نوع مقاله : مقاله علمی پژوهشی

نویسندگان

• مرتضی فاضلی مقدم ¹
• افسانه مظفری ²
• هادی خانیکی ³

¹ دانشجوی دکتری تخصصی علوم ارتباطات اجتماعی، دانشکده علوم انسانی و اجتماعی،دانشگاه آزاد اسلامی واحد علوم و تحقیقات،تهران، ایران

² دانشیارگروه علوم ارتباطات اجتماعی، دانشکده علوم انسانی و اجتماعی،دانشگاه آزاد اسلامی واحد علوم و تحقیقات،تهران، ایران

³ استاد گروه ارتباطات اجتماعی، دانشکده علوم ارتباطات، دانشگاه علامه طباطبائی، تهران، ایران

چکیده

چکیده:
امروزه نقش واهمیت رسانه ها در اطلاع رسانی و شکل دهی به افکار عمومی بر کسی پوشیده نیست ودر میان انواع رسانه ها،رسانه های اجتماعی با تحولاتی که در ابعاد مختلف فناوری، تجهیزات، حجم و روش داشته اند، می توانند به عنوان حامل و فرستنده پیام دراقناع افکار عمومی بیشترین تاثیرراداشته باشند.تحقیق حاضرباهدف شناسایی مولفه های الگوی اقناع افکار عمومی در رسانه های اجتماعی انجام شده ورویکرد پژوهش از نوع کیفی با استفاده از راهبرد سنتز پژوهی میباشد. جامعه آماری در بخش اول شامل کلیه مقاله های مرتبط با موضوع "اقناع "، "افکار عمومی"، "رسانه‌های اجتماعی" در بازه زمانی 2010 تا 2023 بود. نمونه آماری شامل کلیه اسناد و منابع مرتبط با موضوع به تعداد 75 سند می باشد که22 موردپس از چندین مرحله غربالگری بر اساس عنوان، چکیده و محتوا،انتخاب و وباروش کدگذاری مخصوص مطالعات کیفی تحلیل گردید.نتیجه نشان داد مولفه های الگوی اقناع افکار عمومی در بستر رسانه های اجتماعی شامل پنج مولفه اصلی(مقوله هسته ای) است که عبارتند از: راهبرد های متقاعدسازی، اعتماد و صداقت، مخاطب محوری، کمیابی و ویژگی پیام . با توجه به نتیجه تحقیق پیشنهاد می‌شودازسوی فعالان ،کنشگران ومدیران عرصه رسانه برای اقناع افکاری عمومی در رسانه های اجتماعی ،اعتمادسازی درمیان مخاطبان صورت گیرد. سپس، برای تولید پیام های اقناعی عناصری چون صداقت،اعتبار ،جذابیت وجلب اعتماد مخاطب را درنظر گرفته و راهبردها وتکنیک های اقناعی مناسب را انتخاب نمایند. همچنین به مخاطب، نیاز ها و اهداف او از حضور در رسانه‌های اجتماعی توجه نموده، پیام های غیرتکراری و جذاب تولید و منتشر نمایند.

کلیدواژه‌ها

• کلیدواژه‌ها: مولفه های اقناع
• افکار عمومی
• رسانه های اجتماعی
• سنتزپژوهی

موضوعات

• رسانه‌های نوین

عنوان مقاله [English]

Identification of Persuasion Components in Social Media: A Research synthesis

نویسندگان [English]

• morteza fazelimoghadam ¹
• Afsaneh Mozaffari ²
• Hadi Khaniki ³

¹ PhD Student in Social Communication, Science & Research Branch, Islamic Azad University, Tehran, Iran.

² Associate Professor, Department of Social Communication Sciences, Science & Research Branch, Islamic Azad University, Tehran, Iran

³ Professor, Department of Social Communication, Allameh Tabataba'i University, Tehran, Iran.

چکیده [English]

Abstract:
Today, the role and significance of media in informing and shaping public opinions are undeniable. Among various media types, social media, with the advancements in technology, equipment, volume, and methods, can have the most significant impact as conveyors and transmitters of messages in persuading public opinions. The present study aims to identify the components of the persuasion pattern in social media and adopts a qualitative research approach using the synthesis method. The statistical population in the first section includes all relevant articles on the subjects of "persuasion," "public opinions," and "social media" in domestic databases such as Magiran, Noormags, Civilica, Institute for Humanities and Cultural Studies, Iran Index, and international databases including Scopus, ScienceDirect, ProQuest, Springer, and Google Scholar from 2010 to 2023. The sample size for this section includes all documents and resources related to the subject, totaling 75 documents. Among these documents, 22 were ultimately selected for analysis after several screening stages based on title, abstract, and content. Data were collected using a study sheet, and a specialized qualitative coding method was employed for data analysis. The results indicate that the components of the persuasion pattern in social media consist of five main components (core concepts), namely: persuasion strategies, trust and honesty, audience-centricity, scarcity, and message characteristics. Based on the research findings, it is recommended that stakeholders, actors, and managers in the media field focus on building trust among audiences to persuade public opinions on social media. Furthermore, for the production of persuasive messages, elements such as honesty, credibility, attractiveness, and gaining audience trust should be considered, and appropriate persuasion strategies and techniques should be selected.
Additionally, attention should be paid to the audience's needs and objectives in using social media, and non-repetitive and engaging messages should be produced and disseminated.
Data were collected using a study sheet, and a specialized qualitative coding method was employed for data analysis. The results indicate that the components of the persuasion pattern in social media consist of five main components (core concepts), namely: persuasion strategies, trust and honesty, audience-centricity, scarcity, and message characteristics. Based on the research findings, it is recommended that stakeholders, actors, and managers in the media field focus on building trust among audiences to persuade public opinions on social media. Furthermore, for the production of persuasive messages, elements such as honesty, credibility, attractiveness, and gaining audience trust should be considered, and appropriate persuasion strategies and techniques should be selected.
Additionally, attention should be paid to the audience's needs and objectives in using social media, and non-repetitive and engaging messages should be produced and disseminated.
Data were collected using a study sheet, and a specialized qualitative coding method was employed for data analysis. The results indicate that the components of the persuasion pattern in social media consist of five main components (core concepts), namely: persuasion strategies, trust and honesty, audience-centricity, scarcity, and message characteristics. Based on the research findings, it is recommended that stakeholders, actors, and managers in the media field focus on building trust among audiences to persuade public opinions on social media. Furthermore, for the production of persuasive messages, elements such as honesty, credibility, attractiveness, and gaining audience trust should be considered, and appropriate persuasion strategies and techniques should be selected.
Additionally, attention should be paid to the audience's needs and objectives in using social media, and non-repetitive and engaging messages should be produced and disseminated.
Data were collected using a study sheet, and a specialized qualitative coding method was employed for data analysis. The results indicate that the components of the persuasion pattern in social media consist of five main components (core concepts), namely: persuasion strategies, trust and honesty, audience-centricity, scarcity, and message characteristics. Based on the research findings, it is recommended that stakeholders, actors, and managers in the media field focus on building trust among audiences to persuade public opinions on social media. Furthermore, for the production of persuasive messages, elements such as honesty, credibility, attractiveness, and gaining audience trust should be considered, and appropriate persuasion strategies and techniques should be selected.
Additionally, attention should be paid to the audience's needs and objectives in using social media, and non-repetitive and engaging messages should be produced and disseminated.
Keywords: Persuasion Components, Public Opinions, Social Media, Research synthesis

کلیدواژه‌ها [English]

• Keywords:: Persuasion Components
• Public Opinions
• Social Media
• Research synthesis