Ezzatullah Mirzaei; elham keshavarz moghadam
Abstract
Introduction:In the Islamic Republic, a unique variant of public opinion is observed, distinct from traditional models. While existing outside the realm of power relations, this form of public opinion lacks the connection to civil society commonly found in other contexts. Instead, it is defined by a ...
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Introduction:In the Islamic Republic, a unique variant of public opinion is observed, distinct from traditional models. While existing outside the realm of power relations, this form of public opinion lacks the connection to civil society commonly found in other contexts. Instead, it is defined by a collection of shared beliefs, attitudes, and viewpoints that are shaped independently of power dynamics, thus forming a unique, isolated public opinion within the Islamic Republic's sociopolitical landscape. The precarious state of civil society in Iran has led to it becoming a negligible factor in social and political equations and relations. Public opinion in Iran, rather than taking shape through the lens of civil society and aligning with government policies and decisions, functions as a force that is manipulated by adversaries and used as a tool to apply pressure against the Islamic Republic’s authority.Currently, the media plays a substantial role in influencing and steering public opinion. Many scholars and researchers in fields such as sociology, communication sciences, psychology, and others have posited that the media has the ability to shape its perceptions and interpretations of events to align with its preconceived biases. Consequently, media outlets often select data and scrutinize social phenomena based on these biases, and the information provided may not always accurately reflect reality but can be tainted with cultural, political, and social values and norms.Research question(s):The present research aimed at understanding the necessity of implementing social policies to manage and control Iranian public opinion. In the first stage, the study focused on identifying factors that contribute to the pessimistic outlook and confused mentality among Iranians. Subsequently, in the second stage, the research sought to analyze the meaningful relationships between causes and effects, with the objective of providing strategies in the domain of social policy. In accordance with these objectives, the research aimed to answer the following questions:What are the platforms that influence Iranian public opinion?What are the characteristics of Iranian public opinion?What strategies and tactics are implemented in the arena of managing and controlling Iranian public opinion?What capacities and constructive ideas can potentially impact Iranian public opinion?Literature Review:Given the profound and far-reaching changes and transformations experienced by human societies, the role of media, virtual space, and social networks in shaping such transformations is significant. Numerous thinkers have substantiated this assertion, as they argue that in the current era, the media serves as the primary force shaping public thoughts and minds. Disregard towards this phenomenon is considered impractical.Castells, for instance, posits that all identities are constructed, but the critical question at hand is how, from what sources, by whom, and for what purposes. Gerbner and his associates in the "cultivation theory" have attempted to address the impact of mass media, particularly television, on shaping public opinions and thoughts. Hall and J. Holley (2005) introduced the theory of "representation," which posits that in the contemporary context, mass media's audio-visual presentations have the most profound impact on shaping public culture, thoughts, and perceptions. According to this theory, mass media serve as instruments for representing the world to their audiences.The media, according to the theoretical framework of framing, does not solely function as a mirror that reflects events and the realities of the social and political world. Instead, they play a more active role in shaping social and political realities. Through their news reporting, the media influence how people perceive and understand the world around them, essentially constructing those realities. McCombs and Reynolds (2009) propose the theory of "highlighting," asserting that in the context of modern times, the media wield significant influence as a powerful factor. According to this theory, media communications and platforms play a pivotal role in the discursive processes of highlighting and marginalization. Moreover, the media are regarded as a foundational power factor in a global system that is constantly undergoing change.Methodology:This study is a descriptive-analytical research project conducted in accordance with the qualitative methodological approach, grounded in contextual theorization. It utilizes semi-structured interviews as the primary data collection technique and employs purposeful theoretical sampling to identify participants who can provide insights related to the research questions. Theoretical saturation was achieved after conducting interviews with 16 academics and experts in the fields of social sciences and communication sciences from various universities in Tehran (Tehran, Tarbiat Modares, and Khwarazmi). The interviewees comprised 13 men and 3 women, with ages ranging from 42 to 70 years.Result:Based on analysis conducted using MAXQDA software, 52 distinct concepts were identified during the initial open coding stage. These were subsequently grouped into 15 core categories during the axial coding phase. These categories can be further organized into three broader forms: platforms that shape the state of Iranian public opinion, characteristics of Iranian public opinion, and strategies and tactics employed in policy-making and public opinion management.The influence of the following platforms on Iranian public opinion is evident: a general sentiment of disappointment, a prevailing negativity, diminishing trust in official media spaces, and a decrease in their overall favorability.Several characteristics are evident in such a thought process: there is an increase in the tendency towards activism and direct action, a heightened influence of public opinion on government decision-making, a growing dissatisfaction and expression of demands shaped by virtual spaces and social media platforms, a stronger focus on political issues and concerns for security among the populace, and an increasing interest in adopting global values and norms, along with a strong influence wielded by unofficial media sources in opposition to civil society and official media channels. There is also a desire to form new social movements, particularly through acts of civil disobedience and other forms of influence. As a means of controlling public opinion, the researcher emphasized looking towards weaker and less developed neighboring countries as a cautionary tale. To manipulate public opinion in line with policy objectives, the researcher proposed strategies and tactics such as cover action, coordinated action (shaping aligned narratives), and media action. These tactics are aimed at influencing public opinion to align with policy goals and public opinion management.Discussion:In this study, the primary objectives were twofold: to gain a deeper understanding of the factors that contribute to the pessimistic outlook and confusing mindset of Iranians, and to examine the meaningful relationships between causes and effects by introducing social policy measures. It is worth noting that despite the numerous and persistent crises faced since the establishment of the Islamic Republic system, Iranian society has consistently demonstrated resilience and cooperation with the system. However, challenges and threats have emerged within society, creating wounds and uncertainties.It appears that factors such as a decrease in public trust (regarding structures, authorities, organizations, and institutions), heightened frustration and pessimism about the possibility of large-scale reform, the continued proliferation of negative news, and an escalating growth in demands that are difficult to meet in the short term are exacerbating the situation.Class divisions, continuous revelations against leaders and executive officials, an increase in the propensity for protests and a trend towards violence in these protests, the growth of political polarization, the focus of satellite and social media networks in directing public opinion, the establishment of an identity of resistance through cultural and social focus, a changing lifestyle and a rise in family breakdowns, a focus on celebrities and decreasing significance of former reference groups, and heightened external pressures have contributed to a sense of abandonment in Iran's public opinion, resulting in negative representations. When considering the nature and context of Iranian society in terms of its social, political, economic, and cultural aspects, it may be beneficial to categorize the primary and significant strategies for shaping Iranian public opinion in a positive, constructive, and hopeful direction into the following three broad categories:Several techniques have been utilized to shape public opinion: representation, framing, highlighting, and planting, which are based on the extensive use of virtual spaces and social networks. Moreover, strategies such as forming a think tank, analyzing positive narratives, and employing media actions were identified as potentially effective approaches in the realm of policymaking and public opinion management within the Iranian context. In response to the influence of the information and satellite space, public opinion might be steered in a different direction compared to that preferred by the government. It is worth noting that it is challenging to quickly overcome the enemy's soft and cognitive warfare, as this influence leverages the vast reach of virtual spaces, social networks, and satellite channels. The enemy not only seeks to impose a new lifestyle among Iranians but also employs various tactics and imagery to direct public opinion towards confrontational and oppositional stances against the government.
hadi khaniki; Ali Ahmadi
Abstract
Indeed, crises are an inherent part of society, and their number and diversity have increased significantly over time. Social media has emerged as a pivotal player in the prevention and management of crises, owing to its wide-reaching influence on audiences and its capacity to shape public opinion. The ...
