New Media Studies

Digital Health in the Comprehensive Health Communication System in Iran

farzaneh koohi; seyedali rahmanzadeh; Ali Asghar Kia; seyedreza naghibulsadat

Volume 11, Issue 42 , December 2025, Pages 26-1

https://doi.org/10.22054/nms.2024.81833.1755

Abstract

The advancement of new technologies has established digital health as an effective strategy for enhancing health communication and service delivery. This study aims to identify the ... Read More The advancement of new technologies has established digital health as an effective strategy for enhancing health communication and service delivery. This study aims to identify the components of digital health within Iran's comprehensive health communication system, guided by Rogers's Diffusion of Innovation theory, and to analyze its current state in the country. The research employed a SWOT analysis, utilizing a purposive, non-probability sampling method to recruit experts in the fields of health and communication. The findings indicate that the presence of national health systems, the application of artificial intelligence, and citizen acceptance of online services are among the most significant strengths of digital health in Iran. Conversely, the absence of a comprehensive legal framework, a lack of system integration, and structural resistance to technological change represent the primary obstacles to the diffusion of this innovation. Furthermore, opportunities such as the growth of self-care applications and the expanding use of social media, alongside threats including the digital divide and cybersecurity risks, are decisive factors in the success of this transformation. Mapping the situation onto the five stages of Rogers's theory—knowledge, persuasion, decision, implementation, and confirmation—the results indicate that digital health in Iran remains in the early stages of adoption. To advance this process, it is imperative to formulate integrated policies, develop robust technological and security infrastructures, foster a culture of interdisciplinary collaboration, and provide targeted public information and education to promote digital health literacy.Extended Abstract:IntroductionDigital health represents a transformative approach within health communication, capable of enhancing the quality of health services and facilitating access to information. Despite recent progress, its implementation in Iran continues to face significant challenges. Furthermore, digital health has not been thoroughly examined within the framework of a comprehensive health communication system, resulting in an insufficient understanding of its constituent elements for improving interaction among patients, providers, researchers, and policymakers. This knowledge gap hinders the full utilization of technological potential for advancing public health and underscores the critical need for comprehensive research in this domain.Therefore, this study was conducted to identify the constituent elements and components of digital health within Iran's comprehensive health communication system. The findings are positioned to enhance health communication, facilitate stakeholder interaction, and guide the transition from the current state to the desired future of digital health in Iran.In this context, analyzing the stages of innovation adoption within a society—specifically, how individuals gain knowledge of a technology, are persuaded to use it, decide to adopt it, implement it, and confirm its ongoing use—can play a critical role in understanding and enhancing the acceptance of digital health.Previous studies have demonstrated the significant efficacy of information and communication technology (ICT) in healthcare delivery and health education. International research further corroborates that the strategic development of social media and digital tools can enhance access, participation, and the overall quality of health services. However, the absence of comprehensive infrastructure and a persistent reliance on traditional processes remain significant barriers to the widespread adoption of digital health.MethodologyThis study employed a SWOT analysis, utilizing a purposive sampling method to select experts from the fields of health and communication. Data analysis was conducted using SPSS software. The primary research question guiding this investigation is: "What are the key elements and components of digital health within a comprehensive health communication system?" A gap analysis technique was applied to assess the disparity between the current and desired states of digital health, thereby informing the strategic requirements for achieving the desired outcome. The study's statistical population consisted of experts with scientific and professional backgrounds in communication, media, and the health system.Discussion and ResultsThe results indicated that the principal strengths include the existence of national digital health systems, the application of artificial intelligence, growing public acceptance of online services, and the production of digital educational content. Major weaknesses encompass the absence of a comprehensive legal framework, a lack of systemic integration, structural resistance to change, and underdeveloped communication infrastructure. Key opportunities involve the expansion of self-care applications and the strategic use of social media, while significant threats consist of the digital divide and cybersecurity risks. An analysis based on Rogers's Diffusion of Innovation theory reveals that digital health in Iran is primarily in the knowledge and persuasion stages. Transitioning to the decision, implementation, and confirmation stages necessitates integrated policymaking, robust infrastructure development, and the promotion of digital health literacy.ConclusionDigital health in Iran possesses significant potential; however, its full realization requires the removal of persistent legal, managerial, and infrastructural barriers. Proposed strategies to this end include establishing a comprehensive legal framework, strengthening technological and cybersecurity infrastructures, promoting digital health literacy, and fostering active citizen participation. The effective implementation of these strategies is essential for improving stakeholder interaction and achieving a sustainable and efficient digital health ecosystem in Iran.

Digital Mystical Path: Rereading the Concept of Solitude and Annihilation in the Age of Social Media

