New Media Studies

Analysis of Rhetorical Situations in the Perigamic Environments of Online Freemium Computer Games: A Case Study of "Bazam Bazi"

Arian Taheri; Ali Asghar Kiya; Masoud Kosari

Volume 11, Issue 44 , June 2026, Pages 41-1

https://doi.org/10.22054/nms.2026.84950.1824

Abstract

Online freemium computer games have established themselves as one of the most successful forms of commercial computer games. They gradually identify their users with different communities ... Read More Online freemium computer games have established themselves as one of the most successful forms of commercial computer games. They gradually identify their users with different communities within the game. Using the theoretical and methodological framework of "Dramatism," this research analyzes the ways of identification through the designed rhetorical situations in different sections of online freemium computer games. Relying on Ian Bogost's interpretation of the "magic circle" of play, we categorized the rhetorical situations within these games into three areas: pro-gamic, peri-gamic, and gamic. Then, by assuming a porous nature for the magic circle of the game world due to its continuous communication with the real world, we focused on analyzing the rhetorical situations designed in the peri-gamic area. The peri-gamic area in online freemium computer games refers to environments outside the main rules of the game that simultaneously possess characteristics dependent on the requirements of the real world and the procedural system of the game world. To provide an example for analyzing rhetorical situations in peri-gamic environments, we selected the game "Bazam Bazi" as a case study. The results of this research showed that, through the designed rhetorical situations in the peri-gamic environments of "Bazam Bazi," mystical motivations are encouraged by negating the duality between the real world and the game world, as well as between real identity (as a gamer) and virtual identity (as a player). Finally, mystic motivation takes precedence over idealistic, realistic, materialistic, and pragmatistic motivations in identifying users with various communities within this game.Extended Abstract:IntroductionThis study investigates how rhetorical situations designed within online freemium computer games create motivations for users to identify with various virtual communities connected to common user experiences. Using Kenneth Burke’s theoretical and methodological framework of Dramatism, the research moves beyond classical rhetoric’s focus on persuasion to explore how human motives arise through symbolic action. Burke distinguishes between mere “motion” (physical, involuntary interaction) and “action” (voluntary, motive-driven behavior unique to humans as symbol-using creatures). Motives are not purely psychological but are social, reflective, and tied to specific rhetorical situations. Central to this framework is the concept of “identification,” which develops in response to division (differences in beliefs, values, and worldviews). Language and symbols become key tools for overcoming division, allowing individuals to share perspectives and form communities. Games are bodies of symbolic action that facilitate identification and help avoid division. The magic circle of the game, originally defined by Johan Huizinga as a temporary, rule-bound space separate from ordinary life, has often been misunderstood as a sealed boundary. Following Ian Bogost’s reinterpretation, this study assumes that the magic circle is porous, allowing continuous two-way exchange between the real world and the game world. Players carry aspects of their real identities into the game and bring back remnants of the game experience into reality. Our research question asks: what kinds of motives, generated through designed rhetorical situations, lead to the identification of users within online freemium computer games?Materials and MethodsWe employed Burke’s Dramatism as both an ontology and an epistemology. Our primary analytical tool was pentadic criticism, which identifies five dramatistic elements within any rhetorical situation: Act (purposeful activity), Agent (the actor), Agency (tools and methods), Scene (the context of time and space), and Purpose (the goal). After identifying these five elements according to the characteristics of the case study, we examined “terministic screens” (ratios or relationships between two elements) to determine which element dominates and thus dictates the type of motive being encouraged for identifying users (e.g., materialist, idealist, pragmatist, realist, or mystical). To systematically map rhetorical situations within online freemium computer games, we categorized them into three areas: pro-gamic (the pre-existing social and historical world), gamic (the core procedural, rule-based environment of the game), and peri-gamic (the boundary zone between the real and game worlds through which players pass across the porous magic circle). In this article, we focused exclusively on the peri-gamic area. Our case study was “Bazam Bazi,” an Iranian online freemium computer game released in 2019 by Dart Studio. It consists of six simple, turn-based, semi-board games (e.g., Dots and Boxes, Battleship, Minesweeper) played as two-player competitions. The game’s freemium model involves two key virtual assets: tickets (required to play each match and obtained through purchase, watching ads, or leveling up) and coins (won through matches or purchased, and used to buy tickets, chat stickers, profile effects, boosters, and in-game help). We collected data through textual analysis of game interfaces and field observation (over 4,000 hours of gameplay experience across approximately two years). We identified and analyzed eight distinct peri-gamic rhetorical situations within “Bazam Bazi”: receiving notifications, the lucky wheel, the gift page, the leaderboard, the shop, the user profile, the friends page, and the group page.DiscussionWe employed Burke’s Dramatism as both an ontology and an epistemology. Our primary analytical tool was pentadic criticism, which identifies five dramatistic elements within any rhetorical situation: Act (purposeful activity), Agent (the actor), Agency (tools and methods), Scene (the context of time and space), and Purpose (the goal). After identifying these five elements according to the characteristics of the case study, we examined “terministic screens” (ratios or relationships between two elements) to determine which element dominates and thus dictates the type of motive being encouraged for identifying users (e.g., materialist, idealist, pragmatist, realist, or mystical). To systematically map rhetorical situations within online freemium computer games, we categorized them into three areas: pro-gamic (the pre-existing social and historical world), gamic (the core procedural, rule-based environment of the game), and peri-gamic (the boundary zone between the real and game worlds through which players pass across the porous magic circle). In this article, we focused exclusively on the peri-gamic area. Our case study was “Bazam Bazi,” an Iranian online freemium computer game released in 2019 by Dart Studio. It consists of six simple, turn-based, semi-board games (e.g., Dots and Boxes, Battleship, Minesweeper) played as two-player competitions. The game’s freemium model involves two key virtual assets: tickets (required to play each match and obtained through purchase, watching ads, or leveling up) and coins (won through matches or purchased, and used to buy tickets, chat stickers, profile effects, boosters, and in-game help). We collected data through textual analysis of game interfaces and field observation (over 4,000 hours of gameplay experience across approximately two years). We identified and analyzed eight distinct peri-gamic rhetorical situations within “Bazam Bazi”: receiving notifications, the lucky wheel, the gift page, the leaderboard, the shop, the user profile, the friends page, and the group page.ConclusionsOur findings showed that the dominance of the dramatistic element “Purpose” in three key situations (profile, leaderboard, and shop) encourages users to seek a mystical union of their real and virtual selves. This is reinforced by pragmatistic motivations (arising from Agency) that treat in-game assets as consumable signs of utility. The combined dominance of mystical and pragmatistic motives overshadows other aspects of user experience, potentially encouraging conspicuous consumerism (the purchase of decorative but non-functional items such as chat stickers and profile effects) and behavioral instability (players migrating rapidly between groups, thereby weakening community cohesion). Theoretically, we suggest that Dramatism can be extended to analyze gamic rhetorical situations and the interplay between peri-gamic and gamic environments. Practically, game designers can strengthen users’ sense of belonging and loyalty by clarifying the nature of in-game communities, imposing limits on group membership changes to reduce the instrumental use of groups, and increasing the number of rhetorical situations that foreground users’ Acts (choice and decision) rather than passive consumption. The porous nature of the magic circle means that identification processes in peri-gamic areas are not peripheral but central to how online freemium games build and sustain their player communities.

