Communications
Abdollah Bicharanlou; Seyedeh Razieh Yasini; Behnaz Jalalipour
Abstract
This research is based on this assumption that the ways people are represented in TV are different with the ways they are represented on social media such as Instagram because the nature of social media is different with the nature of mass media. Thus the users of social media when using these media ...
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This research is based on this assumption that the ways people are represented in TV are different with the ways they are represented on social media such as Instagram because the nature of social media is different with the nature of mass media. Thus the users of social media when using these media to represent their daily lives, actively use these media to show unofficial (informal) pictures of their lives while when they attend in a T.V program, they are represented very formally. The interaction on social media like Instagram is very intimate than in mass media like T.V. One of the issues to study is to find the differences between representing the people clothing in social media and Television. Some of Iranian Veiled TV presenters interacts to their audiences on Instagram; a considerable issue on the re-presentation of the mentioned women on Instagram is their dress. This study is to analyze the depiction of veiled Women TV presenters on their dress on Instagram through analyzing their shared pictures. In addition to analyzing the way of selected women dress re-presentation, the paper is to respond whether their dress in TV is different to unofficial space such as Instagram? To review the literature, Giddens approach on the identity & Goffman theory on the self- presentation in everyday life were reviewed. This research is qualitative in method applied, and to analyze the Instagram pages of women TV presenters, nethnography method has been applied. The sample selected to study by nethnography method consists of 7 pages of Iranian Veiled TV presenters. The analysis of veiled TV presenters shared pictures in Instagram shows that their clothing on Instagram is different in terms of diversity and color with their represented dress in Television programs and some TV presenters advertise some dress goods in their Instagram pages.
Sociology
Heyran Pournajaf; Mansour Haghighatian; Esmaeel Jahanbakhsh
Abstract
In today's world, the amazing and unimaginable growth of the media has made them a powerful tool that not only fulfills the informational task inherent in their nature; Rather, they have gone further and entered and influenced all aspects of human life. The diversity of the social roles of women and ...
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In today's world, the amazing and unimaginable growth of the media has made them a powerful tool that not only fulfills the informational task inherent in their nature; Rather, they have gone further and entered and influenced all aspects of human life. The diversity of the social roles of women and men reflects the fact that the concepts of femininity and masculinity (gender) are strongly influenced by social factors. Men and women are each reflected in the media. The image of women in mass media has an ideological aspect for the continuation of patriarchal relations. Against the subjectivity of women in patriarchal discourse; The strategy of struggle to deconstruct and break stereotypes has flowed in late modernity. The aim of the current research is to analyze the discourse of Iranian women's subjectivity in the Instagram social network. The research method in this study is qualitative content analysis. The technique used is critical discourse analysis and specifically Fairclough's discourse analysis approach. The community studied in this research is the pages related to the theoretical class of discourses of subjectivity in the Instagram social network of Iranian users, which were selected with theoretical considerations and qualitative content analysis. The final categories obtained in the research include the objectification of women, glorification of narcissism, gender class system, de-importance of role, naturalization of superior status, deprivation of rights, double otherization, which is consistent with the discourse of women's subjectivity.
alireza hatami; Seyed Mahdi Sharifi; labafi somayeh
Abstract
The advent of social networks has brought about changes in various aspects of human life, and marketing is one of the areas that has been affected. With the emergence of influencers with the ability to influence the wide followers in social networks, brands' interest in influencer marketing is growing ...
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The advent of social networks has brought about changes in various aspects of human life, and marketing is one of the areas that has been affected. With the emergence of influencers with the ability to influence the wide followers in social networks, brands' interest in influencer marketing is growing rapidly and today brands spend most of their advertising budgets on influencer marketing. In the present study, using the Elaboration likelihood model of persuasion (ELM) and Concepts such as Para-social interaction (PSI) and Electronic Word of mouth (EWOM), we investigated the effect of persuasion cues of women influencers on the intention to buy followers as the aim of the study. The case study of this study was beauty women influencers on Instagram. For this purpose, by identifying 4 prominent beauty influencers among Iranian users, the pages of these women influencers on Instagram were examined. The present research is applied in terms of descriptive nature and its method is survey and data collection tool is an online questionnaire. 396 questionnaires were collected by available sampling method. The collected data were analyzed using SPSS software version 3 and SmartPls software version 26. The results showed that persuasion cues related to expertise, Trustworthiness and experience with the variable mediated by source credibility and persuasion cues related to self-disclosure, social attractiveness, attitude homophily with the mediating variable of PSI have an effect on EWOM and ultimately intention to purchase followers. Contrary to the researcher's expectations, effective physical attractiveness has no effect on PSI and ultimately EWOM and intention to purchase followers.
Communications
Zahra Ardekani Fard; MohamadJavad GholamrezaKashi
Abstract
AbstractSocial media brings the benefit to people to make their voices heard, an opportunity which was not accessible in the past. In this article, we have shown that this opportunity has led to the emergence of feminine religion. Women used to be less able to talk about religion - in terms of preaching, ...
