A pattern for the role of media literacy in development of social capital in Yazd

A pattern for the role of media literacy in development of social capital in Yazd is the ultimate goal of research, which, due to its novelty, is part of the basic research and is a qualitative research with Grand Theory method. Data were obtained using in-depth semi-structured interviews with 19 experts in communication science, media and sociology, and individuals were selected by theoretical sampling method to achieve theoretical saturation. Interviews became the text and process of data analysis. For open coding, line-by-line analysis was used and along with the development of concepts and categories, central and selective coding was performed. To validate the findings, four strategies from eight Cresol strategies And Miller (review of colleagues, description of researcher's stereotypes and prejudices, participant approval, rich description) were used. The findings show that if contextual conditions (message characteristics, audience conditions, media communities , Access, media, knowledge of norms) to be created and controlled by the intervenor (related to the audience, media, environment) and appropriate strategy (localization of literacy, smart use, conscious criticism, etc.). The desired end result (promotion of social capital) can be achieved.