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Indeed, crises are an inherent part of society, and their number and diversity have increased significantly over time. Social media has emerged as a pivotal player in the prevention and management of crises, owing to its wide-reaching influence on audiences and its capacity to shape public opinion. The wide range of functions that social media provides makes it a significant pillar in managing crises. In this research, the most published content and the most visited posts of Telegram channels, related to the spread of coronavirus from March to September 2019, were analyzed to comprehensively represent the news on COVID-19 in Iranian social media. According to the research findings, as the frequency of content related to COVID-19 decreased, the significance of Telegram channel publications in the areas of quarantine, social distancing, and governmental measures for crisis management diminished as well. This led to a decrease in public sensitivity and attention towards the implementation of COVID-19 restrictions during the specified time frame. The decrease in public attention and sensitivity towards the application of COVID-19 restrictions is a significant factor that has contributed to the escalation of the crisis in society during the analyzed timeframe. IntroductionThe COVID-19 pandemic has amplified the impact of social media on society, making it a more considerable and relevant news source compared to other mediums. Recognizing the critical function of the Telegram messenger in disseminating information, especially regarding the COVID-19 pandemic, analyzing the content shared through this platform offers valuable insights into changes in public sentiment within Iranian society during the crisis management phase.Research QuestionGiven Telegram's influence on shaping public opinion about COVID-19, how is the COVID-19 crisis represented in Iranian social media? Literature ReviewThe study conducted by Moradi and Mohammadifar (2019) entitled "The Role of Social Networks in Social Fear and Lifestyle Change Due to the Coronavirus" determined that Viber and Instagram had a more notable impact on increasing social anxiety in the city of Kermanshah, while domestic networks such as Ita and Soroush had a comparatively lesser influence on this aspect.Elahvardipour (2019) stressed the importance of health communication in countering COVID-19 misinformation worldwide. Zare (2019) underlines the swift spread of false information about COVID-19 and the necessity for structured management, while Bright et al. (2020) scrutinized state media coverage of COVID-19 in alignment with government policies. Sinelli et al. (2020) explored the role of social media in the spread of COVID-19-related misinformation and fake news. Sinelli et al. (2020) investigated COVID-19 rumors circulating on social media, and Harun and Rizvi (2020) examined its economic impacts. This study differentiates itself by delving into COVID-19 news on Telegram within Iranian society, a platform that holds significant potential for providing valuable insights into the shifting dynamics of public opinion.MethodologyThe research methodology employed in the current study is thematic analysis. In alignment with the primary focus of encapsulating the news related to the spread of the COVID-19 virus through the Telegram messenger, data analysis has been performed utilizing computer software with the assistance of the Data Mining Laboratory of the Faculty of Computer Engineering of the University of Tehran.In this research, a list of keywords relevant to the title of the research such as "corona, covid, coronavirus, virus, corona, mask" was prepared and the appropriate messages with these keywords were retrieved (Table 1). Ultimately, the 100 most visited Telegram messenger content from March 2018 to September 2019 were carefully chosen for analysis.ResultsDuring the analysis period spanning from March 2018 to September 2019, 15 themes related to the coronavirus pandemic on Telegram were examined:"Observing health principles" initially peaked in March 2018, but trended downwards consistently afterward, indicating decreasing interest among users."Quarantine and Adherence to Restrictions" saw elevated attention in the earlier stages, yet its significance diminished as time went on."Corona Disease Insurance" captured significant attention only during the initial stages of the outbreak, but this interest quickly dissipated soon after."Illnesses and Deaths due to Corona" witnessed the highest level of interest in June and September, which correlated with fluctuations in COVID-19 infection rates."Improving Corona" was at the forefront in March, showcasing initial efforts to manage the virus."Shortage of Healthcare Products" saw a notable surge in April but dwindled as the virus's magnitude lessened.- "Humor about Corona" emerged in August, signaling reduced public apprehension and a shift towards lighter discourse.During the designated period, "Actions by the government and the Ministry of Health" emerged as a significant aspect in May."Treatment Staff" received substantial notice in April but gradually lessened in significance later on."Experiences of Infection and Death of People Around You" reached a highest point of interest in April, mirroring increased public concern during periods of heightened mortality rates."Economic Effects of Corona" attained relatively limited attention, particularly in May, signifying a lower level of public awareness."Scientific material about the Coronavirus" witnessed increased attention over time, particularly during the second peak in July, indicating a growing comprehension of the virus."Muharram and coronavirus" became a significant topic of discussion in August and September, suggesting seasonal worries and concerns."Holding the entrance exam" as well as "reopening schools" in late summer 2019 were featured as pressing concerns, reflecting an emphasis on educational issues amidst the pandemic.ConclusionThe examination of Iranian social media channels between December 2019 and September 2020 unveiled several prominent themes related to the global pandemic of COVID-19. The main topics that garnered substantial attention encompassed quarantine measures, adherence to restrictions, disease incidence and fatalities, shortages of healthcare products, economic ramifications, and the observation of religious ceremonies, particularly Muharram.In general, themes associated with quarantine and government measures experienced a decrease in significance over time, suggesting a gradual decrease in Iranian sensitivity to restrictions during the pandemic. However, there was a notable change towards scientific information, notably concerning prevention and treatment measures for COVID-19, reflecting a growing interest in reliable information as the crisis evolved. The recurring focus on shortages of healthcare products, such as masks and alcohol, highlighted persistent concerns within the community. In contrast, personal experiences of infection and death experienced a decrease in attention, indicating a lesser level of public sensitivity towards COVID-19, possibly due to increased caution and awareness.AcknowledgmentsThis article has been developed from a research project undertaken by the Communication and Media Cluster at Allameh Tabataba'i University.
SAEED ASHIRI; Seyed Mohammad Hossein Hashemian; Ali Asghar Eslami Tanha
Abstract
The application of blockchain technology can have meaningful and significant effects on the "public domain", especially in the space of public governance, public culture and ethics, social issues, public health, public economy and transactions, public organizations and cyber security. Several studies ...