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AbstractSocial media brings the benefit to people to make their voices heard, an opportunity which was not accessible in the past. In this article, we have shown that this opportunity has led to the emergence of feminine religion. Women used to be less able to talk about religion - in terms of preaching, advices, explanations and interpretations - but through these networks they have been able to produce extensive content about their religion and religious beliefs. The feminine religion is not always reflected in the same fashion, of course, but in a spectrum of beliefs among the women active in the social media. We can consider all the contents in this area in one picture and discuss the emergence of a new opportunity in Iranian society based on the commonalities between the contents. We have shown that the expression of women in religious life with the help of new media has put the traditional institution of religion in a new position. In addition to the challenges it has caused, unparalleled opportunities are also created for religion continuation. At the same time, feminine religious expressions have played a role in limiting the spread of anti-religious sentiments and have achieved many of the desired goals of religious intellectuals in practice. This study examines the feminine mediatized religion presented on Instagram analyzing the discourses in Iranian women's narratives of religion. For this purpose, five Instagram pages have been examined using the Fairclough discourse analysis method. The results indicate the existence of a feminine religious structure which is characterized by search for oneness, call to life, and production of new teachings in the field of religion.
Abdollah Bicharanlou; Zohre Bavali
Abstract
To study every culture, different approaches and tools are applied. A tool to study a society's culture is to analyze and identify the concepts of its culture. One of the basic cultures in every society is feminine & femininity. By studying the conceptual statements in a language on the feminine ...
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To study every culture, different approaches and tools are applied. A tool to study a society's culture is to analyze and identify the concepts of its culture. One of the basic cultures in every society is feminine & femininity. By studying the conceptual statements in a language on the feminine & femininity, one can find out the feminine's cognition system. This paper aims to study the way of feminine conceptualization by ordinary women on Instagram and their understanding of femininity experience & basic metaphors which interconnect the meanings of femininity. To realize the paper aim, by applying cognitive linguistics approaches, particularly the theories of Lakoff, G., & Johnson, M, answer to these questions: 1. what metaphors are constructed by ordinary women speaking Persian on the feminine & femininity on Instagram social network? 2. Which macro conceptual domains are the bases of semantic construction by ordinary women speaking Persian on the feminine & femininity on Instagram? 3. Which source domain (the conceptual domain from which we draw metaphorical expressions) is the most used by ordinary women speaking Persian for the target domain of the feminine & femininity on Instagram. Target domain is the conceptual domain that we try to understand. The virtual ethnography called netnography has been applied to gather the research data and MIP (metaphor identification procedure) to analyze the data. By analyzing the shared posts on Instagram by 90 selected ordinary women. 250 conceptual metaphors were extracted which have been categorized in 11 macro conceptual domains.
Zahra Ardekani Fard; Seyed Noorodin Razavizadeh
Abstract
Influencers, through their posts on social media, are the online thought leaders who influence the behavior and decision-making process of the mass. Many Instagram influencers are now women. The image they present as women is an influential image of femininity. This research attempts to analyze the femininity ...
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Influencers, through their posts on social media, are the online thought leaders who influence the behavior and decision-making process of the mass. Many Instagram influencers are now women. The image they present as women is an influential image of femininity. This research attempts to analyze the femininity presented on Instagram. For this purpose, the pages of four Iranian female influencers were selected as a sample and the posts of these pages were analyzed using the social semiotics of the image of Cress and Van Livon. The research results show that there are four different ways of portraying femininity on these pages: “modern corporeal femininity”, “traditional femininity in new form”, “anti-dominant femininity”, and “femininity in public space”. These types have both similarities and distinct differences from each other. They pay attention to the two categories of “female body” and “traditional female roles”, and their representations are formed around these two categories. The female body and female roles are influenced by two processes of commercialization and socialization, one by capitalist discourse, the other by feminist discourse. Furthermore, in all the types of femininity presented, religious discourse is either completely rejected or ignored.
Mina Beigvand; Abbas Kazemi; Hossein Basirian Jahromi
Abstract
This study attempts to examine the characteristics of motherhood according to the role presented by mothers on Instagram. It also examines the lifestyle and other aspects of the lives of supermoms and their followers. To achieve these objectives, we used netnography and direct observation. The results ...
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This study attempts to examine the characteristics of motherhood according to the role presented by mothers on Instagram. It also examines the lifestyle and other aspects of the lives of supermoms and their followers. To achieve these objectives, we used netnography and direct observation. The results of the thematic analysis include six main themes as follows: “the presentation of perfect motherhood”, “the aestheticization of motherhood”, “the reproduction of traditional patterns of motherhood”, “the presentation of the ideal self”, “the stylization of everyday life”, and “the presentation of the happy family with the desired relationship”. Supermoms attempt to reshape the image of motherhood as a desirable role through aestheticization. The ideal and deceptive image of motherhood presented by supermoms on Instagram, though it may be unattainable for other mothers, has created a new image of motherhood. Just as they provide a new image of motherhood, they do not necessarily challenge traditional motherhood. Rather, this image is a continuation of the traditional motherhood pattern, but in a new guise. Although motherhood still means sacrifice and love, and is semantically no different than it was decades ago, Instagram mothers acted differently in their maternal and personal identities, as well as in their parenting.
