https://nms.atu.ac.ir/ New Media Studies en daily 1 Sun, 22 Jun 2025 00:00:00 +0330 Sun, 22 Jun 2025 00:00:00 +0330 https://nms.atu.ac.ir/article_17827.html 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. https://nms.atu.ac.ir/article_19892.html 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).  https://nms.atu.ac.ir/article_19879.html AbstractThe 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:IntroductionThe 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. https://nms.atu.ac.ir/article_19880.html 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. https://nms.atu.ac.ir/article_18883.html 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. https://nms.atu.ac.ir/article_19882.html 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. https://nms.atu.ac.ir/article_19883.html 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. https://nms.atu.ac.ir/article_19884.html 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. https://nms.atu.ac.ir/article_17789.html 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. https://nms.atu.ac.ir/article_16941.html Abstract The purpose of this research is to investigate the role of modern media in the apparent changes in the Iranian society's culture, which research method was carried out without relying on popular theories and with the Grounded Theory (GT) method. In this method, after explaining the elements and features of the message, the relationship between the elements of communication and the background and consequences (or effects) of the communication process can also be addressed in an inferential way. ) Online data culture based on the Likert scale and two methods of decoding by another researcher and member review method were used and analyzed based on the database theory with Glazerian approach. The findings of this research show that the Iranian society has become extroverted due to the expansion of social networks. And virtual social networks are so influential in the appearance of Iranians' lives that people look for superficial issues (such as the role of consumer culture in anthropology, ideological factors, rhetoric and impracticality of reforming consumption patterns, the use of self-made patterns to reform consumption, lack of media planning in promoting and recognizing patterns consumption, the influence of celebrities on mass media, especially Instagram, and the exchange of information by word of mouth) have accepted changes in the type and form of consumption culture day by day. And in conclusion, it is proposed to form an institution for prudent supervision in the space of virtual advertising. The results and findings of the research were such that the Iranian society has become extroverted due to the expansion of social networks. and virtual social networks in the apparent context of Iranian life, people looking for superficial issues, the role of consumer culture in people, as well as ideological factors, the sloganeering and impracticality of reforming consumption patterns, the use of self-made patterns to reform consumption, the media's lack of planning in promoting and recognizing consumption patterns, the influence of celebrities in social media, especially Instagram and exchanging information by word of mouth; It has caused changes in the type and form of consumption culture day by day. And it is obvious that reforming the process of social affairs in this field will not be possible apart from the guidance approach which is based on scientific and applied studies of needs assessment and adapting the current culture to the goals of human development. Research findings show that policymakers should consider consumer control over the information they are exposed to in social networks and Instagram. The power of the media, both positive and negative, still dominates the representations of people and their concerns. Less time for celebrities, lower costs for product development or promotional products, more creative product ideas, and greater product acceptance were some of the benefits cited, and celebrity endorsement appears to be important when communicating marketing messages. And they have considerable credibility. This shows that it is essential for brands to use Instagram effectively when determining their target audience; They should pay attention to what kind of fame and notoriety can be most effective in attracting a specific target group. The interviewers indicated that the lower-scale celebrity types were most influential, as these categories were perceived as more believable and relevant to users, especially with regard to purchasing decisions as the products and services they endorsed were more cost-effective for participants. Therefore, in choosing a celebrity, policy makers should focus more on a brand that customers can relate to. Due to the change of governments, today's government focuses more on Iran's foreign policy and economy. An institution that is necessary to monitor Iranian culture in the country's media to hold this industry responsible for representing Islamic Iranian culture. Although radio and television stations are required to allocate a certain amount of broadcast time to Iranian content with Islamic culture, which is regulated by the Communications and Telecommunications Commission and most of the Iranian Broadcasting Corporation, the products that the most visited Instagram pages in the field of promoting consumer products are usually free of charge. They will support Iranian brand-making companies regarding Iranian consumer products. As in other countries, young people in Iran care about their style, the only differences they have compared to others is the limitation in appearance and the absence of an organized system to work on consumer products. This system is mostly based on people and their interaction with other groups in the society. They are consumers, importers, personal designers and groups of creative young people who, inspired by global culture, create new trends to create domestic trends that will be more applicable in Iran's