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The application of blockchain technology can have meaningful and significant effects on the "public domain", especially in the space of public governance, public culture and ethics, social issues, public health, public economy and transactions, public organizations and cyber security. Several studies have identified governance challenges for the application of blockchain in the public domain and have assessed some of its implications in the public governance space.Now, technology in its ups and downs history has manifested "postmodernism" in an objective way this time. Blockchain, on the one hand, has made it possible for a wider number of thoughts, opinions, and narratives to emerge, and on the other hand, it has made it possible to exercise decentralized and plural power; Both of these functions have led to the weakening and sometimes the destruction of the foundations of the government's authority and as if it has sounded the death knell of modern centralism.Blockchain in the space of cyber technology philosophy indicates the beginning of a new space in technological and social developments; Worlds based on decentralization, distributedness (based on distributed ledger technology), challenges the levels and levels of the previous social order - with an emphasis on decentralization or decentralization of central power and governance; It is on this basis that the regulatory institutions in the public space and governance of societies seek to determine their relationship with this transformative technology.Regarding blockchain technology, especially in the view of the creators of blockchain-based technological products such as cryptocurrencies, several metaphors have been proposed, and their analysis will be important in the blockchain ontology project. Based on the credit theory, among these metaphors, the metaphors that played a role in the beginning of this technology will have more important meanings.Blockchain technology, like any computer program in the cyber space, has emerged based on the logic of systems. In the following, we will further discuss the “Blockchain as System” metaphor, which we consider to be the “most comprehensive metaphor” about Blockchain and, beyond that, a kind of default for other metaphors. However, the author's assessment of the various metaphors related to blockchain, corresponding to the metaphor of blockchain as a system, can be divided into three levels:Transsystemic metaphors. Metaphors that are generally about the existence of blockchain technology, such as blockchain metaphors as a system, network, discourse. Metaphors about the structural and internal space of blockchain technology, such as the metaphors of address, code, coin.Bitcoin, Ethereum and other cryptocurrencies, and in a larger category of public and private blockchains, each is a product and system of blockchain technology, and each of these systems can be mentioned as a metaphor and example of blockchain; As in today's space, the most popular metaphor is "Blockchain as Bitcoin" and mainly in popular culture, people equate Blockchain with Bitcoin. In this type of metaphor, it is about how we get from a blockchain-based system (such as Bitcoin) to other blockchain-based systems (such as NFT) or to a blockchain-based meta-system.Blockchain is an algorithmic system and network that is both orderly and order-creating, and can take people out of the conventional and everyday order that humans and citizens have achieved today in interaction with government institutions and in the conditions of political and political governance. Blockchain, based on that internal order and social order creation, is powerful and empowering; There is a projective power in his institution that can transform the foundations of existence, knowledge, man and society; This block chain can build both human and society (human blockchainization) and blockchainize existing human societies (digital society) and develop and expand blockchain societies.Among blockchain metaphors, these three metaphors are more important than others: (1) Blockchain as cryptography. In blockchain, the nature of "message" is changed to "code" and on this basis, "meaning" is changed to "symbol". (2) Blockchain as a treasury. Blockchain, in addition to changing the nature of meaning, also changes the nature of power. Blockchain takes power from humans and turns it into cryptographic information in its treasury; stores power; It distributes power and ultimately supplies power. (3) Blockchain as God. Blockchain can be "everything" and contain anything; And at the same time not depend on anyone. Such a meaning will not lead to an understanding other than being "the Lord". Today's man is so intertwined in the digital society's taropods that, from the point of view of some, he will be able to achieve immortality by creating "immortality" in a digital artificial world. The design of categories such as "transhumanism" or transhumanism has become a basis for the realization of a post-humanist and post-humanist society.In a way, this view can be seen in a kind of new theology based on technolism. A view that is based on the metaphor of "technology as God" and believes that the absolute power in the world and in the not-so-distant future belongs to that technology, and it is with technological advances that the control of technology over everything, even humans, will be realized.Humans will gradually surrender their minds to the space of cloud computing and the logic of artificial intelligence algorithms, and life will be calculated, agreed upon and impossible to "make a mistake" (because it is impossible for a machine to make a mistake in its calculations); Based on this, imagine an orderly society without mistakes and problems, where everything is in its place and in the correct position; This is the "virtual paradise" provided by the digital God.
Mohamad Hosein Ansari Jafari; mohammadreza rasooli; Nastaran Khajeh Noori
Abstract
Today, adolescents exist in a complex global society, encompassing both its positive and negative aspects, as well as their real-world society. This dual existence is largely attributable to their extensive and prolonged use of media, particularly cyber space and social media platforms. The most significant ...
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Today, adolescents exist in a complex global society, encompassing both its positive and negative aspects, as well as their real-world society. This dual existence is largely attributable to their extensive and prolonged use of media, particularly cyber space and social media platforms. The most significant challenge posed by this situation pertains to the threat of conflicting values and culture. It may initially appear that this challenge, which is both global and ubiquitous, can be addressed through media literacy. The efficacy of media literacy in building resistance against the threats posed by media messages and the necessity to further strengthen or enhance it are crucial considerations. This study aimed to explore the correlation between critical thinking skills and religious commitment with media literacy in a sample of 205 final year high school students. The findings indicated that, based on the multiple regression model, there is a significant correlation between the research variables with a significance level above 0.05 and the adjusted coefficient of determination (0.58) also reveals that the data fits well and the research hypothesis is accepted. Therefore, to enhance the effectiveness of media literacy, critical thinking and the cognitive and value systems can be used as valid approaches. Furthermore, the relationships between the variables in relation to the research's theoretical framework reveal that critical thinking holds a procedural nature, religious commitment possesses a value-based and criterion-based nature, while media literacy embodies a structural nature.Introduction For a considerable period, media literacy has been the primary means of empowering audiences to counteract the threats posed by media messages. Media messages persistently influence every audience in myriad aspects, even affecting their reasoning and logical system by creating both overt and covert connections between data and messages. In contrast, the primary protective response of the audience is automatic data processing. Automatic and involuntary processing acts as the first line of defense against the overwhelming flood of data and information. Consequently, the question arises: is this automatic reaction sufficient?Enhancing the audience's intellectual capacity and their ability to generate meaning in pursuit of truth is achieved through media literacy. This objective is realized through the critical thinking skills and the audience's cognitive system, which encompasses a valid, standard, and valuable set of principles. These two crucial elements form the "face" and "substance" of a person's cognitive structure within the "audience empowerment platform." Both of the aforementioned elements possess an independent nature and are outside the scope of media literacy. In fact, media literacy serves as a structured and flexible framework aimed at standardizing critical thinking skills and methods for evaluating messages with the goal of discovering truth and defense against threats. It also functions as a set of standards and underscores three primary requirements: information diversity, value system, and message analysis system as its fundamental components. These requirements respectively pertain to the enhancement of cognitive domains, the development and reinforcement of a valid value system for the audience, and the skill of message analysis (Masterman, 1980: 21). In essence, these requirements provide the foundation for a secure encounter between the audience and media, in the face of the dense volume of information and threats posed by media. The question arises: what relationship exists between media literacy and the aforementioned two elements, namely critical thinking and the valid criteria of the audience, and how should this relationship be analyzed and interpreted?The central inquiry of this study concerns the relationship between critical thinking and religious commitment with media literacy. Consequently, the subsequent hypotheses were examined:There exists a significant correlation between the level of critical thinking and religious commitment with the level of media literacy.There is a significant relationship between the level of critical thinking and the level of religious commitment.There is a significant correlation between the subscales of critical thinking, religious commitment, and media literacy.MethodologyIn this study, a survey methodology was employed with an explanatory approach and a correlational statistical method. The dependent variable in this research is media literacy, while critical thinking and religious commitment serve as the independent variables. For this study, three quantitative tests were conducted using the scoring method based on the Likert scale:1- Worthington's religious commitment test comprising 10 items with a total score of 50; it has two subscales: intrapersonal commitment and interpersonal commitment.2- Ricketts' critical thinking test with 33 items and a total score of 165, containing three subscales: creativity, maturity, and commitment.3- A media literacy test encompassing 22 items and a total score of 110, spanning five subscales: understanding, awareness, selection, criticalThe research tests were administered to 203 final-year high school students in the fourth educational region of Tehran. To facilitate comparison of the test results, scores were normalized as a percentage. The obtained scores were subsequently evaluated to analyze the subjects' performance. The internal validity of the researcher-developed questionnaire was determined by soliciting the opinions of 35 professors from across the country, utilizing the Lawshe model. This evaluation led to the confirmation of 22 items, demonstrating an overall reliability ratio of 0.36. The reliability of the research questionnaires was assessed through the calculation of Cronbach's alpha using SPSS software. The resulting Cronbach's alpha for media literacy, critical thinking, and religious commitment were 0.88, 0.85, and 0.94 respectively, indicating satisfactory reliability across all three variables in this study.DiscussionIn line with the cognitive theory of media literacy, audience intelligence and their ability to control optimally hinge entirely on cognitive growth and development in various domains. These domains encompass a hierarchical progression, from the lowest to the highest level. The standards, requirements, and key principles of media literacy function as a structured, standardized system to guide practical patterns of analysis and reasoning. Subsequently, while critical thinking is widely regarded as an established scientific discipline in its own right, it can be effectively integrated within the framework of media literacy's structure, prerequisites, and standards. This integration serves to enhance the recognition and promotion of the effectiveness of media literacy. Alternatively, the social theory of media literacy holds that media literacy cannot exist independently and detached from the social and institutional structures of the society in which it functions. Hence, beyond media literacy and critical thinking, it is imperative to give due consideration to possessing a cognitive system rich in "reference values and criteria". Such a system should align with the social structure of the audience and uphold the principle of "shared meaning-making" in media literacy.ConclusionsThe outcome of the hypothesis test in this research reveals that critical thinking bears a stronger association with media literacy compared to religious commitment. This finding emphasizes the importance of applying the principles and rules of critical thinking skills to augment the effectiveness of media literacy. Additionally, the values accepted by the audience exhibit a direct and relatively strong relationship with media literacy, regardless of the general and partial divergences among them. It is likely that the relatively weaker relationship observed between religious commitment and media literacy, in contrast to the association with critical thinking, reflects the absence of a robust and inherent value system within the structure of media literacy. This absence may impede the reliance on a standard value system for the study and analysis of media literacy.Each subscale of religious commitment, along with the total score, displayed a direct correlation with media literacy in this study. The degree of correlation exhibited between the subscales of religious commitment (intrapersonal commitment and interpersonal commitment) and media literacy indicated that the weakest intensity of the relationship revolved around the subscale linked to awareness. Consequently, the Pearson correlation coefficient between the specified subscales and the subscale of awareness of hidden objectives in media literacy equates to 0.11 and 0.07, respectively, which corresponds to weak and insignificant correlations. Moreover, the findings of the tests reveal that the weak relationships of these subscales are associated to aspects that rely on active and volition-based training. These concerns pertain to cognitive domains and awareness that is contingent upon the learning process. Aspects such as possessing knowledge of principles, familiarization with methods, rules, and standard doctrines, might not appear plausible without systematic training and instruction, as acquiring knowledge and expertise spontaneously seems implausible.
