نشریه مطالعات رسانه های نوین
سال نهم شماره 33 (بهار 1402)

Discussion is asking for a reason from the others; it is not a one-way presentation of our claims, but an interaction (two-way) communication, where communicators and communicatees change their turns and roles continuously, arguing and reacting to each other’s arguments. In discussions of social networks in cyberspace, the communication processes are transactional; because they are not just dyadic questions-and-answers, but a helix of feedbacks and feedforwards by others. They are not only reasoning to persuade others, but they may include fallacy, claiming without warrants, and using rhetorical devices for persuasion. This paper is dedicated to sub-processes of critical discussions (i.e. reasoning, fallacies, and strategic maneuvering between them) among Iranian users of two virtual communities within Facebook. Toulmin’s argumentation model was applied to recognize reasoning practices and analyze fallacies. Van Eemeren’s Pragma-dialectic was used to understand how normative principles of a discussion are violated, but the discourse remains dynamic and communications continue. We concluded these discussions are examples of flouting of Grice cooperative principle, and they are performances of Wittgenstein’s concept of language games.

This research explored the Iranian user's ways of behavior in Instagram as a social networking service from the viewpoint of users’ online interactions and their daily life online representation. According to this, trying to get two main answers: “Recognizing cultural model in user's behaviors” and “identifying reasons and motivations of user's behaviors as a subsidiary purpose”. This research is based on ethnographic methodology and because of having a wide range of perspectives as a characteristic of contemporary ethnography, I used Symbolic Interactionism as a theoretical framework and the research method which is used for this purpose named Netnography by Robert Kozinets (2010). Netnography is a specific approach to conducting ethnography on the Internet. It is a qualitative and interpretive research methodology that adapts traditional ethnographic techniques to understand social interaction in contemporary digital communication contexts. The Netnography process in this research is based on the spiraling shells which Kozinets introduced: Introspection, Investigation, Information, Interview, Inspection, Interaction, Immersion, Indexing, Interpretation, Iteration, Instantiation, and Integration. Instagram's active personal pages on the topic of everyday life were considered as the unit of analysis. These page owners were primarily a blogger and some of them were influencers or micro-celebrities. According to this, the pages of Instagram horns or celebrities were not included in this research. The main data has been extracted from users’ captions or comments. The fifty pages with the highest rate of posts have been analyzed as Kozinets advised and their number of followers varied between fifty thousand to three hundred and fifty thousand. These criteria were considered for selection: the page owner displayed a meaningful narrative of her or his daily life in the rich texts, the page owner shared at least one post daily, and the page owner shared posts which are encouraged users to participate in the commenting, the page has a high number of followers, the page gets a high number of comments and replies, the page owner has been famous among the daily life Instagrammers. The tools of data acquisition were participant observation for two years and interviews with the page owners. Description and analysis of findings show that Instagrammers who have daily life pages present an ideal image of their lifestyle, condition, and personality which has formed to “I am good” story. These images in the material dimension refer to consumerism as a valuable symbol of upper-class people. Also, there are interconnections between the methods which are used to access satisfaction in daily life. It seems users are searching for ideals in the virtual space because of the inefficiency and deterrence of political and social situations in the real space. Although users choose the virtual space to share their opinions and feelings and experiences optionally, they try to display and protect optimal and trustworthy network image of themselves. According to this, users’ behaviors in some kinds of contexts (challenging topics especially political and religious subjects) imply self-direction. They are trying to show themselves as the right side and another one as the unfair side and they accuse other positions and they curse their opponents. This position is visible in four fields: the challenging macro issues (such as trust in a government official, election, foreign policy, laws related to women, crisis management, betrayal of spouses, Hijab in Islam, limitations of individual freedom in the public arena, street protest, environmental protection), the issues which show differences in lifestyles, the situation of privacy protection, the difference in interpretation. The users can’t keep their polite appearances in those fields. Although, the page owners try to keep calm, but others don’t try it because they are often anonymous, unlike the page owners. In other contexts (such as the critical or landmark conditions) imply to collectivism which is referred to as “networked individualism”. In-group collectivism has been formed based on the image of “I am good and you are good” and it has been visible in narrative contexts of user’s daily life experiences not in discussions of social issues. General collectivism has been appearing in sensitive and difficult situations especially natural disasters and abnormal events or fateful situations to achieve common targets. Users have used the virtual space as a tool for collective movements with a special ability to organize and a context for being seen as a participant.

