies. Furthermore, the study highlights that adopting transmedia storytelling could significantly elevate the status of journalism in Iran by providing practical solutions and establishing a theoretical framework. This research emphasizes the importance of employing transmedia techniques and underscores the necessity for suitable infrastructure to support these initiatives. Ultimately, the study advocates for a transformative approach to journalism that aligns with contemporary audience expectations and technological advancements, paving the way for a more interactive and participatory media landscape in Iran. Extended Abstract: Introduction In the rapidly evolving landscape of digital communication, traditional journalism faces substantial challenges, especially in countries like Iran. The shift in audience behavior, economic pressures, and the proliferation of digital platforms necessitate innovative journalistic approaches. Transmedia journalism, which integrates multiple platforms and offers participatory narratives, presents a viable alternative that aligns with contemporary communication needs. In Iran, this method is particularly relevant due to its ability to foster deeper audience engagement and enrich storytelling. Despite infrastructural and regulatory limitations, the potential of transmedia storytelling to reshape journalism and enhance the credibility and impact of news media is notable. This study explores the strategic implementation of transmedia storytelling in Iranian journalism, aiming to bridge the gap between global innovation and local practice. The research is grounded in the theoretical frameworks of media convergence, participatory culture, and collective intelligence, drawing from the seminal works of Jenkins and Lévy. It further emphasizes how these frameworks can transform passive audiences into active contributors in the storytelling process, thereby expanding the influence and sustainability of journalistic practices in Iran. Materials and Methods The research adopts a developmental and exploratory mixed-methods design with a focus on qualitative data. Utilizing the Delphi method, expert opinions were gathered from a purposive sample of 13 media and journalism specialists. These experts participated in two iterative rounds of anonymous feedback and consensus-building. To analyze the data, a SWOT framework (Strengths, Weaknesses, Opportunities, Threats) was employed. This approach enabled the identification of internal and external factors affecting the development of transmedia journalism in Iran. The study also used IFE (Internal Factor Evaluation) and EFE (External Factor Evaluation) matrices to quantify expert evaluations and guide strategic planning. The methodological rigor ensured the inclusion of diverse professional perspectives and minimized bias through anonymity and iterative validation. Findings/Results The findings suggest that transmedia journalism holds considerable promise for the Iranian media environment. Internally, its strengths lie in enhanced storytelling through multi-platform integration, the ability to foster audience loyalty, viral content dissemination, and more immersive content experiences. The Delphi panel highlighted the method’s capacity to adapt to various audience preferences and facilitate emotional engagement through participatory storytelling. However, challenges persist, particularly in terms of infrastructural limitations (e.g., internet bandwidth, access to modern technology), legal restrictions, and a high dependency on advanced tools, which are not uniformly available across the country. From an external perspective, the opportunities include increased internet penetration, the rise of domestic digital platforms, and the potential to amplify marginalized voices. Nonetheless, regulatory constraints such as platform censorship and the risk of misinformation were identified as significant threats. The SWOT analysis positioned Iran's media environment in the aggressive quadrant, suggesting high internal readiness for development if external barriers are managed. Three strategic scenarios—optimistic, pessimistic, and realistic—were developed, recommending infrastructure improvement, policy support, and audience education as key factors for success. Discussion and Implications The study interprets the SWOT findings within the theoretical frameworks of media convergence and participatory culture. The potential for creating "storyworlds"—where each platform contributes a unique narrative element—can transform the role of the audience from passive consumers to engaged co-producers. This participatory structure fosters emotional connection, enhances retention, and supports democratic discourse by enabling a multiplicity of voices. The use of technologies such as AR, AI, and VR further elevates the user experience and provides avenues for immersive and accessible journalism. The convergence of media, as theorized by Jenkins, suggests that a transmedia approach can reduce redundancies, diversify storytelling, and increase monetization potential. Economically, transmedia journalism opens avenues for brand integration, audience-driven content development, and collaborative storytelling between institutions and individuals. Despite Iran’s restrictive media environment, domestic social media platforms and alternative distribution channels can be optimized for local engagement. The study proposes tactical recommendations, including building internal platforms, enhancing journalistic digital literacy, incentivizing collaborative production models, and establishing legal frameworks that support innovation without compromising journalistic integrity. In the long term, these measures can reposition journalism as a dynamic, engaging, and socially relevant practice within Iran’s digital transformation. Conclusion Transmedia journalism represents a transformative opportunity for Iranian media, balancing narrative depth with technological innovation and audience interaction. Despite infrastructural and legal hurdles, the internal readiness of Iranian journalism institutions suggests fertile ground for development. The study underscores the need for strategic support, education, and infrastructure to fully harness the potential of transmedia practices. It advocates for a shift from linear reporting to participatory, multi-platform storytelling as a viable pathway for the future of journalism in Iran

