Document Type : Research Paper
Authors
1 Ph.D. candidate, Tehran University
2 Associate professor, Department of Communication, University of Tehran
3 Faculty member of Institute for tourism research , ACECR
Abstract
This study aims to present a model for an effective domestic messaging application with a focus on the role of users' media literacy. To achieve this, a comprehensive review of the literature was conducted to identify the key indicators of an effective domestic messaging application. The fuzzy Delphi technique was then used to localize these indicators, ensuring that expert consensus was the basis for decision-making while providing a more precise analysis of verbal opinions in a fuzzy environment. From 66 indicators identified in the literature, 51 final indicators were determined after three rounds of Delphi analysis with 14 media experts and university professors. These indicators were categorized into seven groups. The seven key indicators affecting media literacy included data protection and user privacy, user experience and capabilities, support and sustainability, social networking and collaboration, technical advancement and compatibility, performance and technical efficiency, and access and usability.The research findings indicate that to create an effective domestic messaging application, special attention should first be given to providing easy access to resources and creating platforms for social collaboration. Following this, improving technical performance, adapting to users' evolving needs, ensuring service stability and quality, and finally, protecting user data and privacy should be emphasized. Based on these findings, practical recommendations include developing educational platforms to enhance users' media literacy, holding educational workshops and webinars, providing regular updates for media tools, and implementing strong security systems to protect user data and privacy.
Introduction
The present study aims to provide an efficient model for domestic messengers, focusing on the role of users' media literacy. Given the increasing importance of messaging platforms as key communication tools in the digital world and the growing use of such platforms within the country, the need for high-quality, reliable domestic messaging services is felt more than ever. This research seeks to identify key indicators that impact the efficiency of domestic messengers and, by emphasizing the media literacy of users, offers a comprehensive and practical model for the development of domestic messaging platforms.
Importance and Necessity of the Research
Messaging apps today occupy a significant portion of the digital space, playing a crucial role in information transfer, social interactions, and even business development. In Iran, with the widespread use of foreign messaging platforms and various restrictions, including privacy challenges, the importance of developing domestic messengers is strongly felt. However, domestic platforms have not yet been able to fully satisfy users, primarily due to the lack of attention to media literacy as a critical factor in their design and development.
Media Literacy and Its Role in Domestic Messaging Platforms
Media literacy refers to the ability to access, analyze, evaluate, and create media content, which helps users to correctly understand media messages and use them intelligently and critically. In domestic messengers, media literacy is important not only for understanding received content but also for content creation. Users should be able to utilize messaging tools and features to produce useful and secure content while avoiding the risks associated with misinformation and harmful content. This research has sought to identify and categorize the key indicators related to the efficiency of domestic messengers and the factors that influence users' media literacy.
Research Methodology
This study was conducted using a descriptive-exploratory approach, and data were collected using the fuzzy Delphi technique. In the first stage, through an extensive review of the literature, 66 indicators related to the efficiency of domestic messaging platforms were identified. These indicators were then refined and reduced to 51 key indicators over three rounds of the fuzzy Delphi process, involving 14 experts in media and communications. These indicators were categorized into seven key groups, each directly impacting media literacy and the efficiency of messaging platforms.
Key Identified Indicators
1. Data Protection and User Privacy: Ensuring personal information security and privacy is a primary concern for messaging app users. This category includes indicators such as message encryption, support for security standards, and user data protection.
2. User Experience and Features: A simple user experience and efficient features, such as a user-friendly interface, multimedia file support, and advanced communication capabilities, are important factors in attracting and retaining users.
3. Support and Stability: Adequate technical support and the provision of stable, high-quality services are factors that guarantee user satisfaction.
4. Networking and Social Collaboration: Features like group management, channels, and social tools facilitate social interactions and increase user-to-user engagement.
5. Technical Advancement and Compatibility: Messaging platforms must have the ability to upgrade and adapt to current needs and be resilient to technological changes.
6. Technical Performance and Efficiency: Smooth performance, stability, and high speed are critical factors for users' continuous use of a messaging platform.
7. Accessibility and Usability: The platform must be usable by a wide range of users with different needs and access levels, including those with accessibility limitations.
Research Findings
The research findings indicate that to create an efficient domestic messaging platform, attention must be given to a range of key factors. Foremost, user security and privacy must be prioritized, and developers should seriously adhere to international security standards. Additionally, creating a simple user experience with efficient features plays an important role in attracting and retaining users.
On the other hand, media literacy education for users is highlighted as an essential element in the intelligent and safe use of messaging platforms. Conducting workshops and training programs aimed at improving users' media literacy can lead to increased trust and user satisfaction.
Practical Recommendations
Based on the findings, the following suggestions are offered for improving and developing domestic messaging platforms:
• Establish Educational Platforms: Hold workshops and training courses to enhance users' media literacy.
• Enhance Security: Implement advanced security systems to protect user information and privacy.
• Improve User Experience: Provide regular updates and enhance the technical features of the platform to boost user satisfaction.
• Strengthen Social Networking: Create appropriate platforms for social and group interactions within the messaging app.
Conclusion
This research demonstrates that designing and developing efficient domestic messaging platforms requires simultaneous attention to security, user experience, technical support, and user education. Media literacy is recognized as a significant factor in improving the efficiency and safety of messaging platforms, and focusing on it can positively influence user acceptance and engagement. By implementing the suggested recommendations, the development of reliable and efficient domestic messengers can be anticipated, which not only meets users' communication needs but also helps improve media literacy and intelligent use of digital media.
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