saeed saghei; aliasghr kia; reza saberii
Abstract
Works by prominent authors can serve as valuable accounts and narratives that capture the inherent relations within a society. Analyzing these literary works not only provides insight into the intellectual fabric of the society but also aids in uncovering the fundamental elements that shape it, including ...
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Works by prominent authors can serve as valuable accounts and narratives that capture the inherent relations within a society. Analyzing these literary works not only provides insight into the intellectual fabric of the society but also aids in uncovering the fundamental elements that shape it, including social status and gender dynamics. In some of his widely recognized narratives such as Boof-e Koor (The Blind Owl), Alaviyeh Khanoom (Ms Alaviyeh), Seh Ghatreh Khoon (Three Blood Drops), Aroosak-e Posht-e Pardeh (The Doll Behind the Curtain), and Zani ke Mardash ra Gom Kard (A Woman Who Lost Her Man), Hedayat delves into the topic of women's social roles and gender dynamics in society. Drawing from a qualitative content analysis, this study examines Zani ke Mardash ra Gom Kard to explore the social status of the female gender, focusing on its formation through human communications. The findings posit that by accentuating the role of human communications in shaping women’s social status, Hedayat has provided a thorough portrayal of their issues that remains relevant in our contemporary society. According to Hedayat, if these issues are not resolved, women will silently fall victim to their tragic presence within the society. To further enunciate our discoveries, tables and graphs will be employed for greater clarity and illustration.Introduction and Statement of the Problem:The significance of human communications in defining the status of individuals or gender groups within society has burgeoned. To comprehend and analyze the social status of people or gender groups through a sociological perspective, it is essential to examine their relationship with diverse components. Literary works constitute a critical element in this context. Literary works serve as a window through which we can discern how leading intellectual figures within a society perceive and encapsulate components of life, such as social status and gender dynamics. Consequently, it can be asserted that the intellectual contributions of writers and poets shape the intellectual landscape of a society and reflect the collective attitude towards these integral elements, including gender. Conversely, the analysis of literary works, with a focus on exploring the social status of a gender and expounding on the role of human communications as a pivotal element in determining this status, can prove to be a laborious endeavor due to the vast number and diversity of available texts. This explains why scholars opt to select specific works by renowned authors that hold significant value and address this topic. By conducting case studies on such works, it may be possible to ensure that the outcomes obtained sufficiently align with our research objectives. Consequently, this study focuses on one of Sadegh Hedayat’s short stories, titled: Zani ke Mardash ra Gom Kard. In this narrative, similar to other works like Boof-e Koor, Aroosak-e Posht-e Pardeh, and Alaviyeh Khanoom, Hedayat emerges as a significant writer consistently concerned with women and their challenges in his oeuvre. His substantial proficiency in realms such as psychology, sociology, and anthropology (derived from studying the works of thinkers who were prominent during that era) enhanced the intellectual dimension of his fiction.Research Method:Since the nature of the chosen story aligned perfectly with a qualitative method, we opted to perform a content analysis and compile library data. Through analyzing the work and extracting crucial concepts, we sought to address several key questions: What was Hedayat’s attitude towards women and their social status, as a representative of the society he inhabited? How did he approach this issue? What role and influence did he attribute to this status, and to human communications? How prevalent were these communications, and at what levels did they materialize? Can the findings of our analysis be utilized to diagnose women’s social status and the roles bestowed upon them by society, While formulating our queries, we underscored the focus on the contemporary Iranian society. Moreover, it is vital to highlight that the theoretical framework applied in the content analysis of the story hinges upon the theory of attraction and repulsion in human communications.Conclusions:Hedayat adopts a humanitarian, altruistic, and supportive stance toward women as members of a society with a cultural system that is traditional and male-biased. He firmly believes that Iranian women confront a vast assortment of challenges, including economic and cultural poverty, unfounded and ill-informed presumptions about women, abuse of particular conventional and religious norms, a patriarchal system, erroneous interpretations of religious doctrine, polygamy, communicable diseases, a lack of appropriate sanitary facilities, and men’s overly self-serving view of women. Hedayat's penchant for tragic endings, akin to his other stories, serves to depict women as mute victims of prevailing circumstances, yet simultaneously exacerbating the situation themselves. This cycle perpetuates unless society seeks remedial solutions for these issues.Extended Abstract:IntroductionThe significance of human communication in defining the social standing of people or outlining the role of a particular gender within society is increasingly conspicuous and influential. This underscores the necessity to scrutinize society and comprehend the social standing of individuals or a specific gender in society. In other words, to engage in a thorough analysis of society. To accurately assess a specific gender, it is pivotal to examine and elucidate the relationship between this gender and various factors, one of which involves studying and analyzing the literary works bequeathed to society. The social status and roles of a particular gender can be discerned by inspecting the prevailing literary works.The writers and poets, as representatives and mirror of the society and the relationships within it, have experienced life and its various aspects, such as the status of individuals and genders in society, and have documented these experiences through their writings. In particular, the noble works left behind by authors and poets primarily serve as the intellectual fabric of the society. These works also implicitly reveal the state and status of the psychological landscape within the society, with factors like gender serving as prominent indicators.However, the examination and analysis of literary works, like fiction, in order to delve into the specific socio-gender position of women entails an expansive and time-consuming endeavor. The vast array and abundance of available literary works pose a significant challenge in this regard. Given the constraints of time, researchers opt to strategically select exemplary works that thoroughly address the subject matter and have been authored by individuals who possess profound insights and specific linguistic expressions in this field. By doing so, the results derived during the research process from such case studies may closely align with the intended goals. Therefore, we purposefully chose a short story by Sadegh Hedayat titled Zani ke Mardash ra Gom Kard to achieve our objective. Hedayat is renowned for creating masterpieces such as Boof-e Koor, Aroosak-e Posht-e Pardeh, and Alavieh Khanoom. His distinctive and compelling writing style has always been evident, as demonstrated in his selected short stories. Furthermore, Hedayat consistently addresses and considers issues related to women in his works, placing a prominent and central focus on them. Additionally, Hedayat's profound awareness and knowledge - derived from studying the works of renowned global thinkers prominent in literary circlesstatement of the problem:Given the nature of the story, by employing the qualitative research method and through thematic analysis, with the aid of collecting data from documentary and library sources, we aim to examine and analyze the work in order to extract pertinent concepts such as social status and human relations. By doing so, we endeavor to determine if Sadegh Hedayat is portrayed as a storyteller and