Firooz Fazeli; Roxana Shamsaei

Volume 11, Issue 42 , December 2025, Pages 59-27

https://doi.org/10.22054/nms.2025.89384.1927

Abstract

The advent and proliferation of social media have fundamentally transformed the traditional manifestations of Khalwa (inner spiritual seclusion) and Fanāʾ (annihilation ... Read More The advent and proliferation of social media have fundamentally transformed the traditional manifestations of Khalwa (inner spiritual seclusion) and Fanāʾ (annihilation in the Divine), which are rooted in mystical wayfaring and human spiritual experience. This study employs an interpretive-analytical approach, grounded in the principles of Islamic mysticism and the philosophy of technology, to examine the relationship between digital presence and the inner spiritual solitude (Khalwa) of contemporary humans, thereby seeking to facilitate the reclamation of Sulūk (mystical wayfaring) within the networked context. The research methodology is based on a conceptual-comparative analysis of mystical texts and contemporary communication discourses. The findings reveal that within digital existence, Khalwa has been transformed from physical isolation into a state of "data solitude," while Fanāʾ has been redefined from mystical unity into "annihilation in connectivity". This transformation is such that the individual, when confronted with the incessant flow of information, undergoes a form of data-centric asceticism and communicative self-restraint. The foregoing analysis leads to the conclusion that digital Sulūk can be interpreted as a paradigm for redefining spirituality in the network age—a paradigm that transposes the ethical heritage of Khalwa and Fanāʾ from the mystical tradition into the context of a globally connected existence, thereby unveiling new horizons for media literacy and the spiritual life of modern humanity.Extended Abstract:IntroductionWithin the Islamic mystical tradition, concepts such as Khalwa (inner spiritual seclusion) and fanāʾ (annihilation in the Divine) have perpetually been regarded as foundational pillars of mystical wayfaring (Sulūk) and the path to spiritual transcendence. In its conventional Sufi interpretation, Khalwa denotes a state wherein the Salik (spiritual wayfarer), by distancing themselves from worldly manifestations and social clamor, attains the capacity for complete concentration upon the Absolute Truth. Fanāʾ'i Eshkevari (1390 SH/2011 CE, p. 50) characterizes this state not as mere isolation, but rather as a deliberate and purposeful process for reorienting the heart and mind; a process that commences with the purification of the self (tazkiyat al-nafs) and culminates in the unveiling of spiritual intuition (kashf-e shahood). Zafarnavaei (1389 SH/2010 CE, p. 108) similarly identifies Khalwa as the very essence of the mystical path. He contends that the moral constitution of the wayfarer is contingent upon the art of spiritual seclusion and the practice of severing attachments, thereby creating the necessary conditions for Fanāʾ, which signifies the complete effacement of the self in the will and presence of the Divine, can be understood from this definition as the ultimate aim of mystical seclusion. The objective of this seclusion is to withdraw from creation in order to direct one's heart and soul wholly towards the Divine Presence and to commune with Him, thereby attaining the station of proximity. Thus, withdrawing from creation is, in essence, drawing near to the Truth.These concepts have secured an established position throughout the history of Islamic civilization, not merely within mystical literature, but also in the very structure of the daily lives of the people of the Tariqa (mystical path). Indeed, practices such as meditation (Muraqabah), remembrance (Dhikr), spiritual asceticism (Riyadat), and the preservation of sacred boundaries constituted integral components of the daily existence of Sufis and mystics. Mousavi and Alasti (1395 SH/2016 CE, p. 3) analyze that the digital sphere, by enabling perpetual presence and uninterrupted connectivity, has fundamentally transformed the traditional paradigm of Khalwa, steering the human being from an inward-oriented mode of being toward a state of "perpetual self-performance." What which was once constituted an inner silence and a focus on the negation of the self has now, within the algorithmic architecture of networks, been transmuted into continuous presence and the re-presentation of the self before the gaze of a global audience.Movahedi-Asl and Dirbaz (1398 SH/2019 CE, p. 7) interpret this transformation as indicative of a profound shift in the "understanding of presence". In their analysis, contemporary humanity is defined by a form of "presence within the gaze of others"—a presence that, rather than being oriented towards divine proximity, has been transmuted into a state of being seen and receiving social validation based on data-driven interactions. This situation has fundamentally compromised the possibility of Khalwa, while simultaneously transmuting the meaning of Fanāʾ from its traditional conception of "annihilation in God" (fanāʾ fi'llah) to a contemporary state of "annihilation within the data stream."The present study seeks to demonstrate how technological tools can be utilized not merely for communication or content production, but to facilitate spiritual experiences—experiences that transform data solitude and algorithmic annihilation into opportunities for self-cultivation, introspection, and connection with Truth.Research QuestionsThe present study grapples with a fundamental inquiry: Can a novel form of spirituality emerge from within network culture—one in which Khalwa and Fanāʾ are harnessed to enhance digital ethics? Furthermore, can digital Sulūk forge a connection between the mystical tradition and data-driven existence, thereby enabling the technology-saturated human to navigate a path toward transcendence and self-awareness?Research MethodThis study adopts a qualitative and theoretical research design, grounded in an interpretive-analytical approach. The objective of this methodology is not the collection of empirical data, but rather the excavation of meaning, the interpretation of latent conceptual layers, and the reconstruction of the nexus between traditional mysticism and digital existence. In employing hermeneutic analysis, the researcher strives to comprehend texts and phenomena through their own internal logic; meaning that each text and every experience is interpreted within its specific horizon of significance, rather than being forced into the mold of external presuppositions or quantitative metrics.The analysis proceeds through three methodical layers: At the primary layer, a hermeneutic re-reading of mystical texts was conducted to extract their existential meanings. At the secondary layer, these meanings were contextualized within the framework of digital experience to illuminate the technological dimensions of presence. Finally, at the tertiary layer, the convergence of insights from both domains facilitated the formulation of novel concepts—such as "data-driven solitude" and "annihilation within data"—which collectively constitute the theoretical framework of "digital Sulūk".ResultsA comparison of this study's findings with the traditional literature of Islamic mysticism reveals that concepts such as Khalwa and Fanāʾ in classical texts were fundamentally understood within the context of personal spiritual wayfaring and metaphysical experience—Khalwa as a disengagement from worldly preoccupations and Fanāʾ as dissolution into Divine reality (Zafarnavaei, 1389 SH/2010 CE, p. 2; Fanāʾ'i Eshkevari, 1390 SH/2011 CE, p. 96). In contrast, within modern philosophy of technology literature, these concepts have been redefined through their interaction with technological contexts. "Data-driven solitude" and "algorithmic Fanāʾ" represent this shift, which, in Borgmann's (1984, p. 42) analysis, is attributed to adherence to the "device paradigm," and in Verbeek's (2011, p. 68) view, is ascribed to the mediating structures of technology. An examination of the ethical and spiritual ramifications of this transformation reveals that digital spirituality can create opportunities for the cultivation of self-awareness and transcendent presence, provided that the use of platforms is coupled with intentionality, the restriction of superfluous information, and the deliberate governance of algorithms (Khaniki & Khojir, 1398 SH/2019 CE, p. 9).A probe into the communicative-mystical implications of this transformation reveals that since "data-driven solitude" constitutes a digital facsimile of the intimate secret of spiritual seclusion—a secret now involuntarily surrendered to the data market—the sanctity of the "inner mystery" is effaced within the digital realm. Consequently, contemporary mysticism has witnessed a redefinition of Khalwa: while external solitude may persist, our inner being is laid bare on platform servers. Furthermore, a fundamental tension arises between the traditional practices of "self-vigilance and spiritual accounting" (muraqabah and muhasabah) and the reality of the "uncontrolled digital footprint." This data-driven solitude creates a mechanism for the surveillance and potential guidance of the spiritual wayfarer. Ultimately, this trajectory risks leading the individual toward "data-driven annihilation" (Fanāʾ)—an involuntary and unconscious dissolution of human identity into the power of the technocratic system, wherein personal agency is substantially weakened, and the individual increasingly conforms to the identity prescribed by data flows.An analysis of digital spirituality's strengths reveals its significant potential for expanding access to spiritual teachings, fostering supportive communities, and facilitating the exchange of mystical experiences within digital environments (Verbeek, 2011, p. 70). Furthermore, technology can serve an educational and inspirational role, enabling shared spiritual presence across disparate geographical contexts. However, its weaknesses are equally noteworthy; these include the risk of experiential superficiality, the diminishment of contemplative depth, and the reduction of spirituality to a form of consumable, instantaneous content that is perpetually represented and forgotten within algorithmic cycles (Borgmann, 1984, p. 43). These shortcomings further illuminate the necessity of developing a paradigm for digital wayfaring (sulūk), structured around three core components: data-informed solitude, transcendent presence, and algorithmic fanāʾ. Such a model aims to preserve spiritual efficacy while preempting the inherent vulnerabilities of networked existence.ConclusionThe analysis of results revealed that the paradigm of digital Sulūk consists of three interconnected components: first, data-informed solitude—a form of algorithmic silence or deliberate restraint from aimless information sharing, which prevents uncreative immersion in data; second, transcendent presence—a redefinition of human presence in the online environment as a responsible and qualitative mode of being; and third, algorithmic Fanāʾ—not a dissolution into the network, but a conscious experience of the boundary between human and technology, enabling the reflective and ethical management of dependency on constant connectivity (Khaniki & Khojir, 1398 SH/2019 CE, p. 9). Together, these components form a system for organizing human existence in the digital sphere at the psychological, ethical, and social levels, and—when coupled with media literacy education—can significantly enhance spiritual life in the virtual world.Empirical results, particularly those based on the analysis by Mousavi and Alasti (1395 SH/2016 CE, p. 8), demonstrate that sustained presence without solitude fosters internet addiction, cognitive fragmentation, and identity dissonance. Consequently, data-informed solitude within digital wayfaring serves a therapeutic function, enabling the reconstruction of identity in a world saturated with representations. Conversely, transcendent presence in networked environments can be interpreted as an ethical response to the digital sphere of consumerism, potentially expanding the foundation of user accountability (Borgmann, 1984, p. 45; Fanāʾ'i Eshkevari, 1390 SH/2011 CE, p. 7).