Applications of Artificial Intelligence in Iran's Advertising Industry: Challenges and Opportunities

Mahdiye Sadedasht; reza saberii

Volume 11, Issue 41 , April 2025, , Pages 128-77

https://doi.org/10.22054/nms.2025.81940.1756

Abstract

Artificial intelligence has revolutionized various industries over the past few years, and the advertising industry is no exception. Integrating AI into different stages of advertising ... Read More Artificial intelligence has revolutionized various industries over the past few years, and the advertising industry is no exception. Integrating AI into different stages of advertising has become increasingly prevalent. This research aims to investigate the applications of AI in global advertising and to answer the question of how AI has been utilized in the Iranian advertising industry. Additionally, we seek to identify the challenges and opportunities presented by AI for the Iranian advertising sector. A qualitative research approach was employed, using snowball sampling to conduct in-depth, semi-structured interviews with six experts in the fields of advertising and AI. Following data collection, transcription, and initial coding, 20 primary codes were identified and subsequently categorized into three core categories in the second stage of coding. The first core category, "Challenges facing the Iranian advertising industry in adopting AI," addresses issues such as sanctions, internet filtering, limited big data availability in Iran, the dollar-based pricing of AI services, and other relevant factors. The second core category, "Opportunities presented by AI for the Iranian advertising industry," focuses on cost reduction, increased speed of ad production, and optimized human resources. The third core category, "Necessary actions for advertising companies to adopt AI," was the main topic of discussion. This research reveals a two-fold categorization of artificial intelligence (AI) utilization in Iranian advertising: individual and industrialized. Individual AI utilization involves advertising professionals independently learning and employing a limited set of AI tools to meet specific job requirements. This approach encounters various challenges, including the financial burden of purchasing accounts, big data complexities, language compatibility issues (particularly with Persian), and other obstacles. Industrialized AI utilization refers to the commercial development and integration of AI into advertising processes. This necessitates paid AI solutions, enabling the input of textual data for training AI models for advertising purposes. Industrialization can mitigate many challenges faced by individuals, as large advertising firms possess greater financial resources to acquire AI tools, circumvent sanctions and censorship, and justify the cost of multiple AI accounts due to diverse clientele. The industrialization of AI in advertising has seemingly created a novel business model unprecedented in scale. This new business segment may potentially surpass the entire pre-AI advertising industry. Given that the adoption of AI in Iranian advertising is still in its early stages, there is currently no systematic framework or widespread use. Limited endeavors have been undertaken in "consumer insight discovery" utilizing AI. These efforts primarily involve serving tailored advertisements based on a few consumer queries or website dwell time. However, comprehensive consumer insight discovery necessitates the collection of big data and data mining. In other stages of the advertising process, AI utilization is either non-existent or rudimentary. Currently, Iran's advertising industry prioritizes AI for designing and producing advertising content. The most common application of AI in the Iranian advertising industry is in the design and production of advertising content. Consequently, there is a growing focus on prompt writing, aiming to optimize AI outputs through precise instructions. Few applications were identified for the 'media planning' and 'evaluation and feedback' stages in Iran. One reason cited for the underutilization of AI in these stages was the perception that they are part of the broader marketing process, distinct from advertising, and that the Iranian advertising industry is more focused on content creation. Another limiting factor is the scarcity of domestic big data and challenges in accessing it. It is important to note that AI-generated advertising is still heavily reliant on human intervention, and the entire advertising production process is not fully automated. A major challenge in the adoption of artificial intelligence (AI) within Iran's advertising industry is the reductionist tendency to view AI as a mere 'tool' and its limited, personalized use. This perspective confines AI to a narrow range of applications, failing