فصلنامه رسانه
سال بیست و نهم شماره 1 (پیاپی 110، بهار 1397)

With the development of new communication media such as social media, new topics have been brought about including social media literacy to further complete the media literacy issue. This literacy consists of initial information about capabilities, opportunities, methods of using these media, and possible damage as well as ways to cope with them.Citizens can make appropriate use of the tools of such media only through acquisition of social media literacy.Promotion of and teaching media literacy, whetherwithin the framework of official educational system of the country orthrough other methods, requires using a conceptual model to measure the effectiveness of these interventions.An important issuehere is that based on which model and criteria the educational programs and interventions to promote social media literacy should be designed so that they would be capable of monitoring the effectiveness of these interventions.Using desk research and providing a literature review and evaluation of the popular models of modern and social media literacy this paper introduces and explains a proposed cognitive framework for social media literacywhich is suitable for designing and measuring the effectiveness of social media literacy interventions.

This paper intends to provide a basis for theorizing the concept of “Social Media Literacy” (SML) and then measure it among Iranian users of Telegram. This study chose Telegram as its research field because of its popularity in Iran. The proposed framework for measuring SML consists of three levels of access and awareness, critical understanding and knowledge, and finally creativity and engagement. The study was conducted using an online questionnaire. The sample population was chosen based on a combination of purposive and convenience sampling methods. The questionnaire was accessible through Google Drive for a week in December 2017. During that week, 574 responses were received, 10 of which were not acceptable. Although, this was a quantitative research in its essence, but attempts were made to validate it more and more by using qualitative techniques in designing the questionnaire.
The results show that Iranians’ SML is higher than what is supposed to be. In fact, analysis of the data confirms that a great number of users, when facing fake posts, generally understand that they are not real.
A minor part of users, of course, show their opposition and send feedback to senders or discuss it in Telegram’s groups. Moreover, the study shows that there is a positive correlation between SML and income, gender, career and studying field variables.

Education is one of the most important institutions in any society that plays important roles such as education, social solidarity, teaching skills and science, socialization of people, transfer of culture, etc. Teachers are one of the most important pillars of educational institution. This study has examined the relationship between media consumption and the extent of teachers’ social capital. The statistical population of this study comprises all the teachers in the city of Sisakht, of whom 178 were selected based on stratified sampling. Questionnaires were used to collect data, which were analyzed using SPSS software. The research findings showed that there is a significant relationship between the extent of print media usage and social capital dimensions (including social trust, social engagement and observance of norms) while there is no relationship between the extent of print media usage and membership in social networks. The findings also showed that there was a significant relationship between the extent of electronic media usage and membership in social networks and social engagement while there was no significant relationship between the extent of electronic media usage and the degree of social trust and observance of norms. On the whole, there is a significant relationship between the independent variable, that is media consumption (print and electronic) and dependent variable, i.e. social capital.

This study has been conducted to review the relationship between TV commercials and selection of products by customers. It has applied survey methodology and questionnaire to collect data. The statistical population of this research included all the 25 to 60 year old residents of Tehran that is 7,528,374 people. The sample population, 386 people, have been selected using multi-stage cluster sampling. The obtained data has been analyzed using inferential statistics and Kendall tests, Pearson coefficient, and linear regression... Based on the findings of the Pearson correlation coefficient, there is a positive and significant correlation between customer selection (consumption patterns) and the variables of interest in TV commercials (r = 0.46), trust in TV commercials (r = 0.36), structural content of commercials (r = 0.34), type of attitude toward commercials (r = 0.38), apparent attraction (r =0.39), extent of watching television commercials (value = 0.74) and brand awareness (value = 0.56). The findings of regression coefficients show there is a high correlation between the attitude towards TV commercials and selecting products by customers (consumption pattern).

This study investigated the relationship between the usage of social networks and social order among Ardebil citizens.To achieve this goal, survey research methodology was applied and questionnaire used to collect data.The statistical population covered all the citizens of over 18 years of age in Ardabil. The sample population was determined using Cochran sampling formula, based on which 384 people were selected by applying multistage cluster sampling. To collect data, a self-made questionnaire approved by university experts and professors andwith a reliability of 82.0 (assessed by Cronbach's alpha) was used.Thedata was analyzed using Spearman correlation and regression analysis.The study contained five hypotheses which were tested by a 36-item questionnaire. The research findings showed that there is significant relationship between social network usages and social order among the Ardabil citizens. Also, there was significant relationship between the use of social networks and dimensions of social order (sociability, law abidingness, commitment to urban norms and social security) among the citizens of Ardabil.The results showed that the highest correlation existedbetween the use of social networks and law abidingness of citizens (r=0.452). The lowest correlation existedbetween the use of social networks and social security (r=0.189).

The media convey lots of topics to people within the framework of messages, one of the most important of which is health related topics.Health messages include those messages that are designed to change people's behavior in the health domain.They should provide information in proportion toindividuals and their concerns.Theyshould not merely receive messages suitableto their situation but should also act upon the behavior recommended in these messages.Therefore, it is important to take this point into consideration whetherhealth messages are designed as per specific principles and rules, or they are merely based on some assumptions of the message designer.This study has been conducted to identify various kinds of health-related messages and their framing. It has applied content analysis method reviewing 145 news articles in Iran, Jam-e Jam and Hamshahridailiesin the period between May2014 and August 2015.
The findings showed that among various health topics, these newspapers covered themes connected to benefits of health-related issues such as proper nutrition, exercise, and vaccination," more than others by 19.8 percent.News stories with awareness themes dealt with “recognition of a specific subject or behavior” by 74.3 percent.Educational messages aimed to “provide health information” by 50.8 percent. “Providing one or more simple solutions to reduce threats”comprise the highest goal of the persuasivemessages by 33.7 percent.

Nowadays, the evolving information technology has dominated various aspects of human life and many countries make use of the computer technology to express their objectives and intentions in the culture and art fields. Meanwhile, due to the attractions and interactions that exist in various stages of compute games, they serve as a suitable way to accomplish these goals. These days, computer games are not only a means for entertainment and recreation, butarealsoamong world's largest industries of the information and communication technology.
The little knowledgethat exists in our country about this industry has prompted most peopleto consider computer games just special for childrenand think of it as a kind of entertainment for the leisure time.
While, in most countries, this branch of science is considered among important specialties and is of great importance. So, one should not have a negative and biased attitude towards computer games. In fact, this technology can be usedto achieve goals such aseducation, transfer of values and teaching foreign languages among the youth and young adults’ generations.