Identifying the Motives of Self-Displaying Users Through Hijab in the Instagram Space: A Case Study of Hijab Stylists and Homemaking Bloggers

Mohsen Masoudian

Volume 11, Issue 44 , June 2026, Pages 76-42

https://doi.org/10.22054/nms.2026.83703.1799

Abstract

One of the notable conflicts within Islamic religiosity is the phenomenon of self-display (self-ostentation) alongside hijab. According to Islamic teachings, tabarruj—self-adornment ... Read More One of the notable conflicts within Islamic religiosity is the phenomenon of self-display (self-ostentation) alongside hijab. According to Islamic teachings, tabarruj—self-adornment in any form—is considered reprehensible for Muslims. Generating income through the exhibition of one's body and decorative makeup while wearing hijab represents a novel strategy for gaining an audience and advertising on Instagram. To identify the motivations of users who engage in self-display through hijab, this study employed in-depth interviews. Twenty-five such users were interviewed. The objective is to identify their motivations, so that cultural officials and policymakers may prevent these incongruous religious and cultural contradictions and innovations. These Instagram users cited motivations including achieving high income, maximizing audience and fan base, gaining visibility and desirability from the opposite sex, and competing with or surpassing same-sex rivals. The methodology is qualitative, and semi-structured in-depth interviews were used for data collection. Female interviewers spent a minimum of six months establishing familiarity and rapport with the participants to build trust and foster a more intimate atmosphere, while adhering to research ethics and upholding the dignity of all parties. This approach aimed to gather data with considerable validity and reliability. Sampling was conducted via snowball sampling, and interviews continued until theoretical saturation was reached, concluding with 25 interviews. Extended Abstract: Introduction The expansion of social media platforms, particularly Instagram, has transformed how individuals construct, display, and negotiate their identities in digital environments. Among the emerging phenomena in Muslim societies is the increasing visibility of users who employ hijab not only as a religious symbol but also as a means of self-presentation, audience attraction, and personal branding. This phenomenon has generated important debates regarding the changing meanings of religious symbols within digital culture and the attention economy. The present study aims to identify and interpret the motives of Instagram users who engage in self-presentation through hijab-oriented content. Rather than approaching such behavior through a normative or theological lens, this study seeks to understand the lived experiences, motivations, and meaning-making processes of these users within the context of digital platforms. Drawing on theories of self-presentation, digital identity, and attention economy, this study explores how hijab functions as a symbolic, cultural, and economic resource in online environments. Findings indicate that users perceive hijab as a multidimensional symbol that simultaneously conveys religious identity, cultural belonging, aesthetic value, and opportunities for visibility. The analysis reveals four major thematic categories: the economic value of hijab as symbolic capital, the representation of cultural-religious identity, experiences of platform-based competition, and the desire for visibility and digital self-representation. The study demonstrates that the use of hijab on Instagram cannot be reduced to purely religious or economic motivations; rather, it emerges through the interaction of platform algorithms, identity construction, audience engagement, and symbolic competition. These findings contribute to a deeper understanding of the transformation of religious symbols in contemporary digital environments and highlight the complex relationship between religion, identity, and platform culture. Digital technologies and social media platforms have fundamentally transformed contemporary processes of identity construction. Instagram, in particular, has become one of the most influential spaces for self-presentation, social interaction, and audience engagement. Through visual content and algorithmic visibility mechanisms, users continuously negotiate and reconstruct personal, cultural, and religious identities. Within Muslim societies, the increasing presence of hijab-oriented influencers, bloggers, and lifestyle content creators has generated new forms of digital religious expression. While hijab has traditionally been understood as a religious and cultural symbol associated with modesty and privacy, digital environments have enabled alternative interpretations and functions. Users increasingly incorporate hijab into strategies of branding, audience attraction, and identity performance. Previous studies have examined digital religion, online identity construction, and social media self-presentation. However, relatively limited attention has been paid to the lived experiences and motivations of hijab-oriented users who actively engage in self-display practices on Instagram. Existing research often focuses either on religious representation or on digital marketing, leaving the intersection of symbolic identity, platform competition, and attention-seeking behavior unexplored. This study addresses this gap by examining how users themselves interpret their activities and understand the relationship between hijab, visibility, identity, and economic opportunities in the Instagram environment. Materials and Methods This study employed a qualitative interpretive approach using thematic analysis. The qualitative design was selected because the primary objective was to understand the meanings, motivations, and lived experiences of participants rather than to measure predefined variables. Data were collected through semi-structured in-depth interviews with 25 active Instagram users engaged in hijab styling, religious blogging, and lifestyle content production. Participants were selected through purposive and snowball sampling techniques. Inclusion criteria consisted of at least one year of continuous Instagram activity, regular production of hijab-related content, and a minimum of 5,000 followers. Interviews focused on participants' perceptions of economic opportunities, identity representation, audience engagement, social recognition, and experiences of competition on Instagram. Data collection continued until thematic saturation was achieved. Interviews were transcribed verbatim and analyzed according to the thematic analysis framework proposed by Braun and Clarke. To enhance credibility and trustworthiness, coding procedures were conducted independently by multiple researchers and reviewed through peer examination. Ethical considerations, including informed consent, confidentiality, anonymity, and voluntary participation, were strictly observed throughout the research process. Discussion and Results The findings reveal that participants do not perceive hijab solely as a fixed religious symbol. Instead, they understand it as a flexible and multifunctional resource capable of generating social visibility, symbolic distinction, and economic opportunities. The first theme concerns hijab as symbolic-economic capital. Participants reported that hijab contributes to differentiation in a crowded digital environment and facilitates connections with specific audiences and commercial brands. Economic opportunities often emerged after visibility and audience growth had already been established. The second theme relates to the representation of cultural and religious identity. Participants described hijab as a means of expressing personal beliefs, cultural affiliation, and individual identity. Rather than viewing digital representation as contradictory to religious identity, many participants considered Instagram a platform through which religious identity could be translated into contemporary forms of communication. The third theme focuses on platform competition. Participants emphasized that Instagram's algorithmic environment creates continuous competition for visibility. They reported that successful content creation requires combining religious themes with aesthetic presentation, storytelling techniques, and audience-oriented strategies. The fourth theme concerns visibility and digital self-representation. Many participants expressed a strong desire to be recognized, heard, and socially influential. Visibility was not interpreted merely as superficial attention-seeking but as a mechanism for achieving personal impact, social relevance, and digital recognition. Overall, the findings suggest that self-presentation through hijab is shaped by the interaction between identity construction, platform logic, audience expectations, and economic incentives. These dimensions collectively contribute to the emergence of new forms of digital religious expression. Conclusion This study demonstrates that hijab-oriented self-presentation on Instagram is a complex social phenomenon that cannot be explained through a single causal factor. Users engage with hijab as a multidimensional symbolic resource situated at the intersection of religious identity, cultural belonging, platform competition, audience engagement, and economic opportunity. The findings indicate that digital environments facilitate the reinterpretation and reconstruction of religious symbols. Hijab functions simultaneously as a marker of identity, a tool of self-representation, a source of symbolic capital, and a mechanism for audience attraction. Rather than representing a simple departure from religious values, these practices reflect ongoing negotiations between traditional identities and the demands of contemporary digital culture. Future research may further explore comparative differences between various groups of digital influencers and examine the broader implications of platform-mediated religious identities in different cultural contexts.