The present study entitled the role of new media in healthy lifestyle with the aim of recognizing the dimensions of role-playing along with recognizing the benefit of respondents to new media has been done and has been collected by survey method and questionnaire technique. The statistical population is Allameh Tabatabaei University students and the sample size is 376 people. The results show that the media provide the most information in the field of physical health and the individual and social characteristics of the respondents did not make much change in the relationship between new media and health components and the main changes were due to the use of new media. The relationship between the use of new media in healthy lifestyle and in the field of health and the relationship between the use of health-related social media channels in healthy lifestyle with 1% error and 99% confidence is significant. The relationship between new media and the dimension of mental and physical health in healthy lifestyle with 1% error and 99% confidence is significant and the relationship between new media coverage in the spiritual and social health dimension in healthy lifestyle with 1% error and 95% Confidence is not significant. Also, the attractions and patterns of using new media have been the main factor in changing the healthy lifestyle of people. Here, more use of new media has made more changes in the minds of people in healthy lifestyle, and according to the Cultivation theory, people internalize its values.

New media such as Instagram have capabilities that allow people to become famous. Nowadays, Instagram users desire to be well-known in their favorite fields. However, not everyone has equal conditions to become famous, it is thus important to identify the mechanisms of microcelebrities -which is the subject of this article- in order to understand how they gain fame.Iranian Instagram-based microcelebrities practice in diverse genres such as lifestyle, fashion and beauty, food, education, health, travel, and so on. They create their own audiences, use particular mechanisms, generate and share content on their Instagram accounts, and influence their followers. Nevertheless, the impacts of microcelebrities are not restricted to Instagram, they also affect social relationships, lifestyle, body culture, education, and other aspects of everyday life in the real space of society.Considering these explanations, the aim of this paper is to present a typology of Iranian microcelebrities on Instagram, as well as scrutinize their mechanisms and represented themes in five genres including lifestyle, food, motivation, education, and beauty, and examine the consequences of their virtual practices. In the conceptual framework, some of the most important theories of celebrity studies were reviewed and discussed. These theories consider technological platforms and the democratic space of social media as a necessary but insufficient situation for becoming a microcelebrity. They also consider a set of micro and macro contexts to be involved in the creation of microcelebrities and their durability.This study focused on 236 Instagram posts and stories from 50 microcelebrities in various genres. The research method was netnography. In addition, the observational approach was adopted as part of this research. Samples were chosen by purposeful sampling. Moreover, the thematic analysis was used to analyses the data. Regarding the findings, 23 types of microcelebrities were recognized in popular genres and also 23 subthemes, 9 main themes, and 1 core theme were extracted from the fivefold genres. Life on screen, Instagram as a shop vitrine, interweaving of emotional bonds and profit, and unplanned activism, were the main represented themes among lifestyle bloggers. They relate the fame-driven, social, and economic capital with exhibitive intimacy.Food as a display was the central theme among food bloggers. By treating the follower as a customer and creating a media persona, they seek fame and income, and for realizing this goal, they attract followers with various tricks and strategies.Themes including the shortcut to success and individualism were represented by motivational bloggers. They promote neoliberal ideology in society by accentuating personal abilities regardless of the structural contexts with their one-dimensional attitude.Fast-foodization of education was extracted from educational bloggers. They provide simple and fast-yielding content for their followers by combining education, entertainment, and profit. They also cultivate the commoditization of education.And, Instagrammable beauty was a significant theme among beauty bloggers. They display the ideal body and reproduce standard body features.Last but not least, the core theme was McDonaldization of fame. According to observations microcelebrities mostly want to attract attention and gain symbolic capital by performing micro-celebrification mechanisms including exhibitive intimacy, authenticity, selective disclosure, self-branding, and life-streaming. These mechanisms are common and popular among microcelebrities whom they utilize to absorb followers and achieve fame.According to Gorge Ritzer’s McDonaldization theory (efficiency, calculability, predictability, and control), microcelebrities are prosumers, they consume content on social media and simultaneously they generate content independently by removing media intermediaries which signifies their efficiency. They also have a calculability characteristic with respect to their account visit reports. In other words, more followers bring them firm online status, validity, and further profit. In regard to predictability, the fame industry offers specific and similar practices that users should perform to become a microcelebrity. So, it is easy to replace one microcelebrity with another, since most of them look alike. For exerting the control feature, microcelebrities monitor and control the way content is posted on their Instagram accounts to promote their fame by increasing and maintaining their number of followers. In general, despite the different activities of microcelebrities, they mostly act the same, and the dominance of quantity over quality of fame is seen in their performance.Finally, the results of this research show that on Instagram, fame is available to users like fast food. In other words, Mcdonalized fame allows early access to fame regardless of gender, class, and other factors. As a result, people try to become famous and turn themselves into micro-celebrities by adopting similar and fast-yielding mechanisms.