to recognize its potential to revolutionize industries. While AI has introduced a new paradigm into the global landscape, its portrayal as a content generation tool falls short of capturing its full potential in advertising. The industrialization of AI, enabling personalized content creation for each brand, is of greater significance than simple content generation. The desire of advertising companies to grow and develop is a crucial factor in their willingness to embark on this new path. Understanding AI and leveraging the vast opportunities it presents has become an undeniable necessity for advertising professionals. Extended Abstract: Introduction In recent years, artificial intelligence (AI) has significantly influenced a wide range of industries. AI technologies are increasingly being adopted in sectors such as defense, healthcare, agriculture, transportation, education, and media. Among these, the advertising industry has also undergone a noticeable transformation. AI is now being integrated into various stages of advertising processes, with traditional workflows evolving to leverage AI-driven tools and strategies for improved outcomes. AI technologies have had a substantial impact on advertising processes. While the core structure of traditional advertising has not been entirely disrupted, it has been systematically enhanced and reorganized through the integration of new stages—such as consumer insight discovery, creative development, media planning and buying, and advertising performance evaluation. At the same time, AI has enabled greater efficiency by automating many operational aspects of advertising, ushering the industry into a new phase of development. Globally, the adoption of AI in advertising is expanding rapidly. In Iran, efforts to harness AI technologies across various sectors—including advertising—have also gained momentum. For instance, the first fully AI-generated commercial was unveiled by the Iran Novin advertising agency in celebration of Yalda Night 1402 (2023) on its official Instagram page. Moreover, several Iranian companies are actively engaged in developing AI-based platforms and chatbots. Notable examples include the Persian-language chatbots “Batava” and “Chaata.” In this study, we aim to explore the global applications of AI in advertising and examine the extent to which these technologies have been adopted within the Iranian advertising industry. Furthermore, we seek to identify the key opportunities and challenges that AI presents for the future development of advertising in Iran. Methods Given the qualitative nature of the research questions, a qualitative approach was deemed appropriate for collecting in-depth and context-rich data from experts and practitioners in the fields of advertising and artificial intelligence. Data collection was conducted using purposive sampling through semi-structured interviews with six individuals whose professional expertise and work experience were directly relevant to the subject of the study. All participants had practical experience using AI technologies in the design and execution of advertising campaigns. They represented various organizational levels, from senior managers to operational specialists, and their hands-on engagement with the challenges of AI integration in advertising projects provided valuable insights for this research. Data were analyzed using qualitative thematic analysis. From a research purpose perspective, this study is classified as applied research, as it seeks to generate practical knowledge with real-world relevance for the advertising industry. Findings Following the interviews, transcription, and initial coding, a total of 20 preliminary codes were identified. In the second phase of analysis, these codes were grouped into three main thematic categories. One of the key categories pertains to the challenges faced by the Iranian advertising industry in adopting artificial intelligence. The findings revealed a range of barriers impeding the effective and timely integration of AI into advertising practices. These include hesitation and uncertainty among industry stakeholders regarding the use of AI, as well as the broader impact of international sanctions, which restrict access to advanced AI tools and platforms. Additionally, internet filtering in Iran and the limitations it imposes on digital operations emerged as significant concerns, alongside the need to strengthen the country’s internet infrastructure to support the deployment of AI technologies. The high cost of AI services—many of which are priced in foreign currencies such as U.S. dollars—was also cited as a constraint. Another critical issue is the lack of compatibility between many AI systems and the Persian language, as well as the limited availability of Iran-specific big data within global