a representative of the mass of the society he inhabited. We delve into his perspective on women, explore how he regarded her station, and scrutinize the approach he adopted. Furthermore, we aim to uncover the role and significance he assigned to this position and human relations, as well. It is particularly important to emphasize that the theoretical framework employed for analysis is the theory of human communication's attraction and repulsion. Additionally, Fairclough’s critical discourse analysis is utilized to explain the results.Conclusion:Hedayat adopts a fundamentally humane and supportive stance in dealing with women. He acknowledges that women living in an Iranian society with cultural, social, traditional, and patriarchal structures confront numerous issues and challenges. These issues encompass economic and cultural poverty, ill-informed beliefs about women, misuses of specific customary and religious practices, lack of knowledge, the dominance of the patriarchal system, distorted interpretations of religious doctrines, and polygamous practices, as well as inadequate healthcare facilities and resources. Hedayat also raises concerns about hygiene, the instrumental view of women, and other pertinent matters. This is why he ends the story with a tragic ending, effectively asserting that women are passive victims of the current situation. They are not only affected by these problems, but are also partially responsible for perpetuating them. Unless society adequately addresses these issues and formulates sustainable solutions, women will continue to endure the status quo. It is also worth noting that the analysis of this story and Hedayat's other stories reveals that Hedayat, contrary to some perceptions, does not take a misogynistic stance nor views women from a top-down perspective.Indeed, Hedayat's works often address the obstacles faced by women in Iranian society, and he explicitly critiques the patriarchal mindset prevalent within that society. He underscores how this detrimental situation is formed through the interactions between men and women. The story Zani ke Mardash ra Gom Kard is emblematic of this, as it delves into the role women play in perpetuating and shaping this predicament. Hedayat attributes women's ignorance, superstition, devotion, and misguided influences as contributing factors in the emergence of this negative status quo.
mohammad Nikmalaki; Hossein Ali Afkhami
Abstract
Integration of artificial intelligence within journalism has become increasingly ingrained within the frameworks of many news agencies and media outlets. This growing relevance serves as evidence of technological advancements and symbolizes alterations in the needs and dynamics surrounding news consumption ...
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Integration of artificial intelligence within journalism has become increasingly ingrained within the frameworks of many news agencies and media outlets. This growing relevance serves as evidence of technological advancements and symbolizes alterations in the needs and dynamics surrounding news consumption in the digital age. Over recent years, there has been a shift in attitudes towards the incorporation of artificial intelligence within newsrooms, most notably concerning the lifecycle of news production, distribution, and consumption. The present article delves into the knowledge, skills, and attitudes held by editors, scrutinizing the current state of affairs. The discourse further scrutinizes the expectations and challenges associated with the utilization of artificial intelligence, while additionally exploring its potential in the form of AI-based journalism within the newsroom of IRIB News Agency. For the purposes of this study, Bourdieu's field theory was employed. The research methodology is underpinned by a survey methodology, which utilizes non-probability sampling and was conducted during May 2023. The study's statistical population comprises 50 editors currently affiliated with IRIB News Agency. The results revealed that the editors identified increased productivity, enhanced efficiency of journalists, quicker reception of news, and reduced costs through automation as the primary reasons for implementing artificial intelligence technologies within the newsroom of IRIB News Agency, in that order of priority. Moreover, the AI revolution promises to reconfigure TV journalism, with content management, enhanced automation and efficiency in content generation, fake news detection/deep fake detection, and user sentiment analysis emerging as the primary priorities within the news agency's newsroom. Furthermore, the newsroom of IRIB News Agency faces five key challenges and barriers hindering the adoption of AI technologies, namely: Inadequate AI-related skills coupled with the difficulty in attracting and recruiting talent, Insufficient knowledge, skills, and understanding regarding the potential of AI within the news organization, Lack of strategy, particularly at the management level/absence of strategic vision, Financial constraints and/or reluctance to invest in existing resources, and Structural issues, encompassing technical discrepancies between departments.
Mina Nazari; Mehdi Montazerghaem; MohammadReza Rasouli
Abstract
ObjectiveThe significance of branding has grown significantly in today's corporate world. It has become essential for any organization to have a distinct brand identity. The impact of branding has expanded to encompass not only companies but also individuals seeking to create personal brands. There is ...
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ObjectiveThe significance of branding has grown significantly in today's corporate world. It has become essential for any organization to have a distinct brand identity. The impact of branding has expanded to encompass not only companies but also individuals seeking to create personal brands. There is a broad spectrum of strategies to develop a brand, ranging from extensive advertising campaigns in large institutions to the creation of content by citizens on social media platforms. A wide range of factors can contribute to branding, but it's important to note that modern branding has evolved into a complex and specialized discipline. Applying a brand name to a product or organization is not about confining its scope; on the contrary, it plays a crucial role in establishing a distinct identity in the market. Effective branding goes beyond mere titling and involves a multifaceted approach. The passage states that Keller has categorized the world as having entered the era of branding for several years, but given the current necessity and importance of branding, this era has not yet truly emerged in Iran. Many organizations are either unfamiliar with the term or, if they are aware of it, their understanding of it is still very limited. The study investigated branding through communication technologies, and the article is derived from a doctoral dissertation focused on developing a public relations strategy model for organizational branding in social media platforms.MethodsThis article focuses on examining the role of public relations as a tool for brand production and promotion. Interviews were conducted with communication professors and public relations experts from around the globe. The grounded theory method was employed to gather insights and information for this study. The article utilizes the purposeful sampling method to select a sample of individuals from various continents. Our total sample size consisted of 15 communication professors and public relations specialists. Through multi-stage interviews, we collected comprehensive data, which we subsequently analyzed using MacQDA software to extract relevant concepts and categories.ResultsThe study yielded results indicating that public relations goes beyond just selling. Producing and promoting the brand, as well as its stabilization in the market, are also considered essential responsibilities of public relations. Based on the categories derived from the data, we identified crucial theories like glass aquarium, organizational identity, and community culture. These concepts significantly influence brand building within organizations, and public relations specialists should pay attention to their use, especially in the context of new communication media.ConclusionsAdopting suitable strategies for brand production, promotion, and stabilization enables public relations to effectively develop organizational branding in the realm of social networks.