Studying the image of "university professor" on Instagram

Volume 11, Issue 42 , December 2025, Pages 96-61

https://doi.org/10.22054/nms.2024.77131.1650

Abstract

Abstract The aim of this article is to study and classify the various forms of university professors’ presence on Instagram, a platform that allows users, including university ... Read More Abstract The aim of this article is to study and classify the various forms of university professors’ presence on Instagram, a platform that allows users, including university faculty, to showcase themselves and aspects of their lifestyles. This study, which began with an exploratory approach, was conducted using digital ethnography. After examining twenty accounts across three fields: humanities, arts, and engineering, it was concluded that professors’ presence on Instagram can be classified into four forms of performance: academic, event-based, everyday, and reactive performance. The data from this research indicate that the mechanisms of Instagram and the rules governing presence on the platform can eliminate informational barriers between professors and their followers, potentially leading to the normalization of academic identity and ultimately changing the traditional professor-student relationship in this space. Extended Abstract: Introduction The emergence of the virtual space as a novel platform for interaction between the present and the absent, as well as the opportunity for the absent to engage with the absent, has introduced novel ways to broaden the scope of criticism and opinion, thereby meeting the heightened communication demands of contemporary individuals and enhancing the exposure prospects for the parties involved in communication. Instagram is still considered to be one of the most significant social networks in Iran, due to its focus on user-generated content, particularly in the form of photos and videos accompanied by explanations. This platform has become a primary medium that shapes a large part of users' understanding and interaction with each other or the prominent personalities present within the space. Prior to the emergence of the virtual realm and social networks, the relationship between teachers and students was often marked by disagreements and rigid thought processes, resulting in limited interaction options. Student encounters with teachers were typically few and limited to face-to-face interaction, with an inherent sense of distance in terms of knowledge and social stature. This lack of readily accessible information hindered students from forming comprehensive mental images of their teachers. Over time, with the emergence and spread of social networks, the once distant relationship between teachers and students transformed into a closer and more visible interaction. This change was characterized by professors sharing aspects of their daily lives and personal characteristics with the public. In turn, students and other members of virtual communities associated with these professors found ample opportunities to fill information gaps and gain insights into their teachers through these virtual platforms. By actively participating in social networks, professors have exposed and explained their lives and mindset, providing users with a markedly different and more accessible image than what was previously available. Transparency, despite being an inherent aspect and logic of this medium, undoubtedly challenges the traditionally distant and unapproachable stature of professors. The objective of this research is to examine and classify the various forms of presence university professors exhibit on Instagram and identify the patterns through which they disclose aspects of their lives. Specifically, the question is: How do Iranian university professors in diverse disciplines portray themselves and their lives on Instagram? The question then becomes how the position of a professor is implemented and how various types of professor presence can be categorized in the social network. Furthermore, through studying these pages and categorizing them, can we identify differences in how professors in various fields, such as technical, experimental, and humanities, express their identities and describe these differences? The article aims to analyze and classify different forms of university professor presence on Instagram, a platform that enables users, including professors, to showcase themselves and their lives. Images that can challenge established hierarchies and power dynamics within the professor-student relationship and transform the learning environment into a more open and diversified space. This study, which began with an exploratory approach in the initial stage, was completed through the utilization of the digital ethnographic method. This leads us to the overarching question: How do faculty members from Iranian universities with various fields portray "themselves" and their lives on Instagram? Indeed, two key questions emerge: How is the role of a professor implemented in this social network, and how can distinct forms of professor presence be classified? Additionally, by analyzing these pages and categorizing them, can we discern any differences in how professors from various fields, such as technical, experimental, and humanities, express their identities, and if so, how might we describe these differences? The active participation of professors in social networks seems to have provided users with a more authentic and accessible image of their professors, by revealing and explaining their lives and ideologies. Transparency, while being the backbone and logic of this space, inevitably challenges the long-established yet distant and unattainable status of professors. After examining user accounts in three distinct fields — humanities, arts, and technical engineering — a total of twenty accounts, it was discovered that the presence of university professors on Instagram could be categorized into four main identities: academic, occasion, everyday, and reactive. The results of this study demonstrate that the mechanisms of Instagram and the norms of engagement within this platform, by decreasing the information barrier between professors and their followers, contribute to the normalization of Professor's identity and the gradual disappearance of their traditional, sacred aura in this digital space.

Analyzing the Impact of Emerging Digital Technologies on the Evolution of Interactive Narrative Structures in Video Games