AI ecosystems. Furthermore, a general lack of interest or readiness among employers to adopt AI in advertising projects was identified as a hindrance. Collectively, these challenges illustrate the complex environment in which AI adoption in the Iranian advertising sector is unfolding. The second main category identified in the analysis pertains to the opportunities that artificial intelligence presents for the Iranian advertising industry. In many instances, AI facilitates a reduction in fieldwork activities, a decrease in the required human workforce, cost savings, and accelerated workflows. This, in turn, allows human resources to concentrate more on creativity and other uniquely human capabilities that lie beyond the scope of AI. Specifically, these opportunities include minimizing on-site tasks within the advertising production process, optimizing the allocation of human labor, lowering production costs in large-scale advertising projects, and enhancing the speed of advertising creation. The final category was classified as the necessary actions that advertising companies must undertake to effectively utilize artificial intelligence. This section emphasizes critical measures such as empowering human resources both psychologically and skill-wise to work with AI, enhancing proficiency in the English language, identifying and selecting AI technologies relevant to the advertising industry, and ultimately industrializing the application of AI within advertising practices. Discussion and Conclusion The adoption of artificial intelligence in Iran’s advertising industry remains in its early stages. AI presents both unique challenges and opportunities for this sector, necessitating strategic actions by advertising companies to leverage its benefits and overcome obstacles. Key measures include empowering human resources psychologically and technically, enhancing English language proficiency, and industrializing AI applications within the advertising process. This study identifies two primary modes of AI use in Iranian advertising. The first is "personal use," where individual professionals adopt limited AI tools tailored to their job requirements. As highlighted in the findings, this approach faces several challenges, such as the financial burden of subscription costs, difficulties related to big data access, linguistic incompatibilities with Persian, and other technical barriers. Moreover, it is often neither feasible nor economically justified for individuals to bear such costs alone. The second mode involves the "industrialization of AI in advertising." This requires companies to procure paid AI services essential for integrating textual data sources and training AI models for advertising purposes. Industrial adoption can mitigate many of the aforementioned challenges, as large advertising firms possess greater financial and material resources to manage AI expenses, circumvent sanctions and internet filtering, and justify diversified AI subscriptions due to their extensive client bases. The industrialization of AI thus heralds a new business model in Iranian advertising, potentially surpassing the scale of the traditional advertising industry. Since AI use in Iran’s advertising is still emerging, systematic organization and widespread application across its four stages (consumer insight discovery, ad creation, media planning and buying, and ad effectiveness evaluation) have yet to materialize. Consequently, the bulk of AI utilization currently centers on the ad creation phase. This involves leveraging prompt engineering to optimize AI-generated content, although human involvement remains indispensable throughout the creative process. AI’s application in media planning, buying, and effectiveness evaluation is minimal in Iran. This limited use partly stems from perceptions that these stages belong to broader marketing functions rather than advertising itself, which in Iran emphasizes content production. Additionally, restricted access to relevant domestic big data hampers AI deployment in these phases. A fundamental challenge is the prevalent perception of AI merely as a "tool" for limited and personal use. Such a narrow view restricts its potential. AI represents a transformative paradigm shift, far beyond simple content generation. Personalized content production and industrialized AI adoption hold far greater strategic importance for the industry. Advertising firms should embrace AI as an organizational solution spanning all stages of the advertising process—including text, image, and brand identity creation. Ultimately, a comprehensive understanding of AI and its vast opportunities is essential for the advancement of Iran’s advertising sector, underscoring the urgent need for industry professionals to recognize and harness this transformative technology.

