Discovering moral preferences on social media Twitter (Qualitative study of the 1396 elections)

social media plays an important role in politics and culture. Representation of Iranian temperaments in the media discourse and Twitter communication styles is one of the most important platforms for cultural studies. One way to understand the hidden order of change in society is by recognizing the layers of the media and constructing the actions of individuals. Where inherent patterns and situations for accepting moral rules give rise to social behaviors. Moral preferences are qualitative in the culture of societies and affect the perception and prediction of behavior before other contextual variables such as psychological characteristics or political tendencies. Discovering the regular pattern of these preferences triggers fundamental methodological conflicts, and the best case scenario occurs in a phenomenological situation without the intervention of the researcher. Social media data has made this possible even more. The purpose of this article is to discover the pattern of moral preferences of activists in the political decision-making situation, which seeks it in the context of Twitter metadata during the 1396 presidential election in Iran. The implementation method is qualitative content analysis and building a low-to-high model of ethical values. The results indicate the identification of group preferences, responsibility, cognition, attention, trust, value, power and inertia as the most important moral foundations, each of which has two positive and negative poles. Cultural contexts of inter-group moral socialization based on the acceptance of reciprocal responsibilities can be the pillar of Iranian moral foundations and explain the pattern of their order of action in political decisions.