Hossein heidari; Esmaiel Jahanidolatabad; Morteza Ghelich; Saeed Kabiri; Javad Maddahi; Mohammad Ali Ramazani
Abstract
Society's advancements, including the recent emergence of online social networks, have led to shifts in how people engage in leisure activities. This article seeks to provide an image of the ways in which common leisure activities are performed within the family and analyze the impact of virtual social ...
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Society's advancements, including the recent emergence of online social networks, have led to shifts in how people engage in leisure activities. This article seeks to provide an image of the ways in which common leisure activities are performed within the family and analyze the impact of virtual social networks on these practices. The research method utilized was a survey, and the statistical population comprised individuals over 15 years of age residing in Tehran. The sample size was determined through Cochran's formula and amounted to 600 participants. The sampling method employed was a multi-stage cluster sampling technique, and participants were randomly selected through the appropriate sampling method. The study's results revealed that the family remains the primary focus for engaging in joint leisure activities. The role of relatives was found to be negligible, while the position of friends was elevated. The duration of time spent on virtual social networks, as well as the amount of usage, was found to diminish the frequency of family trips and recreational activities, whereas maintaining a real identity and actively participating in these networks strengthens joint leisure pursuits among family members. The findings suggested that virtual social networks have a two-fold impact on joint leisure activities. The observed changes indicated a fracture in kinship bonds within society, accompanied by novel developments in interpersonal relationships, where non-selective social connections are transitioning towards selective ties based on shared interests rather than blood relations.IntroductionRecent societal developments, marked by the emergence of virtual social networks, have significantly altered the way people spend their leisure time. With these networks proliferating in society and increasingly occupying a substantial portion of individuals' free time, it raises the question of their impact on collective family leisure. Do these activities foster greater separation among family members or, on the contrary, do they have no significant impact on familial bonds?Although most research in this area focuses exclusively on the time devoted to virtual social networks, neglecting the type of interaction and quality of presence of individuals, this research aims to delve deeper into the impact of the quality of presence and mode of interaction with virtual social networks on family leisure. This study seeks to ascertain whether the quality of presence and type of engagement can positively or negatively influence joint family leisure activities.MethodologyThe research method utilized in this study is a survey, and the statistical population comprises individuals aged 15 years and above residing in Tehran. The sample size, determined through Cochran's formula, amounts to 600 participants. The sampling technique deployed is a multi-stage cluster sampling method, and participants were carefully selected using the appropriate random sampling approach.findingsThe research findings indicated that, despite changes brought about by virtual social networks, the family continues to prioritize joint leisure activities. The role of relatives appears to be inconsequential, whereas that of friends gains prominence. The duration of time spent on virtual social networks, as well as the frequency of usage, has a detrimental influence on engaging in travel and religious trips with family members. However, actively participating in such networks while maintaining a genuine identity can strengthen joint leisure activities with family members. The findings further support the notion that virtual social networks exhibit a dual effect on family leisure activities.ConclusionIn summary, the findings of this study regarding the impact of virtual networks on collective leisure activities among Iranian families reveal the emergence of two distinct leisure patterns, influenced by virtual networks:The first pattern, in particular, pertains to collective activities grounded in long-term companionship, such as group leisure pursuits, including travel and sightseeing outings, as well as religious pilgrimages. These endeavors typically require spending an extended period (often spanning one to several days) in the company of family members.This collective leisure pattern aligns with the long-established image of family leisure in Iranian culture, as it resonates with traditional customs and practices dating back to antiquity. The evidence of this pattern can be vividly observed in old family albums and photo archives. As a collective leisure model, it also possesses certain characteristics, with the most notable feature being a dominant collectivist nature. In such activities, individual choices and distinctions among family members are secondary in comparison.In essence, this form of collective leisure activities involves a collective decision-making process by the family, as a unified unit, to determine how members should allocate their free time over an extended period. Each member, in turn, makes accommodations or requests to ensure the achievement of shared leisure objectives. This leisure model requires family members to adapt to collective routines and norms, which may involve adjustments to personal habits and daily routines (such as having their own bedroom, making independent decisions concerning personal matters, adhering to desired health behaviors, and eating habits, among others). Furthermore, individuals are expected to temporarily deviate from their preferred personal order in order to embrace a collective order during the shared leisure period.This collective leisure model necessitates that family members embrace a spirit of cooperation and compromise, sometimes tolerating differences (even potentially contradictory ones) with their individual comfort and tranquility, all in the pursuit of achieving collective pleasure and strengthening bonding within the family unit. The findings of this study indicate that patterns of interaction on virtual social networks can negatively impact collective leisure pursuits based on long-term companionship. Individuals who devote more time to these networks and use them frequently exhibit a diminished inclination towards such communal leisure activities.Furthermore, the study suggests that excessive involvement in virtual social networks could dilute the time, energy, and motivation required for participating in collective leisure activities.In this collective leisure model, while individuals aspire to spend their free time with family members, they seek to regulate this desire according to their individual preferences and arrangements. This model of collective activity, as it is centered on short-term and transient engagements, is largely individually-driven and emerges from the synchronous alignment of common individual choices among family members. This collective leisure model differs from the previous one in that individuals do not feel compelled to disrupt their preferred habits and practices. In simpler terms, this form of collective activity, despite being collective, is largely founded on individualistic attitudes and utilizes collective action to materialize individual choices and preferences.The influence of virtual social networks has not diminished the desire for collective leisure activities in Iranian families; however, it has altered their form or pattern of interaction with these networks. Virtual social networks have steered families toward a particular pattern of collective leisure activities, which may be referred to as "individualistic collective activities" in a seemingly paradoxical combination. This model exhibits a paradoxical combination wherein the desire to spend free time with family members is evident, while simultaneously, this desire is expressed in new and different formats in light of individualistic values, diverging from traditional models. These changes indicate that familial bonds in society are experiencing a transformation or weakening.