Ali Razizadeh

Volume 11, Issue 42 , December 2025, Pages 131-97

https://doi.org/10.22054/nms.2025.83519.1791

Abstract

Abstract With the rapid advancement of emerging technologies, video games have become a platform for experiencing interactive, dynamic, and personalized narratives. This study aims ... Read More Abstract With the rapid advancement of emerging technologies, video games have become a platform for experiencing interactive, dynamic, and personalized narratives. This study aims to examine how four core technologies—Artificial Intelligence, Virtual Reality, Augmented Reality, and Machine Learning—have influenced the evolution of interactive storytelling in video games. The central research question investigates the mechanisms through which these technologies contribute to redefining narrative structure and experience, as well as the implications they pose for narrative design in digital environments. This study adopts a conceptual-theoretical analysis grounded in interdisciplinary theoretical sources, a purposive sampling of prominent video games, and the construction of a conceptual model. Selected games were chosen for their distinct implementation of emerging technologies and analyzed based on indicators such as responsiveness, dynamism, and personalization. To ensure analytical coherence, a conceptual model was developed across four levels: technology, mechanism, outcome, and narrative. This model was constructed through a deductive approach, drawing on theoretical literature from interactive narrative, human-computer interaction, and technology applications in game design. The findings indicate that artificial intelligence enhances decision-driven and responsive narrative structures; virtual reality augments the immersive and embodied dimensions of narrative; augmented reality integrates storytelling with the user’s physical environment; and machine learning enables adaptive narratives generated from real-time user data. These results suggest that the future of interactive storytelling lies not in isolated technologies, but in the synergistic interplay of multiple technological dimensions. Extended Abstract: Introduction In recent years, video games have undergone a paradigmatic shift, evolving from linear storytelling systems into highly dynamic, personalized, and participatory narrative experiences. This transformation has been primarily driven by the integration of emerging digital technologies such as Artificial Intelligence (AI), Virtual Reality (VR), Augmented Reality (AR), and Machine Learning (ML). These technologies have not only enriched the audiovisual and interactive aspects of gameplay but have also significantly redefined the very architecture of narrative construction within digital environments. The central aim of this study is to explore how these four technologies contribute, individually and collectively, to the transformation of interactive storytelling in video games. Unlike earlier forms of interactive narrative that often relied on predefined branches and simple user input, the current generation of games features advanced mechanisms that respond in real time to user behavior, emotions, preferences, and even spatial contexts. This study does not merely focus on gameplay mechanics or technological capabilities but critically analyzes the narrative logic that emerges from the interplay between user agency and system adaptability. The primary research question is: Through what conceptual and technical mechanisms do emerging digital technologies shape the evolution of interactive narrative structures in video games, and what implications does this hold for future narrative design? Methodology This study is conceptual and analytical in nature, employing a qualitative and deductive approach rooted in interdisciplinary perspectives from media studies, game studies, and narrative theory. Instead of relying on empirical fieldwork or user-centered ethnography, it focuses on conceptual modeling, theoretical synthesis, and the purposive analysis of selected video games. The research first establishes its theoretical foundation through a review of diverse frameworks, including interactive narrative theory, human-computer interaction models, and studies on technological narrative design. This theoretical grounding enables the formulation of analytical dimensions for examining how emerging technologies interact with narrative design principles. Building on this foundation, a conceptual model was developed to map the influence of four key technologies—Artificial Intelligence (AI), Virtual Reality (VR), Augmented Reality (AR), and Machine Learning (ML)—across three intermediary levels: mechanisms, outcomes, and narrative transformation. The model follows the systematic conceptual analysis method, where abstract concepts are extracted, clustered, and organized within a causal-analytical hierarchy. To operationalize the model, a purposive sample of exemplary games was selected, ensuring diversity in technological integration, narrative depth, and cultural relevance. Representative titles such as Detroit: Become Human (AI), Half-Life: Alyx (VR), Pokémon Go (AR), and Shadow of Mordor (ML) were analyzed in terms of narrative responsiveness, branching complexity, user immersion, and personalization capacity. Finally, the theoretical insights and case analyses were coded according to the conceptual model, allowing for a systematic synthesis of how each technology contributes to specific modes of narrative transformation. Findings The study reveals four primary mechanisms through which emerging technologies transform the structure of interactive narratives. Artificial Intelligence enhances narrative reactivity by enabling systems to track player decisions, behavioral tendencies, and emotional responses, allowing storylines to adapt dynamically in real time. Games such as Detroit: Become Human exemplify this mechanism through intricate decision trees that produce substantial variations in plot and character behavior. AI also enriches non-playable characters with memory, affective sensitivity, and learning capabilities, turning them into active participants in the narrative experience rather than passive elements of the game environment. Virtual Reality reimagines storytelling as an embodied and multisensory experience rather than a sequence of scripted events. In Half-Life: Alyx, players are not mere observers but physically immersed participants whose movements, gaze, and spatial interactions directly shape the rhythm and flow of the story. This transformation shifts narrative logic from a linear timeline to spatial exploration, inviting users to uncover meaning through physical presence and sensory engagement. Augmented Reality introduces a new form of contextual storytelling by overlaying digital narratives onto the user’s real-world environment. Games like Pokémon Go and The Walking Dead: Our World integrate location-based elements, transforming ordinary urban spaces into dynamic narrative settings. In this way, the player’s movement, geographical location, and temporal context become integral components of the unfolding story, creating a fluid relationship between fiction and lived experience. Machine Learning contributes a layer of algorithmic adaptability, allowing narratives to evolve continuously based on player interaction and performance. By analyzing behavioral patterns and preferences, ML systems tailor storylines and adjust difficulty or complexity in real time. In Shadow of Mordor, for instance, enemies adapt to previous encounters and refine their strategies, resulting in a personalized narrative loop unique to each player. ML also enables predictive storytelling, adjusting future developments according to historical player behavior. Although each mechanism functions independently, the study highlights that their most profound narrative impact arises from their convergence. The combination of AI and ML, for example, enables emotionally responsive and adaptive storylines, while the fusion of VR and AR creates hybrid narrative environments that blend digital imagination with physical reality. Together, these technologies mark a shift toward interactive narratives that are not only dynamic and immersive but also deeply personalized and contextually aware. Discussion and Conclusion The study highlights a fundamental transformation in the nature and structure of narrative within digital games. Interactive narratives have evolved from static, pre-scripted forms into dynamic, living systems that are flexible, responsive, and deeply sensitive to user context. The four examined technologies—AI, VR, AR, and ML—collectively contribute to this evolution by diversifying narrative pathways and enabling stories to be co-created by players in real time. This shift carries important implications for both game design and narrative theory. From a design perspective, narrative creation must move beyond linear scripting toward procedural and modular frameworks in which designers construct systems of potential rather than fixed storylines. This approach requires a deeper synthesis between narrative logic and technological affordances, positioning the designer as an architect of narrative possibilities. From a theoretical standpoint, traditional models of plot, character, and closure must be reconsidered in light of user-centered and data-driven storytelling. Theories such as reader-response criticism and narrative immersion require redefinition when the player assumes the dual role of participant and co-narrator. Furthermore, this research offers a conceptual framework for understanding how narrative meaning now emerges from the interplay of agency, context, and computation. It demonstrates that technologies like Artificial Intelligence and Machine Learning primarily operate at the structural and content levels, determining how stories evolve through decision-making algorithms. Conversely, Virtual and Augmented Reality function at the experiential level, reshaping how narratives are perceived, embodied, and spatially situated by the user. In conclusion, the study contends that the future of interactive storytelling lies not in the isolated use of individual technologies but in their synergistic integration. The most engaging and innovative narrative systems will arise from designs that harmonize reactivity, immersion, contextualization, and personalization. As a path for future research, the study encourages the examination of the ethical and cultural implications surrounding AI-driven and data-dependent narrative design. Additionally, it calls for empirical investigations into how diverse user groups experience and interpret these emerging storytelling forms, thereby bridging conceptual modeling with lived narrative experience.