situation. Diversity in the age and social position of people and differences in their views lead to diversity in their tastes and classify them in different stages of accepting new trends, and different people in different stages of acceptance follow the same process of accepting innovations, but according to their local conditions. These conditions have caused integration and some changes in the stages of product diversification and its consumption among Iranians. Some people try to choose products and consume them by imitating others in order to achieve social status without paying special attention to their social position. The system offers a variety of products and needs to meet the emerging needs of larger groups of consumers who are mostly young and interested in new products, but our limitations Keywords: culture, virtual networks, Instagram, consumer goods https://nms.atu.ac.ir/article_18460.html Virtual networks have become an integral part of human life, especially in the last decade. Thanks to the availability of smartphones at varying prices, people can now easily access all kinds of virtual networks that were once inaccessible before 2010. Instagram, a powerful social platform, has gained immense popularity among global users, particularly Iranians, as Iran is among the top ten countries in terms of Instagram usage. It is crucial to examine and understand the effects of this virtual network on people in different ways. As technology has made incredible progress in recent years, introducing new tools and features into people's lives every month, social researchers need to keep up-to-date research in this field. This research specifically focuses on Sweet Home bloggers, who are well-known among Iranian users, and their fans on Instagram. The aim is to understand the nature of their relationship. Firstly, we will explore how fans define the relationship between themselves and Sweet Home bloggers and identify the factors that influence their understanding of this relationship. Finally, we will investigate how the content produced by Sweet Home bloggers is perceived and understood by their fans. Qualitative methods, including semi-structured interviews with 21 active female audiences who consider themselves fans of one of the five Sweet Home bloggers on Instagram, were used in this research. Through thematic analysis of the data obtained, we identified five main themes. The first theme focused on the level of awareness and understanding of the content on Sweet Home's pages. We found that there was sometimes a deep mistrust towards the content produced by the blogger. The second theme explored how the audience perceives themselves and the blogger with Sweet Home. We found that one group of fans completely identified themselves with the blogger, while another group did not relate to similar bloggers. In this study, we explore several themes related to blogging on Instagram. Firstly, we analyze how fans influence the content creation process of bloggers and how they have the power to direct the path of bloggers' home pages. Secondly, we examine the importance and impact of high-quality and colorful photos posted by bloggers, which can be a factor in retaining audience attention. Thirdly, we investigate the spread of pop culture specific to Instagram by Sweet Home bloggers, which creates a sense of belonging for their audience. Throughout the study, we found that the current audience is very selective about the type of content they consume, and they have a two-way relationship with bloggers. They not only consume content but also demand and influence the type of content produced. We aimed to understand this unique relationship that has emerged from the virtual world of Instagram and to gain insights into the fans' perspectives. Keywords: Instagram, sweet home blogger, daily blogger, blogger-follower relationship, social networks, Persian Instagram Virtual networks have become an integral part of human life, especially in the last decade. Thanks to the availability of smartphones at varying prices, people can now easily access all kinds of virtual networks that were once inaccessible before 2010. Instagram, a powerful social platform, has gained immense popularity among global users, particularly Iranians, as Iran is among the top ten countries in terms of Instagram usage. It is crucial to examine and understand the effects of this virtual network on people in different ways. As technology has made incredible progress in recent years, introducing new tools and features into people's lives every month, social researchers need to keep up-to-date research in this field. This research specifically focuses on Sweet Home bloggers, who are well-known among Iranian users, and their fans on Instagram. The aim is to understand the nature of their relationship. Firstly, we will explore how fans define the relationship between themselves and Sweet Home bloggers and identify the factors that influence their understanding of this relationship. Finally, we will investigate how the content produced by Sweet Home bloggers is perceived and understood by their fans. Qualitative methods, including semi-structured interviews with 21 active female audiences who consider themselves fans of one of the five Sweet Home bloggers on Instagram, were used in this research. Through thematic analysis of the data obtained, we identified five main themes. The first theme focused on the level of awareness and understanding of the content on Sweet Home's pages. We found that there was sometimes a deep mistrust towards the content produced by the blogger. The second theme explored how the audience perceives themselves and the blogger with Sweet Home. We found that one group of fans completely identified themselves with the blogger, while another group did not relate to similar bloggers. In this study, we explore several themes related to blogging on Instagram. Firstly, we analyze how fans influence the content creation process of bloggers and how they have the power to direct the path of bloggers' home pages. Secondly, we