فصلنامه پژوهش های ارتباطی
پیاپی 101 (بهار 1399)

The generation born from 1995 to 2012 is known as "digital natives" or "Z generation." A generation coexisted with the Internet and social media since birth, so their behavioral patterns are expected to be different from those of previous generations. In this research, data on the Iranian "digital natives" on Instagram, which is considered one of the most popular social networks in Iran, was examined through extracting big data using the SEMMA method. 534 users were selected using the available sampling, and their activities were extracted and analyzed over one month through Application Programming Interface. The results showed that this generation uses single images more than other forms, such as video clips and albums. Their commenting and liking behaviors follow specific patterns. Along with the results provided to help policymakers, cultural managers, media entrepreneurs, and app designers, there is a proposed theory called Functional Freezing that can be tested in future research.

Instagram has made fundamental changes in the lifestyle and culture of Iranians and has played a significant role among celebrities as a role model. The data of this practical research was collected throught survey, and the main purpose of research was to explain the Instagram actions of celebrities on the lifestyle of Iranian users. The statistical population was all Iranian users of the Instagram social network, and 384 of them were selected as the sample using the Krejcie and Morgan tables using purpusful sampling way. The results of the study showed that the actions of celebrities affected the lifestyle of Iranian users (consumption pattern, type of clothing, leisure time, body management and interpersonal relationships).

Instagram plays an essential role in how we perceive the world around us. It can identify new conditions and necessities of social life for its audience by displaying various areas of social relationships and provide them the modern patterns and life styles. The purpose of this study was to analyze the relationship between Instagram and the tendency of young people in Tehran to modern lifestyle. The statistical population is 18 to 30 year olds living in districts 2 and 16 of Tehran, and 384 people were selected using multi-stage cluster sampling method. The research data were collected using the researcher-made questionnaire in 2018. The results showed that there was a significant relationship between modern lifestyle and using Instagram (r = 0.45), Instagram membership time (r = 0.40) self-expression on Instagram (r = 0.42). Totally, the respondents living in district 2 have a high tendency toward modern lifestyle (consumerism, sedentary lifestyle, fashion, branding and dandyism, fitness and body health).

Since last decade, virtual social networks specially image-based social networks such as Instagram, have improved and become an aspect of modern society, but many of their effects on their users' attitudes and behaviors are still unknown. The aim of this study was to analysis the effect of Instagram addiction on students' expectations and desires, which based on the theory of Relative Deprivation can affect people's self-confidence and happiness. The research was conducted in 2019. The data were collected through a researcher-made questionnaire conducted on online survey and using google form. The validity and reliability of questionnaire were confirmed with Cronbach's alpha and face validity. The research sample consisted of 211 students of Islamic Azad university, Science and Research Branch of Tehran who were selected by available sampling method. The results showed that Instagram addiction had a negative and significant effect on students' sense of happiness and self-confidence, and the self-confidence had a positive and significant effect on their sense of happiness. In other words, Instagram addiction reduces students' self-esteem and feeling happiness.

Due to the growing popularity of social networks, social business is facing many challenges, including reducing user engagement in forums and the high cost of attracting and retaining customers, because of intense competition. The present study examined the main pattern of the impact of social media appealing on the development of social business among Iranian Instagram users, using a model of the relationship between the appealing of social media and participation. It also discussed the relationship between participation and commitment to social business, taking into account the moderator variable of personal interest. This applied research conducted through descriptive and correlation method, and the data were collected through survey by 212 Instagram social business users. Based on the results, the theoretical model explains 44% of the changes in individual commitment to social business;Instagram's social, informational, and visual appeal also increases user engagement and, consequently, increases commitment to social business. Interactive and functional appeal did not have a significant effect on user engagement. The individual's personal interest in social commerce did not moderate the model's relationship and did not have a significant effect on participation and commitment to social business.

Campaigns on social media in recent years have been somewhat effective to invite women to fight the legal veil and have created challenges in the women's community. For example, the "White Wednesdays" campaign, which has been launched as a protest campaign against women's hijab in Iran. This study examined the content of the women's messages of the campaign on the social network Instagram. Out of 4600 posts released by users from the beginning of the White Wednesdays campaign, ie May 2017 to May 2019, 94 posts were analyzed which selected by purposeful sampling. Out of 94 coded messages, 17 components, 9 principles and 4 foundations were extracted. The results showed that the principles outlining the content of these messages on Instagram included four principles of social justice, opposition, deconstruction and Western democracy. And given the foundations and components extracted, it became clear that the core message was to achieve Western democracy by opposing the prevailing tradition of society and supporting women's liberation in the Western style.

Instagram is one of the most common effective apps in cyberspace, and in terms of nature, it follows the rules and requirements of cyberspace. The nature of cyberspace has led to a change in the meaning of some legal terms in this space with the comparison of real world: civil liability. To fulfill civic responsibility, it is necessary to achieve the three pillars of loss, harmful action and causal relationship. Each of these three pillars in the Instagram space has a specific concept and realm that is different from the real world.Given that one of the important functions of this application is its media function, it must be considered in applying the legal rules. This article reviewed the use of these elements in the Instagram space based on the library method. Given the media function of this network and the need for free flow of information, the loss in Instagram space is a narrow concept of the real world. Also, the causal relation in this space has lost its dependence on commonality and causal relationship, and its fulfillment depends on the requirements of this space, so that paying more attention to the agent instead of the harmful act seems to be a better way to prove causality.