Studying the Ways Female Fans Connect with Instagram Bloggers' "Sweet Home"

somayeh shalchi; fatemeh norozi

Volume 11, Issue 44 , June 2026, Pages 115-77

https://doi.org/10.22054/nms.2025.79338.1694

Abstract

In this study, we focused on the female audience of Instagram “Sweet Home” bloggers. First, we addressed the question of how the relationship between the Sweet Home blogger ... Read More In this study, we focused on the female audience of Instagram “Sweet Home” bloggers. First, we addressed the question of how the relationship between the Sweet Home blogger and the fan is defined by the audience. Then, we examined how the content of the page is perceived and understood by the fan. In this research, we employed a qualitative approach and conducted semi-structured interviews with 21 women who were active followers of five Sweet Home Instagram pages. Through thematic analysis of the collected data, we identified five main themes. In the first theme, we found a form of sometimes deep distrust toward the content produced by the blogger. In the subsequent themes concerning the fan–blogger relationship, we discussed the impact of fans’ presence on bloggers’ content production processes and their hidden power in shaping the direction of the Sweet Home pages, to the extent that audience members consider themselves part of a larger family. The findings showed that fans of Sweet Home bloggers are not merely followers or passive consumers of content; rather, they are influential and aware participants who are, to varying degrees, conscious of their role within this field. The results further revealed that contemporary fans and audiences are not receptive to just any type of content produced. Instead, they maintain a hidden, two-way relationship with the blogger and even demand the content they wish to receive.Extended Abstract:IntroductionInstagram is a symbol of the demotic turn in the media landscape. It is a medium that has allowed ordinary people to become highly visible and increasingly attain celebrity status (Linguist, 2021). In 2022, Instagram was recognized as the fourth most popular social media platform in the world, with 2.5 billion active users worldwide. According to the latest report by the statistical website Statista prior to the extensive filtering of the platform, the number of active Iranian users was approximately 40 million, representing about half of the country's population. This indicates that Instagram has become an integral part of Iranians’ lives. Even obstacles such as filtering, reduced internet speeds, and the need to pay for access to IP addresses from other countries in order to use the platform have not diminished Instagram’s importance, influence, and status among Iranian users.What is important for the researcher in this study is to understand the nature of the relationship between the audience and the pages managed by women who do not produce specialized content but simply share their daily family lives on Instagram and, according to available surveys, receive high levels of audience engagement and interaction. When discussing the importance of monitoring Instagram and its effects, a key question that arises is: How do micro-celebrity pages influence the daily lives, thoughts, and activities of Instagram audiences and users?MethodologyThe method of this research is qualitative and is based on thematic analysis. The study population consists of fans of Sweet Home bloggers. The present study was conducted using purposive sampling. Based on theoretical saturation, 21 participants were selected. The essential criterion for selecting these participants was that they were women who had been using Instagram for more than two years and were fans and followers of at least one of the pages under consideration.FindingsThe Actor on the Stage: Goffman views social life as a theater in which actors perform on a stage. Individuals are highly sensitive to how others perceive them and use various forms of influence to elicit the reactions they desire from others (Giddens, 1997: 132). Goffman does not view the concept of the self as the actor’s possession; rather, he sees it as the product of the dramatic interaction between the actor and the audience. The self is a theatrical work that emerges from the stage (Ritzer, 1996: 293).Search of Oneself: In this section, an attempt has been made to examine the role-modeling tendencies of fans. By reviewing the data several times, we arrived at concepts that can be better explained by placing them on a continuum, which we have called the "continuum in search of oneself." Each of these concepts will be explained below. It should be noted that particular attention must be paid to the meaning of "continuum" in this context. The goal was not to classify fans absolutely in terms of role modeling, but rather to demonstrate their varying degrees of willingness to adopt a role model along a continuum. For example, this tendency may range from the position "I am the same as her" to "I should not be like her at all." We can locate the positions of all interviewees on this continuum from the perspective of role modeling.Silent Reader: In this theme, we explain the influence of audiences on content production. If we consider Instagram as a field of action, as defined by Bourdieu, we can say that the field is the context within which the game takes place and is internalized by the agent. In other words, when official definitions of individuals, as well as their introductions and representations within a social space, become habitual, these definitions and representations become guiding principles of behavior.String of Colors: During our research, we repeatedly encountered concepts that were more closely related to the aesthetic sensibilities of the interviewees than to human and social relationships. Followers perceive part of their relationship with, and understanding of, Sweet Home bloggers as being dependent on visual content of high aesthetic quality. As one interviewee stated:Cosmopolitans: McLuhan believed in the shrinking of the world through electronic media, a concept he described as the "global village." "Now the earth, through new media, has become so small that it has acquired the dimensions of a village" (McLuhan, 1377: 172). Instagram has become an integral part of people's lives. According to Meta, Instagram's parent company, most users of this platform are between the ages of 18 and 35. Individuals born in 2012 (1390 in the Iranian calendar) and later were born at a time when Instagram was already a part of everyday life. In other words, people born after this period have never experienced life without Instagram.ConclusionFans closely monitor Sweet Home bloggers on Instagram, to the extent that even the slightest transgression or inconsistency on the part of the blogger does not escape their critical and sometimes cynical scrutiny. However, the relationship between the Sweet Home blogger and the fan, which may appear from the outside to be a one-way, top-down relationship, is in fact a two-way relationship characterized by hidden interactions. This means that fans understand the blogger’s codes, but do not accept them unquestioningly. Instead, they identify and interpret contradictions, inconsistencies, and differences within their own personal and social contexts.This relationship is a two-way relationship with hidden dimensions. It may seem that the only visible actor in this relationship is the blogger, who establishes the relationship through posts and stories. In fact, however, other important actors in this interaction—namely fans and active audiences—also play a significant role in shaping this interaction, albeit in a different way. The presence of fans, along with their expectations regarding what should and should not be shared, helps define this relationship and influences the actions of Sweet Home bloggers.