examine the importance and impact of high-quality and colorful photos posted by bloggers, which can be a factor in retaining audience attention. Thirdly, we investigate the spread of pop culture specific to Instagram by Sweet Home bloggers, which creates a sense of belonging for their audience. Throughout the study, we found that the current audience is very selective about the type of content they consume, and they have a two-way relationship with bloggers. They not only consume content but also demand and influence the type of content produced. We aimed to understand this unique relationship that has emerged from the virtual world of Instagram and to gain insights into the fans' perspectives. https://nms.atu.ac.ir/article_18530.html The study was conducted with the aim of understanding the communication policy model with an emphasis on regulations for Starlink satellite internet. The study with applied-developmental purpose is a cross-sectional survey research in terms of the method and time frame of data collection, and in terms of the research design, it is a mixed research. The community of participants in the qualitative section includes law professors and communication managers, 10 of whom were selected through theoretical sampling. The interviews continued until theoretical saturation was achieved. The statistical population of the quantitative part includes law professors and experts in the field of communication, the sample size of 70 people was estimated by Cohen's power analysis method, and a simple random sampling method was used. The data collection tools were semi-structured interviews and researcher-made questionnaires. The validity of the interview was confirmed based on the four criteria of credibility, transferability, confirmability and reliability, and the reliability of the qualitative part was estimated as 0.709 by calculating the Holstein coefficient. The validity of the quantitative part was checked with the formal validity methods of judges' point of view, convergent validity (above 0.5) and divergent validity. The reliability of the questionnaire was also evaluated by estimating Cronbach's alpha, Rho coefficient and composite reliability above 0.7. Data analysis was done in the qualitative part with the Grand Theory method and in the quantitative part with the partial least squares method. The research findings showed that the consistent international law and determining the precise responsibility for the performance affect the communication policy. The development of communication infrastructures provide the necessary background and the challenge of Starlink satellite internet also plays an intervention role. Finally, the regulation of Starlink satellite internet leads to the facilitation of communication in the age of globalization. The emergence of Starlink satellite internet and its strategic options were analyzed. The results showed that policy-making in this field should not be done with a confrontational approach and a solution based on interaction should be on the agenda. A review of the study and research literature, especially in the country, shows that despite its importance, the issue of satellite internet is less on the agenda of researchers, and in the few studies that have been conducted, the issue of communication policy has not been addressed in any of these researches in this field. It has not been studied and adapted as a unit. Therefore, in this study, an effort will be made to take into account the existing knowledge gap and the discussion of innovation and the review of internal and external research, the existing knowledge gap regarding communication policy and with an emphasis on regulation, because until now, researchers in this particular field of work has not done and has not given an article, the research has been done in terms of the topic and the new approach and collecting information and producing content from this technology is considered as research innovation and from another angle, the innovation of this research is a framework for developing regulations for technology The internet from space is called Starlink. Regarding the challenge of Starlink satellite internet, reduce radio frequency interference by forming joint organizations and mechanisms to deal with cyber threats. In this regard, the development of security culture and technologies and the determination of legal requirements for reporting security breach data will be helpful. Also, relevant managers can reduce the existing challenges to some extent by providing clear and understandable information to users about rights and obligations. Communication policy with emphasis on regulations for Starlink satellite internet has faced a serious challenge due to non-acceptance of the laws of the country by Starlink and the lack of international laws in the field of satellite internet, and the lack of setting standards and guidelines in this area has caused neglect of regulations for Starlink satellite internet. Therefore, it is suggested that by intensifying the penalties for privacy violations and data theft, the path to achieve the goal of communication policy will be facilitated by emphasizing the regulations for Starlink satellite internet. Regarding the regulations for Starlink satellite internet, it is suggested to prevent interference with satellite services by determining the rules and regulations related to frequency spectrum allocation and management. In this regard, it is important to use frequency spectrum resources equitably and of course to align with international laws and domestic laws of the country. The goals of communication policy can be achieved by emphasizing the regulations for Starlink satellite internet by promoting interaction and cooperation between traditional and satellite operators and determining fair tariffs, and determining and regulating competition laws and paying attention to the International Covenant on Civil Rights will be helpful in this regard. And by implementing the aforementioned strategies, achieving goals such