Farzin Bagheri Sheykhangafshe; Mehrnaz Salehi Raj; Hojjatollah Farahani
Abstract
The present study aimed to assess the validity and reliability of the Social Media Disorder (SMD) scale in Iranian students. This research adopted a descriptive-analytical evaluation approach. The study sample consisted of 404 students from Tehran Province during the academic year 2021-2022, selected ...
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The present study aimed to assess the validity and reliability of the Social Media Disorder (SMD) scale in Iranian students. This research adopted a descriptive-analytical evaluation approach. The study sample consisted of 404 students from Tehran Province during the academic year 2021-2022, selected through the convenience sampling method. The students completed questionnaires on social media disorder, internet addiction, and self-esteem. The psychometric properties of the social media disorder scale were assessed using confirmatory factor analysis, divergent validity, concurrent validity, Pearson's correlation, and Cronbach's alpha coefficient in R software version 4.1 at a significance level of 0.05. In the confirmatory factor analysis of the Social Media Disorder (SMD) scale, a nine-factor structure was confirmed (CFI = 0.99, RMSEA = 0.03). When examining concurrent and divergent criterion validity, we found that the correlation between the SMD scale and the Internet Addiction Scale was positively significant, indicating a strong relationship between the two constructs. Furthermore, the study found a negative and significant correlation between social media disorder and self-esteem. The Cronbach's alpha coefficient for the overall SMD scale score was 0.94, while the coefficients for its dimensions ranged from 0.74 to 0.92, demonstrating acceptable reliability. The findings confirm the construct validity of the SMD scale and its multidimensional structure, which allows it to effectively diagnose social media disorder among Iranian students.IntroductionSocial media platforms such as Instagram, WhatsApp, Telegram, Facebook, Twitter, YouTube, TikTok, and Snapchat have become integral parts of many people's lives around the world, providing a range of communication, entertainment, and connection opportunities. The widespread availability of the internet and the abundance of social media platforms have enabled individuals to save time, quickly access essential information, connect with multiple people, and engage in online shopping, offering a plethora of convenient options.While social media and networking platforms offer various benefits, they can be seen as detrimental when users engage excessively and addictively with them, losing control over their usage (Glaser, Liu, Hakim, Vilar & Zhang, 2018). Despite not being formally listed in the Diagnostic and Statistical Manual of Mental Disorders (DSM-5), social media disorder or addiction is commonly regarded as a behavioral addiction (Muller et al., 2016). Over recent decades, the proliferation of media and social networks has resulted in significant alterations in people's lifestyles globally. These platforms have enabled easy access to both reliable and unreliable information while reducing physical activity levels. Moreover, they have been tied to psychological challenges such as depression, stress, anxiety, and addictive behaviors. Given the continuing increase in the number of social media users, it has become crucial to have a dependable assessment tool. Therefore, this study aimed to examine the psychometric properties of the Social Media Disorder (SMD) scale among Iranian students.Literature ReviewThe study by Van den Eijnden et al. (2016) led to the development of a reliable questionnaire that assesses the extent of excessive usage of various social media platforms. This questionnaire comprises 27 items and 9 subdomains, encompassing preoccupation, tolerance, withdrawal, perseverance, escape, problems, deception, displacement, and engagement. Savci et al. conducted a psychometric validation study on the Social Media Disorder (SMD) questionnaire among Turkish adolescents, involving a sample of 553 individuals with at least one social media presence. As per the findings of Confirmatory Factor Analysis, the social media disorder questionnaire was found to consist of 9 factors among the Turkish adolescent participants. Further, the calculated indices, such as GFI, CFI, AGFI, NNFI, and IFI, demonstrated a favorable and highly desirable model fit. Similarly, Fung (2019) studied the psychometric properties of the same questionnaire among a sample of Chinese university students.In the research, a sample of 903 university students was examined and the Social Media Disorder (SMD) questionnaire was found to consist of nine factors. The calculated indices, including SRMR, CFI, TLI, and RMSEA, pointed towards a desirable and high model fit. Furthermore, the Cronbach's alpha coefficient for the overall scale was determined to be 0.75. In addition, Boer et al. (2021) investigated the validity and reliability of the same questionnaire among Dutch adolescents. According to the results of the study, which involved a sample of 6626 Dutch adolescents between the ages of 12 to 16, the Social Media Disorder (SMD) questionnaire was found to consist of nine factors. The calculated indices, such as TLI, CFI, RMSEA, and SRMR, indicated a desirable and highly desirable model fit. Similarly, Liu and Ma (2018) conducted a psychometric validation study on the same questionnaire among a sample of 619 Chinese university students. The study discovered the presence of 6 factors through exploratory factor analysis. The Cronbach's alpha coefficient and reliability by the split-half method were found to be 0.93 and 0.87, respectively. Cheng et al. (2021) conducted a literature review to explore the global prevalence of social media addiction across 32 countries. The study's findings showed that the global prevalence of social media disorder or addiction ranged from 5% to 29%. Interestingly, the prevalence of this issue was twice as high in individualistic countries compared to collectivistic countries.MethodologyThe present study is aimed at standardizing the scale, which calls for a descriptive and survey-based approach. The targeted population comprises students from Tehran Province during the 2021-2022 academic year.Based on the guidance provided by Tabachnick et al. (2007), for validation and factor analysis studies, the minimum sample size should be 300 participants. If the number of participants reaches 400, it is considered quite suitable. However, having a sample size of 1000 participants would be considered excellent and would be the best possible scenario. In line with the study's objectives, a total of 404 participants were selected through convenience sampling. These individuals include 212 females and 192 males. The inclusion criteria for the study specified that the individuals should be satisfied, have full access to the internet, and fall within the age range of 18 to 50 years old.As per the study's protocols, a set of exclusion criteria were stipulated that encompassed not belonging to the target research community, experiencing severe physical and psychiatric problems, providing random answers to questions, and submitting incomplete responses. The participants were required to complete questionnaires related to social media disorder, internet addiction, and self-esteem. The psychometric properties of the Social Media Disorder (SMD) scale were examined by conducting confirmatory factor analysis (CFA), assessing divergent validity and concurrent validity, calculating Pearson's correlation, and determining Cronbach's alpha coefficient. The analyses were carried out using the R software, version 4.1, at a significance level of 0.05.ResultsThe study revealed that the average age of the participants was 27.81 years, with a standard deviation of 7.62. As the initial stage, confirmatory factor analysis was conducted to examine the structural validity of the scale. As part of the assessment of the appropriateness of test items for factor analysis, the study examined the correlation between each item's score and the corrected total score. The results of this assessment are presented in Table 1.Table 1: Correlation of items with the corrected total scoreitemCorrelationitemCorrelationitemCorrelationitemCorrelation10.49480.663150.600220.68620.66390.585160.617230.65530.581100.604170.533240.62940.578110.611180.653250.63250.614120.694190.637260.58860.573130.627200.655270.53570.650140.596210.565--Table 1 presents the analysis of the correlation between the items and the adjusted total score. All items on the scale were found to exhibit positive correlations above 0.30 with the adjusted total score. The positive correlation coefficients indicate that all items are well-aligned with the overall scale score, as stated by Steenbergen and Marks (2007).Figure 1. The nine-factor model of the Social Media Disorder Scale and standardized path coefficients The study's findings from confirmatory factor analysis suggest that the items of the Social Media Disorder (SMD) Scale demonstrate robust factor loadings, highlighting their suitability for effective use among the Iranian sample.ConclusionThe primary objective of this research project was to standardize and validate the Persian adaptation of the Social Media Disorder (SMD) Scale for application among university students. To achieve this goal, the study aimed to confirm the structural validity of the scale by employing concurrent and divergent criterion validity analyses through factor analysis.The analysis results indicated a nine-factor structure for the Social Media Disorder (SMD) scale, consistent with previous research. Additionally, the study's findings suggest that the Persian adaptation of the SMD scale displays sufficient validity and reliability in the Iranian context. Further evidence supporting the practical utility of the questionnaire was obtained from the strong correlation observed with the Internet Addiction Scale and the high Cronbach's alpha coefficients for the subscales. Despite the limited attention paid to social media disorder in Iran, conducting more comprehensive studies may provide deeper understanding regarding the credibility of this scale within the Iranian context.AcknowledgmentsThe authors would like to extend their sincere gratitude to all the esteemed students who participated in this study.