The Relationship Between Parents' Media Literacy and Digital Addiction in High School Students in Qom (2024)

faezeh farhoodi

Volume 11, Issue 41 , April 2025, , Pages 298-271

https://doi.org/10.22054/nms.2025.82698.1775

Abstract

The present study aimed to investigate the relationship between parents' media literacy and the level of digital media addiction among female high school students in Qom province in ... Read More The present study aimed to investigate the relationship between parents' media literacy and the level of digital media addiction among female high school students in Qom province in the year 2024. This applied research employed a quantitative descriptive survey methodology to gather data. The statistical population included female secondary school students in Qom province, and based on Cochran's formula, a sample size of 257 participants was determined. Data collection was conducted using a 20-item questionnaire developed by Yang et al. (1998). The results demonstrated a significant negative correlation between all four dimensions of parents' media literacy—cognitive, emotional, aesthetic, and moral—derived from Potter’s theory of media literacy, and students' addiction to digital media. The present study aimed to investigate the relationship between parents' media literacy and the level of digital media addiction among female high school students in Qom province in the year 2024. This applied research employed a quantitative descriptive survey methodology to gather data. The statistical population included female secondary school students in Qom province, and based on Cochran's formula, a sample size of 257 participants was determined. Data collection was conducted using a 20-item questionnaire developed by Yang et al. (1998). The results demonstrated a significant negative correlation between all four dimensions of parents' media literacy—cognitive, emotional, aesthetic, and moral—derived from Potter’s theory of media literacy, and students' addiction to digital media. Overall, the findings underscore the crucial role of enhancing parents’ media literacy—particularly the moral dimension—in mitigating digital media addiction among adolescents. Additionally, the results highlight the influence of parental demographics on the extent of students' media addiction, suggesting that targeted educational interventions for parents, especially those with lower educational attainment, could be effective in reducing digital media addiction among high school girls. Extended Abstract:IntroductionIn recent years, the rapid growth of digital technologies and widespread access to new media have significantly changed how adolescents obtain information and interact. Smartphones, social media, online games, and other digital tools are now essential parts of young people’s daily lives. While these technologies provide valuable opportunities for learning and communication, they also pose risks, such as the rising problem of digital media addiction among high school students. This addiction, marked by excessive use of digital platforms, can harm academic performance, mental health, and social relationships.Addressing digital addiction requires identifying key mitigating factors, with parental media literacy playing a crucial role. Media literacy refers to the ability to critically access, analyze, and evaluate media content. Parents with higher media literacy are better equipped to understand the risks of media consumption and guide their children toward healthier usage patterns.Potter’s media literacy theory highlights four key dimensions—cognitive, emotional, aesthetic, and moral—that influence how individuals interpret media messages. Improving parents’ skills in these areas can enhance their monitoring and communication with adolescents, thereby reducing the risk of digital addiction.Given the increasing dependence on digital media among students and the prevalence of addictive behaviors, it is important to study the link between parents’ media literacy and students’ digital addiction. Understanding this connection can inform effective strategies to reduce digital dependence and promote healthier media engagement among youth.Materials and MethodsThis applied study used a quantitative descriptive survey design to explore the relationship between parents' media literacy and digital media addiction among female high school students. The population consisted of all female secondary school students in Qom province in the year 2024. Based on Cochran’s formula, a sample of 257 students was selected to ensure representativeness.Data were collected using a 20-item questionnaire adapted from Yang et al. (1998) to measure digital media addiction. Parents’ media literacy was assessed according to Potter’s framework, covering four dimensions: cognitive, emotional, aesthetic, and moral literacy.The questionnaires were distributed to and completed by the participants. Data analysis involved using Spearman’s correlation to examine the relationships between media literacy dimensions and digital addiction, and Chi-square tests to assess the impact of parental age and education on students' media addiction levels. A significance level of 0.05 was used for all tests to ensure reliability. Data analysis was performed using SPSS software.FindingsThe study revealed a statistically significant negative correlation between all four dimensions of parents’ media literacy—cognitive, emotional, aesthetic, and moral—and the level of digital media addiction among female high school students. Among these dimensions, the moral aspect demonstrated the strongest inverse association with digital addiction (Spearman’s rho = -0.312), followed by the emotional (-0.257), cognitive (-0.145), and aesthetic (-0.117) dimensions. These results suggest that higher parental media literacy across these domains corresponds with lower incidences of digital media addiction in adolescents.Moreover, the analysis identified significant relationships between parental demographic variables and students’ digital media addiction. Both parents’ age and educational level were significantly associated with addiction levels, with a p-value of 0.002. The Chi-square test further indicated that parents’ educational attainment (χ² = 46.035) had a more pronounced correlation with students’ digital media addiction compared to parental age.Collectively, these findings underscore the critical role of enhancing parents’ media literacy—particularly the moral dimension—in mitigating digital media addiction among adolescents. Additionally, the influence of parental demographics, especially educational background, highlights the importance of tailored educational interventions for parents as a strategy to reduce digital media addiction among high school students.Discussion and ConclusionThis study found a significant negative relationship between parents’ media literacy and digital media addiction in female high school students, with the moral dimension showing the strongest effect. This highlights the vital role of ethical awareness in preventing addictive behaviors, consistent with prior research on moral education.Parental education and age were also significantly related to students’ addiction levels, with education having a stronger influence. This suggests that more educated parents may be better equipped to monitor and regulate their children’s media use effectively.The findings underscore the need for targeted educational programs to enhance parents’ media literacy, especially the moral dimension, to empower them as effective supervisors. Such programs are particularly important for parents with lower educational attainment to help reduce digital addiction among adolescents.School administrators and relevant institutions should develop ongoing, structured family education programs—including workshops, seminars, counseling centers, and initiatives—to improve parents’ knowledge of digital technologies and media risks. Raising awareness and providing tailored guidance to families can reduce digital addiction and strengthen parental monitoring.In summary, improving parents’ media literacy is essential to combat digital addiction in high school students. Future studies should explore the long-term impact of family-centered interventions promoting healthy digital media habits.