as facilitating communication in the era of globalization, increasing internet bandwidth, increasing access to high-speed internet in the world, covering all parts of the planet with Starlink satellite internet, reducing the distance from current satellites, not being specific It will be possible to a specific geographical area and a specific and strictly controlled location. One of the most important cyber issues and concerns of the country in the field of communications is the operationalization of satellite internet in the coming months and years, which seems to have not been given much attention in the country's communications policy, especially in the discussion of the National Information Network. Satellite systems are expanding and with their wide coverage in Iran, they can overshadow the entire national information network at once. If the national information network cannot provide better, cheaper and more diverse services, the national network will be affected by global satellite internet networks, which are mostly American. Of course, what today in this project. https://nms.atu.ac.ir/article_18837.html 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, visual content, etc., 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, cultural, and others. Regarding sexual identity, it can also be said that in different societies, especially in 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, and the mechanisms for content dissemination on Twitter, as well as 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 in 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, 11,454 edges, with a modularity value of 0.858. Additionally, in the trend research method, 9 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, 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. https://nms.atu.ac.ir/article_18983.html The state of media literacy of Iranian political elites abstract Literacy media, Elite political one From areas, About Neglected remaining is, nowadays From on the one hand Volume breadth From Contents And Contents At Media I see To About media, social With Target impact On Elite political And other Contents Production done, From Elite political To influence On thoughts General, publish be, That Of course, At every two the face, that's mean What At Production content Or Consumption it, By Elite political, to have Literacy media, above the Very Important is, this Research With Target Check Condition Literacy media, At between Elite political Iran the face taken is, The method used in this research was Delphi, which was conducted in three stages and the form of an in-depth interview. To select the interviewees, parameters such as a long history of presence in the political scene, media activity, ‌especially ‌virtual media, or familiarity with ‌media advertising techniques ‌, party communication, have been taken into consideration. After identifying them, they were invited to interview by sending an invitation letter. Further, by using an in-depth interview and in the form of a panel, the opinions of the participants were evaluated and questioned. In the first round of Delphi Interviews ‌, 16 One of the ‌participants Coding became and 48 subindex From Interviews ‌, To got it At far Second Delphi 48 subindex To Hand came To Specialists and professors of political science and communication Supply became until the At Status item the existence or absence of it among the political elites to declare their opinion and position; And Also amount importance Each Identify the following indicators among the political elites.‌ The findings of the current research were categorized and analyzed into 4 strategies, 12 main indicators, and 48 sub-indices. The strategies were: 1- personal bio strategy 2- bio-organizational strategy 3- bio-communication strategy 4- bio-social strategy. Although different nominal indicators were obtained in the process of interviewing and coding, all the resulting strategies and indicators refer to the basic components of media literacy and the goals and expectations that have been addressed and discussed by scholars in various research. Is; Therefore, in naming ‌these strategies as a functional road map of Iranian political elites, the title of life in measuring media literacy has been used, Media literacy is a means of living in a new ecosystem where today's political elites are engaged in providing political and social activities at the community level. One of the strategies of the ‌upcoming research is "bio-individual strategy" ‌. This strategy deals more with the media literacy ‌of political elites based on analytical understanding ‌. Analytical understanding is one of the ‌basic components in media literacy ‌, which lead ‌ to content production, and finally, through content production, functional and intellectual distinction in media literate elites. ‌"Bio-organizational strategy" is one of the results of acquiring media literacy ‌in the political elites, which mostly refers to the organization, formulation, guidance, and management of ‌media flows ‌and public opinion under the political goals of the country's political elites. "Bio-communication strategy" is one of the ‌most important manifestations of media literacy ‌in political elites. The nature of the extensive communication of politicians in the media environment ‌and the resulting products are included in this strategy. The strategy of "social life" is another important strategy in the study of media literacy ‌of political elites. This strategy looks at ‌different political and social aspects, ‌their roles and functions social and political activities ‌. To increase the media literacy of political elites in four strategies: 1- personal life strategy, 2- organizational life strategy, 3- communication life strategy, and 4- life strategy, the following measures are necessary: Ability Use From Technology Day Including Computer To Processing And Production Information; Ability conclusion ‌, At item Relationships Ali And disabled, between Reports ‌, media And reaction General; Ability diagnose