Shila Babakhani; Nasim Majidi; abbas asadi
Abstract
The objective of this research was to outline a desirable political culture model for the utilization of new media users in Iran. The study field comprises professors, specialists, and scholars in political science, communication science (political communication), as well as political sociology, who ...
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The objective of this research was to outline a desirable political culture model for the utilization of new media users in Iran. The study field comprises professors, specialists, and scholars in political science, communication science (political communication), as well as political sociology, who were selected through the snowball method. For data collection and research information, three methods were employed: systematic review of subject-related texts and literature, exploratory interviews, and a researcher-developed questionnaire. Additionally, the Delphi panel was implemented across three distinct rounds. Through the study findings, the prominent components of a desirable political culture were identified, including political trust, political justice, political participation, media and political literacy, collectivism, the rule of law, ethics, a positive stance towards democracy, as well as tolerance and tolerance. These essential elements have been incorporated into a comprehensive four-dimensional model, which integrates the dimensions of structure/context, attitudes/input, normative/value, and behavior/output. The ideal model of political culture presented in this study encompassed four dimensions: 10 essential components and 94 fundamental indicators. Initially, social networks served as a means for individuals to connect with each other, but nowadays they hold substantial influence across various facets, including political culture. At present, many people spend a significant portion of their time on the internet, and this does not merely imply that they simply use the internet, but they also receive a substantial portion of their news via social media platforms. Within the realm of virtual society, users replicate the customs and traditions of ordinary life in the form of virtual culture in tandem with actual society. This parallel cultural existence materializes within the framework of the reconceptualization of the emerging social configuration, consequently instigating alterations and evolution in the value system, identities, and social connections of individuals. It is incontrovertible that the ramifications of social actors who assume responsibility for producing, selecting, and disseminating content have far-reaching implications for society. It is imperative to recognize, investigate, and analyze these consequences, as failure to do so can engender irreversible social, political, and cultural consequences upon society. The foremost accomplishment of this study is the identification of two novel components within political culture, specifically tailored to the realm of new media. The components of criticizing/destroying the political system and non-participatory/objectional orientation fundamentally delineate the disparity in political culture between the real and virtual realms. The distinctive aspects of contemporary media appear to accentuate these components within the political culture of Iranian users. It is plausible to assert that new media have instituted a novel form of public sphere.
saeeid zokaei; Ali Khanmohammadi; Samira Nouri
Abstract
The emergence of the corona pandemic led to a state of exception that expedited the dominance of public opinion in matters of health, which has been designated as "medical dominance." Over five hundred videos, photos, and texts produced by ordinary Instagram users during the pandemic have been scrutinized, ...
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The emergence of the corona pandemic led to a state of exception that expedited the dominance of public opinion in matters of health, which has been designated as "medical dominance." Over five hundred videos, photos, and texts produced by ordinary Instagram users during the pandemic have been scrutinized, revealing the codes of "frontline," "support lines," and "traitors against Corona." Semiotics was employed to analyze all these contents, leading to the uncovering of these three main codes. These codes embody the upper and subaltern meanings and signals. The signifiers of "health defenders,” "health martyrs," "readiness of the warriors," and "sacrifice of the medical staff" represent an "epic, sacred, and upper" narrative about the medical staff, particularly the female medical staff. On the other hand, the "home front," "citizens," "organizational," and "institutional struggles" reflect a "hopeful, empathetic, supportive, and upper" narrative of the fight to combat the disease. The signifiers of the lack of support for medical staff and the pressure they experienced during the epidemic portrayed a "tragic, sad, and subaltern" narrative of the days of the pandemic. However, during this health crisis, medicine effectively controlled every aspect of life through the implementation of health guidelines (e.g., identifying vulnerable groups and imposing self-quarantine measures). In memory, medical staff were elevated to almost "sacred" status. "Inattentive people" and "Nowruz travelers" were considered adversaries and "evil". According to popular memory, "people" are held accountable for the spread of the disease more so than both the "government" and the "health care system". This perception arises from the exercise of bio-power and the politics of memory that have concealed the foundations of medical power-knowledge within Iran.IntroductionThroughout history, the world has witnessed numerous incidents and epidemic phenomena, including war, famine, drought, and disease. However, the consequences and effects of none of those past events have been as expansive and intricate as those of the current corona virus epidemic. In Iran, this epidemic has significantly reinforced the dominance of "medical" knowledge over other associated fields within society.The struggle against the corona virus has been largely dominated by medical knowledge, leaving little space for other specialties and sciences to contribute to the fight against the disease in Iran. Medical knowledge has played a significant role in combatting the virus, but there is a palpable absence of other fields of expertise, especially sociology. The ascendancy of medical knowledge in the handling of epidemic diseases has ushered in a distinct understanding of the term "vulnerable group." Moreover, the operationalization of "home quarantine" adheres precisely to this redefined meaning of the vulnerable group.By categorizing groups into "vulnerable" and "non-vulnerable" entities, medical knowledge has assumed control over numerous facets of people's lives and daily management. Medical treatment methods such as gene therapy, drug treatment, and surgical interventions have led to a significant escalation in the degree of medical surveillance, extending to encompass aspects of citizens’ behavior, bodies, and minds. The Corona pandemic has ushered in a novel form of "medical-dominated" knowledge surveillance and discourse, which has significantly intruded on the daily lives of citizens. This knowledge has augmented its influence over public opinion by drawing upon the "exceptional situation" created through the application of the ideological emotional discourse of martyrdom. While the sacrifices of treatment staff are undeniably admirable, the martyrdom of numerous individuals amongst them was caused by flaws in administration or the absence of adequate protection measures and necessary equipment.As medical discourse asserts its dominance, we inadvertently overlook social criticisms directed towards doctors due to their exceptional financial and economic benefits, legal immunity, increasing corruption in hospitals, and the overall inefficiency of the health and treatment system, the latter being a product of misguided privatizations in this sector. With the spread of the epidemic in Iran and the interruption of face-to-face interactions, the significance of virtual space, primarily social networks, notably Instagram, has strengthened. It serves as a prominent platform for multimedia communication in economic, social, political, and