New Media Studies - Articles List

Critical Discussions in Social Networks of Cyberspace: Argumentation, Fallacies, Flouting a Maxim, Violating a Maxim, and Language Games

Sadra Khosravi; Masoud Kousari

Volume 9, Issue 33 , May 2023, Pages 50-1

https://doi.org/10.22054/nms.2023.70581.1487

Abstract

Discussion is asking for a reason from the others; it is not a one-way presentation of our claims, but an interaction (two-way) communication, where communicators and communicatees ... Read More

The netnography of Iranian user's culture in Instagram

Ali Asghar Kia; Mersedeh Nikbakhsh

Volume 9, Issue 33 , May 2023, Pages 80-51

https://doi.org/10.22054/nms.2023.34271.544

Abstract

This research explored the Iranian user's ways of behavior in Instagram as a social networking service from the viewpoint of users’ online interactions and their daily life online ... Read More This research explored the Iranian user's ways of behavior in Instagram as a social networking service from the viewpoint of users’ online interactions and their daily life online representation. According to this, trying to get two main answers: “Recognizing cultural model in user's behaviors” and “identifying reasons and motivations of user's behaviors as a subsidiary purpose”. This research is based on ethnographic methodology and because of having a wide range of perspectives as a characteristic of contemporary ethnography, I used Symbolic Interactionism as a theoretical framework and the research method which is used for this purpose named Netnography by Robert Kozinets (2010). Netnography is a specific approach to conducting ethnography on the Internet. It is a qualitative and interpretive research methodology that adapts traditional ethnographic techniques to understand social interaction in contemporary digital communication contexts. The Netnography process in this research is based on the spiraling shells which Kozinets introduced: Introspection, Investigation, Information, Interview, Inspection, Interaction, Immersion, Indexing, Interpretation, Iteration, Instantiation, and Integration. Instagram's active personal pages on the topic of everyday life were considered as the unit of analysis. These page owners were primarily a blogger and some of them were influencers or micro-celebrities. According to this, the pages of Instagram horns or celebrities were not included in this research. The main data has been extracted from users’ captions or comments. The fifty pages with the highest rate of posts have been analyzed as Kozinets advised and their number of followers varied between fifty thousand to three hundred and fifty thousand. These criteria were considered for selection: the page owner displayed a meaningful narrative of her or his daily life in the rich texts, the page owner shared at least one post daily, and the page owner shared posts which are encouraged users to participate in the commenting, the page has a high number of followers, the page gets a high number of comments and replies, the page owner has been famous among the daily life Instagrammers. The tools of data acquisition were participant observation for two years and interviews with the page owners. Description and analysis of findings show that Instagrammers who have daily life pages present an ideal image of their lifestyle, condition, and personality which has formed to “I am good” story. These images in the material dimension refer to consumerism as a valuable symbol of upper-class people. Also, there are interconnections between the methods which are used to access satisfaction in daily life. It seems users are searching for ideals in the virtual space because of the inefficiency and deterrence of political and social situations in the real space. Although users choose the virtual space to share their opinions and feelings and experiences optionally, they try to display and protect optimal and trustworthy network image of themselves. According to this, users’ behaviors in some kinds of contexts (challenging topics especially political and religious subjects) imply self-direction. They are trying to show themselves as the right side and another one as the unfair side and they accuse other positions and they curse their opponents. This position is visible in four fields: the challenging macro issues (such as trust in a government official, election, foreign policy, laws related to women, crisis management, betrayal of spouses, Hijab in Islam, limitations of individual freedom in the public arena, street protest, environmental protection), the issues which show differences in lifestyles, the situation of privacy protection, the difference in interpretation. The users can’t keep their polite appearances in those fields. Although, the page owners try to keep calm, but others don’t try it because they are often anonymous, unlike the page owners. In other contexts (such as the critical or landmark conditions) imply to collectivism which is referred to as “networked individualism”. In-group collectivism has been formed based on the image of “I am good and you are good” and it has been visible in narrative contexts of user’s daily life experiences not in discussions of social issues. General collectivism has been appearing in sensitive and difficult situations especially natural disasters and abnormal events or fateful situations to achieve common targets. Users have used the virtual space as a tool for collective movements with a special ability to organize and a context for being seen as a participant.

The role of new media in healthy lifestyle )Case Study: Students of Allameh Tabataba'i University

elahe Rahmani; seyedreza naghibulsadat; masoud taghiabadi

Volume 9, Issue 33 , May 2023, Pages 121-81

https://doi.org/10.22054/nms.2023.65810.1346

Abstract

Looking at our lives and our surroundings, we can easily see that the issue of health and its dimensions in people's lifestyles is one of the most important concerns of humans. Today, ... Read More Looking at our lives and our surroundings, we can easily see that the issue of health and its dimensions in people's lifestyles is one of the most important concerns of humans. Today, dealing with the issue of health is out of the individual format and with the change of life patterns, people's health in a field with more diversity has attracted the attention of experts, since reaching these goals is not outside the field of information and awareness, we must say that the issue Communication and the role of the media in the field of health has gained special importance. The purpose of healthy life is the four dimensions of health, i.e. mental, physical, social and spiritual health, which is affected by the performance of modern media. Here, new media are continuously exploited because of the place it has in people's eyes and affect the dimensions of people's lives based on health. Lifestyle is formed from cultural patterns, behavior and habits that people use on a daily basis in their personal and social life and includes daily activities that a person uses in his life and affects his health. Lifestyles help to understand what people do and why and what it means to them and others (Chani, 2001: 11). In this research, the role of new media in healthy lifestyle has been discussed. Regarding the importance of this research, it should be acknowledged that with the implementation of this research, the media components of the healthy lifestyle are theoretically identified. Also, appropriate literature will be produced for this work, and in practical terms, it will be a basis for decision-making by officials in order to improve the health of society by using the role of the media. When talking about health, it includes the physical, psychological, spiritual and social dimensions of health, as well as the personal and social characteristics of the respondents, the level of access of the respondents to new media, elements of a health-oriented lifestyle, social harms caused by new media, etc.... has been emphasized.Therefore, the purpose of this research is to know the role of modern media in different dimensions of health and to know the harms it may have on health. Also, to know the respondents' point of view about the consequences of using new media is one of the goals of this research. Is. The theoretical framework of this research is the theories of need seeking and planting. Because definitely, in today's world, new technologies play an important role as a partner to create a parallel world of reality, which with the points mentioned can shape the realization of a health-oriented life based on its various dimensions. For this reason, in the current social media era, for example, improving the planting theory and applying it in today's modern media world is a necessity. Having said that, the research hypotheses are as follows:It seems that there is a relationship between the amount of use of new media and a health-oriented lifestyle.It seems that there is a relationship between the type of new media and the health aspects of lifestyle.There seems to be a relationship between social networks and a health-oriented lifestyleIt seems that there is a relationship between new media and mental healthThere seems to be a relationship between new media and physical health.There seems to be a connection between new media and spiritual health.There seems to be a relationship between new media and social health.MethodologyThis research has been conducted using the survey method, which is considered among the quantitative research methods. The statistical population in this research is the students of Allameh Tabatabai University. The sampling method in this research is a combination of two techniques, multi-stage and quota. To obtain the sample size in this research, Cochran's formula was used, which enables research with 5% error and 95% confidence. The formal method has been used to achieve the validity of the research. In order to provide face validity in the research, the opinions of respected guidance and counseling professors as well as three methodological experts have been used to determine that the items and questions in question examine the desired characteristic.Research findings:According to the t-test with a sample calculated for the scale of access to media facilities, with 1% error and 99% confidence, there is a significant difference between the exploitation levels of users. The result shows that there is a significant difference between people's use of modern media. In this scale, despite the significant difference of most variables, the following items were not significant in the scale with 5% error and 95% confidence. Informative sites, repositories, and in this regard, no difference in the type of exploitation of the respondents was mentioned in this regard. This shows that the more general aspects of using new media do not show a difference in the eyes of users.According to the t-test with a sample calculated for the scale of elements of health dimensions, with 1% error and 99% confidence, there is a significant difference between the levels of addressing these elements by modern media with 1% error and 99% confidence. Also, with 5% error and 95% confidence for healthy eating, self-care in health issues, sports and physical health care, there is no significant difference between positive and negative answers.According to the t-test with one sample calculated for the scale of damages caused by the use of new media, with 1% error and 99% confidence, there is a significant difference regarding the damage caused by the use of new media among the respondents with 1% error and 99% confidence... Also, with 5% error and 95% confidence, there is no significant difference between positive and negative answers for tendency towards tobacco and illegal economic activities, aversion to religion and tendency towards false mysticism.According to the t-test with a sample calculated for the social health scale and its dimensions, with 1% error and 99% confidence, there is a significant difference between the levels of addressing these dimensions by modern media for social health, physical health, and also with 5% error and 95% There is certainty for spiritual health. But for mental health, there is no relationship with 5% error and 95% certainty. In this description, it should be stated that the average result indicates the average level of new media's attention to health aspects by people.ConclusionThe current research under the title of the role of modern media in the respondents' healthy lifestyle with the aim of knowing the dimensions of role-playing in addition to the extent of the respondents' use of modern media; Done. The results of this research indicate that:1) There is a significant relationship between the use of new media and the role of new media in health-oriented lifestyle with 1% error percentage and 99% confidence percentage.2) There is a significant relationship between the use of health-related social media channels and the role of modern media in health-oriented lifestyle with 1% error percentage and 99% confidence.3) There is a significant relationship between the coverage of new media in the field of health and the role of new media in health-oriented lifestyle with 1% error percentage and 99% confidence.4) There is a significant relationship between the coverage of modern media in terms of physical health and the role of modern media in health-oriented lifestyle with 1% error percentage and 99% confidence percentage.5) There is a significant relationship between the coverage of new media in the aspect of mental health and the role of new media in health-oriented lifestyle with 1% error percentage and 99% confidence percentage.6) There is no significant relationship between new media coverage of social health and the role of new media in health-oriented lifestyle with 5% margin of error and 95% confidence.7) There is no significant relationship between the coverage of new media in the dimension of spiritual health and the role of new media in the health-oriented lifestyle with a 1% margin of error and 95% confidence.In this research, the role of modern media in the physical, mental, spiritual, and social aspects of the health of users of modern media was evaluated and the results showed that in the field of exploitation, the use of media such as digital television, information sites, satellites, digital books, Newspapers and magazines, digital radio, have been evaluated at different levels and the most emphasis has been on the use of media such as satellites, digital books, newspapers and magazines. Also, according to the respondents, the greatest amount of role-playing of modern media in the health-oriented lifestyle of the respondents is related to the physical health dimension and the lowest amount is related to the social dimension.