The purpose of this study is to investigate the Factors affecting migration of Iranian messenger users of Telegram to WhatsApp instead of domestic messengers after the Telegram filtering. This research is an explorative applied research. For analyzing factors, thematic analysis method was used. Then, using Interpretive Structural Modeling, the relationship between these factors was identified by 15 experts. These factors were classified into 5 levels. The results show that three factors: WhatsApp doesn’t need VPN, voice and video call capability and WhatsApp compatibility with all mobile devices, are the most influential factors; and factors like habit to use foreigner messengers, presence of contacts on WhatsApp (popularity), absence of contacts in domestic messengers (non-popularity), forming or migrating groups to WhatsApp and sending files through WhatsApp at the request of others, pressure of others to migrate to WhatsApp, negative WOM about domestic messengers and feeling of insecurity in domestic messengers are the most impressive factors.

 In this article, the role of letter repetition as a paralinguistic feature is studied in social media in order to help companies select the most repeated letters in words for devising brand names and the most effective sentences in marketing and advertising. The role of letter repetition as a paralinguistic element in advertising with the focus of the effect of this factor on the audience has not been studied in the Persian language. For this purpose, in order to find the frequency of the repeated letters, Instagram and Telegram social media were selected for data mining and five most repeated letters recognized. For the validation of the data at this phase, a questionnaire was devised and distributed among the students at the universities in Tehran and their families. In this way, the hypotheses regarding the most repeated letters and their use in advertising were also tested. Moreover, the quality of the words with letter repetition as being pronounceable was also studied and the use of four letters in case of being beautifully pronounceable was verified for the use in advertising and brand names.

News sites are among the mass media that have grown exponentially to facilitate the use of web technology. Now, with the advent of social media and the changing news audience consumption, news sites have lost some of their audience. But having an editorial process and more credibility than social media has still kept them as popular news media. Turning news sites into news authorities is one of the concerns of news site managers. In this regard, the purpose of this study is to present a pattern of authority in news websites. The research method was the qualitative method of data grounded theory and the method of data collection was in-depth and semi-structured interviews with 16 managers, editors and reporters of news sites and news agencies, as well as media experts. finally pattern of authority for news sites is presented. The categories that form the presented pattern include: competitive environment of news sites, media trust (main phenomenon), increasing media credibility (strategy), attractiveness of news site design (intervening conditions), audience behavioral tendencies (context) and news authority as a consequence of this pattern.

