نشریه مطالعات رسانه ای
پیاپی 34-35 (پاییز و زمستان 1395)

The purpose of this paper is to examine the role of virtual social networks based on brand equity is, to determine the social network of the beehive raised by Smith, who has seven components: identity, presence, sharing, standing, group relations and to review and discuss brand equity model of Aaker's brand equity is used. This research led to a structured model was based on the above theory, that our understanding of the relationship between the use of virtual social networks and increase brand equity. Data were collected in three ways: structured interviews, direct observation and questionnaires carried out several social networks. Combined research methods (qualitative / quantitative) were selected for the study. The population of this study included members of the social network Facebook, which actively react to the Nike brand. And random cluster sampling available with a choice of several behalf of the representatives of the brand and distribute a questionnaire with 33 questions was conducted among 384 of our customers. For data analysis and hypothesis testing research version of the software SPSS, LISREL and SMARTPLS tests using structural equation modeling (SEM) and confirmatory factor analysis (CFA) was used. The results show the influence of variables "identity", "share", "Fame", "relationships", "dialogue" and "Group" on brand equity. It should be noted that the variable "presence" had no significant effect on brand equity.

The theoretical framework of this article is taken from Teun A. Van Dijk; News as Discourse, where analysis discourse is not seen as simply a method for news analysis but rather news texts are studied as a specific type of communicative and discursive act, in a wider social and ideological contexts. Van Dijk believes that while news texts use the conventional news style and language, they follow certain persuasive intentions by employing specific rhetorical devices. In social interactions also conventional and appropriate style is used along rhetorical devices to gain specific persuasive intentions. Journalists also have to comply with conventional news style and language to gain legitimacy and persuade their readers about their professional integrity and "news objectivity". But at the same time according to major dominant social and political perceptions journalists use certain rhetorical devices to gain specific persuasive intentions. Therefore some kind of balanced presentation and the usual news language is employed while persuasive intentions are also fulfilled by using implicit textual devices. This article argues that if social agreement in a given society or social situation is very high, the perception of journalist coincides that of all social actors involved in such interactions or news events. But if the situation, as it is the case, most of the time, involve certain conflicting interests and perceptions, journalist are forced to in code specific persuasive intentions that are of ideological origin, while maintaining their journalistic codes of language use and news reporting style. Article by studying a situation of political conflict (just before before it was raised to such antagonistic level of war situations), shows that while France Press used conventional news style, not demonizing Sadam at that time or portraying any kind of image of enemy, delegitimized him and discursively "overthought" him by repeatedly and intentionally avoiding to mention his official credential as the "president of Iraq".

The main goal of this research is evaluation of virtual security management of internet banking service and its effect on absorption of Tejarat Bank customers. Statistical universe of this research includes all of Tejarat Bank's Tehran customer in year 1394. For estimation by Cochran’s formula, 143 persons have been chosen randomly and the questionnaire have been done for them. In this research the survey descriptive research method have been used  and the measurement tools of this research is a research made questionnaire including 35 questions, that have been formed based on relative theories. The validity of questionnaire have been obtained based on cron Bach alpha method for all subject of questionnaires (30 questions) questionnaire of banking virtual security 0/933 and (5 questions)   customer absorption 0/741. And this amount demonstrate the internal accordance of questionnaire is optimum. Also in validity estimation it has been determined that all questions and components have correlation with the whole questionnaire. For data analysis by the frequency table, the Pearson and Regression's correlation have been used under SPSS software. The data research demonstrate that there is a meaningful and positive correlation between security controlling of operation and communication, controlling of a information achievement and customer absorption.

Current study has done to investigate the effect of smartphone operation systems development on application usage rate as a new media and new marketing channel. For this purpose, the effect has been formulated by diffusion innovation theory of Rogers considering innovation and technology acceptance context. According to the model, features that cause an innovation and a technology adoption; are relative advantage, compatibility, complexity, trial ability, and visibility of the discussed phenomena. For more acquaintance of different operation systems, the history of creation and development in this field has been explained. Base on data that covered 377 users of an interactive application, correlation has been found. By regression analysis, the effect and coefficient has been proved. Results show that smartphone operation systems development has a positive effect on application usage rate. As a result, acceptor increase and growth rate of actual application users by OS development are more likely predictable.

This study aimed to identifying the role of communication system 137 as a new media and a bridge between the citizens of Tehran and officials of Tehran Municipality in increasing satisfaction of the citizens with the performance of the municipality of Tehran. This study is an applied survey. The statistical population includes all citizens of 22 districts of Tehran who are above 20 years old and have experienced at least once all the processes of communicating with the communication system 137. In this study due to lack of access to all the citizens residing in Tehran, the city of Tehran was divided into  4 parts according to the map using cluster sampling method- North East, South East, North West and South West- and one region was chosen as the statistical sample by simple random method. The sample size determined by Cochrane formula consisted of 384 subjects and the questionnaires were generally distributed among 402 residents of districts 3, 5, 10, and 16 who were randomly selected.
The data were collected using a questionnaire. Validity of research was confirmed by the advising professors and its reliability was confirmed by calculating Cronbach's alpha coefficient of 0.885. Descriptive and inferential analysis of data was made by SPSS software. According to the results, the communication system 137 plays a role in increasing the satisfaction of citizens of Tehran with the performance of municipality of Tehran. In addition to its functions, this system receives the messages sent by citizens, completion of the process of news recording and feedback survey. It was found that there is no significant relationship between contacting of citizens of Tehran with the communication system 137 and increasing their satisfaction with the performance of Tehran Municipality. The satisfaction of the citizens of Tehran with performance of Tehran municipality is evaluated average and low. The most frequent subjects for which the citizens of Tehran contact with the communication system 137 are parks and green spaces, development of cultural spaces, collection of the homeless, and putting mousetraps in the city.

Press, one of the powerful elements of civil society and effectual on public thought, plays an important role in making the government responsive. To achieve this goal, the present study the functions status of the press in promoting of the public accountability. The statistical society of this research includes The population of the investigation, including journalists province and a city that generally upright citizens are reading newspapers. Selected through purposive sampling method by using Kerjesy and Morgan table. Applied research method is used in this survey. A researcher-made questionnaire was user to collect the required data. In order to validate the instrument, appropriate questions related to each variable were extracted from valid sources and finally approved by authorities. In order to calculate the reliability of the questionnaire, Cronbach’s alpha was calculated to be 85% of journalists in society and ordinary people in society was determined 77%. Since the distribution of the data was normal, parametric statistical tests were used to testify the hypotheses. Test results showed that the functions status of the press in promoting of the public accountability agencies was poor and The study of results showed that compared the views of journalists and the general public that The population in the press between the two functions are different So that the eyes of the press, journalists have been somewhat Promote effective accountability in government agencies, However, from the perspective of ordinary people has been weakened functions of the press.

Health is the main axis of the sustainable development of each country and all people need to receive training in different aspects of their health. Ongoing training and information to raise awareness, change attitudes provides for all members of society. Television as a medium broad and full contact, powerful tool and source of information in most countries, plays a prominent role in the development of public health and it is essential educational programs in line with the development objectives of each country's production. In this paper, the role of health-oriented TV programs have focused on the development of public health and the role of television as the most popular mass media in health development is analyzed.