Sexual Victimization of Children and Adolescents in Cyberspace and the Accelerating Role of Filtering Policy

maedeh movaghari; Hossein Aghababaei

Volume 10, Issue 40 , December 2024, , Pages 68-69

https://doi.org/10.22054/nms.2025.82282.1765

Abstract

The influence of media on individuals, a pivotal factor, has witnessed heightened prominence in the age of new media, particularly in the digital realm. Children and teenagers, especially ... Read More The influence of media on individuals, a pivotal factor, has witnessed heightened prominence in the age of new media, particularly in the digital realm. Children and teenagers, especially active in online spaces, are significantly shaped by media, underscoring their potential vulnerability to its impact. The advantages and educational benefits offered by new media and cyberspace to children and adolescents come with a considerable risk of victimization — ranging from general safety concerns to the specific threat of sexual victimization. As a preventative measure, the policy of content restriction (filtering) has been implemented to reduce these risks. The crucial research question lies in the role of cyberspace and the policy of content restriction in relation to the sexual victimization of children. The findings reveal a significant relationship between the media and sexual victimization, underscoring the facilitative and instrumental role of the media. While the filtering policy aims to counter or reduce the negative effects of media, the research highlights how it has paradoxically exacerbated sexual victimization of children and adolescents due to technical inefficiencies, misleading data exchange paths, neutralizing techniques, and the emergence of VPNs. Extended Abstract:The expanding reach of new media has become an integral aspect of life for both children and teenagers, offering a wealth of opportunities for learning, recreation, and communication. Alongside these advantages, new media also presents significant risks, with the most substantial danger being sexual victimization. The objective of filtering policies is to shield this demographic from inappropriate content and sexual dangers and threats, but these policies exhibit a dual role. This research investigates whether filtering policies have achieved their intended goals or inadvertently intensified the susceptibility of children and adolescents to sexual victimization online. This study aims to critically assess the effectiveness of current filtering policies and offer alternative solutions. Ultimately, the primary objective is to meticulously explore how seemingly conservative measures may actually intensify the very issues they were designed to address, specifically in this case, the increased vulnerability of children and adolescents to various forms of cybercrime. To delve into the matter at hand, a descriptive-analytical approach has been adopted, wherein scientific texts and articles related to the topic have been scrutinized, focusing on the examination of qualitative data pertaining to the sexual victimization of children and adolescents in the digital realm, as well as the role played by the filtering policy.IntroductionMedia possesses a fundamental influence on shaping individuals’ thoughts and behaviors, and with the emergence and expanding presence of new media, especially in terms of vast data and information exchange through the internet and cyberspace, the role of media has become increasingly significant and encompassing. Young children and adolescents, as primary users of media, particularly those who are active in virtual spaces, are naturally susceptible to the influence of the media. While new media and cyberspace offer a wide range of benefits and valuable educational experiences to children and teenagers, the specter of general victimization and in particular, sexual victimization, casts a dark shadow over these digital highways. Cyberspace, with its unique features, has unfortunately evolved into a platform for a plethora of sexual offenses against children and adolescents. This risk spectrum encompasses serious offenses like sexual abuse, the sharing of pornographic content, creating fake user profiles, and receiving and exploiting intimate images. This is particularly concerning for children and adolescents since they are more exposed to these dangers due to the extensive use of cyberspace. To