Advances in information and communication technologies have posed a number of challenges and legal issues that have also affected the discipline of communication law. Therefore, this study seeks to investigate the discipline of communication law in the world one-ranked universities and adaption and benefit of its findings in the curriculum of the Iranian higher education system.Since Allameh Tabataba'i University is the birthplace of this educational field, it can also be a place for its growth to review which in terms of criteria of efficiency and being up-to-date and with a local-global approach.The method of data collection in this research is library, and data obtained have been studied by descriptive and explanatory methods with an interdisciplinary approach.According to this study, both groups of the studied faculties presented their educational content in an innovative way. But in general, American universities offer more specialized education and newer courses, and practical experience is more important to students. The curriculum of American law schools is more flexible and diverse than English law schools. In curriculum of some college, staying away from pure specialization and teaching multidisciplinary content is significant.

 Due to the dysfunction of mainstream media in Iran after the advent of cyberspace, this article raises the question of whether a new paradigm has emerged in the field of media that has changed the requirements of media policy and planning? The premise of this study is that with the advent of cyberspace, a new paradigm has emerged in media policy-making that has affected all media, but instrumentalism is a veil to see. In this research, three methods of library, phenomenology and Thematic analysis have been used and in-depth interviews have been conducted with 25 active media experts in the two fields of mass media and cyberspace who have been selected by snowball sampling method. In the research findings, by extracting 64 themes of the paradigm governing cyberspace, it is shown how the communication space is confronted with the new grammar of media, including "dominance of authoritarianism over task-orientation, transition to maximalist and absolutist media, multimedia biology and de-publicization of news." "Minimizing the structure of the media and end of the domination of pyramid-shaped structures, changing the approaches of message management, here and now the content and change-seeking and responsiveness." The results show that cyberspace is the result of the accumulation and historical continuity of the biological paradigm of Reformation and the resulting intellectual divergences and has significant effects on the structure of media and media competition indicators, and these paradigmatic effects are a review of our understanding. Has necessitated communication theories.

Influencer marketing refers to the engagement of influential users who have the credibility, following and motivation to spread positive word of mouth advertising on blogs and social media and is a key component of digital marketing strategies for businesses. Through their posts in social networks, influencers are online opinion leaders who influence the behavior and decision-making process of the masses. (Ardakani Fard et al., 1401). Their followers feel close to them because they believe they know a lot about them and are in touch with them. This proximity allows influencers to influence others (Bu et al., 2022). Influencers gain a large following, in particular, because they have specific knowledge/skills (Belanche et al., 2021). Influencers have significant groups of followers and act as experts in their content. The term "social media influencers" refers to those users who have the potential to create interaction, dialogue and/or sell products/services with the target audience (Kim & Kim, 2021). An influencer can be anyone, from a fashion blogger on Instagram, to a wedding photographer on Pinterest, to a cyber security expert tweeting on Twitter (Vrontis et al., 2021). Influencers create identities by communicating personal experiences that combine photos, videos, and activities (Sokolova & Kefi, 2020). Similarly, it should be noted that followers actively participate in the construction and legitimization of influencers' identities because they follow them, interact with them, defend and support them (Tafesse & Wood, 2021). According to the mentioned research results, although businesses have recognized the value of attracting influencers as a distinct marketing communication tool, the insight on how to select and participate these influencers and integrate the campaign into their marketing communication program is still limited. In recent years, academic research on influencer marketing has been growing rapidly, and in the past decade, significant efforts have been made to improve knowledge about influencer marketing, but little attention has been paid to systematizing and synthesizing the current body of knowledge. In order to fill this gap, this article aims to conduct a comprehensive and systematic review of the literature and review the current status of influencer marketing research. The current research tries to answer the question that what are the determinants of marketing value creation through influential people for businesses and how are they prioritized? The purpose of this research is to identify the determining components of value of influencer marketing for businesses and it was done with a qualitative approach and the method of content analysis of past studies. Before presenting the results of foreign and domestic studies in the field of the studied concept, i.e. "marketing through influential people", to identify the current trend and status of this issue, the results of bibliometric analysis are presented in a scientific and research way. Bibliometric analysis enables a detailed understanding of the body of knowledge and their various aspects such as joint citations, co-occurrence, etc. It also helps to describe the data in the form of major contributions between authors and countries, the most cited countries, the most prolific authors and the most influential journals in the field of study are identified (Chen et al., 2021). Based on the results, since 2008, the writing of articles in the field of "marketing through influential people" has been started, and until 2016, only one article has been published in this field every year, and since 2016, this issue has gradually received the attention of researchers. and the trend of publishing articles has increased. The review of research literature in the field of "marketing through influential people" has been mainly focused in the fields of business and management and then social sciences. Theme analysis is one of the appropriate analytical methods in qualitative research. Theme analysis can be used well to compile and analyze the network of themes. Content analysis can create a suitable bridge between researchers of different disciplines. This method helps researchers to easily convey their observations, findings and interpretations to others. If a researcher wants to present the results of his work in ways that are comprehensible to other researchers in different fields and with different orientations, thematic analysis can establish a good relationship between different philosophical approaches and between theorists and practitioners (Sheikhzadeh, 2010). In the theme analysis stage, the data were collected and analyzed with the help of open and axial coding in MAXQDA software. The components have been prioritized by using the importance-function matrix and gathering experts' opinions through a questionnaire. The determining components of value of influencer marketing have been identified in 8 categories of organizing themes and 59 basic themes and include the components of audience characteristics, characteristics of influencers, content characteristics, platform characteristics, industry characteristics, time horizon, ethical concerns, and collaborative networking. The results of this research can be used to develop marketing strategies through influencer marketing according to business conditions.

