Analyzing Conceptual Model of Digital Virtual Consumption for Social Network Users in Tehran

These days, virtual space plays a vast and significant role in human’s individual and social life. Many people spend a lot of time and energy in this space in order to produce digital products and consume another one’s productions. This style of consumption is called Digital Virtual Consumption. Social networks are very important in the procedure of consumption, because they gather so many people in their space and all virtual space have been republished there as multimedia productions and links. The goal of this research is to study of consumers’ meanings and interpretations about their lived experiences during digital virtual consumption. The research method qualitative and interpretative phenomenology technique is utilized for research. Telegram and Instagram as two famous and popular social networks in Iran are selected for the study. Data are gathered from three resources including news and reports about social networks, social network contents and deep semi-constructed interviews with consumers. The finding led to four important phenomena including: “Knowledge Network”, “Representation and Identity”, “Hypermarket” and “Challenge of Norms” which construct the main phenomenon of the research named “Pleasure of Freedom”.Keywords: Virtual Space, Social Networks, Phenomenology, Phenomenology IntroductionDigital virtual consumption is a relatively new term that is becoming more and more popular. These days we are surrounded by virtual space and telecommunication technologies and many questions have been raised about this digital life. Virtual consumption is a way to explain a kind of consumption that occurs in the computer atmosphere. Just like classic consumption, this kind of consumption can influence our lives and culture significantly. This research tries to study the effects of DVC on lifestyle and cultural aspects Tehran citizens buy utilizing phenomenological methods.PurposeDigitalization is a fast-growing trend in all people's lives. Qualities and results are these lifestyles is a very important question that can affect all aspects of policy making and cultural studies. No adequate research has been carried out in order to investigate the meanings and motivations of Tehran citizens that live in a digital atmosphere and describe their acts and meanings of them. This research can be the first step to discuss this matter and utilize the next studies as well.MethodologyBecause this research is designed to investigate the people's acts and their meanings, a phenomenological method was utilized. The research method is completely qualitative. Three data sources are utilized to discuss obtaining a better model of the case. Content analysis of Telegram and Instagram as to popular social media in Iran besides interviews to 45 social media users and eventually content analysis of news, policy documents and other media are data resources. The results have been coded and conceptual model is introduced.FindingsCoding and categorizing the results let in four important concepts that are; hypermarket, identity and representation, the conflict of norms and knowledge networks. The spirit of this research leads us that all of these concepts are related together via a more general and global concept which is named the joy of freedom. So, it could be claimed that Tehran citizens act and spend their time in virtual space especially in social networks in order to experience the joy of freedom. Concisely it could be claimed that freedom is the ultimate purpose of digital virtual consumption among Tehran citizens.ConclusionIt could be concluded from this research, that that freedom experience is a very strong motivation for users to stay and act in social media and barriers like filtering cannot avoid this act. So that the more filtering technologies are being strengthened the more users try to find some other technologies to bypass filters and preserve their free atmosphere of communication and consumption. This conflict results in a prolonged controversy between people and policymakers. Just an extended dialogue and cultural studies can modify this conflict and end the wasting of natural capitals.NoveltyDVC is a new term in virtual space studies and no previous research in Iran has investigated this term and its aspect. This study can be pursued in many other disciplines like sociology, economy HCI and policy.