the effect of distortion, stereotyping, Advertising, And Violence At The media‌ visual; Ability diagnosis interpretation And To Existence to bring Pictures visual; Ability Consumption critical And No passive From media; Ability to analyze social, political, And Economic The media‌ Keywords: media literacy, social media, political elites. Ability diagnose the effect of distortion, stereotyping, Advertising, And Violence At The media‌ visual; Ability diagnosis interpretation And To Existence to bring Pictures visual; Ability Consumption critical And No passive From media; Ability to analyze social, political, And Economic The media‌ Keywords: media literacy, social media, political elites. https://nms.atu.ac.ir/article_19118.html With the advancement of technology and the expansion of the use of the Internet, social networks have become one of the most important means of communication and information exchange in the modern world. These platforms, including Facebook, Twitter, Instagram and YouTube as global networks and Rubika, Eita and Aparat as Iranian networks, have a special place in daily life and have become a place to communicate with others, share experiences and publish various contents. This research identifies the factors that are effective in the viral spread of content in social networks. Factors such as content value, algorithm intelligence, interaction and user preferences play an important role in this process. In the fifth chapter, a special emphasis has been placed on the irreplaceable role of algorithms and quality content as the source of any viral content. Content production does not necessarily have to be expensive; Rather, it is enough that it is liked by users so that the algorithms try to increase the consumption of users in order to make it viral.In the end, the process of content becoming viral is likened to the flight of a bird, one wing of which is quality content and the other wing is the power of the algorithm. The conditions of the society are also like the weather conditions that can affect the flight. By conducting in-depth interviews with 12 experts and using external and internal sources, this research has investigated and provided solutions for producers and users of social networks.- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - https://nms.atu.ac.ir/article_19721.html This study undertakes a detailed examination of the aesthetic typology, or classification, of the visual content produced by a prominent everyday blogger or influencer on the Instagram social media platform. Everyday bloggers refer to individuals who consistently create and publish content across a variety of formats, leveraging the diverse features and capabilities of the Instagram network to build a large and devoted following on their pages. The research began with the identification of Instagram-based everyday bloggers who have amassed approximately one million followers on their accounts. From this pool of high-profile social media influencers, one blogger was randomly selected as the focal point of the analysis. The primary unit of analysis in this study was the individual posts published on the chosen blogger's Instagram page. This study delves into the aesthetic typology, or classification, of the visual content produced by one of the prominent everyday bloggers on the Instagram social media platform. Everyday bloggers refer to individuals who consistently create and publish content in various formats, utilizing the full range of features available on Instagram. These bloggers have amassed a large following of devoted fans and subscribers on their pages, distinguishing them as influential figures within the social media landscape. The research began by identifying Instagram everyday bloggers who have approximately one million followers on their accounts. From this pool of high-profile influencers, one blogger was randomly selected as the subject of the analysis. The unit of examination in this study was the individual posts published on this selected blogger's Instagram page. The researchers first conducted a comprehensive review of all the posts shared by the chosen blogger. They then narrowed their focus to the most recent 50 posts published on the account. Using a semiotic analysis approach, the study aimed to uncover the key aesthetic elements and stylistic choices employed by the blogger in crafting this visual content. Semiotic analysis is a methodological framework that examines the underlying meanings and significations encoded within visual and textual artifacts. It delves into the symbolic, iconic, and indexical cues that shape the overall aesthetic and communicative impact of these mediated representations. By applying this semiotic lens, the researchers were able to identify and categorize the predominant aesthetic typologies present in the everyday blogger's Instagram posts. Through this rigorous analytical process, the study uncovered a diverse array of aesthetic elements and stylistic techniques utilized by the blogger. These included the strategic use of color palettes, framing and composition, lighting and shadows, the incorporation of natural or urban settings, the deployment of various photographic techniques (such as depth of field, angle, and perspective), and the integration of graphic design elements (such as typography, iconography, and layout). The findings revealed that the blogger skillfully combined these aesthetic components to construct a cohesive and visually compelling visual narrative across their Instagram feed. The researchers observed patterns and recurring motifs in the blogger's aesthetic choices, which ultimately coalesced into a distinctive typology or classification system. This typology encompassed various aesthetic categories, such as minimalist and clean compositions, vibrant and saturated color schemes, the prominent use of natural landscapes and environments, the integration of candid and spontaneous moments, the incorporation of textual overlays and typographic elements, and the strategic framing of the blogger's own