Study of the Structure and Dissemination Trends of Content Related to Sexual Identity on Persian Twitter (X)

sobhan yahyaie; milad abdollahi

Volume 11, Issue 44 , June 2026, Pages 154-117

https://doi.org/10.22054/nms.2025.83405.1787

Abstract

Today, media has become an inseparable part of people's lives, and users spend a significant portion of their time throughout the day on social media, constantly exposed to various ... Read More Today, media has become an inseparable part of people's lives, and users spend a significant portion of their time throughout the day on social media, constantly exposed to various data and information. Unlike traditional media such as television and radio, in modern and social media, it has become easier to create a media wave around various topics on social platforms. Social media, by bringing about fundamental changes in communication and social interaction, has transformed the collective space of the past into the modern individualistic space. In terms of media interaction, the convergence that once prevailed has now turned into divergence, leading to a sense of passivity among users, especially adolescent users (Farahani & Saeed, 2012). However, social networks differ from social media and are considered a subset of social media. By joining social networks, individuals can access other users, become familiar with their interests, share their own text, audio, and visual content, and also form groups based on common interests (Afrasiabi, 2014). Today, with technological advancements and the onset of the digital era, social networks have become an important tool for users to shape and represent their individual and social identities. One such social network is Twitter, now renamed X, where users can freely and publicly share their opinions, perspectives, and worldviews on various issues. One of these issues is "sexual identity," which has received considerable representation on this platform and has led to discussions on Twitter. Content related to sexual identity is published in various forms on this network, generating interactions and responses that connect different users through algorithms and create user networks around this issue. On the social network Twitter, now renamed X, the ease of use and the option to remain anonymous have led users to exhibit a certain level of openness in their content production and behavior on the platform. The term "openness in behavior" refers to being unreserved, outspoken, or freely expressing one's views and opinions in social interactions. For Twitter users, this term refers to posts or comments that are direct, unfiltered, and candid, with little regard for social concerns or constraints. This openness in user behavior on Twitter has enhanced their self-expression, making the "self" they present clearer and more transparent. This self-expression means that users freely and openly share their feelings, views, and personal experiences on Twitter without paying much attention to social restrictions or assumptions. Through openness in behavior and self-expression on Twitter, users have the best opportunity to express and present their personal identity. In general, and based on what has been discussed, it can be stated that individual and social identities are always influenced by various factors such as political, social, and cultural conditions. Regarding sexual identity, it can also be said that in different societies, especially those facing political and social constraints, social networks like Twitter can become a space for self-expression and representation. Due to the lack of political and social restrictions and the existence of an open space for self-expression, Twitter allows various identity groups to discuss and publicly share their identities without the limitations of the real world. As the ability to produce content related to sexual identity increases on the Twitter social network, questions about the formation of user networks, the process of disseminating sexual identity-related content, the mechanisms for content dissemination on Twitter, and its role in the acceptance of different identity groups also become more prominent. Despite the increase in the publication of sexual identity-related content on Twitter, few studies have systematically analyzed such content. In this research, we aim to use big data analysis to explore how communication networks surrounding sexual identity are formed, how sexual identity-related content is published and reshared on the Twitter platform, and what media waves related to sexual identity have been formed during a specified time period on Persian Twitter, leading to discussions about sexual identity. This research was designed and conducted with the aim of identifying communication networks formed in relation to sexual identity and the process of disseminating content related to sexual identity on the social network Twitter within the period from March 21, 2023, to August 10, 2024. To achieve the research objectives, two methods were used: big data analysis using the Gephi visualization software and trend research. The results of these two methods identified 78 clusters and show that the data contain 9,361 nodes and 11,454 edges, with a modularity value of 0.858. Additionally, in the trend research method, nine media waves were identified within the specified time frame. The theory used to analyze the findings was Manuel Castells' Network Society Theory. According to Castells, it can be said that the Twitter social network creates a new space for the representation of sexual minority groups. By using this platform, sexual minorities have created small, like-minded communities to share and disseminate their experiences. This process allows them to distance themselves from the center and, through establishing communication in the digital space, to connect with other users, forming networks based on their interests and beliefs. This leads them to move away from the dominant norms in society and to represent themselves in a space with greater security.

Design and Validation of a Modern Media Diplomacy Model to Enhance Public Satisfaction with the Islamic Republic of Iran Broadcasting (IRIB)