address these risks, policies aimed at restricting access have been implemented. However, this approach has actually led to an increase in VPN usage, which has not only failed to reduce victimization but has also heightened the risk of sexual victimization.Materials and MethodsThe current research employs a descriptive-analytical approach. Initially, through a review of relevant texts and scientific articles, this work examines the subject of sexual victimization of children and adolescents online. Subsequently, data sources are selected, and qualitative materials are obtained and analyzed. Its objective is to detect patterns, trends, and factors associated with sexual victimization of children and adolescents online. Furthermore, the study scrutinizes the role of policies designed to restrict access in this context.Discussion and ResultsThe conclusions of this research indicate that while cyberspace undoubtedly offers benefits, it also poses significant risks to children and adolescents, necessitating preventive and educational measures. Despite the noble intentions behind current filtering policies, it has been demonstrated that they have not been effective in reducing the rate of sexual victimization of children and adolescents. Conversely, restrictions on access often prompt individuals to turn to other websites or platforms, which may not be subject to regulation or monitoring. Consequently, these individuals become exposed to even greater risks. The prevalence of VPNs and proxy servers has made it considerably easier to bypass filters and access prohibited content. This fact underscores the necessity of a comprehensive strategy, as merely relying on filtering mechanisms alone is insufficient to effectively address this critical issue. It has also been observed that many children and even adults are not adequately informed about the risks associated with cyberspace and how to adequately protect themselves. Consequently, uninformed users become easy prey for abusers, despite the presence of filtering measures. This research highlights the complex interplay between social networks and various negative consequences, such as social isolation, sexual abuse, and relationships with the opposite sex. It is noted that simply relying on filtering solutions is not sufficient; rather, it is crucial to promote proper education and awareness about the use of virtual networks and media literacy. Crucially, this study also accentuates the accelerating and instrumental role of filtering policies in increasing the vulnerability of children to sexual victimization. This implies that current policies, instead of providing protection, have in fact amplified the risk.ConclusionsThe broad-scale blocking of popular platforms has eroded public trust in policymakers’ decisions, paradoxically leading to increased usage of VPNs, thereby facilitating access to harmful materials. Moreover, excessive filtering not only increases the risk of exposure to inappropriate content but also renders it more difficult to provide accurate and reliable information on sexual matters. In essence, this approach creates a paradox wherein the intended goal of protecting children through filtering measures ultimately results in the opposite outcome. This leads to a situation where individuals turn to unofficial and potentially unreliable sources, thereby reinforcing misconceptions and false beliefs. Contrary to its intended purpose, filtering does not prevent but instead exacerbates cases of sexual victimization among children and adolescents, as it provides both access to inappropriate content and removes valuable education. Therefore, in order to effectively address and reduce sexual victimization among these vulnerable individuals, it is imperative to proactively develop targeted and effective plans. A holistic and multifaceted approach that empowers users and families, coupled with increased media literacy, can be effective in mitigating the risks of this phenomenon. This approach includes educating children, teenagers, and their families on the perils of cyberspace, equipping them with methods and skills to protect themselves. Additionally, comprehensive educational programs should be implemented in schools and families, ensuring that children and adolescents are well-informed about the risks associated with cyberspace and equipped to safeguard themselves against these perils.