Elia Borhanzadeh; Reza Vaezi; Habibollah Roodsaz; Ghodsi Bayat
Abstract
Over the past two decades, there has been a significant increase in the attention paid to mobile phone technology globally. This is largely due to advancements in communication and information technology, as well as transformations in the key methods used to improve the government's relationship with ...
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Over the past two decades, there has been a significant increase in the attention paid to mobile phone technology globally. This is largely due to advancements in communication and information technology, as well as transformations in the key methods used to improve the government's relationship with citizens, with the goal of fostering greater citizen participation and support in government affairs. Aiming to enhance the relationship between government and citizens in Iran, this study identifies the key components of mobile government personalization and utilizes a qualitative, exploratory research approach. Data was collected through targeted sampling and semi-structured interviews. The thematic analysis technique was employed to analyze the interviews. The research findings indicate that the personalization of mobile government in Iran encompasses five major themes and 16 subthemes, namely social factors (such as e-services and e-participation), e-factors (including productivity and policy making), managerial factors (accountability, human capital, and transparency), political factors (e-legislation and information technology infrastructure), and cultural factors (e-support and e-learning). These factors are vital to enhance the transparency of government activities and improve citizen satisfaction. Additionally, they facilitate and expedite the flow of information to citizens, enabling quick and efficient access without any constraints of time or place. In the last twenty years, there has been a significant increase in the focus on mobile phone technology internationally, primarily due to the advancement of communication and information technologies, as well as the transformation of key methods utilized to enhance the relationship with citizens, which aims to bolster citizen participation and support for government affairs.The present study seeks to enhance the relationship between the government and citizens in Iran by identifying the primary components of mobile government personalization. This study employs a qualitative approach and exploratory research to achieve its aims. Data is collected using targeted sampling and semi-structured interviews. Thematic analysis technique was employed to analyze the interviews, revealing five major themes and 16 subthemes related to the personalization of mobile government in Iran. These themes encompass social factors (e-services and e-participation), e-factors (productivity and policy making), managerial factors (accountability, human capital, and transparency), political factors (e-legislation and information technology infrastructure), and cultural factors (e-support and e-learning). These factors hold significant importance as they can boost the transparency of government activities and foster increased citizen satisfaction. Additionally, they positively impact the efficiency and accessibility of information dissemination to citizens, transcending any restrictions related to time or location.In the past twenty years, global attention has grown significantly towards mobile phone technology due to developments in communication and information technologies, along with changes in key approaches aimed to enhance the relationship between the government and citizens, with the objective of increasing citizen participation and support for government activities. In this context, the present study endeavors to strengthen the relationship between the government and citizens in Iran by elucidating the primary elements of mobile government personalization using a qualitative approach and exploratory research.Through targeted sampling and semi-structured interviews, data was collected. Thematic analysis technique was then employed to analyze the interviews, leading to the elucidation of five key themes and 16 subthemes related to the personalization of mobile government in Iran. These themes encompass social factors (e-services and e-participation), e-factors (productivity and policy making), managerial factors (accountability, human capital, and transparency), political factors (e-legislation and information technology infrastructure), and cultural factors (e-support and e-learning). By enhancing transparency in government activities, these factors can lead to increased citizen satisfaction. Additionally, they enable a streamlined and efficient flow of information to citizens, unconstrained by temporal or spatial limitations.Over the past twenty years, there has been a significant increase in the focus on mobile phone technology globally. This increased attention is primarily due to the advancement in communication and information technologies, along with the evolution of key methods to bolster the relationship between the government and citizens, specifically with the aim of boosting citizen involvement and support for governmental affairs.With a goal to enhance the relationship between the government and citizens in Iran, the current study aims to uncover the central components of mobile government personalization. This objective is achieved through the application of a qualitative approach and an exploratory research methodology.Data was collected through targeted sampling and semi-structured interviews. Then, the thematic analysis technique was employed to analyze the interviews, revealing a total of five main themes and 16 subthemes. These themes encompassed social factors (e-services and e-participation), e-factors (productivity and policy making), managerial factors (accountability, human capital, and transparency), political factors (e-legislation and information technology infrastructure), and cultural factors (e-support and e-learning). These factors hold significance in enhancing the transparency of government activities and boosting citizens' satisfaction. Additionally, they contribute to facilitating the swift and hassle-free flow of information to citizens, without being hindered by any temporal or spatial constraints.
Hamideh Hosseinzadeh; Afsaneh Tavassoli
Abstract
This research was conducted in order to investigate cyber feminism in Iran and with the objectives of identifying the demands represented in feminist social networks. In the qualitative phase of this study, library sources were used to identify the demands represented, as well as to check the content ...
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This research was conducted in order to investigate cyber feminism in Iran and with the objectives of identifying the demands represented in feminist social networks. In the qualitative phase of this study, library sources were used to identify the demands represented, as well as to check the content of feminist social networks, therefore, a total of 44 pages were identified with the following related indicators: "1- Semiotic signs of feminist approaches in text editing and the content used, 2_ the presence of feminist keywords and related ideas in the text and content used, 3_ active feminist pages expressing demands. 4- The posts are related to the demands of women. 5- Focusing on Iranian women, 6- Introducing yourself as a feminist in the profile (bio) section of these networks", 16 popular pages with more than K50 followers were selected and subjected to data analysis. The findings of the qualitative phase were conducted using thematic analysis method, It is worth mentioning that in the current research, the classification has been done up to the level of main themes, And finally, the main themes have been obtained from the classification of minor themes, And we have reached 5 main themes. Classification at all levels has been done by manual coding, which finally resulted in a main core under the title of "removing restrictions imposed against women" and five main themes including: "1. Resolving gender injustice and inequality, 2. Resolving relative deprivation from relationships and lived experience, 3. Resolving the crisis of female agency, 4. Resolving stereotypes built around the discourse of discrimination, 5. According to these data, we can conclude: Cyber feminists take actions in the field of cyberspace, taking into account the premise of "applying restrictions against women", which results in the representation of demands in cyberspace.IntroductionOne of the important issues this research examines is to what extent the virtual havens of Iranian cyber feminisms, given the limitations they have in forming real-world havens, have been able to connect the separate and individual cells of the existing feminist system to the main sources and through that have a maximum impact on the women's community. From this aspect, the most important objectives pursued in this study are as follows: examining the characteristics of the demands represented in social networks, investigating the desires and axes of activism in feminist social networks, and reviewing the major schools of feminist thought present in feminist social networks.Materials and MethodsThe method of data collection in this study is conducted through qualitative thematic analysis, which examines and analyzes posts and texts in several feminist Instagram networks that have led to the representation of demands in the field of women's issues. The population includes all active feminist pages that meet the criteria for entry into the study. The sampling method was theoretical or purposive, where the researcher actively participated in the social network Instagram and engaged in participatory observation to search for samples. In summary, for sampling, after an extensive search among active networks that met the entry conditions to the study, a smaller number that had significantly represented demands and guided the research author in answering the qualitative phase questions were selected. This included 16 pages with over 50K followers and a collection of 320 relevant and necessary posts to answer the questions.Discussion and ResultsFrom the point of view of these feminist pages, throughout history, all kinds of norms have become customs and habits which, by determining gender roles, have restricted