From Ordinary to Microcelebrity: typology of Iranian Instagram microcelebrities

Samaneh Koohestani; Fardin Alikhah; Nader Ofoghi; Hoda Hallajzadeh

Volume 9, Issue 33 , May 2023, Pages 174-123

https://doi.org/10.22054/nms.2023.71996.1518

Abstract

New media capabilities like Instagram allow people to get involved in the creation of their persona. However, not everyone has the same conditions to become a microcelebrity, it is ... Read More New media capabilities like Instagram allow people to get involved in the creation of their persona. However, not everyone has the same conditions to become a microcelebrity, it is thus important to identify the mechanisms of microcelebrities in order to understand how they gain fame. The impacts of microcelebrities are not restricted to Instagram and they also affect social relationships in real space. The aim of this study is to present a typology of Iranian microcelebrities on Instagram, as well as analyze their mechanisms and represented themes in different genres like lifestyle, food, motivation, education, and beauty. This study focused on 236 Instagram posts from 50 microcelebrities and the research method was netnography with purposeful sampling. Based on the results, 23 types of microcelebrities in the popular genres were recognized. Also, 23 subthemes, 9 main themes, and 1 core theme were extracted. Life on screen, Instagram as a shop vitrine, Interweaving of emotional bonds and profit, unplanned activism, food as display, the shortcut to success, Individualism, fast-foodization of training, Instagrammable beauty, and McDonaldization of fame were themes extracted from the fivefold genres. Fame on Iranian Instagram is available for users as instant food and they try to become microcelebrities by adopting similar and fast-yielding mechanisms.Keywords: Microcelebrity, Typology, McDonaldization, Instagram, Fame. IntroductionNew media specifically Instagram have capabilities that allow people to become famous. Nowadays, Instagram users desire to be well-known in their favorite fields. Regardless of class, ethnicity, and gender, people can engage in autonomous activity in cyberspace without considering social norms and the requirements of fame, a process that is called “democratic fame” which facilitates the increased accessibility of ordinary people to the “ladder of fame” (Driessens, 2012: 646). However, not everyone has equal conditions to become famous, it is important to identify the mechanisms of microcelebrities in order to understand how they gain fame. Celebrity scholars consider the technological platform and the democratic space of social media as necessary but insufficient conditions for being a microcelebrity (Driessens 2012; Senft 2013, 2008; Marwick and Boyd 2013, 2011; Abidin 2018).They believe that a set of individual and structural conditions in creating microcelebrities and their durability is involved. Regarding these explanations, Iranian Instagram-based microcelebrities practice in diverse genres such as lifestyle, fashion and beauty, food, education, health, travel, and so on. They create their own audiences, use particular mechanisms, generate and share content on their Instagram accounts, and influence their followers. Nevertheless, the impacts of microcelebrities are not restricted to Instagram, they also affect social relationships, lifestyle, body culture, education, and other aspects of everyday life in the real space of society.PurposeThe aim of this study is to present a typology of Iranian microcelebrities on Instagram, as well as scrutinize their mechanisms and represented themes in five genres including lifestyle, food, motivation, education, and beauty, and examine the consequences of their virtual practices which has not been addressed in previous researches.MethodologyThis study focused on 236 Instagram posts and stories from 50 microcelebrities in five various genres including lifestyle, food, motivation, education, and beauty. The research method was netnography. In addition, the observational approach was adopted as the main strategy in this research. Samples were chosen by purposeful sampling with these criteria; continuous activity on Instagram for more than 3 years, having a business account with public status, and producing content related to their genre. The unit of analysis was microcelebrities’ accounts contents (both posts and stories). And, the thematic analysis was used to analyze the data.ResultRegarding the findings, 23 types of microcelebrities were recognized in popular genres and also 23 subthemes, 9 main themes, and 1 core theme were extracted from the fivefold genres. Life on screen, Instagram as a shop vitrine, Interweaving of emotional bonds and profit, unplanned activism, food as display, the shortcut to success, individualism, fast-foodization of training, Instagrammable beauty, and McDonaldization of fame were represented themes among lifestyle bloggers.Instagram as a shop vitrine was a main theme among lifestyle bloggers. The displaying of material assets, entertainment and happiness, and consuming luxurious goods and products, were integral parts of the lifestyle bloggers' accounts that promoted "conspicuous consumption". Also, life on screen was another central theme among lifestyle bloggers. They recorded everyday affairs, considered Instagram as a diary and improved their reputation by dramatizing their daily life. Interweaving emotional bonds and profit as another theme explain the fact that bloggers use their digitalized personas to access social and economic capital. Unplanned activism was a prevalent theme among female bloggers, they bypassed official norms such as hijab by adopting different "tactics".Food as a display was the key theme among food bloggers. By treating the follower as a customer and creating a media persona, they attempted to gain fame and income, and for realizing this goal, they attracted followers with various tricks and strategies. Themes including the shortcut to success and individualism were represented by motivational bloggers. They promoted neoliberal ideology in society by accentuating personal abilities regardless of the structural contexts with their one-dimensional attitude. Fast-foodization of education was extracted from educational bloggers. They provided simple and fast-yielding content for their followers by combining education, entertainment, and profit. They also cultivated the commoditization of education. And, Instagrammable beauty was a significant theme among beauty bloggers. They displayed the ideal body and reproduced standard body features. Last but not least, the core theme was the McDonaldization of fame. According to observations, bloggers mostly attracted attention and obtained symbolic capital by performing micro-celebrification mechanisms including exhibitive intimacy, authenticity, selective disclosure, self-branding, and life-streaming.DiscussionAccording to Gorge Ritzer’s McDonaldization theory and its components; efficiency, calculability, predictability, and control (Ritzer, 2002), microcelebrities are prosumers. They consume content on social media and simultaneously they generate content independently by removing media intermediaries which signify their efficiency. They also have a calculability characteristic with respect to their account visit reports. In other words, more followers bring them firm online status, validity, and further profit. In regard to predictability, the fame industry offers specific and similar practices that users should perform to become a microcelebrity. So, it is easy to replace one microcelebrity with another, since most of them look alike. For exerting the control feature, microcelebrities monitor and control the way content is posted on their Instagram accounts to promote their fame by increasing and maintaining their number of followers.ConclusionDespite the different activities of microcelebrities, they often practice similarly to each other and the dominance of quantity over quality of fame is seen in their representations. The results demonstrate that fame is available to users on Instagram like fast food. In other words, McDonaldized fame allows early access to fame regardless of gender, class, and other factors. Eventually, People try to become famous and turn themselves into microcelebrities by adopting similar and fast-yielding mechanisms.