Seyed fazlollah Ghazavi; Mohammadreza Rasouli; ali geranmayeh pour

Volume 11, Issue 44 , June 2026, Pages 193-155

https://doi.org/10.22054/nms.2026.84101.1808

Abstract

Introduction From their earliest formation, governments have moved toward building a national brand and, subsequently, toward exercising control and influence. Accordingly, they have ... Read More Introduction From their earliest formation, governments have moved toward building a national brand and, subsequently, toward exercising control and influence. Accordingly, they have employed various resources and tools for national diplomacy and discourse, and the use of media platforms has been part of this process (Kabiri & Adami, 2024). Today, media play a decisive role in presenting a country and shaping a positive or negative image of it. In many cases, countries’ weaknesses or failures in the diplomatic use of media have led to either the improvement or deterioration of their national brand and, consequently, of their image in domestic and global public opinion (Salimian & Esmaeili Taba, 2024). With the advancement of technology, the rise of social media, and other online tools, changes in media policymaking appear necessary, and leading governments seek to adopt new forms of media diplomacy in both domestic and international contexts (Harnhap et al., 2025). With the emergence and growth of mass media in the twentieth century—especially after World War II—the face of traditional diplomacy has been fundamentally transformed, and we are now confronted with a phenomenon called media diplomacy, which is unprecedented in history. Media—particularly television networks and satellite broadcasters—perform functions that traditionally belonged to ministries and diplomatic missions and, in many cases, operate more powerfully, rapidly, and effectively (Shirmohammadi, 2024). One of the major challenges facing the national broadcaster over the past decade has been the sharp decline in its audience. This decline stems partly from the expansion of social media, satellite networks, generational shifts, and evolving audience preferences, and partly from certain ineffective policies of the national broadcaster. Therefore, revisiting media diplomacy to enhance public satisfaction and attract audiences is essential. The diversity of media and the expansion of the digital environment have altered audience preferences, reducing their loyalty to any single platform. Thus, the national broadcaster requires a modern media diplomacy strategy based on trust-building, technological integration, and the production of engaging content tailored to various social groups. Continuing current policies and neglecting media transformations may further widen the gap between the public and the national broadcaster, leading to negative consequences for information delivery, education, and entertainment. From a research perspective, most studies on media diplomacy have focused on the international sphere, paying limited attention to domestic audiences. Hence, the present study adopts an exploratory approach and draws on expert insights to identify the components of media policymaking aimed at improving audience satisfaction and to explain the relational model among these components. Ultimately, this research seeks to answer the key question: What is the model of modern media diplomacy required to enhance public satisfaction with the national broadcaster, and how valid is this model? Theoretical Foundations of Media Diplomacy The modern concept of media diplomacy was introduced by Ramaprasad in 1983. According to him, media diplomacy refers to the use of media's potential in employing sources of soft power and transforming them into actual power. It stems from the role of the press in performing diplomatic functions between nations. This concept encompasses journalistic, television, satellite, and internet diplomacy within the framework of public diplomacy (Saliu et al., 2023). The national broadcaster, as the largest official media organization in the country, also requires a comprehensive media diplomacy strategy to achieve its objectives (Mohammadi & Nasrollahi, 2022). Research Methodology This study is applied developmental research conducted with the aim of designing and validating a model of modern media diplomacy to enhance public satisfaction with the Islamic Republic of Iran Broadcasting (IRIB). Based on data collection methods, the research is non-experimental (descriptive) and was implemented through a cross-sectional survey. To achieve the research objectives, an exploratory mixed-methods design was employed. The qualitative phase participants included theoretical experts (professors of media management and management) and practical experts (IRIB managers). The quantitative population consisted of employees of the IRIB organization. The sample size was estimated using Cohen's power analysis rule (2013) and GPower software. With a confidence level of 95%, an effect size of 0.15, and a test power of 80%, the minimum sample size was calculated as 126 participants; to ensure reliability, 130 questionnaires were collected. Sampling was conducted using a simple stratified random method. The data collection tools included a semi‑structured interview in the qualitative phase and a researcher‑made questionnaire in the quantitative phase. For data analysis, Grounded Theory and MaxQDA software were used in the qualitative phase, while in the quantitative phase, Partial Least Squares (PLS) analysis was performed using the Smart PLS software. Research Findings To formulate the model of modern media diplomacy aimed at enhancing public satisfaction with the national broadcaster (IRIB), interview data were analyzed in MaxQDA using the grounded theory systematic approach of Strauss and Corbin (1997), including open, axial, and selective coding. Step 1) Open Coding: In the open coding stage, 342 initial codes were identified. After removing duplicates and merging synonymous codes, 65 open codes remained. Step 2) Axial Coding: Axial coding involves grouping open codes into broader conceptual categories. In this study, the central phenomenon was identified as media diplomacy. Open codes were organized into larger, meaningful constructs with an analytical focus on diagnosing existing issues. The expected outcomes were public satisfaction, which could be categorized into national broadcaster productivity, development of national and international communications, and ultimately public satisfaction with IRIB. Step 3) Selective Coding: Based on the systematic grounded theory approach, the constructs identified during axial coding were categorized into causal conditions, contextual conditions, intervening conditions, the core phenomenon, strategies, and consequences. Ultimately, six selective codes, ten axial codes, and sixty-five open codes were obtained. According to the study's paradigm model, the causal conditions (alignment of the national broadcaster with global platforms, media literacy, and audience orientation) influence the core phenomenon (national media output). The core phenomenon, together with contextual conditions (technological infrastructures of the national broadcaster) and intervening conditions (audience disengagement), impacts the strategies and actions (modern media diplomacy). Finally, these strategies and actions lead to outcomes such as public satisfaction, enhanced productivity of the national broadcaster, and improved national and international communication. Discussion and Conclusion The present study was conducted with the aim of designing and validating a model of modern media diplomacy to enhance public satisfaction with the national broadcaster (IRIB). Findings from the qualitative data analysis and the research paradigm model revealed that the causal conditions—including alignment of the national broadcaster with global platforms, improvement of media literacy in society, and the adoption of an audience-oriented approach—serve as fundamental determinants shaping the core phenomenon, namely the quality and structure of the content produced by the national broadcaster. These elements not only contribute to message production but also guide the broadcaster's orientation in engaging with public opinion. In the final stage, analyses showed that the strategies formulated within the framework of modern media diplomacy led to meaningful and multilevel outcomes. These include enhancing public satisfaction with the national broadcaster, increasing efficiency in program production processes, and expanding communication networks at both national and international levels. These results indicate that media policymaking, when grounded in a precise understanding of audience needs, social conditions, and technological capacities, can not only restore public trust but also redefine the role of the national broadcaster as a key reference institution within the country's communication system.