persona and lifestyle. By delving into the semiotic underpinnings of the everyday blogger's visual content, the study shed light on the intricate and intentional aesthetic strategies employed to captivate and engage the blogger's devoted audience. The findings suggest that these everyday Instagram influencers are not merely casual content creators, but rather skilled visual storytellers who leverage a nuanced understanding of aesthetic principles to craft an immersive and visually arresting online presence. The insights gleaned from this research hold significant implications for the burgeoning field of visual communication and digital media studies. The study underscores the importance of examining the aesthetic conventions and semiotic codes that shape the visual landscape of social media platforms, particularly in the context of influential everyday bloggers who have mastered the art of crafting engaging and visually compelling content. Furthermore, the typology of aesthetic elements uncovered in this analysis can serve as a foundation for future research, exploring the intersections between visual aesthetics, social media engagement, and audience perception. As the influence of everyday bloggers continues to grow, understanding the deeper aesthetic underpinnings of their content production will be crucial for scholars, practitioners, and industry stakeholders alike. In conclusion, this study's in-depth examination of the aesthetic typology employed by a prominent everyday Instagram blogger offers valuable insights into the sophisticated visual communication strategies that underpin the success of these influential digital content creators. The findings shed light on the intricate interplay between aesthetic choices, social media engagement, and the construction of compelling online identities and narratives. This research contributes to our understanding of the evolving landscape of visual storytelling in the digital age, with important implications for the study of social media, influencer marketing, and the broader field of visual communication. https://nms.atu.ac.ir/article_20023.html با گسترش سریع فناوری‌های دیجیتال و افزایش دسترسی به اینترنت، فضای مجازی به بخش جدایی‌ناپذیری از زندگی روزمرۀ دانش‌آموزان تبدیل شده است. این فضا، اگرچه فرصت‌های بی‌شماری برای یادگیری، ارتباطات اجتماعی و رشد فردی فراهم می‌کند، اما چالش‌های روانی و رفتاری متعددی را نیز به همراه دارد. تحقیقات اخیر نشان می‌دهند که استفاده نامناسب و بیش از حد از فضای مجازی می‌تواند تأثیرات منفی قابل‌توجهی بر سلامت روانی و خودتنظیمی تحصیلی دانش‌آموزان داشته باشد. این تأثیرات منفی به ویژه در دوران نوجوانی، که مرحله‌ای حساس از رشد روانی و اجتماعی است، می‌تواند پیامدهای بلندمدتی بر سلامت روان و موفقیت تحصیلی افراد داشته باشد. هدف اصلی این پژوهش، تدوین بسته آموزشی مدیریت رفتار در فضای مجازی و اثربخشی آن بر سلامت روانی و خودتنظیمی تحصیلی دانش‌آموزان دختر متوسطه شهر تهران بود. در مرحله اول، بسته آموزشی با استفاده از روش کتابخانه‌ای و تحلیل محتوای متون علمی تدوین گردید. سپس با بهره‌گیری از نظرات متخصصان روان‌شناسی، روان‌شناسی تربیتی و مدیریت رسانه، روایی محتوایی آن از طریق شاخص نسبت روایی محتوایی (CVR) بررسی شد و نتایج نشان داد که تمامی سرفصل‌ها و محتوای تدوین‌شده، روایی کافی را دارا بوده و از نظر علمی و کاربردی، موردتأیید متخصصان قرار گرفت. در مرحله دوم، با استفاده از طرح پژوهشی آزمایشی (پیش‌آزمون، پس‌آزمون با گروه کنترل) و تحلیل واریانس اندازه‌گیری مکرر، اثربخشی بسته آموزشی در متغیرهای پژوهش مورد ارزیابی قرار گرفت. نتایج نشان داد که: سلامت روان دانش‌آموزانی که آموزش مدیریت رفتار در فضای مجازی را دریافت کرده‌اند، نسبت به گروه کنترل، به طور معناداری بهبود یافته است. به نظر می‌رسد مکانیسم‌های اثرگذاری آموزش مدیریت رفتار در فضای مجازی بر سلامت روان دانش‌آموزان از طرق ذیل باشد: 1- تقویت مهارت‌های خودمراقبتی و خودتنظیمی: آموزش مدیریت رفتار در فضای مجازی به دانش‌آموزان کمک می‌کند تا مهارت‌های خودمراقبتی و خودتنظیمی را تقویت کنند .این مهارت‌ها شامل توانایی کنترل استفاده از فضای مجازی، تنظیم هیجانات، و پیشگیری از رفتارهای پرخطر آنلاین می‌شود. پژوهش‌ها نشان داده‌اند که آموزش این مهارت‌ها می‌تواند به بهبود سلامت روانی، اجتماعی و جسمانی دانش‌آموزان منجر شود. 2-کاهش اضطراب، افسردگی و استرس از طریق مداخلات دیجیتال: مداخلات دیجیتال مبتنی بر آموزش مدیریت رفتار در فضای مجازی می‌توانند به کاهش اضطراب، افسردگی و استرس در دانش‌آموزان کمک کنند. مطالعات نشان داده‌اند که این مداخلات با ارائه راهکارهای مقابله‌ای و افزایش آگاهی فردی، به بهبود سلامت روانی دانش‌آموزان منجر می‌شوند. 3-بهبود انعطاف‌پذیری شناختی و کاهش اهمال‌کاری تحصیلی: آموزش مهارت‌های تنظیم هیجان در قالب مدیریت رفتار در فضای مجازی می‌تواند به بهبود انعطاف‌پذیری شناختی و کاهش اهمال‌کاری تحصیلی در دانش‌آموزان منجر شود. این آموزش‌ها به دانش‌آموزان کمک می‌کنند تا با چالش‌های تحصیلی بهتر مقابله کنند و عملکرد تحصیلی خود را بهبود بخشند . 4-نقش معلمان در ایجاد محیط حمایتی و امن: معلمان نقش مهمی در مدیریت هوشمندانه فضای مجازی و حمایت از سلامت روان دانش‌آموزان دارند. با آموزش استفاده مسئولانه از فضای مجازی، ایجاد فضای امن در محیط‌های آموزشی و همکاری با والدین، معلمان می‌توانند به بهبود سلامت روانی و ارتقاء توانمندی‌های دانش‌آموزان کمک کنند. 5- کاهش پرخاشگری و افزایش تفکر خلاق: استفاده مناسب از شبکه‌های اجتماعی مجازی می‌تواند به کاهش پرخاشگری و افزایش تفکر خلاق در دانش‌آموزان منجر شود. آموزش مدیریت رفتار در فضای مجازی به دانش‌آموزان کمک می‌کند تا از این فضا به‌طور مثبت استفاده کنند و مهارت‌های اجتماعی خود را تقویت نمایند. می‌توان نتیجه گرفت که آموزش مدیریت رفتار در فضای مجازی می‌تواند تأثیرات مثبتی بر سلامت روان دانش‌آموزان داشته باشد، به‌ویژه زمانی که این آموزش‌ها به‌صورت هدفمند و با مشارکت معلمان و والدین ارائه شوند. بااین‌حال، استفاده نادرست و بی‌رویه از فضای مجازی می‌تواند منجر به مشکلات روان‌شناختی جدی شود. بنابراین، طراحی و اجرای برنامه‌های آموزشی مناسب و مدیریت هوشمندانه فضای مجازی برای حفظ و ارتقاء سلامت روان دانش‌آموزان ضروری است. همچنین خودتنظیمی تحصیلی دانش‌آموزان گروه آزمایش در مقایسه با گروه کنترل به طور معناداری افزایش یافته است. این یافته‌ها نشان می‌دهند که با توجه به نقش شبکه‌های اجتماعی در افزایش استرس، اضطراب و حواس‌پرتی دانش‌آموزان، آموزش مدیریت صحیح رفتار در فضای مجازی برای ارتقای سلامت روان آنها ضروری است. ضمن آنکه ارتقای مهارت‌های برنامه‌ریزی، مدیریت زمان و کنترل عوامل مزاحم دیجیتال، موجب بهبود خودتنظیمی تحصیلی می‌شود. به نظر می‌رسد مکانیسم‌های اثرگذاری آموزش مدیریت رفتار در فضای مجازی بر سلامت روان دانش‌آموزان از طرق ذیل باشد: افزایش آگاهی دانش‌آموزان درباره زمان‌بندی و اولویت‌بندی: آموزش مدیریت رفتار در فضای مجازی به دانش‌آموزان کمک می‌کند تا زمان استفاده از اینترنت و شبکه‌های اجتماعی را کنترل کنند و در نتیجه زمان بیشتری برای مطالعه و فعالیت‌های تحصیلی اختصاص دهند. این آگاهی منجر به بهبود برنامه‌ریزی و خودتنظیمی در روند تحصیل می‌شود. 2-کاهش حواس‌پرتی و تمرکز بهتر در محیط آموزشی: مدیریت رفتارهای مجازی باعث می‌شود دانش‌آموزان کمتر دچار حواس‌پرتی ناشی از پیام‌ها و محتوای غیرضروری شوند. کاهش این عوامل مزاحم، امکان تمرکز بیشتر بر روی تکالیف و درس‌ها را فراهم می‌آورد . 