Factors affecting migration of Iranian messenger users of Telegram to WhatsApp instead of domestic messengers after the Telegram filtering

Marzieh Rahimi; Mahdi Mohammadi nasab

Volume 9, Issue 33 , May 2023, Pages 222-175

https://doi.org/10.22054/nms.2022.64673.1312

Abstract

AbstractThe purpose of this study is to investigate the factors affecting the migration of Iranian messenger users of Telegram to WhatsApp instead of domestic messengers after the Telegram ... Read More AbstractThe purpose of this study is to investigate the factors affecting the migration of Iranian messenger users of Telegram to WhatsApp instead of domestic messengers after the Telegram filtering. This research is explorative applied research. For analyzing factors, the thematic analysis method was used. Then, using Interpretive Structural Modeling (ISM), the relationship between these factors was identified by 15 experts. These factors were classified into 5 levels. The results show that three factors: WhatsApp doesn’t need a VPN, voice and video call capability, and WhatsApp compatibility with all mobile devices, are the most influential factors; and factors like a habit to use foreign messengers, presence of contacts on WhatsApp (popularity), absence of contacts in domestic messengers (non-popularity), forming or migrating groups to WhatsApp and sending files through WhatsApp at the request of others, pressure of others to migrate to WhatsApp, negative WOM about domestic messengers and feeling of insecurity in domestic messengers are the most impressive factors.Keywords: Virtual social network, Social messenger, Domestic messenger, Interpretive structural modeling, WhatsApp, Telegram. Main Question:What are the factors affecting the migration of Iranian Telegram users to WhatsApp instead of migration to domestic messengers after filtering Telegram?Literature review:- Consumer behavior- Behavioral intention- Virtual social networks and social messengers- Disadvantages and damages of foreign messengers Research MethodologyStartResearch OverviewLeveling factorsIdentifying the affecting factors of the migration of Iranian users from Telegram to WhatsApp after the Telegram filteringIdentifying the most important factorsThematic AnalysisScreeningWith expert’s viewsDesigning Questionnaire based on interpretive structural modeling standardInterviewTechnique ISMDetermining conceptual relationships between factorsFig. 1. Research steps.Findings:Table 2: The most important factors affecting the migration of Iranian users from Telegram to WhatsApp after the Telegram filtering.NoFactorsSource1Adequate and prior knowledge of WhatsAppInterview, Akbari and Malekian (2016)2Lack of sufficient knowledge of domestic messengersInterview, Akbari and Malekian (2016)3Getting used to using foreign messengersInterview4WhatsApp antiquity and creditInterview5Presence of my contacts on WhatsApp(popularity)Interview, Zhang et al. (2017), Rabiee and Kermani (2015), Karimian et al. (2017)6Absence of my contacts in domestic messengers (non-popularity)Interview7WhatsApp is internationalInterview8Absence of my contacts in Telegram due to VPN problemsInterview9Forming or transferring groups to WhatsApp and sending files through WhatsApp at the request of othersInterview10Pressure and suggestion of others to migrate to WhatsAppInterview, Kazemi et al. (2015), Razeghi et al. (2017)11Advertise negative word of mouth about domestic messengersInterview12Easy and permanent access, ease of use, and high-speed WhatsAppInterview, Torino et al. (2016), Kim et al. (2019), Chang et al. (2015), Garcia Martin and Garcia Sanchez (2015), Singh et al. (2015), Kermani and Mozaffari (2018), Zamani and Taghipour (2017), Akbari and Malekian (2016), Hakim Ara et al. (2014), Akbari et al. (2014), Karimian et al. (2017), Rezaei et al. (2016), Heidari et al. (2016), Jafari et al. (2016), Ebrahimi and Ein Ali (2019), Forghani and Mohajeri (2018), Afshani et al. (2018)13Hardship use, low speed and delay, and bugs and technical defects in domestic messengersInterview14Difficult access, being time-consuming, low speed, costly, and Telegram inefficiency due to the use of VPN and its frequent disconnection and connectionInterview15High security of WhatsAppInterview16Feeling of insecurity in domestic messengers due to their non-encryption and hackingInterview17Lack of trust in domestic messengersInterview, Farzaneh and Falahati Shahab al-Dini (2015), Akbari and Malekian (2016), Heidari et al. (2016)18WhatsApp does not need a VPNInterview19I can do all of my work with WhatsAppInterview, Forghani and Mohajeri (2017)20Attractiveness (due to having a story option) and WhatsApp is beautiful and user-friendlyInterview, Singh et al. (2015), Rezaei et al. (2016)21The capability of voice and video call on WhatsAppInterview22WhatsApp compatibility with all mobile devices and no installation of domestic messengers on mobile phones with the IOS systemInterview, Zhang et al. (2017)23Domestic messengers are not beautiful and lack of enjoyment in themInterview24Some channels are not active in domestic messengersInterview25Imitation in domestic messengers from foreign messengers and lack of innovation in domestic messengersInterview LEVEL 1 3569101116 LEVEL 21419 LEVEL 3781724 LEVEL 4212131415202325 LEVEL 5182122Fig. 2. ISM research model. AbstractThe purpose of this study is to investigate the factors affecting the migration of Iranian messenger users of Telegram to WhatsApp instead of domestic messengers after the Telegram filtering. This research is explorative applied research. For analyzing factors, the thematic analysis method was used. Then, using Interpretive Structural Modeling (ISM), the relationship between these factors was identified by 15 experts. These factors were classified into 5 levels. The results show that three factors: WhatsApp doesn’t need a VPN, voice and video call capability, and WhatsApp compatibility with all mobile devices, are the most influential factors; and factors like a habit to use foreign messengers, presence of contacts on WhatsApp (popularity), absence of contacts in domestic messengers (non-popularity), forming or migrating groups to WhatsApp and sending files through WhatsApp at the request of others, pressure of others to migrate to WhatsApp, negative WOM about domestic messengers and feeling of insecurity in domestic messengers are the most impressive factors.Keywords: Virtual social network, Social messenger, Domestic messenger, Interpretive structural modeling, WhatsApp, Telegram. Main Question:What are the factors affecting the migration of Iranian Telegram users to WhatsApp instead of migration to domestic messengers after filtering Telegram?Literature review:- Consumer behavior- Behavioral intention- Virtual social networks and social messengers- Disadvantages and damages of foreign messengers Research MethodologyStartResearch OverviewLeveling factorsIdentifying the affecting factors of the migration of Iranian users from Telegram to WhatsApp after the Telegram filteringIdentifying the most important factorsThematic AnalysisScreeningWith expert’s viewsDesigning Questionnaire based on interpretive structural modeling standardInterviewTechnique ISMDetermining conceptual relationships between factorsFig. 