The New Generation and Identity Formation: The Role of Social Media in Identification Processes

mohammadreza hasani; fateme mohammadzade; hamide mohammadzade

Volume 11, Issue 42 , December 2025, Pages 177-133

https://doi.org/10.22054/nms.2025.80522.1727

Abstract

Abstract With the emergence and proliferation of social media, identity has become a more fluid and fragmented phenomenon. As society and the family are no longer the sole determining ... Read More Abstract With the emergence and proliferation of social media, identity has become a more fluid and fragmented phenomenon. As society and the family are no longer the sole determining sources of identity, the processes of identity formation and identification, particularly among youth, are undergoing a significant transformation. This paper examines and analyzes youth identity and the identification process resulting from social media use. The study employed a qualitative approach, utilizing semi-structured in-depth interviews with 17 young individuals. The findings from the interviews, extracted and analyzed through thematic analysis, demonstrated four main themes: "value and belief gap," "media-oriented lifestyle," "problematization of the self," and "transformation of interactions." These were supported by twelve sub-themes: "transformation in religious beliefs and opinions," "transformation in political beliefs and opinions," "disinterest in domestic official media," "trend-driven living," "media-oriented interests and goals," "opportunity for freedom of action," "opportunity for self-reinvention," "context for pretense," "possibility of self-identification," "opportunity for identification with others," "formation of superficial friendships," and "decline of face-to-face interactions." According to the findings, the younger generation, under the influence of social media and confronted with a multitude of information and ideas, encounters diverse ways of answering the fundamental question of "who am I?" In this process of identification, they actively engage in identity-seeking, often navigating a fragmented and fluid sense of self. Extended Abstract: Introduction During the last century, extensive structural, functional, and semantic changes—driven by processes such as the emergence of modernity, the proliferation of information and communication technologies, and postmodern developments—have led to comprehensive and profound normative and value shifts in people's lifestyles. A concrete manifestation of this is the influence on youth, who are considered "the first adopters of new technologies" (Zimles, 2012, p. 4). They are particularly affected by the transformation of traditional conditions and frameworks surrounding identity and identification. Identity serves as a source of "meaning and experience" for members of society (Castells, 2001, p. 22) and is a necessary condition for social life; without it, "society will not exist" (Jenkins, 2002, pp. 8-9). In traditional societies, individual identity was formed and stabilized through an integrative semantic order that encompassed all societal groups. Today, however, the rise of self-awareness, stemming from the conditions and characteristics of modern life, has called previous conceptions of identity and the identification process into question. This has, in turn, created the foundation for diverse and ongoing processes of identity development and reproduction. In contemporary societies, particularly developing nations, one of the most significant issues confronting the new generation is that of identity and its evolving identification processes. These processes manifest diversely across life domains, including attitudes toward marriage, patterns of sexual interaction, religious beliefs, employment, lifestyle, and leisure time. From the perspective of social theorists such as Giddens and Castells, an individual's identity and their subsequent actions in society are a function of their sources for identity formation. Consequently, the primary distinction of the new generation, compared to previous ones, lies in the very process and sources of identification. This generation actively seeks to discover, construct, and sustain their identity. They cannot rely on an identity that is merely ascribed, inherited, or based on traditional status; instead, they forge a self-made identity. They have not passively accepted the identity assigned to them by society at birth and do not consider it their own. Objective: In the current research, identity is conceptualized as the experiences and meanings that individuals or groups derive in response to the question of "who they are." This sense of identity forms the basis for their distinctions from, and similarities with, others. This study specifically examines youth identity and the identification process as a consequence of social media use. In this regard, the research aims to answer the following questions: Research Questions: What are youths' perceptions of social media? What role does social media play in their identification processes and identity construction? How do youth represent themselves on social media as part of their identity-finding process? Methodology: Data were collected using a qualitative approach, employing semi-structured interviews. Participants were selected through purposive sampling and consisted of 17 youths (10 female, 7 male). The selection criteria required individuals to have at least three years of social media experience, maintain active accounts on a minimum of two platforms, and engage with them daily. The collected data were analyzed using thematic analysis. Results The thematic analysis of the interviews identified four main themes—"value and belief gap," "media-oriented lifestyle," "problematization of the self," and "transformation of interactions"—along with twelve supporting sub-themes. These sub-themes were: transformation in religious beliefs and opinions; transformation in political beliefs and opinions; disinterest in domestic official media; trend-driven living; media-oriented interests and goals; opportunity for freedom of action; opportunity for self-reinvention; context for pretense; possibility of identification with oneself; opportunity for identification with others; formation of superficial friendships; and the erosion of face-to-face interactions. Conclusion Based on the interview responses, the transformation and divergence in youth beliefs and values resulting from social media access play a major role in their re-evaluation of religious and political thought. This has led to a sense of detachment from traditional religious beliefs, fostering a selective, rather than adaptive, approach to religious and political identities and markers. Furthermore, the mediatization of various life aspects has created new imperatives for youth, particularly concerning lifestyle, to the extent that selecting a distinctive lifestyle has become a core component of their identity formation. Young people express their identity through lifestyle choices that are often media-oriented and diverge from prevailing societal values and norms. Furthermore, based on interviewees' statements, the restrictions, contradictions, and official norms in society make it difficult for youth to express themselves freely in real-world environments, including within the family. In contrast, social media provides a platform to achieve this self-expression, offering an opportunity for freedom of action, visibility, and self-reinvention, including self-idealization and identification with oneself and others. A significant finding from this research is a shift in youth interaction patterns, characterized by the formation of superficial friendships and a devaluation of face-to-face communication. According to the findings, the younger generation, influenced by media and confronted with a multitude of information and ideas, encounters diverse pathways for answering the fundamental question of "who am I?" In this process of identification, they actively engage in identity-seeking, navigating a fragmented and fluid sense of self.