3-تقویت مهارت‌های خودکنترلی: از طریق آموزش مدیریت رفتار، دانش‌آموزان یاد می‌گیرند چگونه در مقابل وسوسه‌های استفاده مکرر از فضای مجازی مقاومت کنند که این موضوع با افزایش مهارت‌های خودکنترلی ارتباط مستقیم دارد و خودتنظیمی تحصیلی را بهبود می‌بخشد . 4-افزایش خودآگاهی نسبت به تاثیر فضای مجازی بر عملکرد تحصیلی: آموزش مدیریت رفتار باعث می‌شود دانش‌آموزان درک بهتری از اثرات منفی استفاده بیش از حد از فضای مجازی روی یادگیری و تمرکز پیدا کنند و انگیزه بیشتری برای کنترل رفتار خود داشته باشند. 5- ایجاد عادات مثبت و کاهش رفتارهای مخرب: این آموزش‌ها باعث شکل‌گیری عادات مثبت مثل برنامه‌ریزی مطالعه، استفاده محدود و هدفمند از فضای مجازی، و پرهیز از فعالیت‌های اضافی و بی‌هدف می‌شود که همه اینها پایه‌های اصلی خودتنظیمی تحصیلی هستند. می‌توان نتیجه گرفت که آموزش مدیریت رفتار در فضای مجازی، با فراهم آوردن بستر مناسب برای ارتقای مهارت‌های خودتنظیمی، نقش مهمی در بهبود عملکرد تحصیلی و موفقیت دانش‌آموزان دارد. توصیه می‌شود مدارس و نهادهای آموزشی در راستای ارتقای کیفیت یادگیری و پیشرفت تحصیلی، به طراحی و اجرای چنین برنامه‌های آموزشی بپردازند تا از تأثیر مثبت آن بر خودتنظیمی تحصیلی دانش‌آموزان بهره‌مند شوند. اگرچه بسته آموزشی مدیریت رفتار در فضای مجازی روی هر دو متغیر وابسته اثرگذار بوده است، بااین‌حال، اندازه اثر محاسبه شده نشان داد که بیشترین تأثیر بر خودتنظیمی تحصیلی و بعد سلامت روان بوده است. https://nms.atu.ac.ir/article_20689.html Introduction and Background: This paper explores the complex and emerging phenomenon of using hijab as a tool for self-expression and identity display on Instagram. While the hijab traditionally symbolizes modesty, chastity, and religious commitment in Islamic tradition, in the virtual space, particularly on Instagram, it has transformed into a means of attracting attention, self-promotion, marketing, and even competition. This research investigates and identifies the hidden and apparent motivations of women who use the hijab for these purposes as hijab stylists and stay-at-home bloggers. By examining this apparent contradiction, the paper seeks a deeper understanding of the motivations, challenges, and consequences of this phenomenon in the digital space. Main Issue: The core issue of this research is the contradiction between the traditional concept of hijab as a symbol of modesty and shyness and its modern use as a tool for self-display and attention-seeking on social media. This paper seeks to understand why some women, especially hijab stylists and stay-at-home bloggers, use the hijab as a visual element to attract audiences, promote products and services, and create a personal brand. In other words, this research explores what motivates women to use hijab as a tool for self-expression and earning income, while this covering is often associated with concepts such as lack of self-display and seclusion in religious tradition. Research Methodology: This research employed a qualitative methodology and semi-structured interviews to collect data. Researchers conducted in-depth interviews with 25 active Instagram users identified as hijab stylists and stay-at-home bloggers. The interviews were conducted in-depth and in compliance with ethical principles to gain a better understanding of the participants’ motivations, experiences, and viewpoints. Additionally, researchers established a relationship with the participants for at least six months before conducting the interviews to create a safe and friendly environment. The data were analyzed using content analysis to extract the main patterns and themes. Key Findings: The present research identified various motivations behind women using hijab for self-presentation on Instagram, which broadly include: Economic Motivations: Many female participants in the study use Instagram as a marketing tool to generate income. They have achieved financial independence through the virtual space by advertising hijab stylist services, promoting products, and earning advertising revenue. Attracting Attention and Visibility: Another motivation is the need to be seen and attract audience attention. For this purpose, women use hijab as a visual element to attract attention and increase followers by creating attractive and diverse content. Creating and Managing a Digital Identity: Many participants see Instagram as a platform for self-expression and creating a unique digital identity. They try to create differentiation and attract audiences with similar tastes by using hijab and unique clothing styles. Social Confirmation and Increased Self-Confidence: For many participants in this research, receiving likes, positive comments, and positive feedback from the audience acts as a factor in enhancing self-confidence. This social confirmation motivates them to continue their activity in the virtual space. Competition and Differentiation: The women participating in this study are aware of the intense competition that exists on Instagram. For this reason, they are constantly trying to outperform their competitors and attract more audiences by providing innovative and unique content. Cultural and Religious Tensions: Participants in this research face tensions between traditional religious values and modernity. By using hijab as a tool for self-promotion, they are actually offering a redefinition of the concept of hijab. Discussion and Analysis: This research shows that the use of hijab on Instagram is a multi-dimensional phenomenon that cannot be attributed to a