cultural matters within Iran.Instagram stands as the preeminent platform for expressing emotions within Iran. Regular users of Instagram have utilized it as a medium to convey their feelings about various aspects related to the Corona virus. By monitoring the pages of ordinary users, a clear picture of public opinion under home quarantine conditions can be discerned. Furthermore, the process of forgetting and replacing the blame with hero-like figures represented in these pages can be regarded as an indicator of modifications in collective memory. To comprehensively understand the intricate relationship between the dominance of medical knowledge and the impact it wields on the memory of people within society, it is imperative to explore and address the following queries.How has the "popular memory" demonstrated through the Instagram social network been influenced by the Corona virus pandemic?What are the dual manifestations of popular memory in the context of the Corona virus pandemic?How does "medical knowledge-power" exert its influence over popular memory during the course of the Corona virus pandemic?MethodologyIn this study, a total of 500 data samples, consisting of 350 texts, 150 photos, and 50 videos, have been subjected to semiotic analysis. The data selection was carried out through rigorous qualitative sampling, focusing on the intensity and variety of the samples. This approach enhances the ability to identify the magnitude of the phenomenon (Gelman & Cortina, 2009; Denzin et al., 2011). The data collected for this study stemmed from the personal pages of regular Instagram users, comprising both Iranian men and women residing in various regions of Iran. These individuals had comprehensive biographical information on their profiles, and their pages were neither affiliated with organizations, specific individuals, nor involved in selling goods or catering to fan clubs. Therefore, the written content of these regular Instagram users has been considered as representative of "popular memory."The semiotics of social networks can be interpreted as the hermeneutics of "public thoughts" and "popular memory." This is because a) the study of representations within public opinion and the portrayal of cultural trauma in the digital age is not confined to non-digital media, and b) the messages and images uploaded by ordinary users convey autobiographical memories. Therefore, these texts can be viewed as an expression of their individual memory. The "dominance of medical knowledge in public opinion during the corona disease pandemic" can be understood as a "structure" that emerges from the intersection of the "epidemic of a disease" and "popular memory." Simultaneously, this "exercise of power" in the field of "medical knowledge" is in a "state of exception" and is intimately connected to the specific "militaristic" circumstances of the pandemic.An in-depth analysis of the content of each page of regular Instagram users provided us with a profound understanding of the interwoven relationships between "the epidemic of a disease" and "popular memory," as well as the complex dynamics between "power relations that are in a state of exception" and the "knowledge of medical power" specifically associated with the epidemic. The lens of "disease" and "popular memory" serves as our guiding principle as we delve into the semiotics of the 500 videos, photos, and texts generated by regular Instagram users from April 2019 to September 2019. Through the categorization of documents on the dual axes of "coexistence" and "substitution," the significant focus observed in the republished texts, images, and videos by Instagram users on the "heroic portrayal of women" calls for deeper reflection and analysis. This profound reflection cannot be achieved without acknowledging the far-reaching cultural debates surrounding women's roles within society over the last two decades. "Popular memory" contemplates the experiences of women faced with these contentious issues during the Corona virus epidemic.Findings & DiscussionThe profound social sufferings that stem from "cultural trauma" or "social crises" are swiftly depicted on multiple platforms and social networks, owing to their potent impact on the emotions and psyches of users. The portrayal of the "Coronavirus" pandemic from the standpoint of ordinary Instagram users (representing "popular memory" and "public opinion") is symbolized as a "bloody war." In stark contrast to the era of the Holy Defense, the representation of this war in public opinion is not "man-centric"; instead, greater emphasis is placed on "women." Surprisingly, this portrayal of women in virtual networks deviates from previous research findings, as it does not primarily focus on personal and family issues. Rather, it revolves around the hardships and ordeals endured by "women" laboring in medical and healthcare settings during the height of the Corona pandemic.This form of representation has elevated these women to the status of "heroes" in "popular memory" and "public thoughts." Admittedly, this process is imbued with an ideological undertone that leans towards "sanctification". This ideological undercurrent is manifestly perceptible in the "heroic" narratives and portrayals of these women in the virtual space. In these accounts, female nurses and doctors navigate the battlefield alone. Such depictions should not be misconstrued as a reflection of the "reality" faced by society but are undoubtedly influenced by the national media. It is crucial to recognize that the alignment of "popular memory" with the "politics of memory" is not solely the result of the common sentiments of the populace. The intricate dimensions of this alignment have been thoughtfully and thoroughly examined in the concluding section. For a comprehensive synthesis of all codes, signifiers, and signifieds, they are succinctly presented in Table 1.Table 1. Instagram social network codesSignifiedSignifierCodesThe gesture of the medical staff with clothes isolatedHealth defendersThe frontline of the fight against CoronaGiving a victory sign by the medical staffRemembrance of martyrs of medical staffHealth martyrsShowing masks, alcohol and medical equipmentreadiness of the warriorsThe gesture in isolation clothes to wash the passagesDance and joy of therapy staff at workFatigue and sleepiness of the medical staffsacrifice of the medical staffWearing masks, glasses and shields by the medical staffMedical staff infected with coronaExpressing the longing of the medical staff for the family membersPeople's financial aid to fight against CoronaHome frontThe support lines against CoronaMaking masks and other sanitary equipment in home workshopsAccompaniment of celebrities with quarantineStaying at homepeoples’ strugglesMedical services by phone and onlineCompliance with social distancingOfficial Health AdviceOrganizational and institutions’ strugglesClosing offices, educational and shopping centers, religious placesCompliance with health protocols at workCompulsory quarantineInattention of people and officials to Coronalack of support from the medical staffTraitors against CoronaTravelInfection of people and officials with corona virusPressure on the medical staffProfiteering in the sale of masks and alcoholResultsThe Corona virus pandemic has resulted in a mix of positive and negative consequences. A prominent change is increased mindfulness regarding personal and public health. However, this crisis has concurrently strengthened the "dominance of medical knowledge" over public opinion. While the Corona crisis has unfortunately attracted scarce recognition from humanities researchers globally, it is worth noting that the healthcare system's shortcomings have been a principal contributor to the elevated mortality rates experienced by medical staff and patients in major cities in Iran, with the exception of the capital city (Masoumbeigi & Ghanizadeh, 2020; Bagheri Sheykhangafshe, Saeedi & Eds, 2021). Conversely, the authoritative medical knowledge imposed through directives like identifying vulnerable groups and issuing guidelines for home quarantine wield significant influence over the daily lives of citizens.Undoubtedly, in the exceptional circumstances of the pandemic, despite the inefficiencies of the healthcare system, doctors have assumed command in the fight against Corona. The "dominance of medical knowledge" has led to a systemic erasure of shortcomings