and encouraged women to the private sphere and engaged in domestic work and caring duties, and have pushed men towards social activities and Being bossy and high-handed which has led. Therefore, from the point of view of these feminist pages, it is very important to get rid of these stereotypes and prevent future generations from falling into them, and give women a chance to get rid of these gender roles. From the point of view of many pages, supporting and serving women by applying official laws and customary norms is only a fallacy that has been done in line with the systematic exclusion of women from all public spheres and social affairs. And this is while in order to achieve equality, we need to remove the repressive laws that have created the ground for limiting women's competition with men and removing women from the labor market and social affairs in favor of men during the determination of gender roles. It is organized in a way that always reproduces the domination of men over women. Therefore, according to these pages, the basis of the gender order is the inferiority of women, and all institutions and social relations are organized on this basis, therefore, according to the claim, the important issue is the empowerment of women in the structure. More precisely, what is said about the inferiority of women in relationships and isolation based on the content of feminist networks means that at the top of the gender hierarchy, in any way, is hegemonic masculinity, which is characterized by dominance, authority, and physical strength, and in contrast to it. All kinds of femininity are in subordinate positions of hegemonic masculinity; either when the woman is in the position of central femininity, complementing the hegemonic masculinity, or when they form subordinate femininities at the end of the power pyramid. In any case, women are marginalized and their experiences and narratives are forgotten, because culture and power are reproducing the gender order, and women with different opinions and thoughts are faced with laws, customs, and barriers that make them "oppressed" in this field. "ConclusionsSo from the point of view of these social pages, what has been evident so far in performance and relationships, Male dominance and following a male-centered procedure and the dominance of patriarchal relations have been, which has led to ignoring the basic rights of women and after that has caused women to be excluded and marginalized. So in terms of these pages in feminist social networks, If the society is to be freed from the male-centered practice and patriarchal relations in all elements of the family and social system, it is necessary to achieve a justice-oriented rethinking in her perspective and performance and seek compensation with an egalitarian and egalitarian attitude. These networks believe that not only women's rights should be recognized in private and family spheres, Rather, in the public sphere, the presence of women in society should be improved both quantitatively and qualitatively, and instead of being a decorative and showy presence Efforts should be made towards a creative, active, independent presence and to expand the goal of gender equality in society.
Mahziyar Akbari; Tohfeh Ghobadi Lamuki; Peyman Ghafari Ashtiani; Hossein Hajibabaei
Abstract
Introduction: Augmented reality technology, which is one of the subsets of various types of developed realities, has attracted the attention of researchers and businesses in various industries and fields in recent years. These people, with a basic understanding of this technology, have benefited from ...
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Introduction: Augmented reality technology, which is one of the subsets of various types of developed realities, has attracted the attention of researchers and businesses in various industries and fields in recent years. These people, with a basic understanding of this technology, have benefited from its very high potential to be able to easily achieve their predetermined goals by using it. But in the meantime, the advertising industry and following that, the marketing field, have not yet seriously benefited from it. This issue is important when we know that the effectiveness of the current advertising approaches that are currently used in Iran and the world are decreasing day by day. People do not welcome the current approaches and are fleeing from them. In this case, it does not seem that these current approaches can help a business achieve its predetermined goals. Under these circumstances, there is a strong need for a new and alternative advertising approach. An approach that can eliminate the disadvantages of the common advertising methods in the best possible way and have a very high ability to attract and retain audiences. In this situation, augmented reality technology can play the role of a new advertising medium and act as a digital marketing approach to help marketers advance their integrated marketing communication goals.Objective: Based on the searches conducted among the academic articles available in the global research literature, no augmented reality advertising model based on smart mobile phones was found. Therefore, this study aimed to design and create an augmented reality advertising model based on smart mobile phones with a focus on the augmented reality activators existing on the product packaging. It sought to answer this question: What were the structures, dimensions, indicators and relationships in the mobile-based augmented reality advertising model based on the augmented reality activators existing on the product packaging and what was the final model of augmented reality advertising?Methodology: This research was a fundamental study because its goal was to design and create a mobile-based augmented reality advertising model. Also, because of its ability to use the results obtained from it, it could be classified as applied research. Moreover, since there was no augmented reality advertising model in the research literature, this study could be considered as an exploratory study. In addition, in terms of data collection, this research was a cross-sectional survey study. The implementation approach in this research was a mixed approach consisting of two qualitative and quantitative phases. The method used in the qualitative part of this research was the grounded theory approach using the model presented by Corbin and Strauss. In the first phase (qualitative) of this research, the prerequisites were set and the statistical population was identified according to these prerequisites. Then, using the judgmental and non-probabilistic sampling approaches, sampling was done until reaching theoretical saturation. The number of selected samples until the time of theoretical saturation for this research was 14 advertising-marketing experts. The data required to conduct this research were collected by semi-structured and in-depth interviews and were analyzed by three stages of open coding, axial coding and selective coding in Maxqda software. After that, the validity and reliability of the qualitative part were confirmed. In this phase, the essential indicators were identified and determined. In the second phase (quantitative) of this research, the screening and validation of the indicators identified in the previous part (qualitative) of the research were done. The approach used in this part was the fuzzy Delphi method. 15 experts were selected using the snowball sampling method and their opinions on the indicators of the qualitative part were assessed and evaluated. The fuzzy Delphi approach was a very suitable approach for validating the indicators using fuzzy numbers.Results: When executing the first phase of the research using the grounded theory approach and analyzing the data collected by semi-structured and in-depth interviews with 14 experts, the audio files of the interviews were converted to text and analyzed in the software. In the first phase, 5143 initial concepts were identified from the interview texts. Among them, 912 cases were unique concepts and were classified as sub-categories. By combining and reclassifying these sub-categories, we reached 59 main and distinct categories. Using the perspective of the grounded theory of Corbin and Strauss, these 59 main categories were categorized into 6 paradigmatic model structures. In this way, the dimensions, indicators and relationships of the mobile-based augmented reality advertising model based on the augmented reality activators existing on the product packaging were determined. In the second phase of this research, the opinions of 15 experts on these indicators and relationships with respect to the main structures were assessed using the fuzzy Delphi method. After running two rounds, none of the indicators were deleted and their validity was confirmed. Finally, the final model of the research was presented.Discussion and Conclusion: Augmented reality could be introduced as a revolutionary technology with cutting-edge technology. Using this technology in the advertising industry would have very important and valuable results for consumers, companies, brands, products, advertisements and society. However, this advertising approach was very influenced by the factors governing its environment. Marketers had to accurately identify these factors, which were introduced in this research as contextual factors and intervening factors, and create mobile-based augmented reality advertising platforms using the strategies presented in the strategic factors section. In this way, they could benefit from the very important and valuable results of it. It was suggested to different businesses and marketers that in order to create a very special competitive advantage for themselves and also to achieve victory in the current competition path in the advertising industry, they should start from today to recognize this technology and invest time, money, expertise and human resources in it and use mobile-based augmented reality advertisements in their commercial and integrated marketing communication efforts.
Mohammad Faraji; Seyyed Jafar Moosavi; Farshad Emami
Abstract
The primary objective of this study is to establish a comprehensive model for the personal branding of professional athletes on Instagram, encompassing its impact on sports migration. To this end, a mixed-method research approach was adopted, wherein the qualitative section incorporated insights gleaned ...
