فصلنامه رسانه
سال سی و یکم شماره 3 (پیاپی 120، پاییز 1399)

The increasing use of the Instagram social network and its impact on communication and interaction has created new opportunities in using this network for personal branding, so that it can be a tool for interaction and business growth. Therefore, entrepreneurs using branding strategies can easily communicate with users through Instagram and introduce themselves and make profit. Therefore, due to its low cost and easy access to the target audience and markets, Instagram will be a very suitable tool for entrepreneurs, and providing personal branding strategies. Using this tool, can be very effective in improving and developing the business of entrepreneurs.  Therefore, with the aim of explaining the personal branding strategies of entrepreneurs in the Instagram social network, the researcher seeks to identify entrepreneurs in Instagram by using the qualitative content analysis method of personal branding strategies. In this study, by purposeful sampling and snowball sampling, 20 entrepreneurs and branding experts were selected. In order to increase the validity of the data, participants were selected with maximum diversity. Participants were knowledgeable entrepreneurs in various occupational groups and personal branding professionals. Data collection tools were questionnaires and in-depth semi-structured interviews and Atlas TI software. The interviews continued until theoretical saturation was reached. According to the output of data analysis through open coding, 15 categories and 4 dimensions of marketing, identity, competition and communication skills were identified as personal branding strategies of entrepreneurs on Instagram

Celebrities, as a media product, play an influential role in today's societies and the media-based culture. On the other hand, by increasing the influence of new media among the audience, celebrities have achieved direct and omnipresent means of communication that can promote the culture of celebritism can influence various issues that they face in their everyday life. Influence their encounters with various issues of daily life. This study seeks to answer the questions that to what extent the citizens of Tehran are influenced by celebritisim culture in their daily actions and attitudes? What are the reasons for the attractiveness of celebrities and the reason for citizens' in showing interest to news about them? The method of answering these questions was survey and thew tool was a questionnaire that was distributed among 382 people among the statistical population of 4 million families living in 22 districts of Tehran, after random sampling. Findings of the survey showed that nearly 80% of respondents follow the news of celebrities. Also, according to the findings, the more educationed, aged and higher the social class of the respondents, the more they are inclined to celebrity news. Among the 12 types of celebrities, the celebrities in the fields of cinema and television, music and sports were the most popular among the respondents and the least popular were related to political celebrities. The reasons why celebrities are attractive to respondents can be explained under the five categories of attractiveness and appearance, modern lifestyle, way of thinking, social responsibility and trustworthiness as the intellectual leaders of society.

The aim of this study was to investigate the role of media literacy in the political trust of the people of Shahinshahr. The purpose of this "applied-descriptive" survey based on a cross-sectional method was conducted "first half of 2020. The statistical sample of this study was 373 people living in Shahinshahr who were selected based on "multi-stage cluster sampling" based on "urban geography model". Data were collected using a researcher-made questionnaire and Cronbach's alpha coefficient was used to calculate the reliability of the questionnaire. In addition to content validity, confirmatory factor analysis was used to assess its validity. The Cronbach's alpha coefficient of the questionnaire was 0.897 for media literacy, 0.869 for political trust and 0.914 for the whole questionnaire. Data analysis was performed by descriptive and inferential statistical methods. Those variables that were nominal were analyzed with frequency distribution tables and hypothesis test analysis was performed by confirmatory factor analysis in Spss and Amos software environments. The findings of this study showed that with 95% certainty, media literacy and its extent play a significant role in political trust. "Ability to communicate, access and use of media", "Ability to analyze critically the media content", "Ability to understand the content of media messages" and "Ability to analyze and evaluate media messages", respectively, have the most important impact in this meaningful correlation. In a final analysis, the results confirmed that political trust would increase if media literacy was strengthened

Exesive use of various media in the information and communication age, is concernig issue that poses many potential risks for adolescents and young people. Hence, they need the intervention of their parents and educators. The present study is a survey to identify parental control measures to protect children from the media and to introduce competent authorities to enhance children's media literacy. The statistical population of this study was the parents of high school students in Tehran in the academic year 2009-2010. For this study, 327 people were selected by cluster sampling. The validity of the questionnaire was confirmed by alpha test and 0.82, its validity was confirmed by referring to specialists and university professors by a formal method. Findings showed that parents mostly use active or constructive intervention methods to take care of their children in interaction with the media and mostly consider this method as suitable for media intervention. There was a corelation between parents' demographic characteristics and their level of consent to their children's use of news media, and the type of caring measures. There was also a relationship between the educational area and parental care measures

“Don’t be tired” is a film with the themes of interactions among cultures, the ecosystem protection, preserving cultural heritage, memory and remembrance. This article, by reviewing “the other” in Persian literature and movies, showed that the other, both in the pre-modern and modern time, has been an important phenomenon for artists, writers, poets, and especially filmmakers. Theoretically speaking, the other was reviewed in the social science literature as well as its development in modern time. One of the main issues that has received less attention is the transformation of the East into the other West and the possibility of colonization; Because colonialism had not only military and political dimensions, but also had deep cultural and psychological aspects. The modern age has also pushed emotions, feelings and nature to the margins.  In this paper, qualitative content analysis and thematic type, has been carried out. Do not be tired, is a story of a co-destiny resulting from suffering, and the feelings that are understood, from the forgotten memories that are remembered and of a civilization in the vicinity of the desert and in harmony with it. Humans who at first have the ability to quarrel and fight with each other, but when they are informed of common stories arising from each other’s suffering, they choose the method of empathy, despite not having a common language. If they first traveled together for money, then because of friendship and companionship and co-destiny and shared stories, come together to gain new experiences without having a given experience, perhaps to see the color of the sky elsewhere.

In this study, the professional criteria for the production and broadcasting of dialogue-based programs on how to represent the messages and techniques used in a TV talk show, has been reviewed. The Hard Talk program is the focus of this research because of its tough TV talk approach. In this research work, nine parts of the HardTalk program were evaluated in a categorical manner in qualitative content analysis, as well as qualitative data obtained from interviews with experts and media activists of television programs. Focusing on challenging cultural issues in a Hard Talk program takes precedence over other issues, which in many cases can be extended to political areas and this depicts the connection between cultural issues and politics in Iran. In the HardTalk program, which introduces a challenging and difficult topic for dialogue, an open and transparent approach is needed. In order to advance transparency, the approach in talk-based programs, while IRIB is faced with serious local and foreign competitors, needs to review and reconsider the vague and various and different red lines in the preparation and broadcast of challenging and problematic programs. The ideal reflection of dialogue-based programs and convincing elite audiences, which are a kind of intellectual reference for other social classes, can even to a minimal extent, facilitate persuasion of the general audience.

In recent years, the potential of the Internet and social media as a factor in social change and political change has been widely discussed, In recent years. Early views were optimistic about the role of the Internet in social activity and movements, but in contrast to these optimistic views, pessimistic views have also emerged that have criticized digital activity. One of the main criticisms of digital activity is called selectivism, which rejects digital activity for reasons such as inefficiency, low cost, lack of connection to the offline world, low commitment, little communication with members, little or no impact. At the same time, in contrast to these critiques, a series of empirical studies have emerged that have addressed the impact of online activity on the offline world. Given the complexity of this issue, future research needs to focus seriously on developing innovative methods and disciplinary evidence for its evaluation in contemporary political life, rather than taking a stand against selectivism