1. Research steps.Findings:Table 2: The most important factors affecting the migration of Iranian users from Telegram to WhatsApp after the Telegram filtering.NoFactorsSource1Adequate and prior knowledge of WhatsAppInterview, Akbari and Malekian (2016)2Lack of sufficient knowledge of domestic messengersInterview, Akbari and Malekian (2016)3Getting used to using foreign messengersInterview4WhatsApp antiquity and creditInterview5Presence of my contacts on WhatsApp(popularity)Interview, Zhang et al. (2017), Rabiee and Kermani (2015), Karimian et al. (2017)6Absence of my contacts in domestic messengers (non-popularity)Interview7WhatsApp is internationalInterview8Absence of my contacts in Telegram due to VPN problemsInterview9Forming or transferring groups to WhatsApp and sending files through WhatsApp at the request of othersInterview10Pressure and suggestion of others to migrate to WhatsAppInterview, Kazemi et al. (2015), Razeghi et al. (2017)11Advertise negative word of mouth about domestic messengersInterview12Easy and permanent access, ease of use, and high-speed WhatsAppInterview, Torino et al. (2016), Kim et al. (2019), Chang et al. (2015), Garcia Martin and Garcia Sanchez (2015), Singh et al. (2015), Kermani and Mozaffari (2018), Zamani and Taghipour (2017), Akbari and Malekian (2016), Hakim Ara et al. (2014), Akbari et al. (2014), Karimian et al. (2017), Rezaei et al. (2016), Heidari et al. (2016), Jafari et al. (2016), Ebrahimi and Ein Ali (2019), Forghani and Mohajeri (2018), Afshani et al. (2018)13Hardship use, low speed and delay, and bugs and technical defects in domestic messengersInterview14Difficult access, being time-consuming, low speed, costly, and Telegram inefficiency due to the use of VPN and its frequent disconnection and connectionInterview15High security of WhatsAppInterview16Feeling of insecurity in domestic messengers due to their non-encryption and hackingInterview17Lack of trust in domestic messengersInterview, Farzaneh and Falahati Shahab al-Dini (2015), Akbari and Malekian (2016), Heidari et al. (2016)18WhatsApp does not need a VPNInterview19I can do all of my work with WhatsAppInterview, Forghani and Mohajeri (2017)20Attractiveness (due to having a story option) and WhatsApp is beautiful and user-friendlyInterview, Singh et al. (2015), Rezaei et al. (2016)21The capability of voice and video call on WhatsAppInterview22WhatsApp compatibility with all mobile devices and no installation of domestic messengers on mobile phones with the IOS systemInterview, Zhang et al. (2017)23Domestic messengers are not beautiful and lack of enjoyment in themInterview24Some channels are not active in domestic messengersInterview25Imitation in domestic messengers from foreign messengers and lack of innovation in domestic messengersInterview LEVEL 1 3569101116 LEVEL 21419 LEVEL 3781724 LEVEL 4212131415202325 LEVEL 5182122Fig. 2. ISM research model. AbstractThe purpose of this study is to investigate the factors affecting the migration of Iranian messenger users of Telegram to WhatsApp instead of domestic messengers after the Telegram filtering. This research is explorative applied research. For analyzing factors, the thematic analysis method was used. Then, using Interpretive Structural Modeling (ISM), the relationship between these factors was identified by 15 experts. These factors were classified into 5 levels. The results show that three factors: WhatsApp doesn’t need a VPN, voice and video call capability, and WhatsApp compatibility with all mobile devices, are the most influential factors; and factors like a habit to use foreign messengers, presence of contacts on WhatsApp (popularity), absence of contacts in domestic messengers (non-popularity), forming or migrating groups to WhatsApp and sending files through WhatsApp at the request of others, pressure of others to migrate to WhatsApp, negative WOM about domestic messengers and feeling of insecurity in domestic messengers are the most impressive factors.Keywords: Virtual social network, Social messenger, Domestic messenger, Interpretive structural modeling, WhatsApp, Telegram. Main Question:What are the factors affecting the migration of Iranian Telegram users to WhatsApp instead of migration to domestic messengers after filtering Telegram?Literature review:- Consumer behavior- Behavioral intention- Virtual social networks and social messengers- Disadvantages and damages of foreign messengers Research MethodologyStartResearch OverviewLeveling factorsIdentifying the affecting factors of the migration of Iranian users from Telegram to WhatsApp after the Telegram filteringIdentifying the most important factorsThematic AnalysisScreeningWith expert’s viewsDesigning Questionnaire based on interpretive structural modeling standardInterviewTechnique ISMDetermining conceptual relationships between factorsFig. 1. Research steps.Findings:Table 2: The most important factors affecting the migration of Iranian users from Telegram to WhatsApp after the Telegram filtering.NoFactorsSource1Adequate and prior knowledge of WhatsAppInterview, Akbari and Malekian (2016)2Lack of sufficient knowledge of domestic messengersInterview, Akbari and Malekian (2016)3Getting used to using foreign messengersInterview4WhatsApp antiquity and creditInterview5Presence of my contacts on WhatsApp(popularity)Interview, Zhang et al. (2017), Rabiee and Kermani (2015), Karimian et al. (2017)6Absence of my contacts in domestic messengers (non-popularity)Interview7WhatsApp is internationalInterview8Absence of my contacts in Telegram due to VPN problemsInterview9Forming or transferring groups to WhatsApp and sending files through WhatsApp at the request of othersInterview10Pressure and suggestion of others to migrate to WhatsAppInterview, Kazemi et al. (2015), Razeghi et al. (2017)11Advertise negative word of mouth about domestic messengersInterview12Easy and permanent access, ease of use, and high-speed WhatsAppInterview, Torino et al. (2016), Kim et al. (2019), Chang et al. (2015), Garcia Martin and Garcia Sanchez (2015), Singh et al. (2015), Kermani and Mozaffari (2018), Zamani and Taghipour (2017), Akbari and Malekian (2016), Hakim Ara et al. (2014), Akbari et al. (2014), Karimian et al. (2017), Rezaei et al. (2016), Heidari et al. (2016), Jafari et al. (2016), Ebrahimi and Ein Ali (2019), Forghani and Mohajeri (2018), Afshani et al. (2018)13Hardship use, low speed and delay, and bugs and technical defects in domestic messengersInterview14Difficult access, being time-consuming, low speed, costly, and Telegram inefficiency due to the use of VPN and its frequent disconnection and connectionInterview15High security of WhatsAppInterview16Feeling of insecurity in domestic messengers due to their non-encryption and hackingInterview17Lack of trust in domestic messengersInterview, Farzaneh and Falahati Shahab al-Dini (2015), Akbari and Malekian (2016), Heidari et al. (2016)18WhatsApp does not need a VPNInterview19I can do all of my work with WhatsAppInterview, Forghani and Mohajeri (2017)20Attractiveness (due to having a story option) and WhatsApp is beautiful and user-friendlyInterview, Singh et al. (2015), Rezaei et al. (2016)21The capability of voice and video call on WhatsAppInterview22WhatsApp compatibility with all mobile devices and no installation of domestic messengers on mobile phones with the IOS systemInterview, Zhang et al. (2017)23Domestic messengers are not beautiful and lack of enjoyment in themInterview24Some channels are not active in domestic messengersInterview25Imitation in domestic messengers from foreign messengers and lack of innovation in domestic messengersInterview LEVEL 1 3569101116 LEVEL 21419 LEVEL 3781724 LEVEL 4212131415202325 LEVEL 5182122Fig. 2. ISM research model. Fig. 3. Driving Power and Dependence Power matrix. Fig. 3. Driving Power and Dependence Power matrix.