Factors Influencing the Adoption of Domestic Messengers by Iranian Users

zahra pourjoupari; saeid dehyadegari; mehdi kazemi

Volume 11, Issue 42 , December 2025, Pages 207-179

https://doi.org/10.22054/nms.2025.79603.1711

Abstract

AbstractThis study aimed to investigate the factors affecting the adoption of domestic messengers by Iranian users. The research was descriptive-causal in nature and employed a survey ... Read More AbstractThis study aimed to investigate the factors affecting the adoption of domestic messengers by Iranian users. The research was descriptive-causal in nature and employed a survey strategy. The statistical population consisted of users of Iranian messaging platforms. Data were collected using a standard questionnaire. A total of 388 questionnaires were collected online and analyzed using SPSS 26 and PLS 3 software. Construct validity was assessed and confirmed through convergent and discriminant validity, while reliability was evaluated and confirmed using Cronbach's alpha and composite reliability. The findings indicated that trust, mental image (or brand image), and system quality positively affect perceived ease of use and perceived usefulness. Access restrictions negatively affect perceived usefulness and positively affect perceived ease of use. Furthermore, perceived ease of use positively affects perceived usefulness but does not significantly affect user attitude. The results confirmed that perceived usefulness positively affects user attitude, and attitude, in turn, positively affects behavioral intention to use. To enhance user acceptance, it is recommended that developers of domestic messengers place greater emphasis on brand building and user awareness initiatives. Furthermore, efforts should be made to elevate the technical standards of these platforms to an internationally competitive level by improving their facilities and overall efficiency. This study contributes to the literature by proposing an adapted Technology Acceptance Model (TAM) tailored to the specific context of domestic messenger adoption in Iran.Extended Abstract:IntroductionOne of the most significant changes the internet has brought to daily life is the transformation of how people communicate. This shift has been facilitated by the emergence and growth of social media and various messaging platforms. The evolution of Web 2.0 was pivotal, as it not only enabled user-generated content but also encouraged users to share this content across networks. The proliferation of digital communication technologies has fundamentally altered interpersonal communication, leading to the creation of diverse text-based tools such as online discussion forums, blogs, social networking services, and instant messaging. Among these, instant messaging stands as one of the most widely used internet applications, allowing users to share content and establish individual or group communication via video, audio, and text from any location at any time. In Iran, following the arrival of the internet in the 1990s, the use of internet-based communication tools and instant messaging platforms expanded rapidly and was widely embraced by users, attracting a large audience to these services. Initially, all available messengers were of foreign origin. However, recent years have seen the development and introduction of various domestic messengers, such as Soroush, Bale, ETA, iGap, and Rubika. According to official statistics, despite certain access restrictions on foreign platforms, this category of messengers has managed to attract a larger user base in Iran than their domestic counterparts. This preference is attributed to factors such as superior features, higher performance, ease of use, and robust group communication capabilities. Although domestic messengers have received substantial material and non-material support in recent years, leading to significant improvements in their quality and user base, their popularity remains lower than that of foreign messengers. Given the proliferation of Iranian messaging platforms and their comparatively lower user acceptance relative to foreign competitors, it is crucial to investigate the factors influencing their adoption. Therefore, this study was conducted to identify and examine the factors affecting the acceptance of domestic messengers.Research MethodologyThis study is applied in its purpose and descriptive-causal in its methodology, employing a survey strategy with a quantitative approach to data. The statistical population comprises users of domestic Iranian messaging services. Based on the minimum acceptable sample size of 384 for an unlimited population, data were collected from 388 participants, which meets and exceeds this requirement. Data collection was conducted by distributing a questionnaire link to users of these messaging services.Research FindingThe findings show that Image affects perceived usefulness and perceived ease of use with path coefficients of 0.106 and 0.261, respectively. System quality influences perceived usefulness and perceived ease of use with coefficients of 0.238 and 0.302, respectively, while trust affects them with coefficients of 0.373 and 0.372, respectively. Conversely, limited accessibility has a negative effect on perceived usefulness (-0.123) and a positive effect on perceived ease of use (0.174). Furthermore, perceived ease of use affects perceived usefulness and attitude with coefficients of 0.080 and 0.180, respectively. Perceived usefulness has a strong positive effect on attitude (0.806), and attitude, in turn, strongly affects acceptance (0.861).ConclusionInformation and communication technologies (ICT) are rapidly evolving. Significant advancements in areas such as the internet, mobile phones, personal computing, and satellite communications have fundamentally altered methods of communication, cultural norms, and various other facets of human life. The global expansion of the internet, in particular, has driven the proliferation of diverse web-based applications. Messengers have emerged as one of the most significant and successful products of this internet-led expansion. They have become a vital and popular communication channel, offering a highly personalized and user-friendly alternative to traditional short message services (SMS) and email. Users can effortlessly engage in private one-on-one or group conversations, access and share information anytime and anywhere via their mobile devices, and even express their personalities and emotions within this digital space. The results of this study suggest that for domestic messengers to achieve international acceptance, Iranian developers should focus on enhancing their platforms' usefulness and functionality while prioritizing network security and user trust.

The Challenge of Managing Digital-Native Customer Experience: Designing a Customer Experience Quality Framework for Generation Z’s Use of Digital Media with an Exploratory Approach

Maryam Tajali; Seyed Mohammadbagher Jafari; Mona Jami Pour

Volume 11, Issue 42 , December 2025, Pages 251-209

https://doi.org/10.22054/nms.2025.84792.1820

Abstract

Abstract With the advent of digital technologies, Generation Z, having grown up in an era of technological advancement, actively engages with digital media and is recognized as an ... Read More Abstract With the advent of digital technologies, Generation Z, having grown up in an era of technological advancement, actively engages with digital media and is recognized as an early adopter of innovative solutions. With unique expectations for purchasing and service consumption, this generation challenges traditional marketing approaches and requires new strategies in customer experience design. Despite significant corporate investment in digital media to engage Gen Z, limited research has explored the dimensions of their experience quality. Therefore, this study aims to examine the quality dimensions of Gen Z’s customer experience with digital media to provide marketing managers with a comprehensive understanding for developing customer experience management strategies. To achieve this, a meta-synthesis approach was employed, utilizing Sandelowski and Barroso’s seven-step technique to extract framework components from previous studies. These extracted codes were then refined and enriched through a focus group of experts. Ultimately, five key dimensions were identified: media interactivity, content quality, performance, cognitive experience, and emotional-sensory experience. The findings indicate that as a digital-native generation, Gen Z has a unique experience with digital media. These results can contribute to the development of digital marketing strategies and enhance managerial decision-making for attracting and retaining Gen Z customers. Extended Abstract: Introduction The rapid advancement of digital technologies has profoundly transformed consumer behavior and communication patterns, particularly among Generation Z, who are often referred to as “digital natives.” This cohort, born and raised in a fully digital environment, actively engages with online platforms and digital media, thereby shaping new consumption behaviors and marketing practices. Their unique expectations and high interactivity with digital technologies have challenged traditional customer experience management models, making it necessary for businesses to reconsider how they design and deliver value through digital channels. In Iran, Generation Z represents over 20% of the population, with a significant share being students and young consumers. Due to the increasing penetration of the internet and social media platforms, understanding the digital experience quality for this generation has become not only a scientific necessity but also a practical imperative for businesses aiming to remain competitive in the digital marketplace. Despite extensive corporate investment in digital platforms, a clear research gap exists in identifying the comprehensive dimensions of Gen Z’s customer experience with digital media. Materials and Methods This research adopted a qualitative, exploratory design to construct a conceptual framework for evaluating the quality of Generation Z’s digital media customer experience. The study was conducted using the meta-synthesis approach, applying Sandelowski and Barroso’s seven-step methodology to systematically identify, evaluate, and integrate relevant studies from 2010 to 2024. A total of 302 articles were initially identified, from which eligible studies were selected through a systematic review process. Extracted codes were further validated through inter-coder reliability testing (Cohen’s kappa = 0.816), ensuring methodological robustness. In the second stage, a focus group was organized with five domain experts specializing in digital marketing, digital user experience, and customer experience management. This collaborative step refined and enriched the initially derived categories, leading to a consensus on the final framework. The analysis yielded five primary dimensions of Generation Z’s customer experience quality in digital media: (1) media interactivity, (2) content quality, (3) functional performance, (4) cognitive experience, and (5) emotional-sensory experience. Within these categories, several sub-indicators were identified, such as opportunities for user-generated content, cross-platform content sharing, personalization, authenticity of information, security settings, gamification, and real-time interaction with influencers. The study highlights that Generation Z demands more than transactional interactions; they value emotional engagement, cognitive stimulation, and sensory appeal alongside reliable and interactive media performance. This multidimensional perspective underscores the unique nature of Gen Z’s expectations compared to previous generations, reflecting their deep integration with technology in both consumption and lifestyle. Discussion and Conclusion The findings emphasize that Generation Z’s digital media experience is shaped by their digital-native identity, which places high importance on interactivity, personalization, creativity, and transparency. For businesses and policymakers, this implies that digital strategies must extend beyond traditional approaches to incorporate multidimensional customer experience design. Specifically, attention should be paid to building interactive environments, enhancing trust through authentic and ethical content, and leveraging gamified features to engage young consumers. The results not only fill an existing research gap in Iranian and global contexts but also provide actionable insights for marketing managers seeking to attract and retain Generation Z consumers. By employing the proposed framework, organizations can develop more effective digital marketing strategies, optimize user engagement, and improve long-term customer loyalty in an increasingly competitive digital marketplace.

