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