Memorable repetition: The role of letter repetition in brand names and social media marketing

Manuchehr Naderi Varandi; Vida Shaghaghi; Pantea Foroudi; Shahla Raghibdoust; Mohamadtaghi Taghavifard

Volume 9, Issue 33 , May 2023, Pages 247-223

https://doi.org/10.22054/nms.2022.61553.1230

Abstract

AbstractThe purpose of this study is to find out the role of textual paralinguistic features with an emphasis on letter repetition in social media and the possibility of using these ... Read More AbstractThe purpose of this study is to find out the role of textual paralinguistic features with an emphasis on letter repetition in social media and the possibility of using these features in advertising and social media marketing. Finding the role of letter repetition with a paralinguistic function can help companies select the most repeated letters in words chosen especially for devising brand names and the most effective sentences henceforth regarding the appropriate contexts. Context has been emphasized for showing the gender, age, and feelings of language users from a sociolinguistic aspect and has taken special attention in interactional sociolinguistics in recent years. The role of letter repetition as a paralinguistic element in advertising contexts with a focus on the effect of this factor on the audience in social media discourse has not been studied in the Persian language. For this purpose, in order to find the frequency of the most repeated letters in Persian language social media discourse, Instagram and Telegram were selected for data mining and the five most repeated letters were identified and selected for further study through three research focusing on the following variables: 1. The use of letter repetition as a paralinguistic factor in social media 2. The use of letter repetition in advertising brand names in social media 3. The pronounceability of brand names and sentential advertisements in social media regarding the paralinguistic use of the five most repeated letters in the written discourse of the Persian language social media. The design of the study was mixed and the research was applied and descriptive of a content analysis type. The population was both male and female subjects with an age range of ten to eighty. In doing the research, both qualitative and quantitative data were used and some phases were followed. First, the primary data were gathered in social media by data-mining through web crawling in Python software. The software was applied to mine the most frequent letters in the Persian language used in written social media discourse and the number of their repetitions. The results of this part were used for designing questionnaires in the second phase of the research. The purpose of the first phase was to find the pattern in the use of letters applied by Iranians in social media. For the validation of the data during this phase, a questionnaire was devised and distributed among the students at the universities in Tehran and their families. In this way, the hypothesis regarding the most repeated letters and their use in social media proposed in the first research question was tested. Moreover, the pronounceability quality of the words with repeated letters was also studied and the use of letters in words in case of being beautifully pronounceable at sentential level was verified for use in advertising and brand names. In the second phase, two questionnaires were devised and distributed among 1508 people in order to assess the relationship of the use of the paralinguistic feature of letter repetition with brand names and the design of sentences in advertisements for marketing purposes. Twenty sentences with some words containing repeated letters were designed to test the pronounceability variable in the questionnaires. Cronbach’s alpha coefficient was used to determine the reliability of the questionnaires and to determine the face and content validity, the corrective comments of experts were applied. The results of the first and second phases of research showed that the highly frequent letters of alif [ɑ] (not the glottal stop), v, y, kh [x] and r are advised to be used for devising brand names regarding the pronounceability factor for marketing purposes. The findings of this research can be used for social media marketing, devising brand names, and advertising written sentences. The use of emojis, punctuation marks, esoteric marks, and other textual features is proposed for future research. The cultural perspective of consumers is a factor that cannot be ignored and the use of paralinguistic elements in different societies and cultures can be of special importance in this regard. Due to the importance of neurology in discourse studies, good research topics can be proposed for finding the role of letter repetition and other paralinguistic features in marketing from a neurolinguistic window, too.Keywords: Textual Paralanguage, Letter Repetition, Social Media, Marketing, Brand Names, Crawling.

Designing and explaining the authority pattern in news websites

taher roshandel; vahid aghili; mehdi motamedi

Volume 9, Issue 33 , May 2023, Pages 280-249

https://doi.org/10.22054/nms.2022.54707.1031

Abstract

AbstractNews sites are among the mass media that have grown a lot due to the facilitation of the use of website technology. Now, due to the emergence of social media and the change ... Read More AbstractNews sites are among the mass media that have grown a lot due to the facilitation of the use of website technology. Now, due to the emergence of social media and the change in the audience's news consumption taste, news sites have lost a part of their audience. But having an editorial process and more reliability than social media has kept them as the most visited news media in the media environment. Turning news sites into news sources is one of the concerns of the managers of these sites. In this regard, the aim of the current research is to present a paradigmatic model of authority in news websites. The research method, the qualitative method of the foundation's data theory, and the data collection method were in-depth and semi-structured interviews with 16 managers, editors, and reporters of news sites and news agencies, as well as experts in the media field. The method of data analysis is open, central, and selective coding, and finally, a paradigm model of reference for news sites has been presented.Using new ways of interpreting a single event can be a competitive advantage for news sites over other news media. Audience trust includes the following categories: authenticity of news coverage, professionalism in producing and publishing news, the authenticity of the news, objectivity in relation to news publication, and transparency as the main phenomenon or central category that creates media credibility in news sites. Media credibility, including the following categories: fidelity to the elements of digital journalism in a professional manner, timeliness and neutrality of news, the art of audience analysis and persuasion, promotion of the special value of the news website brand, skill in employing a professional reporter and production and publishing correct news that is a strategy to become an authority on news sites. Behavioral tendencies of the audience include the following categories: understanding the needs of the audience and interacting with them, paying attention to the tastes of the audience, preparing special news packages for different audiences, attracting the maximum audience, the macro environment and a platform for realizing the phenomenon of news authority. The classes that shape the presented model include: the competitive environment of news sites (causal conditions), media trust (main phenomenon), increasing media credibility (strategy), attractiveness of news site design (intervening conditions), audience behavioral tendencies (context) and news authority as a (consequence) model.The findings showed that there is a significant difference between the content of news websites in terms of educational components, event level, subject matter, and news bias... considering that trust as a mechanism to reduce risk and uncertainty plays a very important role and has a role in the success and effectiveness of new media, therefore, it is of particular importance to provide a comprehensive framework and model of the factors affecting the audience's trust in news websites. Because if they are recognized, the websites in the context of e-commerce will be able to give satisfaction to their users and lead to news authority. The advantage of the present research compared to the researches presented in this field is that the presented model in this research, is a comprehensive and action-based model that has tried to pay attention to most of the effective operational components in becoming a news authority at the same time and avoiding generalization, and in this direction, it is a small step in linking theory and practice in relation to the process of becoming a news authority.The emergence and expansion of information and communication technology require us to witness a jump in quality and content in the field of new news websites, and if this point is neglected, the advantage of media competition will be lost, and this issue will be at the cost of the gradual decline of that website. The site ends. So, designers and decision-makers in this field have no right to be negligent.Suggested effective measures in the field of authority building and increasing media credibility- Improvement of UI and UX on news sites- Dissemination of secondary news about a phenomenon- Creating innovative and exclusive content for different users- Converting the audience to a user on the news site- Improving the special value of the brand of the news site- Creating a new user experience on the news site for the user

New Media Studies at Harvard universities; Oxford and Cambridge Presenting the ideal model for Allameh Tabataba'i University (ATU)