One of the most important challenges facing startups and start-ups is financing. Adequate financing can accelerate the growth of entrepreneurial activities and the development of start-up businesses. One of the start-up businesses that has been developing in recent years with the welcome of people around the world and our country, is the startups in the field of online watching. The development of these businesses depends on the production of new and entertaining content, and this is also important in terms of proper financing. However, due to the nature of the assets of these businesses, which are generally intangible, the financing of these businesses is always challenged. Therefore, this study seeks to examine the financing patterns and their compliance with the conditions of these businesses. This research is applied in terms of purpose and descriptive in terms of nature, so that first by studying the library in the literature, a model for financing these businesses based on interest is proposed. then by designing a questionnaire and receiving comments. Experts will review the financial dimensions of the proposed model. The research results show that the proposed model of securities for financing VOD companies is financially approved by experts.

The development of technology created a special kind of communication in academic life; On the other hand, today, the existence of social networks is considered as an effective tool in achieving educational goals. The purpose of this study was to identify and analyze the functions of effective use of social networks in the management and leadership of educational groups and also to examine the barriers and challenges of access to various types of social media and information. In this regard, in addition to studying the documents and findings of other studies, using the method of snowball sampling, 10 managers of departments of Allameh Tabatabaei University in Tehran were interviewed. The data were analyzed qualitatively using Maxqda10 software, which according to the obtained results, the functions of purposeful use of social network for educational leaders, including: "Professional, scientific and research growth; Creating a democratic management space; Improving the educational quality of the group; Accelerate administrative and executive performance; Psychological and social impact. In addition, according to the extracted themes, one of the most important barriers and challenges to accessing social networks, including "technical barriers and infrastructure; Managerial challenges; He called for "political barriers and personal barriers", which finally provided solutions for the efficient use of the media platform, including targeting the use of social networks for leadership activities, teaching, learning, and so on.

Today, the concept of citizenship as one of the concepts of the modern world is a guide to sustainable human interactions. There is a correlation between variables. The statistical population included all citizens of Isfahan who were Instagram users in 1400, of which 384 people were selected by random cluster sampling. Assessment tools included the citizenship identity questionnaire of Sadr Arhami et al. (2017) and the cousin's Instagram use questionnaire (2015). In this study, 5hypotheses were tested. In order to test the research hypotheses, inferential statistics including Pearson correlation coefficient and structural equations with SPSS25 software were used. The results showed that there is a significant relationship between using the social network Instagram and enjoying citizenship rights. Also, the use of Instagram social network has a positive effect on our identity and the use of Instagram social network has a positive effect on civic commitment with 95% confidence level. Therefore, there is a significant relationship between the use of Instagram social network and citizenship identity with 95% confidence level.