Contexts and Consequences of Engagement with Digital Games Among University Students: A Qualitative Study Using a Grounded Theory Approach

Mohammad Taghi Abbasi Shavazi; Ghazal Ariaei gohar; Mohammad Taghi Iman; Ali Sharifi

Volume 11, Issue 44 , June 2026, Pages 244-195

https://doi.org/10.22054/nms.2026.78920.1689

Abstract

Digital games have become an integral and influential part of the everyday academic and social experiences of university students. However, prior research has predominantly been shaped ... Read More Digital games have become an integral and influential part of the everyday academic and social experiences of university students. However, prior research has predominantly been shaped by positivist and psychological approaches, which often fall short in capturing the semantic, contextual, and cultural complexities of gaming experiences. This qualitative study, employing grounded theory methodology, seeks to uncover the psychological, social, and cultural processes embedded in students’ lived experiences with digital games, focusing on the nature of their engagement and its consequences. Data were collected through in-depth interviews with 14 students from Shiraz University, selected via purposive sampling. Data collection and analysis were conducted concurrently, involving theoretical sampling, constant comparison, and memo writing. Open, axial, and selective coding led to the identification of the core category— “gamer subculture”—alongside related subcategories, culminating in a paradigm model. Findings reveal that digital games for Iranian students are not merely recreational tools but serve as a space for identity reconstruction, meaning-making, and the experience of belonging within an emerging subculture. This gamer subculture functions as a psychosocial refuge, enabling symbolic resistance to dominant academic and familial norms. It produces dual outcomes: social isolation, academic decline, and health issues on one hand, and enhanced cognitive capacity, creativity, and cultural interaction on the other.Extended Abstract:IntroductionDigital games have become deeply embedded in the everyday lives of young adults, particularly university students. As a dominant form of leisure and symbolic interaction, gaming profoundly shapes how students construct identity, belonging, and meaning. Despite this growing cultural and social significance, much of the existing scholarship remains rooted in psychological and positivist paradigms that emphasize measurable outcomes such as addiction, aggression, or cognitive performance. These perspectives often overlook the lived, context-bound, and multifaceted nature of digital play—especially its social, cultural, and psychological dimensions among youth. This study addresses this gap by exploring how university students engage with digital games as part of their everyday lives. It aims to uncover the underlying contexts, processes, and consequences of deep involvement in gaming based on the lived experiences of students at Shiraz University. The study seeks to illuminate how gaming becomes a meaningful component of students' social and psychological worlds and how it contributes to the emergence of a distinct gamer subculture.Materials and MethodsThis research adopts an exploratory qualitative design grounded in the principles of grounded theory. Data were collected through 14 in-depth, semi-structured interviews with students who were heavily engaged in digital gaming and were recognized as such both by themselves and by their peers. Sampling continued until theoretical saturation was achieved. Data analysis followed the systematic coding procedures of grounded theory, including open, axial, and selective coding, allowing for the emergence of conceptual categories and the identification of a core category.Discussion and ResultsParticipants reported turning to digital games primarily as a form of leisure and entertainment. They emphasized the appeal of games due to their diversity, unpredictability, and immersive qualities, often describing them as more engaging and less demanding than physical activities. Many valued the opportunity to explore virtual worlds, experience autonomy, and enhance cognitive skills. However, digital games were also frequently chosen over other activities, including face-to-face social interactions, due to perceived limitations in the offline world. Nearly all participants expressed a preference for gaming over spending time with relatives.The analysis identified "gaming subculture" as the core category. Players were found to share distinctive styles of dress, language, and behavior, and tended to associate primarily with like-minded peers. Although they might appear socially isolated to outsiders, these individuals were in fact embedded within a broader transnational subculture that enabled communication, competition, and socialization beyond temporal and spatial boundaries.Intervening factors shaping gaming practices included sensation-seeking tendencies, parental attitudes, and the degree of acceptance within the gaming subculture. Digital games were particularly attractive to individuals with high sensation-seeking traits. Parental responses ranged from encouragement to indifference or restriction, with more supportive parents fostering interest but often exercising less supervision.Despite their appeal, digital games were also associated with negative outcomes. Reported consequences included social isolation (shrinking social networks, preference for solitude, and avoidance of family gatherings), academic decline (poor grades, lack of concentration, and insufficient study time), and health issues (eye strain, fatigue, and disrupted sleep). At the same time, some participants highlighted perceived benefits such as enhanced problem-solving skills and mental agility.ConclusionsThe findings of this study demonstrate that digital gaming among university students extends far beyond a recreational activity; it constitutes a cultural and social practice that fosters the emergence of a distinct gaming subculture. Within this subculture, players develop shared values, norms, and interactional patterns that resocialize them through both mediated and face-to-face exchanges. Engagement in gaming is shaped by a constellation of contextual factors (such as the desire to escape daily pressures and the lack of offline alternatives), causal mechanisms (including self-orientation, role-playing, and access to technology), and intervening influences (such as sensation-seeking, parental attitudes, and peer acceptance).This process produces a dual set of consequences. On the one hand, gaming offers opportunities for identity construction, cognitive stimulation, and the experience of autonomy. On the other hand, it can lead to social isolation, academic decline, health problems, and the depletion of time and financial resources. The coexistence of these positive and negative outcomes underscores the complexity of gaming as a lived experience.Ultimately, this research highlights the limitations of positivist and purely psychological approaches in capturing the multifaceted nature of digital gaming. By employing a qualitative, grounded theory methodology, the study provides a context-sensitive framework for understanding the psychological, social, and cultural processes through which students become deeply engaged in digital games and how this engagement shapes their everyday lives.