single factor. Rather, economic, social, psychological, and cultural motivations play a role in this phenomenon. Furthermore, the results of the research show that the virtual space, especially Instagram, is a platform that can play an important role in redefining religious and cultural concepts. However, this phenomenon can also create tensions and challenges in traditional and religious societies. Conclusion: Ultimately, this research demonstrates that using hijab as a means of self-presentation on Instagram is a complex and multi-layered phenomenon rooted in various motivations. Understanding this phenomenon requires attention to economic, social, cultural, and psychological factors. By presenting its findings, this research can help cultural and religious policymakers, the media, and other stakeholders to have a better understanding of the phenomenon of self-display with hijab in the virtual space and adopt appropriate strategies for its management. This study also emphasizes the importance of further investigation into the impact of social media on the religious and cultural identity of women in different societies. https://nms.atu.ac.ir/article_20782.html Introduction With the emergence and growth of mass media in the 20th century, especially after World War II, the face of traditional diplomacy has completely changed, and we are faced with a phenomenon called media diplomacy, which is unprecedented in history; because the media, especially television networks and video satellites, practically carry out tasks that ministries and diplomatic missions traditionally carried out, and in many cases even act more powerfully, faster and more effectively. In other words, the national media needs a comprehensive and up-to-date media diplomacy that can, by utilizing technological facilities, present rich, attractive content that is suitable for various segments of society. From a negative perspective, this issue is also very crucial because the continuation of current policies and passivity in the face of changing tastes and the invasion of foreign media and social media will cause people to distance themselves from and become increasingly dissatisfied with the national media, and the people's anger with the Iranian Broadcasting Corporation will have unpleasant consequences both from the perspective of information and from the perspective of education and entertainment. This issue is also important from a research and academic perspective, and the number of studies that have been conducted in these fields is evidence of this claim. However, the fundamental issue from a research perspective is that in the studies conducted, the two categories of "satisfaction with the national media" and "media diplomacy" have been studied separately. An applied research that organizes and weaves these concepts together in the national media space has been neglected from the researchers' perspective. Therefore, the present study was conducted with the aim of filling this research gap. The research contribution and theoretical synergy of the present study is that this study attempts to identify the country's media policy-making structures with the aim of satisfying the audience and explain the pattern of relationships between them, using an exploratory approach based on the views of experienced and expert individuals. The present study answers this key question: What is the paradigmatic model of the national media in gaining public satisfaction through modern media diplomacy? Methodology: This research is philosophically based on the interpretivist paradigm, so a qualitative research strategy and specifically the grounded theory method with an inductive approach was used. It is also a descriptive research in terms of its applied-developmental purpose and in terms of the method and time frame of data collection. The research participants included national media managers in the field of domestic and international news; managers of domestic and international television networks; managers of the IRIB Research Center and professors of the IRIB Faculty and the Faculty of Social Sciences and Communications of Azad University who were aware of the field of media diplomacy. The theoretical sampling method was used and interviews continued until theoretical saturation was achieved, and finally 22 people participated in this study. The data collection tool was a semi-structured interview and a questionnaire. The paradigmatic model of the research was presented using the grounded theory method and the indicators were prioritized using the fuzzy Sava method. Results and Discussion: Based on the paradigmatic model of the research, it was determined that causal conditions (alignment of national media with global platforms, media literacy, and audience-centeredness) affect the pivotal phenomenon (national media product). The pivotal phenomenon, enabling conditions (national media technological infrastructure), and interventionist conditions (audience aversion) affect strategies and actions (new media diplomacy). Ultimately, strategies and actions lead to outcomes (attracting public satisfaction, national media productivity, and developing national and international communications). Conclusion: In the findings section, the Swara method was used to determine the weight of the indicators of the paradigm model of the national media in gaining public satisfaction through modern media diplomacy. The index of establishing global communications and interactions (S41) was given the first priority with a weight of 0/1262. The index of trust in the content and news provided by the national media (S51) was given the second priority with a weight of 0/1158. The index of producing programs based on the wishes of the audience (S27) was given the third priority with a weight of 0/0934. The index of usefulness of the information provided to the audience (S55) was given the fourth priority with a weight of 0/0889. The index of observing impartiality and fairness in presenting news (S57) was given the fifth priority with a weight of 0/747.