The Competence Tree of “Navad” TV Program in Social Media

The main goal of this research was to identify the actitives of TV program of “Navad” in the social media. It demonstrated the leaf competencies of this program by the production of media texts to publish and share in the main social media as well as user’s typology formed by users’ activities in this cyberspace. To reach this goal, the online observation as one of the most virtual ethnography techniques was used. It was indicated that this activities do not enjoy most of other important competencies at the level of root or stem competencies, by the application of theoretical model, known as the tree of competence. It makes the fan users passive and merely advocating, instead active participating. Finally, it was gathered and presented differnet potential and actual competencies of this program and coclude that some of actual leaves competencies have been used while it considered less to the core competencies.