An Examination of the Application of Information and Communication Technology in Education: A Case Study of Stakeholders at Farhangian University of Kurdistan

Nasim Abdolahzadeh

Volume 11, Issue 44 , June 2026, Pages 286-245

https://doi.org/10.22054/nms.2026.54771.1034

Abstract

The present study seeks to understand the status of technology use and related indicators—such as software and hardware, educational spaces for these tools, the internet, video ... Read More The present study seeks to understand the status of technology use and related indicators—such as software and hardware, educational spaces for these tools, the internet, video conferencing, university websites, educational and research systems, and programs in this field—at Farhangian University of Kurdistan. The main research issue is a multidimensional understanding of the technological, organizational, educational, and human dimensions of ICT in the context of Farhangian University, which plays a fundamental role in the country's educational system. The main research question is: what dimensions does ICT have in the studied society, and what understanding and interpretation do users have of it? The theoretical framework of the study combines Castells' network society theory, the Technology Acceptance Model (TAM/UTAUT), the constructivist learning approach, and the systems theory of education. Secondary analysis methods were used based on eight domestic and international articles (selected after reviewing 33 articles related to the field of study) that were most relevant to the area of interest. In the next stage, thematic narrative analysis was used to understand the subjects from these dimensions and to comprehend the semantics of the phenomenon with 15 students, employees, and faculty members of Farhangian University of Kurdistan (with maximum diversity), based on theoretical sampling and continued until data saturation was reached. In the secondary analysis section, six indicators were extracted: human, educational, managerial and budgetary, infrastructural, technological, sociocultural, and policymaking. In the next stage, based on participatory observation and in-depth interview techniques, the challenges of each dimension were listed descriptively. In the thematic narrative analysis section, where data from in-depth interviews with stakeholders were analyzed, ten primary categories, four secondary categories, and one core category were extracted. Based on the research results, it can be said that Farhangian University of Kurdistan faces serious challenges in the various aspects discussed, and the continuation of this trend in ICT use will confront the university with various educational, administrative, research, and organizational challenges, thereby deepening the process of underdevelopment and distancing from the fourth-generation university. Extended Abstract: Introduction This study investigates the application of Information and Communication Technology (ICT) at Farhangian University of Kurdistan, a key institution in Iran's teacher training system, focusing on related indicators such as software, hardware, educational environments, internet connectivity, email systems, video conferencing, university websites, and educational and research platforms. The research seeks to provide a multidimensional understanding of ICT's technological, organizational, educational, and human dimensions within a higher education context critical to shaping future educators. The central research question examines the dimensions of ICT in the studied community and the stakeholders' perceptions and interpretations of its role. The theoretical framework integrates Castells' network society theory, the Technology Acceptance Model (TAM/UTAUT), constructivist learning principles, and systems theory of education, offering a comprehensive analytical lens. Methodology The method used in this research is qualitative. The type of research is descriptive-analytical, and data analysis was carried out using secondary analysis and thematic analysis methods. Data were collected through semi-structured interviews for thematic analysis and document review for secondary analysis. The methodology adopts a rigorous mixed-methods approach to ensure a robust exploration of ICT application. Initially, a secondary analysis was conducted on eight carefully selected articles, chosen from an initial pool of 33 domestic and international publications based on their relevance to the research domain. This process involved a systematic review to identify key themes, trends, and gaps in the existing literature on ICT in higher education, particularly in teacher training contexts. The selected articles provided a foundation for understanding global and local perspectives on ICT adoption and its challenges, informing the subsequent empirical phase. The empirical component employed thematic narrative analysis to capture stakeholders' subjective experiences and semantic interpretations of ICT's role. Data were collected through semi-structured, in-depth interviews with 15 participants, comprising students, administrative staff, and faculty members at Farhangian University of Kurdistan. Participants were selected using theoretical sampling to ensure maximum diversity in perspectives, including variations in academic roles, technological proficiency, and institutional experience. Interviews continued until theoretical saturation was achieved, ensuring that no new themes emerged. Each interview, lasting approximately 45 to 60 minutes, was audio-recorded, transcribed verbatim, and subjected to rigorous thematic coding. To complement the interviews and provide contextual richness, participatory observation was conducted in educational and administrative settings where ICT was utilized, such as classrooms, computer labs, and administrative offices. Observations focused on the practical application of ICT tools, user interactions, and institutional constraints, providing a triangulated perspective on the data. Findings In the secondary analysis, six key indicators were extracted: human (e.g., user skills and attitudes), educational-pedagogical (e.g., curriculum integration), managerial-budgetary (e.g., resource allocation), infrastructural-technological (e.g., hardware availability), sociocultural (e.g., community acceptance), and policymaking (e.g., strategic planning). These indicators framed the descriptive analysis of challenges, which were elucidated through insights from interviews and observations. The thematic narrative analysis of interview data followed a systematic process: initial open coding identified ten primary categories, which were iteratively refined into four secondary categories and one core category, encapsulating the overarching narrative of ICT's role and its challenges. In the infrastructural and technological dimension, the results of the examined research showed that shortages of specialized human resources and technical personnel in the field of information and communication technology, limited access to primary resources such as electricity, an insufficient number of computers, low connection speed to global internet networks and limited bandwidth, and inadequacy of existing hardware and software, as well as a lack of technological systems and communication and information equipment, are the main factors hindering the practical development of ICT. In the educational and training research examined, factors such as lack of sufficient skills in using technology, existing educational policies that fail to identify stakeholder information, and insufficient participation and group training were addressed. The desired situation was also defined in terms of integrating information technology into education and teaching, providing information literacy training, and maintaining a library, among other factors. In terms of budget, research has identified high initial costs for setting up, operating, and maintaining equipment, lack of financial independence, difficulty in securing funding to equip classrooms and create necessary facilities, and lack of financial support for ICT development as challenges that will hinder its practical development. In the policymaking dimension, research results indicate that the scope and dominance of traditional information exchange systems, the lack of separate management and vice-chancellors in the educational and research system, and the lack of inclination among some academic stakeholders to use ICT are considered challenges in this area. Focused policymaking in this field through guidelines and regulations could oblige users to adopt modern technologies. In the sociocultural dimension, the results of the research showed that in Iranian society, heavy administrative bureaucracy, poor organizational governance, waste of time, individualization of affairs, lack of investment in soft sectors of development, and lack of sufficient user skills remain the dominant sociocultural challenges in this area. This is while in the world of information exchange and communication—also referred to as a borderless society—the speed of information transfer has increasingly become an indicator of countries' degree of development. In the human dimension—encompassing individual, cultural, and human factors—the lack of sufficient skills in using information technology, insufficient computer skills, not owning a personal computer, insufficient command of the English language, the high ratio of students to computers at the university, lack of interest in research among students, and limited English proficiency among students and, to some extent, faculty members are factors influencing the underdevelopment of information and communication technology. Secondary categories derived from the thematic analysis of interview data indicate that although information technology has attracted the attention of educational institutions worldwide due to its educational and financial benefits—such as reducing the cost of education, coordinating activities, and providing easier and more flexible access to education—there remain problems, obstacles, and challenges at Farhangian University. The results of the thematic analysis of the interviews show that legal-policy barriers, technical and technological infrastructure issues, and individual and educational barriers have prevented the penetration rate of information technology and its applications at Farhangian University from developing significantly. In this regard, we are facing a situation that can be described as the underdevelopment of information technology at Farhangian University. Discussion and Conclusion Findings reveal significant obstacles across ICT dimensions at Farhangian University. Inadequate infrastructure, including outdated hardware and unreliable internet, limits effective ICT integration. Budgetary constraints and a lack of strategic policymaking hinder resource allocation and long-term planning. Human factors, such as low digital literacy, exacerbate these issues, while sociocultural resistance to technological change persists. Educationally, the integration of ICT into pedagogical practices is limited, stifling innovative teaching. If unaddressed, these challenges will perpetuate educational, administrative, research, and organizational deficiencies, further distancing the university from fourth-generation university standards, which emphasize advanced technological integration and global connectivity. The study highlights a state of digital underdevelopment rooted in a significant gap between the current and desired states of ICT integration. This gap is evident in technological deficiencies, limited user proficiency, and an institutional culture that undervalues ICT's transformative potential. Addressing this requires active policymaking, including targeted investments in modern infrastructure and reliable connectivity. Structured training programs to enhance digital literacy are essential for building a competent academic community. Additionally, revising institutional attitudes toward ICT demands leadership commitment to embedding technology as a core pillar of the university's mission. These steps are critical to aligning Farhangian University with contemporary higher education standards and fulfilling its role in preparing educators for a technology-driven era. This research contributes to the literature on ICT in higher education by offering a context-specific analysis of a teacher training institution in a developing region. It underscores the interplay of technological, human, and organizational factors in ICT adoption and provides actionable recommendations for bridging the digital divide in similar settings.

The Ambivalence of Virtual Space: A Qualitative Study on Childbearing Decisions in Media Representations in Isfahan