Mahdi Mahdavizahed; zahra Mohaghegh

Volume 9, Issue 33 , May 2023, Pages 322-281

https://doi.org/10.22054/nms.2022.71394.1497

Abstract

AbstractIn this article, we have investigated the evolutionary effect of communication on the formation of theories of New Media Studies. Assuming that changes in one social institution ... Read More AbstractIn this article, we have investigated the evolutionary effect of communication on the formation of theories of New Media Studies. Assuming that changes in one social institution can affect other social institutions, we hypothesized that communication, as a social institution, can affect the law. This article seeks to assess whether there is a significant relationship between changes in communication and the discipline of law in contemporary Iran. In other words, we have tried to answer this question: “Does the evolution of communication affect the transition to the new discipline of law? This study’s main hypothesis is that advances in information and communication technologies have posed a number of challenges and legal issues that have also affected the discipline of communication law. Therefore, this study seeks to investigate the discipline of communication law in the world's one-ranked universities and adaption and benefit of its findings in the curriculum of the Iranian higher education system. Since Allameh Tabataba'i University is the birthplace of this educational field, it can also be a place for its growth to review in terms of criteria of efficiency and being up-to-date and with a local-global approach. The universities selected for this study are the universities in Ivy League, Harvard University, and the universities in Oxbridge, University of Oxford, and University of Cambridge.Design/Methodology/Approach:This article analyzes the evolution of communication and its effects on the discipline of law with an emphasis on New Media Studies. In other words, it is the first step in an attempt to discuss Communication Science and Communication law.This study goes beyond the traditional classification of Public Law in the areas of Constitutional Law, Administrative Law, Financial Law, and Labor Law and can be described as Communication Law.The method of data collection in this research is the library, and the data obtained have been studied by descriptive and explanatory methods with an interdisciplinary approach. Interdisciplinary studies are currently a hot topic in legal academia; therefore, we should distinguish four types in the sociological approach to law: disciplinary, interdisciplinary, multidisciplinary, and Transdisciplinary studies. I think public law and sociology are strongly interconnected but we can speak about the possibility of multidisciplinary in law. In this study, we argue that Communication Law as a multidisciplinary field of studies affected the theory of law. The study of communication law and Communication Science rests on the belief that legal rules and decisions must be understood in context. Communication Law is not autonomous, standing outside of the social world, but is deeply embedded within society.In our paper, we illustrate how different methods can be used in researching law and legal phenomena, and how methodological issues and debates in sociology are relevant to the study of law.Therefore, the article can be classified under interdisciplinary studies of law and communication. This article is a library study in terms of data collection method, and descriptive-explanatory-prescriptive in terms of research method.FindingsThe findings of this study imply that both groups of the studied faculties presented their educational content in an innovative way. But in general, American universities offer more specialized education and newer courses, and practical experience is more important to students. The main focus is primarily on training professional and competent lawyers in the field of communication law as a challenging and lucrative field, and training researchers and policymakers in this field is the second priority. The curriculum of American law schools is more flexible and diverse than English law schools. In the curriculum of some colleges, staying away from pure specialization and teaching multidisciplinary content is significant.The results of this study indicate that awareness is the right of any user and the duty of all media service providers. “Authority “is mentioned in the philosophy of rights and media rights and being aware of choices and their effects is required to exercise authority. The “right to know “should be considered in providing all social media and media service providers’ “terms of use”.Originality/Value:This study is one of the first attempts to address the role of Communication change in the formation of law in contemporary Iran. It has tried to provide a basis for understanding.

Identify the components of media policy impact from cyberspace paradigm data

Ebrahim Ahrari; zahra Kharrazi Mohammadvandi Azar; Nasim Majidi ghahroodi

Volume 9, Issue 33 , May 2023, Pages 361-323

https://doi.org/10.22054/nms.2022.55307.1050

Abstract

Due to the dysfunction of mainstream media in Iran after the advent of cyberspace, this article raises the question of whether a new paradigm has emerged in the field of media that ... Read More Due to the dysfunction of mainstream media in Iran after the advent of cyberspace, this article raises the question of whether a new paradigm has emerged in the field of media that has changed the requirements of media policy and planning? The premise of this study is that with the advent of cyberspace, a new paradigm has emerged in media policy-making that has affected all media, but instrumentalism is a veil to see. Information and communication technology is the new infrastructure of human society. This infrastructure does not only have a technological aspect, but its paradigmatic aspect is more obvious, and it has caused the effects that the society has received from the new media technology to not only have technical dimensions, but these effects are more extensive in terms of biological philosophy. The experience of recent years shows that most of the strategic plans of institutions and organizations in charge of media policy in Iran, especially in the field of virtual space, have failed in practice. The unsuccessful plan to replace the native platforms of social networks instead of foreign platforms is a clear example of this. The main cause of this failure is a purely technological view of the issue and neglect of the paradigm that governs and drives these media. Therefore, the necessity of this review lies in the importance of understanding the philosophy of virtual space technology. Before proceeding to import the technology, the country importing the technology should determine the paradigm context within which this technology was created. What issues are you trying to solve with it? What are the changes it creates in the heart of the society? What aspects of technology can be accepted and adapted, and how much can it be controlled and modified, and how much does it create conflict in society? The main question that this article pursues is that "virtual space has brought about paradigm changes in media planning and policy-making, and what are the effects of the new space on "media production" and "media distribution"? In this research, three library methods, phenomenology and thematic analysis were used, and in-depth interviews were conducted with 25 active media experts in the two fields of mass communication and virtual space, who were selected by snowball sampling. Among the theories that can guide the topic of discussion are the theories of "network society" by Manuel Castells, "participatory-democratic media" by McQuail, "alternative media" by Downing, and the theory of "the end of the social thing" from Alan Thorne that have been taken into consideration. In the findings of the research, by extracting 64 themes of the paradigm governing the virtual space, it was shown how the communication space has faced the new media grammar. The principles of the new media grammar are "overcoming the right-oriented over the task-oriented, going through the maximalist and absolutist media, multi-source media and de-publicizing the news, minimizing the media structure with the aim of agility and increasing the range and ending the domination of pyramid-shaped structures, changing the approaches of message management, the content and demand for change and response". The results of the research tell us that virtual space is the result of the accumulation and historical continuity of the biological paradigm of the reformation and its intellectual branches, especially human-centered. According to the results of this research, although virtual space and social networks cannot be considered a "paradigm case" and a complete model of communication technology, in many dimensions, media policy and planning are changing from one paradigm to another. In response to the research questions, cyberspace phenomenology has changed the fields of media "production" and "distribution" and media policy and planning in many dimensions by reproducing the biological paradigm of the reformation. The paradigmatic data governing the virtual space creates the awareness that this technology has a heavy philosophical obstacle and is the result of the accumulation and historical continuity of the biological paradigm of the Reformation and the resulting intellectual branches such as existentialism, humanism, secularism, liberalism and human rights ideas. and postmodern critics. The school ruling the virtual space can be defined as the "Social Democratic Existentialist" identity combination; a technology based on "equality, freedom and human-centeredness". This technology is supposed to create a human being who is not a prisoner of any historical, political, social and religious determinism and does not have a predetermined nature. The pluralism ruling the virtual space should not create the impression that the weight of ideology has been reduced in favor of technology. The human-centered idea that forms the basis of Western technology is a return to the humanistic thought of Protagoras who believed that "man is the measure of everything" and this idea was developed by "William Acham" and "Martin Luther" in the 14th and 16th centuries. It was reread and interpreted as "everyone is his own spiritual person" and its media expression in the virtual space can be projected as "everyone has his own media".