within the medical field from public awareness. This mechanism has induced a collective amnesia in popular memory regarding the facts previously emphasized by artists and sociologists.The doubles associated with the pandemic days were examined through the semiotics of 500 videos, photographs, and texts generated by regular Instagram users (representing popular memory). These contents are engaged in a dual struggle. Public opinion perceives itself as a sacred defense in a war characterized by cultural and objective congruences. This conflict has led to alignment between the people and authority figures.In our discussion of each code, we examined the lower and upper signifiers and signifieds. The frontline combatants, backup units, and traitors in the struggle against Corona constitute the primary codes for this war. The codes related to health defenders, health martyrs, the military preparedness of warriors, and the dedication of medical personnel contribute to an "epic, sacred, and exalted" narrative of the medical forces, with particular emphasis on female healthcare professionals. The republished images, videos, and texts by ordinary users bear resemblance to segments of "Conquest Narratives" documentaries from the frontlines of the imposed war. Signifiers such as "home front", "citizens' struggles", and "organizational and institutional efforts" contribute to a "hopeful, empathetic, helpful, and generous" narrative of combating the Corona disease. Social campaigns like "stay at home," "don't travel," and "financial aid and production of domestically produced disease prevention equipment" reflect a resurgence of hope within public opinion. On the flip side, it serves as a reminder of the people's efforts on the supporting front, notably in the home front. Conversely, the signifiers of a lack of support from medical personnel and the burden on medical staff provide a "tragic, disheartening, and subordinate" narrative of the epidemic days of the disease. In these signifiers, the "popular memory" aligns the enemy and traitor against allies and servants in the form of negligent individuals, government officials, medical supply profiteers, hoarders, and individuals who traveled during Nowruz, juxtaposed against the quarantined, medical supply donors, producers, and medical staff.In reality, the malevolent elements in the narrative of the users are considered the adversaries and traitors in the fight against Corona, and the degree of hate expressed towards them by users is evident through their desire for their demise.The fluctuation of republished content between superior and subordinate narratives, despite the diverse levels of education and residence of users, highlights the profound impact of the pandemic. However, these negative elements are influenced by the dualities generated by medical knowledge and power, particularly during epidemics. The prevalence of both signifieds related to "plague" and "people's indifference towards Corona" in the codes for "traitors fighting against Corona" reveals "popular memory" emphasizing the duties of the populace. If the "people" do not assume a more significant role in disease control compared to the "government" and the "healthcare system," this sleight of hand projection emanates from a strategic politics of memory. Moreover, this policy itself springs from the convoluted and hidden relationship between medical knowledge and power within Iran, as posited by Heydari (2017). The growth of "medical dominance" over "popular memory," particularly on Instagram, accentuates the importance of undertaking more comprehensive research in the future. Additionally, the pressing question emerges: "With the expanding trend of "medical dominance," what will become of social sciences in Iran?" However, we assert that a successful research endeavor aims to generate not just answers but also thought-provoking questions and challenges.
Ebrahim Zarepour Nasirabadi; Arash Ravazzhian; zohre sadat doaei
Abstract
IntroductionBlood is vital to sustaining human life and is constantly required by individuals who have experienced accidents or traffic injuries, pregnant women with complicated or risky pregnancies, cancer patients, and those who undergo high-risk surgeries. If there is not a sufficient supply of healthy ...
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IntroductionBlood is vital to sustaining human life and is constantly required by individuals who have experienced accidents or traffic injuries, pregnant women with complicated or risky pregnancies, cancer patients, and those who undergo high-risk surgeries. If there is not a sufficient supply of healthy blood provided through voluntary donations, both blood health and ultimately the health of society itself is at risk (Sharma et al., 2016, Rad et al., 2018). Despite its importance, blood donation faces significant obstacles globally. In Ethiopia, certain beliefs persist that blood donation can lead to high blood pressure, transmission of infectious diseases, weight loss, and even loss of virility in men (Urgesa et al., 2017).Given today's social landscape, where young individuals rely heavily on social media to communicate and interact (Parment, 2013), and recognizing that the influence of social media can turn users into marketers, either reactive or active, based on the nature of the messages and their impact (Borges-Tiago et al., 2019), social media marketing's role in increasing blood donation intentions deserves attention and exploration. This shared online space enables users to air their opinions and interests to their social networks, making it a potentially valuable marketing tool for blood transfusion organizations (Faayyin, 2016).The media serves as the most crucial tool in shaping the culture of blood donations, as it plays a pivotal role in education and motivation, which are essential to regularly acquiring blood donations from donors (Mustafa et al., 2015).Therefore, investigating the impact of social networks on the attitude and intent to donate blood is particularly significant. A review of prior literature reveals a research gap regarding the impact of factors that foster a positive attitude and behavior of users of virtual networks toward blood donation in Iran. Additionally, given the escalating demand from the blood transfusion organization and the comparatively low number of applicants for donation, this study aims to address the following question: "How do marketing, psychological, and social factors influence the attitude and decision-making process for blood donation among users of virtual social networks?"This study is of an applied nature, employing a descriptive-correlational approach to collect data. The statistical population comprises all users of popular social networks in Iran for the second half of the year 1400. Given the vast size of the population, a non-random selection of 384 individuals was conducted using Morgan's table. A standardized and structured questionnaire, with an ordinal scale and a Likert scale of five points, was utilized to gather data.MethodThe Partial Least Squares (PLS) approach involves two stages of data analysis. The first stage, the measurement model fitting step, involves checking the reliability and validity of the model and the questionnaire, while the second stage, the structural model fitting step, entails confirming the study's assumptions using software through testing (Chen & Tseng, 2012). The internal reliability of the questionnaire was assessed using Cronbach's alpha and compound reliability. Internal consistency reflects the degree of correlation between a structure and its associated indices. A Cronbach's alpha coefficient above 0.7 indicates acceptable reliability of the measurement instrument, and if the composite reliability value (CR) for each construct is greater than 0.7, it suggests appropriate internal consistency; Conversely, a value less than 0.6 indicates a lack of reliability (Nunnally, 1987). Convergent validity is assessed through the Average Variance Extracted (AVE) criterion, which reflects the degree of correlation between a construct and its related indicators. A higher correlation indicates better model fit.findingsThrough the process of Structural Equation Modeling, it was revealed that social media communication has a positive impact on awareness, perception, peers, family, and behavioral intention. Furthermore, factors such