Elections are one of arenas where people express their opinions and desires and indirectly intervene in the public policy-making process. During the elections, candidates, groups, and political parties try to compete with each other based on different political principles to gain power and, if elected, implement their desired policy. In the past, advertising in political arenas was mostly done through speeches in circles, tracts, urban advertisements, making documentary films, and advertisements in media such as television and to some extent short messages, and its influence on the electoral behavior of the people was moderate, because only those active in the political fields tended to attend these circles and participate in the speeches of election candidates. In fact, these advertising methods were more traditional and created huge costs for the candidates and their sponsors. However, with the introduction of social networks, the form and effectiveness of advertisements changed both in terms of content and in terms of how they were transmitted to citizens, and more people, especially the younger generation of society, who were involved in social networks, were informed about their views, and its effectiveness was many times higher. Other media were and are now considered to be one of the most important tools for increasing the accuracy and efficiency of advertisements, which can be effective in strengthening people's voting. In fact, social networks are a tool under the control of candidates who intend to attract the attention and trust of citizens by expressing their ideas and programs to gain political seats. This advertising includes various methods that the type of utilization of them, as well as the initiative in using new methods, can facilitate the process of selecting candidates to a great extent. In fact, the behavior of candidates and electoral strategies have created a wide tendency to choose social networks as a persuasive priority for citizens, so that they can get more votes. Social networks are the current view of society, culture, politics, economy, and science. By carefully examining the relationships of people and other social entities in social networks in various fields, we will know the characteristics of the target society. It is a short story that turned into a discussion of social networks. In our country, despite the high importance of the issue of social networks and the increasing use of social networks by people, the researches that have been done in the field of political behaviorism are less focused on the persuasive methods used in social networks, which are one of the main elements in the field of communication, and on the other hand, the effect of these persuasive methods of social networks on people's voting behavior, which is one of the main elements in the field of political behavior and sociology, has been studied. Based on this, in this article, a structural-interpretive analysis of persuasive methods used in social networks and their effect on voters' behavior has been done. 

This study was done with a qualitative approach, the research approach of this study is inductive-deductive in terms of data collection logic. For this purpose, it should be briefly stated, first by examining the theoretical and theoretical foundations of the research based on the synthesis of the results of the reviewed researches, the criteria related to common persuasive methods in social networks were identified based on the Delphi analysis, according to the two criteria, the average and the agreement coefficient. They are confirmed or deleted and finally, through structural-interpretive analysis, the identified layers are prioritized in the form of a pattern and explained from the point of view of the level of penetration and influence. In this research, 15 specialists from the fields of media, communication, and social sciences were selected through homogenous sampling and participated in two parts: overview and structural-interpretive analysis.

Based on the analysis, it was determined that the most effective and influential method of persuasion adopted by election candidates, stimulating collective emotions and creating enthusiasm is established as two indicators of the instrumental function of persuasion. In fact, election candidates and their supporting groups try to influence collective and group emotions by producing content on social networks and increasing enthusiasm among them. At the least effective level, there is a massive showing of the competitors' weaknesses, which can also be said, this type of advertising behavior conveys the most negative aspect of influence to the people, because it makes the capabilities and realistic slogans of the candidate in question. Negative advertising against the competitor will be lost and will reduce the motivation of the followers

In fact, election candidates and their supporting groups try to influence collective and group emotions by producing content on social networks and increasing excitement among them. This issue greatly affects the increase of people's support, because such messages target the audience's perceptual bias and cause wider advertisements, both on social networks and in the minds of the audience. Messages are produced with the aim of mobilizing emotions and inciting them in social networks, causing stronger support groups to come into action. The messages that are published in social networks with the aim of informing about the candidate's future policies and plans, are aimed at creating more understanding about the goals and plans of the person in question, and the more these policies and strategies are based on facts, the more the audience will be affected.