Sahar Rezaei; Ali Ruhani; Abbas AskariNodoushan; Malihe Alimondegari

Volume 11, Issue 44 , June 2026, Pages 328-287

https://doi.org/10.22054/nms.2026.86315.1849

Abstract

In light of the continued decline in fertility rates and its far-reaching demographic implications, this study explores the role of virtual space in shaping couples' decisions toward ... Read More In light of the continued decline in fertility rates and its far-reaching demographic implications, this study explores the role of virtual space in shaping couples' decisions toward childlessness and single-child families. Utilizing a qualitative approach grounded in Strauss and Corbin's systematic methodology of grounded theory and employing theoretical sampling, thirty in-depth interviews were conducted between March and August 2024 with participants aged 28 to 45. The sample comprised one partner from 15 voluntarily childless couples (married for at least three years) and one partner from 15 single-child couples (whose child was at least five years old), all of whom had made a conscious decision to limit childbearing. Data collection was conducted through semi-structured interviews, and the analytical process followed three stages of open, axial, and selective coding. The study's findings were organized into 85 conceptual codes, 19 subcategories, 9 main categories, and one core category. The central phenomenon emerging from the analysis is the "ambivalence of virtual space." The causal condition identified was the interaction between virtual space and lifestyle changes. Accumulated concerns represented the contextual conditions, and ineffective policymaking functioned as the intervening condition. Strategies included susceptibility to virtual influence, resistance to virtual influence, and disregard for others' opinions. The resulting consequences were identified as a qualitative perspective on childbearing and the prioritization of daily life over parenthood. The core category—"childbearing attitudes and preferences shaped by virtual immersion"—was constructed from the main categories. In modern society, the rapid expansion of virtual space has significantly contributed to the rise in public awareness. This growing awareness, in turn, has amplified the role of rationality in individual decision-making processes, including those concerning childbearing. Given the dualistic—both constructive and detrimental—impacts of virtual space on personal life, the appropriateness of its usage is inherently subjective. Thus, the key to avoiding being overwhelmed by virtual space lies in maintaining a central, reflective stance toward it.Extended Abstract:IntroductionIn recent decades, Iran has witnessed a sharp decline in fertility rates, falling below replacement levels and raising concerns about future demographic stability. Despite numerous pro-natalist policies, including the "Family and Youth Population Support Law" passed in 2021, fertility rates continue to decline, especially in urban centers such as Isfahan. This persistent demographic shift has prompted researchers to explore the socio-cultural and psychological drivers behind low fertility intentions, with particular attention to the growing influence of digital media.This study aims to investigate how virtual space—particularly social media—shapes the childbearing decisions of voluntarily childless and one-child couples in Isfahan. The theoretical framework integrates the theory of planned behavior and diffusion of innovations, focusing on how attitudes, social norms, and perceived behavioral control are influenced by digital content. Social comparison, consumerist lifestyles, and exposure to alternative family models online are hypothesized to influence couples' decisions toward low fertility.Research MethodThis qualitative research is grounded in the interpretive paradigm and uses Strauss and Corbin's systematic grounded theory methodology. The study involved in-depth, semi-structured interviews with 30 participants—15 voluntarily childless individuals and 15 individuals from one-child families, all of whom had been married for at least three years and had made conscious decisions regarding their fertility.Participants, aged 28 to 45, were selected through theoretical and purposive sampling to capture diverse perspectives until theoretical saturation was achieved. Most respondents were women, partly due to their central role in reproductive decisions and greater willingness to participate in interviews. Interviews were conducted over five months (March to August 2024), each lasting between 40 and 90 minutes.Transcripts were analyzed through three levels of coding: open coding (extraction of meaningful units), axial coding (organizing categories based on relationships), and selective coding (identifying a central phenomenon). Lincoln and Guba's criteria ensured trustworthiness, including credibility (member checks), dependability (audit trail), and confirmability (peer debriefing). Ethical considerations such as informed consent, confidentiality, and voluntary participation were strictly observed.FindingsThe analysis yielded 85 concepts, 19 subcategories, 9 core categories, and one central phenomenon: "Ambivalence of Virtual Space in Shaping Childbearing Attitudes and Preferences." The categories were integrated into a paradigm model composed of causal conditions, intervening conditions, contextual conditions, strategies, and consequences.Causal Conditions: The role of virtual space in transforming lifestyle and value systems emerged as a key driver. Respondents reported increased exposure to social comparisons, conspicuous consumption, and unrealistic portrayals of parenthood, which contributed to anxiety and hesitation regarding childbearing.Contextual Conditions: Accumulated concerns—ranging from economic pressure to parental responsibilities and childrearing challenges—formed the backdrop against which fertility decisions were made. Participants expressed heightened anxiety about their ability to meet modern childrearing standards, often fueled by digital portrayals of ideal parenting.Intervening Conditions: Structural and policy-related inadequacies (e.g., lack of support systems, economic instability, and ineffective pro-natalist policies) undermined the motivational effects of pro-natalist campaigns. Respondents perceived such efforts as disconnected from their lived realities.Central Phenomenon: The central finding is the "Ambivalence of Virtual Space"—a dual influence in which virtual media simultaneously raises awareness and rationality in decision-making but also fosters fear, social pressure, and anxiety. While some participants resisted these influences through critical media literacy, many reported internalizing harmful narratives.Strategies: Three key strategies were identified:Susceptibility to Media Influence: Participants reported adopting media-influenced ideals (e.g., luxury parenting, pet substitution for children, glamorization of childlessness).Resistance to Media Narratives: Some participants consciously resisted online narratives, emphasizing personal agency and contextual decision-making.Indifference to External Opinions: A few participants dismissed both digital and social pressures, choosing to base their decisions solely on pragmatic and financial realities.Consequences: Two main outcomes were observed:Qualitative Perspective on Parenting: A shift from quantity to quality of parenting, with participants emphasizing optimal upbringing over having multiple children.Prioritization of Everyday Life Needs: Many couples prioritized lifestyle stability and economic security over expanding their families, viewing childbearing as an optional rather than essential life goal.Discussion and ConclusionThe study underscores the complex interplay between modern digital culture and reproductive decision-making. Unlike earlier generations, today's couples operate within a hyperconnected world that amplifies individualism, consumerism, and comparative anxieties. Virtual space, particularly social media, serves as both an informer and a manipulator—offering access to knowledge and alternative lifestyles while simultaneously generating pressure and unrealistic expectations.Findings align with the theory of planned behavior, highlighting how attitudes (e.g., fear of insufficient resources), subjective norms (e.g., social pressure against having more children), and perceived behavioral control (e.g., lack of confidence in parenting amidst digital chaos) shape fertility intentions. Additionally, digital celebrities and influencers have emerged as new opinion leaders, subtly reshaping norms through lifestyle content and subliminal messaging.A critical insight is the two-sidedness of virtual media. On one hand, it facilitates rational, informed decisions—helping couples assess parenting responsibilities with more clarity. On the other hand, it creates deterrents via curated comparisons, rising expectations, and fear of failure. These findings echo global studies on media-induced lifestyle shifts, such as those conducted in Ukraine, Poland, and Nigeria, where media exposure influenced family planning behavior.Moreover, despite extensive governmental efforts to promote childbearing, the structural disconnect between policy and everyday reality—exacerbated by media narratives—has limited policy impact. Participants consistently reported that national incentives failed to address foundational issues such as job security, educational quality, and urban infrastructure. Consequently, media influence has filled the void left by weak social policy.This study offers nuanced insight into how virtual space mediates fertility decisions among urban Iranian couples. It reveals that the impact of digital media is not unidimensional but deeply ambivalent—facilitating empowerment while also propagating fear, social comparison, and disengagement from traditional reproductive norms.Policy implications are clear: any strategy aimed at increasing fertility must integrate media literacy, digital well-being, and socio-economic reform. Rather than relying solely on exhortative campaigns, interventions must address structural inequalities and foster environments in which childbearing is both desired and feasible.Future research should explore the longitudinal effects of digital exposure on family formation, with attention to gendered experiences and evolving norms. Comparative studies across cities and cultures may further contextualize these findings and refine intervention strategies.Ultimately, this study emphasizes that navigating digital modernity requires equipping couples with both critical tools and tangible supports—bridging the divide between awareness and action, between online ideals and offline realities.

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Volume & Issue: Volume 11, Issue 44, June 2026, Pages 328-1

Analysis of Rhetorical Situations in the Perigamic Environments of Online Freemium Computer Games: A Case Study of "Bazam Bazi"

Abstract

Identifying the Motives of Self-Displaying Users Through Hijab in the Instagram Space: A Case Study of Hijab Stylists and Homemaking Bloggers

Abstract

Studying the Ways Female Fans Connect with Instagram Bloggers' "Sweet Home"

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Study of the Structure and Dissemination Trends of Content Related to Sexual Identity on Persian Twitter (X)

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Design and Validation of a Modern Media Diplomacy Model to Enhance Public Satisfaction with the Islamic Republic of Iran Broadcasting (IRIB)

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Contexts and Consequences of Engagement with Digital Games Among University Students: A Qualitative Study Using a Grounded Theory Approach

Abstract

An Examination of the Application of Information and Communication Technology in Education: A Case Study of Stakeholders at Farhangian University of Kurdistan

Abstract

The Ambivalence of Virtual Space: A Qualitative Study on Childbearing Decisions in Media Representations in Isfahan

Abstract