Representation of urban poverty in urban management media (Hamshahri Online)

Abdolrasoul Hashemi

Volume 11, Issue 42 , December 2025, Pages 283-253

https://doi.org/10.22054/nms.2025.83777.1805

Abstract

Abstract Media representation is one of the dimensions of representation that holds significant importance in cultural studies. According to the objectives outlined in the documents ... Read More Abstract Media representation is one of the dimensions of representation that holds significant importance in cultural studies. According to the objectives outlined in the documents and programs of Tehran, the municipality is obligated to act towards achieving urban justice. Therefore, it is expected that the media of Tehran’s urban management also addresses the issue of urban impoverished individuals. The aim of this research is to analyze the representation of urban impoverished individuals in the urban management media, specifically in Hamshahri Online. For this purpose, an inductive qualitative content analysis method has been employed. The period under review is the sixth term of the municipality’s management from 2021 to 2024. During this period, all analytical and news reports related to the subject have been studied. The findings of the research indicate that in a typology of urban impoverished individuals, the majority of representations in Hamshahri media pertain to groups referred to as needy impoverished individuals; and the urban management media has attempted to reflect the actions of Tehran’s municipality in this regard, in line with higher-level documents. Following this, the categories of fraudulent impoverished individuals and pitiable impoverished individuals are identified. These results show that media representation, within the framework of prevailing discourse and ideology, attempts to manage the reality of poverty by distinguishing between real and unreal groups, as well as deserving and undeserving individuals, and those who are vulnerable and at risk. Additionally, there has been less focus on the structural causes of poverty, and the nature of the reports is more news-oriented than analytical. Extended Abstract: Introduction The urban poor, as a distinct social class or group, have long been the subject of diverse interpretations and analyses. The term gained prominence in the late twentieth century, particularly within discussions of urban poverty, welfare dependency, and the consequences of structural inequality. Within the representational approach prevalent in cultural studies, the urban poor are portrayed through various forms of media representation. This perspective views such representations through the framework of discourse analysis, understanding them as shaped and influenced by underlying ideological orientations. Moreover, conceptions of poverty and the urban poor have evolved significantly from pre-modern to modern paradigms. In modern contexts, systematic efforts have been made to “manage” the urban poor so that their existence does not disrupt the perceived order of urban life. Beyond theoretical concerns, a matter of particular importance for Tehran’s municipality and urban management is the realization of goals articulated in official documents and programs aimed at achieving social and urban justice. Among these are the National Spatial Planning Document (approved by the Supreme Council of Spatial Planning, final edition, March 2021), the General Policies of the Resistance Economy, and the Fourth Plan for Transformation and Development of Tehran (2022–2025), which explicitly prioritizes the realization of urban justice. In these policy frameworks, the notion of urban justice functions as a central signifier rooted in moral and ideological foundations, and issues of urban poverty are addressed both directly and indirectly. As the urban management media operate under the jurisdiction of Tehran Municipality, their representation of urban poverty can profoundly influence the municipality’s anti-poverty policies. Accordingly, the purpose of this study is to examine and interpret how the urban poor residing in Tehran are represented in the municipality’s official media outlet, Hamshahri Online. The central research question is: How does Hamshahri, as the media arm of Tehran’s urban management, represent the urban poor in alignment with the municipality’s upper-level policy frameworks? The significance of this inquiry lies in the recognition that media representation of the urban poor within urban management media can shape policymaking processes and the implementation of anti-poverty programs. Understanding how media portray different social groups and classes is essential, as prior studies have shown that media discourse significantly affects public perceptions and the evaluative judgments of policymakers. Methodology This study employs an inductive qualitative content analysis approach. In this method, no pre-determined theoretical model is imposed; instead, data are analyzed inductively, leading to the identification of categories and broader conceptual themes through iterative coding. The empirical focus of this study is Hamshahri Newspaper, the official publication of Tehran Municipality, which functions as a communicative organ representing the activities and narratives of the city’s management. The sampling strategy involves analyzing all news reports and analytical articles addressing issues of urban poverty published between August 2021 and August 2024. The units of analysis range from individual words to sentences and paragraphs, selected based on their capacity to convey relevant meaning and to stand independently as interpretable units of text without external contextual support. Findings The findings, derived through multiple stages of coding, reveal three dominant representational patterns of the urban poor in Hamshahri: The “Needy Poor” – This category contained the highest frequency of codes. Within this representation, the poor are depicted as dependent individuals requiring protection and assistance. Poverty is acknowledged as a social reality, yet two divergent orientations emerge: One emphasizes empowerment and skill-building as a means of overcoming deprivation; The other stresses financial and charitable aid as a moral and religious obligation. Despite these differences, both share a common underlying logic of paternalistic support. The “Deceptive Poor” or “Fraudulent Beggar” – This representation primarily pertains to beggars, who are depicted as manipulative individuals exploiting public sympathy. Hamshahri seeks to expose the “truth” of begging in Tehran through investigative reports, positioning this group as morally suspect and socially disruptive. The “Pitiful Poor” – A less frequent yet notable representation portrays the poor as pitiable, weak, and lacking agency or skills, reinforcing notions of inferiority and dependence. Conclusion The media representations of the urban poor in Hamshahri demonstrate that poverty is not portrayed as a homogeneous condition; rather, multiple and differentiated categories of the poor are constructed within the urban context of Tehran. Broadly, Hamshahri divides the poor into “real” and “unreal” categories, reflecting an underlying logic of differentiation and control. The newspaper’s dominant framing suggests a concerted attempt to manage the urban poor so as to prevent their perceived disruption of urban order. These representations tend to emphasize weakness, dependency, and the need for assistance, while largely neglecting the structural and historical causes of urban poverty. The persistence and intergenerational nature of poverty—indicative of deeper socio-economic inequalities—receive minimal attention. The manner in which Hamshahri depicts poverty and anti-poverty efforts mirrors the prevailing discourse of urban management in Tehran. Within this discourse, the poor are classified as either “dangerous” or “harmless,” “real” or “unreal,” reducing poverty to a matter of addressing immediate needs rather than confronting systemic inequalities. Ultimately, the most favorable image of the urban poor presented in this media is that of individuals who must be “empowered”—not for social transformation, but to remain compliant, manageable, and non-threatening participants in urban life.

