فصلنامه رسانه
سال سی‌ام شماره 3 (پیاپی 116، پاییز 1398)

With increasing use of social media, including WhatsApp in various aspects of our life and the youth in particular in recent years, the impacts of such media on their users is the subject of the present study. The main focus of this research work is the impact of WhatsApp on young generation, however, the lived experience of the young adults and the meaning of using this social media for them as well as evaluation of the consequences of its use, have been so far left unnoticed. Such ignorance has taken place at the time that large group of users of WhatsApp and other social media in Iran are young adults. This research work is conducted based on a descriptive phenomenology method and has investigated the lived experience of young adults in using WhatsApp. The statistical population of the study consists of 10 Tehrani young adults.  The lived experience of those taken part in this study shows that WhatsApp for them, more than anything else, is making use of a new type of relation and that using this social media is not an option but a social need and necessity. Consequences of using WhatsApp in their understanding of this media, has been expressed in a dual emotion: An emotion that its scope, fluctuates from satisfaction to disatisfaction.

Internet based televisions considered as social media, have made considerable progress in recent years and become very important and popular among the youth. The purpose of this paper is to study the motivation behind the use of Internet- based TV in comparison to the traditional or antenna and Seattleite based TVs. According to the theoretical debates, the main reason for preferring Internet based TV to the tradition one is that the former could be watched privately and in seclusion. The survey was conducted in two manners of meeting in person the responders and sending questionnaires through email and the sample population has been 1200 youth aged 20-40. The main and most important findings of the study includes easy access to Internet (Computer and Mobile Phones), spending of leisure time, comfort and diversity of programs, interactiveness and reflecting opinion, using the media in seclusion and content selection choice and options.   Other advantages such a absence of control mechanism and no need for setting a plan to watch Internet TV and lack of diversity and visual attractions of TV networks especially Islamic Republic of Iran Broadcasting (IRIB) TV channels are responsible for the youth in Tehran to opt to Internet TV. However, despite popularity of Internet TV among the youth in Tehran, this media has not yet found it way among the general public and only 24 percent of the youth watch Internet TV and only for less than 1 hour a day

Increased competition among media outlets has made the mangers of such organizations to look for new business models in order to generate new source of income. Since the business models are based on attracting more audience and turning them to loyal viewers, therefore engaging the audience has become an important subject among media management researchers and media mangers.  Despite increasing importance of this issue, there has been a few number of research works on conceptual frameworks and providing theoretical models. Due to this reason and in order to present a conceptual framework for future studies and developing models and theoretical advancement, the present paper by reviewing the media study literatures and empirical findings on media audience engagement, has come up with a conceptual framework to be use in future studies and advancing the theory of this concept. The structure of the proposed framework includes elements such as what, why, level, strategies and consequences of engagement of the media audience. In addition to findings of systematic review of the literature, issues like policies of media organizations, ethical considerations and macro-environmental variables have taken into consideration within this framework

National brand, by making an image of a country among international public opinion, is very   important for every country. Regardless to the domestic potentials of a country to create a national brand, the role of the media in such an effort is of great importance. The main objective of this study is to show the need for media diplomacy in making a national brand which is an influential factor for national image of any country. In order to identify the determining media factors that play a role in creating national brand , in-depth interviews have been made with media scholars and international communications studies and experienced individuals . Then, by analyzing these interviews using “Theme analysis model”, the Media Diplomact Model was designed for creating national brand. Based on the achieved model, 7 indicators of a national brand are as follows: tourism, geographical location, history, people, politics and government, culture and economy. Findings of this study show that for publicizing a national brand, some preparations should be made and a part of such preparations is media activities. Meanwhile, in this model references have been made to media diplomacy tactics that help to create or promote a brand

TV commercials are one of the tools used by the TV to transform values and attitudes of people. These days a new type of advertisement, called Public Service Commercials are aired by different Iranian TV Channels aimed at solving various social, economic, cultural and other kinds of issues and problems with specific aim of changing the attitudes of their audiences. Advertisements about supporting Iranian made products are among such commercials.  In this study, 5 commercials related to encouraging of people to by locally produced goods, aired during 2018 were analyzed by using Roland Barthes Semiotics theory. The study is also aimed at finding out the existing causes and effects within the context of the said advertisements and examining the way of using various signs and symbols employed at said commercials by producers of commercials to encourage consumers to by nationally made products and breaking the mythology of good quality of foreign products and discouraging consumerism by showing that purchasing of foreign products leads to closure of factories and laying off of  Iranian workforce by stimulating the emotion of the audience. In production of such advertisement, elements such as storytelling, introductions, using characters resembling the average people, pining hope on future generations and other relevant features are also employed to covey the message.

Emergence of new telecommunication technologies, have influenced all media. Media convergence has enabled electronic media such as radio and television and even print media, being published in digital context, to acquire capabilities and opportunities which are quite different from the past era. The audio newspaper and magazine could be considered as media hybridization. The aesthetics of sound along its interpretation features have a major impact on the understanding of the user from the context, that’s why aesthetics should be considered as a semantic truth whenever this new phenomenon is being investigated in interpretive context. This research work is an effort to investigate function of four elements of silence, speech (words), music and effect in the structure of audio newspaper and magazine from structural aesthetics perspective. The main purpose of this research is aesthetics study of sound and silence in producing audio newspaper and magazine on Internet radio context. the data gathered for this study have been collected on content quality analysis, library study and case study methods and the reproduction method of 17 Internet radio newspapers and magazines as statistical sample. Findings of the research show the appropriate and purposeful radio format in production of audio newspaper and magazine. The aesthetics elements in any format have been used compatible with the text of the audio newspaper of magazine and in line with completion of the text, increasing the impact of the speech and creating appropriate sound effects. What is important is the appropriate functioning of the element of the audio version of newspaper and magazine that have resulted in attractiveness of these two newly emerged formats

In this study, while identifying modernism among the sample group, the relationship between modernism and various media consumption including public and social media has been also dealt with. The statistical population of this study work, are made up of students of Tehran Soreh University that by random class proportion distribution method, 361 of them were selected.  Survey method and questionnaires tool have been used for gathering of the required data, and the gathered data after being controlled have been analyzed by SPSS statistical tool. The result of the shows that modernism among respondents is as follows: 9 percent very high, 25.5, high, 72.1 percent moderate and 1.9 percent low. Findings also indicate the there is a correlation between modernism and using local TV, social media and websites and using local radios Persian satellite radios, foreign Radios and reading newspapers and modernism there is a reverse correlation and only between modernism and use of Internet there is a direct correlation