Identifying the Determining Components of Value of Influencer Marketing for Businesses with Content Analysis

Morteza Movaghar; Zahra Kazemi Saraskanrood

Volume 9, Issue 33 , May 2023, Pages 390-363

https://doi.org/10.22054/nms.2023.72530.1536

Abstract

Objectives: Influencer marketing refers to the engagement of influential users who have the credibility, following, and motivation to spread positive word-of-mouth advertising on blogs ... Read More Objectives: Influencer marketing refers to the engagement of influential users who have the credibility, following, and motivation to spread positive word-of-mouth advertising on blogs and social media and is a key component of digital marketing strategies for businesses. Through their posts on social networks, influencers are online opinion leaders who influence the behavior and decision-making process of the masses. Their followers feel close to them because they believe they know a lot about them and are in touch with them. This proximity allows influencers to influence others. Influencers gain a large following, in particular, because they have specific knowledge/skills. Influencers have significant groups of followers and act as experts in their content. The term "social media influencers" refers to those users who have the potential to create interaction, dialogue and/or sell products/services with the target audience. An influencer can be anyone, from a fashion blogger on Instagram to a wedding photographer on Pinterest, to a cyber security expert tweeting on Twitter. Influencers create identities by communicating personal experiences that combine photos, videos, and activities. Similarly, it should be noted that followers actively participate in the construction and legitimization of influencers' identities because they follow them, interact with them, defend and support them. According to the mentioned research results, although businesses have recognized the value of attracting influencers as a distinct marketing communication tool, the insight on how to select and participate with these influencers and integrate the campaign into their marketing communication program is still limited. In recent years, academic research on influencer marketing has been growing rapidly, and in the past decade, significant efforts have been made to improve knowledge about influencer marketing, but little attention has been paid to systematizing and synthesizing the current body of knowledge. In order to fill this gap, this article aims to conduct a comprehensive and systematic review of the literature and review the current status of influencer marketing research. The current research tries to answer the question that what are the determinants of marketing value creation through influential people for businesses and how are they prioritized? The purpose of this research is to identify the determining components of the value of influencer marketing for businesses.Methods: This study was done with a qualitative approach and the method of thematic analysis of past studies. Before presenting the results of foreign and domestic studies in the field of the studied concept, i.e. "Influencer marketing", to identify the current trend and status of this issue, the results of the bibliometric analysis are presented in a scientific and research way. Bibliometric analysis enables a detailed understanding of the body of knowledge and its various aspects such as joint citations, co-occurrence, etc. It also helps to describe the data in the form of major contributions between authors and countries, the most cited countries, the most prolific authors, and the most influential journals in the field of study are identified.Results Based on the results, since 2008, the writing of articles in the field of "Influencer marketing" has been started, and until 2016, only one article has been published in this field every year, and since 2016, this issue has gradually received the attention of researchers. and the trend of publishing articles has increased. The review of research literature in the field of "Influencer marketing" has been mainly focused on the fields of business and management and then social sciences. Theme analysis is one of the appropriate analytical methods in qualitative research. Thematic analysis can be used well to compile and analyze the network of themes. Thematic analysis can create a suitable bridge between researchers of different disciplines. This method helps researchers easily convey their observations, findings, and interpretations to others. If a researcher wants to present the results of his work in ways that are comprehensible to other researchers in different fields and with different orientations, thematic analysis can establish a good relationship between different philosophical approaches and between theorists and practitioners. In the theme analysis stage, the data were collected and analyzed with the help of open and axial coding in MAXQDA software. The components have been prioritized by using the importance-function matrix and gathering experts' opinions through a questionnaire. The determining components of the value of influencer marketing have been identified in 8 categories of organizing themes and 59 basic themes and include the components of audience characteristics, characteristics of influencers, content characteristics, platform characteristics, industry characteristics, time horizon, ethical concerns, and collaborative networking.Conclusions: The results of this research can be used to develop marketing strategies through influencer marketing according to business conditions. Among other things, business marketing managers and planners are suggested to rely on content-based criteria, such as the relevance of topics, and content quality, to attract audiences.

Providing a Financing Model for Start-up Companies in the Video-on-Demand Industry

Mohammad tohidi; maryam kashani

Volume 9, Issue 33 , May 2023, Pages 424-391

https://doi.org/10.22054/nms.2023.68494.1408

Abstract

AbstractToday، start-ups are considered key players in economic development due to their role in creating employment and economic growth. One of the most important challenges facing ... Read More AbstractToday، start-ups are considered key players in economic development due to their role in creating employment and economic growth. One of the most important challenges facing start-up companies and new businesses is the issue of financing. Appropriate financing can expand entrepreneurial activities and develop start-up businesses and increase their growth rate. One of the new businesses that has been developing in recent years is video-on-demand startups. Video on Demand is a technology that allows viewers to watch whatever they want، whenever they want. This technology is one of the services that allows people not to miss the available broadcast schedule. This technology provides the required content through a network and by sending it to a computer، digital receiver، or smart TV. One of the most famous VODs in the world is the Netflix platform. This company has more than 230 million active users from different countries of the world by the end of 2022. By modeling these businesses and harmonizing the content of such platforms with Iranian-Islamic culture، Iranian VOD platforms have also expanded in recent years، the most important of which are Filimo and Namava. The earning models of Iranian VODs are generally obtained in four ways: Selling subscription rights to customers، Contracting with Internet operators، Publication of advertisements on the site، and producing and sale of content.The development of these businesses depends on the production of new and entertaining content، and this requires the provision of sufficient financial resources. Due to the nature of the assets of these businesses، which are generally intangible، the financing of these businesses is always a challenge. Therefore، this research seeks to investigate the financing method compatible with the conditions of these businesses. One of the often debt-oriented financial instruments that have grown significantly in the capital market of Islamic countries and Iran in the last decade is sukuk. Sukuk are certificates with the same value and tradable in the financial markets، which are designed based on one of the contracts approved by Sharia، and the sukuk holders jointly own one or a set of assets and benefits derived from them. Considering the diverse functions of different sukuk structures، the question that arises is which sukuk structure is more suitable for financing VOD companies. To answer this question، first، the characteristics of VOD companies are explained، which are:They have passed the stage of idea creation and are in the stage of growth and consolidation. This means that these companies now own a share of the country's VOD market and have operating income.The issue of control in these companies is very important، it seems that the innovators of these companies don't want to sell shares and want full control over the company.Since the income of these companies is obtained gradually and from the sale of subscription rights and other methods، they are always facing the challenge of providing the necessary financial resources to increase future income.These companies generally have less fixed assets، and their assets are intangible، which are generally not recognized as debt guarantees by financial institutions.According to the mentioned features، it seems that the structure of Intifa sukuk can be considered a suitable model for financing these companies; because the underlying asset of Intifa sukuk is the continuous future benefits derived from certain assets or the right to use services or other transferable rights، and its basis can be intangible assets that are compatible with the nature of VOD companies. This structure also solves the problem of losing control of the company that innovators are generally concerned about.This research is considered practical from the point of view of purpose، and descriptive survey from the point of view of its nature. The main goal of this research is to provide a model for financing businesses in the field of online viewing. Therefore، the steps for conducting this research are as follows:In the first step، by reviewing the literature، a model for financing these businesses based on Intifa Sukuk is proposed.In the next step، to examine the financial aspects of the proposed mode، a questionnaire with 11 questions is designed and distributed among 59 experts.Next، the descriptive analysis of the data was done based on frequency، mean and standard deviation، and the inferential analysis of the data was done using the one-sample t-test and non-parametric Kolmogorov، Smirnov، and Friedman tests.The results of the research show that the proposed model of Intifa Sukuk for financing VOD companies is approved by experts from a financial point of view.

Functions and barriers to the use of social networks in educational management

Zahra Jafarpour Marzouni; Ali Khorsandi Taskoh; AliReza abdollahinejad

Volume 9, Issue 33 , May 2023, Pages 454-425

https://doi.org/10.22054/nms.2022.61250.1218

Abstract

Abstract The development of technology created a special type of communication in academic life; On the other hand, today the existence of social networks is considered as an effective ... Read More

The role of social network (Instagram) in the formation of citizenship identity(Case study of citizens, Isfahan city

Najmeh Karimian Talekhoncheh; Nafiseh Sadr Arahami; Akram Hamidian; Farahnaz Mostafavi Kohnegi