A Review of Selected Blockchain Applications in the Media and Entertainment Industry: A Futures Studies Approach

Mohammad Mahdi Mowlaei; Seddigheh Sakhaei

Volume 11, Issue 42 , December 2025, Pages 334-285

https://doi.org/10.22054/nms.2024.80582.1732

Abstract

Abstract One of the emerging technologies that has significantly impacted our lifestyle over the past decade is blockchain technology, which enables a revolution in the way society ... Read More Abstract One of the emerging technologies that has significantly impacted our lifestyle over the past decade is blockchain technology, which enables a revolution in the way society conducts business and interacts. Blockchain is a distributed peer-to-peer database that facilitates the decentralization of systems, ensuring the distribution and storage of data and transactions. This technology holds great potential for development in the media and entertainment industry, which can be transformed by it. These transformations encompass mechanisms of production, content verification, digital rights management, as well as issues of censorship and user security. Current studies on this topic are still in the early stages. Among the benefits that can be attributed to blockchain are the creation of transparency, the establishment of financial facilitation platforms, the elimination of intermediaries, increased trust and security, decentralization, and immutability. In this research, the environmental scanning method was used to identify the applications of blockchain in the media and entertainment industry from a futures studies perspective. As a result of analyzing the obtained themes, twelve applications of blockchain in the media and entertainment industry were identified, which include the following: 1. Combating fake news and rumors; 2. Eliminating advertising bots; 3. Ensuring the free flow of information; 4. Addressing plagiarism; 5. Enhancing user security; 6. Facilitating crowdfunding; 7. Removing intermediaries in the media industry; 8. Enabling international financial transactions; 9. Audience authentication; 10. Realizing metaverse ideas; 11. Creating social media platform infrastructure; 12. Enhancing audience loyalty through fan tokens. Extended Abstract: Introduction One of the emerging technologies that have had a great impact on our digital life in the last decade is called blockchain technology, which provides the possibility of creating a revolution in the way of business and social interaction. Blockchain is a distributed peer-to-peer database that provides the technology to decentralize systems, ensuring the distribution and storage of data and transactions. This technology has great potential for development in the media and entertainment industry and will bring transformation in this industry. These developments include production mechanisms, content assurance, digital rights management, and discussions of censorship and user security. Among the advantages that can be described for blockchain are transparency, financial facilitation platforms, elimination of middlemen, increased trust and security, decentralization and non-manipulation. Methodology Using several methods, this research aims to study the future of blockchain in the media and entertainment industry. It identifies potential blockchain applications by examining global studies, literature, and news from a specific period. To analyze the news, we first selected four popular websites in a targeted manner. Related news was searched over a three-year period (2019 to 2022). After an initial evaluation of these four websites, due to duplicate news and existing restrictions in Iran for fully accessing the content of the other selected sites, only Cointelegraph.com was ultimately chosen as the reference site. Related news was searched using keywords in the media and entertainment sections. News with technical and specialized topics were removed, and the remaining news was subjected to content analysis. In this way, 320 news items were examined for the keywords considered in the media and entertainment sections. After removing the technical and specialized news related to media topics, 75 news items remained. Thematic analysis was then performed on these media contents as well as on related scientific articles and reports. Results As a result, twelve applications were identified in the media and entertainment industry, which include: 1. Combating fake news and rumors; 2. Removing advertising bots; 3. Ensuring the free circulation of information; 4. Addressing plagiarism; 5. Improving user security; 6. Facilitating crowdfunding; 7. Eliminating intermediaries in the media industry; 8. Enabling international financial exchange; 9. Audience authentication; 10. Realizing metaverse concepts; 11. A platform for creating social media; 12. Improving audience loyalty through fan tokens. The analysis of news articles reveals that combating fake news is currently the most prominent application of blockchain in the media and entertainment industry, surpassing other potential uses. Conversely, improving user security and enabling international financial exchange have received the least attention, followed closely by authentication and facilitating crowdfunding. This suggests the industry prioritizes truthfulness and credibility but may be underutilizing blockchain's potential for secure transactions and authentication protocols. Further research is needed to explore these underdeveloped applications and optimize blockchain's capabilities in the media and entertainment sector. Conclusion Blockchain, as a new technology, has great potential to transform various fields, including the media and entertainment industry. The diffusion of innovation theory helps to further understand the subject, showing that new technologies are adopted by different groups at different stages. In the case of blockchain in this industry, early adopters may be content creators seeking greater control over their work and increased revenue streams. Over time, more people are likely to use blockchain-based platforms to create and distribute content. Blockchain has the potential to revolutionize the media and entertainment industry by enabling greater collaboration among creators, distributors, and audiences while reducing reliance on centralized intermediaries. As adoption increases, new business models may emerge—models that provide better services to all stakeholders in this ecosystem. The findings of the research, which are the applications of blockchain in media and entertainment, can be grouped into three categories based on their current stage of realization. First, identifying applications that have already been implemented in a practical and technical manner. Second, identifying applications that are currently in a practical and technical experimental stage globally and are likely to expand further in the future. Third, identifying applications that have not yet been practically and technically tested worldwide, where only research has been conducted. It is expected that these applications will first be implemented on a trial basis, with full implementation anticipated within the next ten years.

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Volume & Issue: Volume 11, Issue 42, December 2025, Pages 334-1

Digital Health in the Comprehensive Health Communication System in Iran

Abstract

Digital Mystical Path: Rereading the Concept of Solitude and Annihilation in the Age of Social Media

Abstract

Studying the image of "university professor" on Instagram

Abstract

Analyzing the Impact of Emerging Digital Technologies on the Evolution of Interactive Narrative Structures in Video Games

Abstract

The New Generation and Identity Formation: The Role of Social Media in Identification Processes

Abstract

Factors Influencing the Adoption of Domestic Messengers by Iranian Users

Abstract

The Challenge of Managing Digital-Native Customer Experience: Designing a Customer Experience Quality Framework for Generation Z’s Use of Digital Media with an Exploratory Approach

Abstract

Representation of urban poverty in urban management media (Hamshahri Online)

Abstract

A Review of Selected Blockchain Applications in the Media and Entertainment Industry: A Futures Studies Approach

Abstract