as motivation, awareness, peers, and family were found to positively influence attitudes, which subsequent influenced blood donation intention.ConclusionIn light of the rapid expansion of social networks and the exponential growth in the number of contacts and users, it can be concluded that these networks exert a profound influence on their audiences. Consequently, platform users within these media have the capacity to initiate a positive attitude and inclination towards blood donation in others through interactive engagement and sharing of their favorable experiences with blood donation. In the context of social media communication, it's crucial to recognize that its effect is not direct on attitude; rather, it influences attitude by cultivating awareness. This is because awareness is a key factor in fostering understanding, motivation, and attitude, particularly within the scope of blood donation.In addition to its impact on awareness and perception, social media communication was also observed to have a positive influence on a person's peers and family. This positive influence, in turn, serves as a strong impetus for fostering positive attitudes and behavioral intentions in the domain of blood donation. Based on these findings, it is essential for social marketers to assess the influence of their social media initiatives on the level of awareness, as well as their impact on the peers and families of users, particularly young individuals who have the potential to play a significant role in contributing to and developing public content within these networks. In the event that the content created by the organization in these networks is not effective at cultivating a positive attitude or does not serve as an effective stimulus for behavioral intentions in the field of blood donation, the content produced by users can enhance it, thereby acting as a valuable supplement. From a theoretical standpoint, while the Theory of Planned Behavior elucidates the intentions behind behavior, researchers may need to incorporate additional theories to achieve even better outcomes.
Ghasem Zarei; گلثوم akbari arbatan
Abstract
AbstractSustainable marketing harnesses the power of social media as a technology tool, facilitating direct interactions between consumers and the potential influence on their beliefs and behavior. Influencers generate both organic and sponsored content across social media platforms. Despite the significance ...
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AbstractSustainable marketing harnesses the power of social media as a technology tool, facilitating direct interactions between consumers and the potential influence on their beliefs and behavior. Influencers generate both organic and sponsored content across social media platforms. Despite the significance of sustainable marketing in production and consumption, this study seeks to enrich the existing academic discourse on the subject. By delving into a more intricate analysis and accurate examination, the research will focus on sustainable marketing within the social media environment, particularly through influencers. Sustainable marketing is emphasized as a process that involves sharing information about products and services, their applications, and fostering mindset transformations among consumers. The primary objective of this study is to propose a model for sustainable marketing by leveraging the influence of social media. This research aims to address the question of how social media influencers impact sustainable marketing. Consequently, the study seeks to offer a descriptive model that effectively utilizes influencer-based marketing within the context of social media. The research approach adopted for the study is qualitative, employing the theoretic method, and drawing upon Strauss and Corbin's database or the grounded theory approach. The research's statistical population includes experts in the fields of marketing management, sustainable marketing, social media, and influencers.In the context of this research, a series of interviews were conducted with a total of 13 experts and marketers specializing in sustainability and social media as well as influencers. The process of conducting these interviews continued until theoretical saturation was achievable, focusing on the development of a sustainable marketing model grounded in influencer-based strategies within the realm of social media. The main objective of these interviews was to identify the primary factors that underpin sustainable marketing influenced by influencers operating on social media platforms. The research employed the systematic methodology developed by Strauss and Corbin for its data analysis. This approach consists of three major phases: open coding, central coding, and selective coding.To ascertain the credibility of the interview utilizing the intra-subject agreement or two-coders method, an expert who possessed comprehensive knowledge in rapport with the subject matter of this research was enlisted as a research partner, functioning as a coder. To construct a paradigmatic model, as the ultimate objective of the grounded theory method, which is based on Strauss and Corbin's approach, it is necessary to analyze three consecutive levels of conditions, interactions, and consequences. These levels encompass causal factors, background conditions, and intervening variables. Through the data analysis process, three primary categories, seven subcategories, and 35 concepts, or open codes, emerged as key elements within the causal factors of the sustainable marketing model based on social media influencers. The principal categories of causal factors were identified as content competences, interaction competences, and influencing capabilities.Based on the analysis of the collected data, two main categories, four subcategories, and 21 concepts, or open codes, were delineated as the key elements constituting the background conditions of the sustainable marketing model grounded in social media influencers. Analyzing the data yielded two primary categories for the intervening factors of the sustainable marketing model grounded in social media influencers: (1) influencers' prominence and (2) social solidarity. This analysis resulted in the identification of 2 main categories, 4 subcategories, and 23 concepts or open codes.The primary categories of interfering conditions for the sustainable marketing model based on influencers in social media are identified as (1) influencers' personal branding and (2) restrictions in controlling the content they exhibit or advertise, particularly within social media contexts.The analysis of the data led to the identification of two primary categories, four subcategories, and 29 concepts or open codes, constituting the strategies of the sustainable marketing model grounded in social media influencers. Based on the analysis of data, the sustainable marketing model, reliant on influencers in the social media paradigm, was found to incorporate two principal strategies: marketing mix reorientation and online networking. In terms of the consequences of this model, three main categories were identified through this analysis: creating self-sustaining forces, inclusive value creation, and a sustainable identity. Within these main categories, 7 subcategories and 39 concepts or open codes were distinguished.As per the findings, a sustainable marketing paradigm model grounded in influencers on social media has been presented, which comprises the following categories: (1) causal conditions encompassing content competencies, interaction competences, and the potential to sway opinions; (2) background conditions, i.e. the authority of influencers and their social networks; (3) intervening conditions that encompass the influencers' personal branding and the constraints in handling the content they showcase; (4) strategies, which are twofold and entail marketing mix reorientation and online networking; finally, the outcomes of this model were divided into three categories, namely (1) cultivating self-sustaining forces
Soghra Ashouri; Zahra Mirhosseini
Abstract
AbstractThis qualitative research focused on exploring the meaning of entrepreneurship and analyzing how women entrepreneurs operate within the context of the Instagram social network. To achieve this, in-depth interviews were conducted with 14 women entrepreneurs, each possessing an active Instagram ...