Volume 9, Issue 33 , May 2023, Pages 492-455

https://doi.org/10.22054/nms.2022.67251.1382

Abstract

AbstractToday, the concept of citizenship as one of the concepts of the modern world guides sustainable human interactions. Citizenship represents the relationship between the individual ... Read More AbstractToday, the concept of citizenship as one of the concepts of the modern world guides sustainable human interactions. Citizenship represents the relationship between the individual and society in the form of rights and responsibilities. On the one hand, solving urban problems, urbanization crises and improving the behavior of citizens, the existence of a suitable culture of citizenship and urbanization, such as urban responsibility; Lawfulness of citizens, and normality are among the patterns of urbanization and these categories are among the necessities of urban life. So all the components of urban life, considering the role of culture in the social relations of the city, urban facilities, transportation system, the body of the city, and urban users, should try to create the necessary balance. The basic point in explaining the studies related to citizenship is that citizenship cannot be considered only from the perspective of law, or only from the perspective of the relationship between citizenship and the government, investigating the issue of identity, with the advancement of technology, it has found different ways to manifest itself. Currently, various services and applications allow their users to share their daily life and identity in different ways with their mobile phones. Since identity is a variable thing that changes during the social experience and with the formation of new communication methods, new social networks can build people's identities by providing new possibilities. But it seems that Instagram, as one of the largest virtual communities of Iranians, is an important identity-building tool that has led to the creation of an interactive space between users and has influenced their citizenship and national identity as a dynamic phenomenon. According to the statistics of the National Management Center for the Development of Modern Social Networks, more than half of the Iranian people have access to social networks, including Instagram. This capacity of communication and information created regarding modern social networks including Instagram has brought effects and consequences in the identity of Iranian citizens, including Isfahan city, and the basis of the form of the question at the beginning of the present research is: What role does the Instagram social network play? Do they play a role in the citizenship identity of the citizens of Isfahan City?ContextThe present research was done to determine the effect of using the Instagram social network on the citizenship identity of Isfahani citizens. This study was conducted among all citizens of Isfahan province and the impact of using social networks on citizenship identity was measured.GoalThe purpose of this study is to determine the effect of using the Instagram social network on the citizenship identity of Isfahani citizens.MethodThis research is practical in terms of purpose, descriptive in nature, correlational in terms of the relationship between research variables, and cross-sectional in terms of time. The statistical population of the present study includes all the citizens of Isfahan who are Instagram users in 2019. The sample size was 384 people according to the use of Cochran's unlimited formula. The sampling method in this research was available sampling. In order to collect data, the citizen identity questionnaire of Sadr Arahami et al. was used and the content validity of the questionnaires was confirmed by the supervisor and several subject experts, and the face validity of the questionnaire was confirmed by several members of the statistical community. The reliability of the questionnaires was calculated using Cronbach's alpha for the Instagram social network usage questionnaire (α = 0.799) and for the citizenship identity questionnaire (α = 0.847). In order to investigate research hypotheses, descriptive and inferential statistics including Pearson's correlation coefficient, structural equations with SPSS software were used.FindingsIn the present research, Meh was conducted to investigate the impact of the social network (Instagram) on the citizenship identity of the citizens of Isfahan City. The results of the research showed that there is a significant relationship between the use of the Instagram social network on the enjoyment of the citizenship rights of Isfahani citizens and also the use of the Instagram social network has an effect on the self-identity of Isfahani citizens. There is a significant relationship between the use of the Instagram social network and the citizenship awareness of Isfahani citizens, and the use of the Instagram social network has an effect on the priority of collective interests over individual citizens of Isfahani. There is a relationship between the use of the Instagram social network and the civic commitment to the country and the citizens of Isfahan.ResultsThe results of the research showed that there is a significant relationship between the use of the social network Instagram and the enjoyment of citizenship rights, and the use of the social network Instagram has a significant positive effect on our identity. The use of the social network Instagram on civil commitment with a level of confidence of 95% has a positive effect; therefore, there is a significant relationship between the use of the Instagram social network and citizenship identity with a confidence level of 95%

Structural-Interpretive Analysis (ISM) of Common Persuasive Methods of Message Sharing in Social Networks during City Council Elections based on the Metacomposite Approach (Case Study: Isfahan City Council Elections)

parvin javanbakht; Reza Esmaeili; Fazeh Taghipour

Volume 9, Issue 33 , May 2023, Pages 548-493

https://doi.org/10.22054/nms.2022.48194.868

Abstract

Abstract Objectives: Elections are one of arenas where people express their opinions and desires and indirectly intervene in the public policy-making process. During the elections, ... Read More Abstract Objectives: Elections are one of arenas where people express their opinions and desires and indirectly intervene in the public policy-making process. During the elections, candidates, groups, and political parties try to compete with each other based on different political principles to gain power and, if elected, implement their desired policy. In the past, advertising in political arenas was mostly done through speeches in circles, tracts, urban advertisements, making documentary films, and advertisements in media such as television and to some extent short messages, and its influence on the electoral behavior of the people was moderate, because only those active in the political fields tended to attend these circles and participate in the speeches of election candidates. In fact, these advertising methods were more traditional and created huge costs for the candidates and their sponsors. However, with the introduction of social networks, the form and effectiveness of advertisements changed both in terms of content and in terms of how they were transmitted to citizens, and more people, especially the younger generation of society, who were involved in social networks, were informed about their views, and its effectiveness was many times higher. Other media were and are now considered to be one of the most important tools for increasing the accuracy and efficiency of advertisements, which can be effective in strengthening people's voting. In fact, social networks are a tool under the control of candidates who intend to attract the attention and trust of citizens by expressing their ideas and programs to gain political seats. This advertising includes various methods that the type of utilization of them, as well as the initiative in using new methods, can facilitate the process of selecting candidates to a great extent. In fact, the behavior of candidates and electoral strategies have created a wide tendency to choose social networks as a persuasive priority for citizens, so that they can get more votes. Social networks are the current view of society, culture, politics, economy, and science. By carefully examining the relationships of people and other social entities in social networks in various fields, we will know the characteristics of the target society. It is a short story that turned into a discussion of social networks. In our country, despite the high importance of the issue of social networks and the increasing use of social networks by people, the researches that have been done in the field of political behaviorism are less focused on the persuasive methods used in social networks, which are one of the main elements in the field of communication, and on the other hand, the effect of these persuasive methods of social networks on people's voting behavior, which is one of the main elements in the field of political behavior and sociology, has been studied. Based on this, in this article, a structural-interpretive analysis of persuasive methods used in social networks and their effect on voters' behavior has been done. Methods: This study was done with a qualitative approach, the research approach of this study is inductive-deductive in terms of data collection logic. For this purpose, it should be briefly stated, first by examining the theoretical and theoretical foundations of the research based on the synthesis of the results of the reviewed researches, the criteria related to common persuasive methods in social networks were identified based on the Delphi analysis, according to the two criteria, the average and the agreement coefficient. They are confirmed or deleted and finally, through structural-interpretive analysis, the identified layers are prioritized in the form of a pattern and explained from the point of view of the level of penetration and influence. In this research, 15 specialists from the fields of media, communication, and social sciences were selected through homogenous sampling and participated in two parts: overview and structural-interpretive analysis. Results: Based on the analysis, it was determined that the most effective and influential method of persuasion adopted by election candidates, stimulating collective emotions and creating enthusiasm is established as two indicators of the instrumental function of persuasion. In fact, election candidates and their supporting groups try to influence collective and group emotions by producing content on social networks and increasing enthusiasm among them. At the least effective level, there is a massive showing of the competitors' weaknesses, which can also be said, this type of advertising behavior conveys the most negative aspect of influence to the people, because it makes the capabilities and realistic slogans of the candidate in question. Negative advertising against the competitor will be lost and will reduce the motivation of the followers Conclusions: In fact, election candidates and their supporting groups try to influence collective and group emotions by producing content on social networks and increasing excitement among them. This issue greatly affects the increase of people's support, because such messages target the audience's perceptual bias and cause wider advertisements, both on social networks and in the minds of the audience. Messages are produced with the aim of mobilizing emotions and inciting them in social networks, causing stronger support groups to come into action. The messages that are published in social networks with the aim of informing about the candidate's future policies and plans, are aimed at creating more understanding about the goals and plans of the person in question, and the more these policies and strategies are based on facts, the more the audience will be affected.

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Volume & Issue: Volume 9, Issue 33, May 2023

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