The Styles of Social, Cultural Influence; with Emphasis on the Theory of Use and Contentment and the Role of Social Networks in Influencing People

Owning to the great scientific and technological influences, different societies are being altered into information societies. Social networks with its national and international scope and converting them into private media that is independent form government`s supervision are now unique means for communication. Influencing the deep layers of social life of the human, these media have affected the lifestyle and even identity of the human. Using an analytical-theoretical approach, the present paper seeks to explore the styles of mass media especially social networks for the social and cultural influence. In a comprehensive analysis the findings show that the styles of social influence include; trust and confidentiality, inclination and connection, stimulating emotions, continuous step-by-step relationship, weakening religious beliefs, ethnic and religious disputes, promoting doubts and moral and cultural inconsiderateness. Using these styles and behavioral, observational, recognition, emotional and physiological effects, mass media has prepared the grounds for more satisfaction, attraction and influence of the audiences.