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The primary objective of this study is to establish a comprehensive model for the personal branding of professional athletes on Instagram, encompassing its impact on sports migration. To this end, a mixed-method research approach was adopted, wherein the qualitative section incorporated insights gleaned from library experts and semi-structured interviews with 15 experts. Following this, a Delphi screening technique was utilized, resulting in the identification of 4 significant factors and a total of 52 indicators. Upon completion, a 52-item questionnaire was formulated. The statistical population of this study includes professional athletes who are active users of Instagram. In order to determine the sample size for each factor (ranging from 10 samples), 520 individuals were selected. SmartPLS2 software was employed to model the structural equations and further analyze the collected data. Through the process of confirmatory factor analysis, four key factors emerged: 1) performance, comprised of 7 indicators; 2) personal, consisting of 12 indicators; 3) social, encompassing 13 indicators; and 4) ethical, with 8 indicators. Altogether, 40 distinct indicators were identified. The computed internal reliability, item reliability, convergent and divergent validity, and significance coefficients of the paths, as well as the R2 of the model, all demonstrated a high degree of suitability for further analysis. Moreover, the Goodness of Fit (GOF) was determined to be 0.48, falling within the ideal range. The analysis revealed a significant influence of athletes' personal brand on sports migration, with social factors (impact: 0.185) and personal factors (impact: 0.384) exerting a notable effect at the p < 0.01 level, while functional and moral factors showed no significant influence. Moreover, the R2 value indicated that the 4 factors of athletes' personal brand accounted for approximately 48% of the causes of sports migration.IntroductionIn the realm of professional sports, renowned athletes are pivotal elements of the business, often attaining great popularity amongst sports fans as human brands. Given the inherent risks of injuries or performance loss that may arise, athletes in the sports industry are considered as highly volatile products. This underscores the crucial importance for athletes to devise robust business strategies, where the personal brand acts as a powerful trademark that enhances their value and marketability. Furthermore, in recent times, the phenomenon of athlete migration in Iranian sports has been on the rise. According to the most recent statistics from the International Organization for Migration regarding Iran, the country occupies 69th place out of 188 other nations, with a migration rate of 3.4%, which includes coaches and athletes.Literature ReviewIn the domain of personal branding, the findings of Banite et al. (2011) highlight that eight fundamental factors significantly influence the selection of a prominent athlete for product endorsement. These factors encompass: the bond shared by the audience with the athlete and the product, the alignment between the product and the athlete's field of expertise, the athlete's attractiveness, respectability, recognizability within society, trustworthiness, and the general interest in the athlete. In their study, Naqvi and colleagues (2019) identified 13 key categories and 70 distinct concepts, including aspects such as management style, professional commitment, internal and external factors, chivalry, harmony, competition style, attractiveness, and so forth. Building on this, Nazimi and colleagues (2020) further identified a total of 62 concepts, organized into 11 categories, and 4 main factors: athlete behaviors, personality traits, marketable lifestyle, and sports performance. Among these factors, "sports performance" stands out as the most influential in advancing the personal brand of professional athletes.Numerous studies on personal branding have highlighted the crucial role of media, particularly social networks, in its formation, applicable to both athletes and non-athletes, including managers. In this context, Baidullah Khani and Kahrazeh (1400) have identified three significant factors that contributed to Trump's election as the president of the most powerful nation in the world: media narratives, performance style, and the reception/perception of the general public. Various studies have explored the causes of migration, yielding mixed results. Javadzadeh (2014) found that economic factors were a primary cause, while Qalipour and colleagues (1386) emphasized socio-theoretical justice and Aghazadeh (1394) underscored internal motives. Moghimi (2017) advocated for an effective management system to retain elites, while Shah-Abadi (2013) highlighted the influence of a lack of political and civil freedoms on elite migration. Grossi (2003) divided the factors influencing migration into four categories: economic, social, educational, and cultural, while Lenoir Towiz and Siuk (2021) underscored pull factors drawing players to work abroad and aspects deterring them from their country's sports system. Orliosky et al. (2018) emphasized a combination of individual, family, organizational, and national factors, while Ario et al. (2016) pointed to the quality of governance as a factor. Mitra et al. (2011) found increased political stability and, as outlinedDespite the significance of athletes' personal branding and its influence on sports migration, there has been relatively little research conducted in Iran, particularly within the virtual realm. Furthermore, existing studies in this domain have yielded varied outcomes. In our modern era, the topic of personal branding has become a prominent subject frequently discussed in social networks. Considering the significant role of social networks in building a personal brand, this research aims to identify the factors influencing the desired personal branding model of professional athletes on Instagram. Moreover, this study aspires to investigate the factors affecting sports migration, and ultimately explores the impact of athletes' personal branding on sports migration.MethodologThe research method utilized in the study combines both qualitative and quantitative approaches. In the first phase, library studies and semi-structured interviews were employed to identify indicators linked to the development of athletes' personal brands using the Data Theory approach rooted in grounded theory and Charmaz's structuralist viewpoint. Subsequently, existing data was coded, and a questionnaire was designed based on the researcher-developed model presented in the first stage. This allowed for the collection of quantitative data for testing the model. Ultimately, the study examined the impact of personal branding on sports migration.ResultsThe research method utilized in the study combines both qualitative and quantitative approaches. In the first phase, library studies and semi-structured interviews were employed to identify indicators linked to the development of athletes' personal brands using the Data Theory approach rooted in grounded theory and Charmaz's structuralist viewpoint. Subsequently, existing data was coded, and a questionnaire was designed based on the researcher-developed model presented in the first stage. This allowed for the collection of quantitative data for testing the model. Ultimately, the study examined the impact of personal branding on sports migration. The analysis revealed that the personal brand of athletes indeed influences sports migration, with a path coefficient equal to 0.444. The t-value of 17.106 demonstrates a significant impact at the p < 0.01 level. The study further found that among the four factors of athletes' personal branding, two of them—social factors and personal factors—exerted a significant influence on sports migration at the p < 0.01 level. Meanwhile, functional and moral factors showed no significant effect on this phenomenon.ConclusionSocial networks, particularly Instagram, have gained widespread popularity among users due to their distinctive features and characteristics. They have the potential to play a significant role in disseminating information and fostering interaction and communication on a global scale. The media and social networks not only influence the formation of athletes' personal branding but also, as the findings of this research demonstrated, are linked to the migration of athletes. This phenomenon is not solely relevant to athletes, but also pertains to individuals associated with sports networks such as club proprietors, managers, representatives, officials, and members of the media. The factors influencing migration are multifaceted and encompass not only economic aspects but also political, historical, geographical, sociological, and cultural factors. Consequently, to fully grasp the complex causes of migration, a comprehensive approach that goes beyond economic considerations and delves into broader societal dynamics is necessary.Social media represents a novel public arena in the day-to-day lives of millions of individuals, fostering an environment where people can share, discuss, organize, and plan digitally, ultimately paving the way for collaboration. This change in communication patterns profoundly impacts interactions between people and within society, consequently transforming our social lives. The advent of these alternative communication channels is undoubtedly beneficial for migrants who make the decision to leave behind their family, friends, and homeland.Social networking platforms like Instagram, Telegram, Facebook, Twitter, LinkedIn, and others serve a primary function of enabling individuals to forge and maintain strong ties with their country of origin, construct and preserve transnational networks, rapidly disseminate information, and establish more precise connections abroad. Transnational networks developed by immigrants in a digital space can significantly influence the migration process and, consequently, the immigrants themselves. In summary, sports migration has various positive and negative aspects, but considering the allure of countries accepting immigrants, the push of internal factors, and the absence of plans to improve the sports status, increase political stability, promote economic activities, expand social capital, establish justice and trust, ensure good governance, and effective leadership can effectively minimize the adverse effects of sports migration.
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