A Model of Effective Domestic Messaging Application with an Emphasis on the Role of User’s Media Literacy

Seyed mohammad reza Maddah; Ehsan Shahghasemi; Mozhgan Sabet Teimouri

Volume 10, Issue 40 , December 2024, , Pages 241-201

https://doi.org/10.22054/nms.2025.82425.1769

Abstract

This study aims to develop a model for an effective domestic messaging application by focusing on users' media literacy, employing a literature review to identify 66 initial indicators ... Read More This study aims to develop a model for an effective domestic messaging application by focusing on users' media literacy, employing a literature review to identify 66 initial indicators which were refined through three rounds of fuzzy Delphi analysis with 14 media experts and university professors, resulting in 51 validated indicators categorized into seven key dimensions: (1) data protection and privacy, (2) user experience and capabilities, (3) support and sustainability, (4) social networking and collaboration, (5) technical advancement and compatibility, (6) performance and efficiency, and (7) access and usability. The findings reveal that developing an effective domestic messaging application requires prioritizing accessible resources and social collaboration tools, followed by enhancing technical performance and user adaptation, while also ensuring service stability, quality, and robust data protection. Practical recommendations include creating media literacy education platforms, conducting training workshops and webinars, implementing regular application updates, and establishing strong cybersecurity measures to safeguard user privacy and data security. Extended Abstract: Introduction This study develops an optimized model for domestic messaging platforms by focusing on users' media literacy as a critical success factor, addressing the growing national need for reliable local messaging services amid increasing digital communication demands. As messaging applications become essential tools in Iran's digital ecosystem, the research identifies key performance indicators and integrates media literacy components to propose a comprehensive development framework for domestic platforms that balances technical quality with user education. Importance and Necessity of the Research Messaging applications have become indispensable digital tools, serving critical functions in information dissemination, social communication, and commercial transactions. In Iran's unique digital landscape - characterized by widespread reliance on foreign platforms alongside growing privacy concerns and access restrictions - the imperative for developing robust domestic messaging solutions has intensified. Yet existing local platforms continue to underdeliver on user expectations, largely due to their failure to incorporate media literacy principles as foundational elements in platform design and development strategies. Media Literacy and Its Role in Domestic Messaging Platforms Media literacy encompasses the competencies to access, analyze, evaluate, and create media content, enabling users to critically interpret messages and engage with them intelligently. Within domestic messaging platforms, this literacy extends beyond content comprehension to include responsible content creation. Users require the skills to leverage messaging features effectively while mitigating risks associated with misinformation and harmful material. This study systematically identifies and categorizes the critical indicators influencing both platform efficiency and user media literacy development in domestic messaging environments. Research Methodology This study employed a descriptive-exploratory research design utilizing the fuzzy Delphi technique, beginning with a comprehensive literature review that identified 66 preliminary indicators of messaging platform efficiency, which were subsequently refined through three iterative rounds of expert evaluation involving 14 media and communications specialists to yield 51 validated indicators categorized into seven core dimensions that collectively influence both media literacy development and platform effectiveness. Key Identified Indicators Data Protection and User Privacy:As a fundamental requirement for messaging platforms, this dimension encompasses: (1) end-to-end message encryption, (2) compliance with international security standards (e.g., ISO/IEC 27001), and (3) robust user data protection protocols. These measures collectively address growing user concerns about personal information security in digital communication environments. User Experience and Features:An intuitive user experience with efficient features - including a user-friendly interface, robust multimedia file support, and advanced communication capabilities - serves as critical factors for both attracting new users and maintaining long-term engagement on messaging platforms. Support and Stability:Reliable technical assistance and consistently stable service performance constitute fundamental requirements for ensuring user satisfaction in messaging platforms. Networking and Social Collaboration:Platform capabilities including group management systems, channel-based communication, and integrated social tools actively foster meaningful interactions while enhancing user engagement metrics. Technical Advancement and Compatibility:Effective messaging platforms require continuous upgradability to meet evolving user demands while maintaining robust adaptability to technological advancements and industry shifts. Technical Performance and Efficiency:Optimal operational efficiency – characterized by seamless performance, uninterrupted stability, and high-speed responsiveness – constitutes essential requirements for sustaining user retention in messaging platforms. Accessibility and Usability:The messaging platform must ensure universal usability by accommodating diverse user needs, varying access requirements, and comprehensive accessibility features for individuals with disabilities. Research Findings The study identifies critical success factors for developing effective domestic messaging platforms: (1) Primacy of user security and privacy through strict adherence to international standards like ISO/IEC 27001, (2) Optimization of user experience via intuitive interfaces and efficient functionality to drive adoption and retention, and (3) [additional factors from your research. The study emphasizes media literacy education as a critical component for responsible platform engagement, recommending structured training initiatives - including workshops and skill-building programs - to enhance users' critical evaluation capabilities. These measures directly correlate with improved trust metrics and satisfaction levels in messaging platform utilization. Implementation Recommendations Based on the research findings, the study proposes these key measures for enhancing domestic messaging platforms: Educational Development: Conduct workshops and training programs to strengthen users' media literacy skills Security Upgrades: Implement advanced security mechanisms to safeguard user data and privacy Experience Enhancement: Deliver regular platform updates and improved technical features to increase user satisfaction Social Features: Develop integrated platforms for effective group interactions and social networking Conclusion This study establishes that effective domestic messaging platforms necessitate integrated attention to four critical dimensions: (1) robust security protocols, (2) optimized user experience, (3) reliable technical support, and (4) comprehensive user education. The research particularly highlights media literacy as a pivotal factor enhancing both platform efficacy and user safety, with demonstrated positive effects on engagement metrics. Implementation of the proposed framework can facilitate development of capable domestic messengers that simultaneously address core communication requirements while advancing users' digital media competencies through built-in educational components.

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

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)

Main Subjects = Platforms and Cyberspace

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