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AbstractThis qualitative research focused on exploring the meaning of entrepreneurship and analyzing how women entrepreneurs operate within the context of the Instagram social network. To achieve this, in-depth interviews were conducted with 14 women entrepreneurs, each possessing an active Instagram presence. The collected data underwent thematic analysis, revealing three overarching themes: "(1) Instagram and the presentation of women's skills," "(2) Instagram online shops conducive to women’s multifold roles," and "(3) Instagram as a novel platform for women's expressive societal engagement." Along with the three overarching themes, seven organized themes were recognized: "Instagram shop," "customer-centric approach," "rapid business expansion," "work-life balance," "simultaneous progress and presence," "occupation suitability with feminine character,” and “prospects for women's personal development and creativity.” The findings of this study revealed that the virtual space, particularly Instagram, has established a secure, dynamic, and adaptable intellectual and action-oriented environment for women entrepreneurs to exert a socio-economic impact. Through this platform, women entrepreneurs can effectively attract and connect with customers while shaping their viewpoints and behaviors.IntroductionOver the course of recent decades, women’s role and participation in economic spheres have seen a significant expansion and diversification. This diversity can be attributed to a host of factors: advancements in technology, the acknowledgement of women's rights for independent socio-economic activities, and the complex challenges arising from their multiple roles within the family, personal, economic, social, and cultural realms. Entrepreneurship is a vital factor in increasing employment and, in turn, a nation's Gross National Product (GNP). This can lead to reduced imports, increased exports, and economic growth. Given these realities, if women are offered opportunities and conditions to participate in entrepreneurial endeavors, they can assume a substantial role in a country's economic progression. Within this framework, the cyberspace, encompassing platforms like Instagram, provides an enabling environment for women's entrepreneurial ventures. It seems that women have, to some extent, leveraging novel platforms such as cyberspace and international and domestic social media, managed to establish a competitive and inventive space for women-owned businesses that operate as online stores. This research seeks to explore and analyze women's entrepreneurship in cyberspace, with a specific focus on Instagram. The significance of this study lies in its potential to shed light on the entrepreneurial experiences of women operating online shops on Instagram. Furthermore, it can aid policymakers in crafting comprehensive and effective policies concerning women and the digital realm, with a particular emphasis on women's entrepreneurship.MethodologyThe primary objective of this research is to undertake a sociological analysis of female university graduates' entrepreneurial activities on Instagram and understand the process through which these entrepreneurial actions emerge and operate on this platform. As such, a qualitative approach and thematic analysis through conducting in-depth, semi-structured interviews are considered necessary for this study. The study's population encompasses female university graduates aged between 20 and 50, holding degrees ranging from associates to doctorates. All interviewees have less than 10 years of entrepreneurial experience and fall into the micro or medium category, either being self-employed or employing less than 20 individuals. The inclusion criterion stipulates that each participant has an active Instagram page for their entrepreneurial venture. The interviewed sample demonstrates a notable diversity in various aspects. For instance, this diversity encompasses differing levels of entrepreneurial experience, the relationship between the participants' field of study and their entrepreneurial venture, variations in terms of their business registration status, and distinctions between micro and medium-level businesses. To address the challenge of accessing individuals possessing specific characteristics, a snowball sampling method was utilized to select our interviewees. According to this method, one or more participants who fulfill the research criteria are asked to refer the researcher to others who share similar traits. A total of 14 individuals were interviewed, and theoretical saturation was reached after the 12th interview. To ensure reliability, two additional interviews were conducted, ultimately resulting in a total of 14 participants for this study.Results:Based on the analysis of the data collected through the interviews, the research yielded a series of findings that include 45 basic themes, 7 organizing themes, and 3 overarching themes. Below is a tabular representation of the findings: Basic themeOrganizing ThemeOverarching ThemeOfficially starting work by creating an Instagram page, finding entrepreneurs through Instagram pages, attracting the attention of economic institutions and news agencies to entrepreneurial activities, production networking, sales networking, marketplace creation networkingInstagram StoreInstagram and the presentation of women’s abilitiesGenerating ideas through direct messages, learning advertising from Instagram, learning to create sales content from Instagram, providing consulting to others to start a businessCustomer-CentricExcitement from creating, the joy of seeing the final result, the joy of seeing customer satisfaction, the joy of attracting customers and capturing their attention, flexible work, the blossoming of talents, the desire for innovative ideas, the desire for beauty and beautification, earning money and ensuring a happy time for oneselfRapid GrowthInstagram online shops suitable for women’s multiple rolesHousework and economic activity simultaneously, economic activity while raising children, the emergence and development of children’s talents, family members’ voluntary and joyful participation in entrepreneurshipWork-life balanceInterest in social activities, desire to impact society, not being indifferent to the economy of women, striving to influence the cultural society, striving to be useful in societyMoving Forward and in the MomentInstagram as a new platform for women’s active social actionLack of understanding of women’s conditions and identity roles in administrative jobs, striving to prove one’s abilities in administrative centers, the monotony of administrative work, unwillingness to do monotonous work, desire for a change in job, desire to balance multiple roles, desire to regain identityOpportunity for Women’s Growth and CreativityJob security, financial independence, skill development, recovery of personal-social-family identityJob Suitability with Feminine PersonalityConclusionAn examination of the research findings uncovers that female entrepreneurs on Instagram not only prioritize offering superior service to their customers but also express a concern for promoting healthy and value-based living. Moreover, these entrepreneurs do not shy away from imparting their profession to customers who wish to learn, thereby sharing their knowledge to foster the emergence of new entrepreneurial endeavors. This research highlights several vital characteristics of Instagram, as identified by the interviewees, that contribute to the value and advantages of Instagram-based businesses: (1) swiftness in communication, learning, and product delivery; (2) decreased time and capital demands for promoting and introducing the created product; (3) the lasting impact and establishment of entrepreneurship as a trusted reference; and (4) a secure environment for women to conduct significant economic and social activities, all while staying true to their feminine identities.
Haniyeh Naghdi; Faezeh Taghipour; Reza Ebrahimzadeh Dastjerdi
Abstract
1-IntroductionThe newly emerged concept of citizenship culture has gained considerable attention from researchers in the context of modern society, as it serves as a guide to sustainable human interactions. Throughout history, the concept of culture and citizenship has been intricately linked to one ...
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1-IntroductionThe newly emerged concept of citizenship culture has gained considerable attention from researchers in the context of modern society, as it serves as a guide to sustainable human interactions. Throughout history, the concept of culture and citizenship has been intricately linked to one another. In the past, this notion was primarily used in the legal domain and pertained to people's adherence to the law. However, over time, it has expanded in its significance, and currently, it holds a much broader meaning. The internet and social networks have become effective tools for the dissemination of cultural symbols, acting as a significant source of information and awareness across various domains, including culture. They play a pivotal role in driving cultural transformations and changes among people.The scope of the issue has broadened, and the importance of the matter has intensified with the widespread accessibility of smart mobile devices, allowing users to access social networks such as Instagram, WhatsApp, Telegram, Twitter, and others. The extensive use of these networks throughout the day and night by individuals has led to an increased focus on the creation, production, publication, and republishing of a wide range of information in various fields within these platforms. Given the increasing reliance on social networks in daily life, their impact on citizenship culture has become increasingly prominent. Ignoring this issue could lead to significant, and potentially irreversible, losses. Therefore, the importance of studying the benefits and drawbacks of these platforms is undeniable.The existing body of scholarly research has explored this topic from diverse angles, although a more detailed examination of the impact of social networks on citizenship culture appears to be lacking. Given the extensive usage of social networks by citizens and their influence on various aspects of life, there is a definite need for further study in this area. Therefore, the present report sets out to address the question of whether a model can be proposed to enhance the culture of citizenship by leveraging the power of social media, by investigating the role of social networks in shaping citizenship culture.2-LiteratureReviewMatani et al. (2019) conducted a study titled "Investigating the Use of Mass Media and Adherence to Citizenship Culture (Case Study: Citizens Over 18 Years Old in Ghaem Shahr City)" using the field method, survey method, and a questionnaire instrument. They concluded that there is a positive and significant relationship between using mass media and the overall level of adherence to the citizenship culture and its dimensions, including social participation, publicism, responsibility, and a tendency to follow the law.Ghafarinasab et al. (2019), in a study titled "Sociological Explanation of Citizenship Culture (Case Study: Citizens 15 Years Above in Eqlid City)," assert that citizenship is a crucial indicator of development and progress in developing countries. One significant dimension of citizenship is the culture of citizenship. They highlight that the establishment and growth of citizenship can be viewed as a serious solution for resolving social challenges in developing nations. They utilize the theories of Marshall, Janoski, Faulks, and Turner to examine citizenship culture among citizens in Eqlid City. In addition, they employ the survey method and a questionnaire instrument to gather data. They also use a multi-stage cluster sampling technique to choose the sample. The results indicate that the citizenship culture among citizens is above average. The analysis of the hypothesis reveals that variables such as gender, marital status, the degree of religious commitment, social identity, the extent of media usage, and political awareness exhibit a prominent association with the culture of citizenship.Askarizadeh (2019) conducted a study titled “Identifying Social and Educational Factors Affecting the Promotion of Citizenship Culture in the Neighborhoods of Bandar Abbas City” with a descriptive survey-exploratory method, utilizing a random cluster sampling method. The sample size consisted of 458 individuals, and a questionnaire instrument was utilized in this survey. The findings highlight the significant impact of educational and socioeconomic factors on the promotion of citizenship culture. Among the social factors, awareness of citizenship rights, the rule of law and orderliness, collective interests, awareness of external and internal events, responsibility, publicism, use of cultural centers, and use of the media have been found to greatly influence citizenship culture, respectively.Among the educational factors, the legal infrastructure and bylaws, written and specific educational objectives, executive structures, the existence of diverse training courses, acceptance of change amongst citizens, awareness and competence of officials, innovative management and supportive managers, the capability of citizens, the attitude of officials, citizens' enthusiastic participation, incentives, communication between officials and citizens, technical infrastructure, and the presence of supporting human resources in setting up and supervision are all found to significantly impact the citizenship culture.3-MethodologyThe present study aimed to propose a model for promoting citizenship culture by leveraging social networks among citizens of Tehran. This is an applied study by objective, a cross-sectional study in terms of the data collection time, and a qualitative research design in terms of the procedure. A qualitative approach with a grounded theory approach was adopted, and the theoretical sampling method was utilized. The primary goal of conducting this study was to contribute to the promotion of the culture of citizenship, thereby enhancing the overall well-being of society.The statistical population of this research encompassed specialists and experts in social networks and citizenship culture (university professors, city managers, and so on) and reached saturation with no additional data being identified through conducting new interviews. The open, axial, and selective codes were extracted via analyzing the interviews. This study employed a grounded theory approach to identify the main codes and themes related to the culture of citizenship in social networks.The study, based on Corbin & Strauss's grounded theory model, examined the causal conditions (conditions leading to a change in an event), context, intervening conditions (barriers that may delay or prevent an event from occurring), action/interaction strategies (methods utilized to effect change), and consequences (outcomes or effects of the change process). Following this examination and identification process, the conditions for the promotion of citizenship culture were eventually specified, aligned with the established conceptual model.4-ConclusionAnalyzing and interpreting the statistical results indicate that social networks exert a positive and significant influence on the dimensions of citizenship culture, thereby upgrading the culture. However, it is essential to make several changes and transformations in Iran to ensure that there is effectiveness in promoting citizenship culture through social networks. Presently, the introduction of virtual social networks into the lives of citizens has been highly embraced in response to the diverse needs of individuals. These networks, in turn, have significantly influenced various aspects of existence. Undoubtedly, social networks have demonstrated ostensible and widespread effects on different areas of people's lives. Additionally, social networks play a vital role in enhancing and strengthening social interactions within the digital realm and have profound impacts on myriad facets of citizens' lives.
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