فصلنامه پژوهش های ارتباطی
پیاپی 110 (تابستان 1401)

Endorsement is one of the important methods in the advertising industry in which a famous person is used to introduce a product or brand. This research was conducted with the aim of developing a model for measuring the effectiveness of Endorsement in the television products of the Islamic Republic of Iran with a mixed method approach. Data was collected through in-depth interview method and questionnaire technique, and the statistical population in the qualitative part included national media experts and in the quantitative part, it included all the audience of TV programs in Golestan province, of which 400 people were randomly selected. Data was analysed by thematic analysis method in the qualitative part, and in the quantitative part, by the partial least squares technique. The results obtained from the three stages of coding in the qualitative part showed that the effectiveness of the Endorsement strategies can be checked using the indicators of attractiveness, reliability, expertise and congruence. Validation of the model using a survey study and the partial least squares technique indicates that the four factors identified in the qualitative section, i.e. attractiveness, congruence, expertise and reliability, have a positive and significant effect on the effectiveness of Endorsement.

This research was codacted to identify the effects of algorithmic gatekeeping in media platforms on the general interests of Iranian platform and users. The research was carried out using the qualitative approach and the theme analysis method. The data was collected through in-depth and semi-structured interviews with 18 experts in the field of media platforms as well as platform ecosystem policy makers. The findings were classified into 7 main themes, which are "developing algorithmic gatekeeping in platforms with big data", "Content personalization through algorithms", "Displaying advertisements based on the economic enterprises demand", "Algorithmic gatekeeping and restriction of freedom of receiving and Publishing content", "Algorithmic gatekeeping and user privacy", "Algorithmic gatekeeping and the power to shape social and cultural structure" and "Algorithmic gatekeeping affects users' political attitudes". The findings showed that the effect of algorithmic gatekeeping on platforms on the interests of users can be classified in three general dimensions of issues related to "users' freedom of expression", "users' privacy" and "social-political effects of platforms". The results also showed that the Iranian platforms gatekeeping is for political and social influences, although it does not seem to be the case for economic influences.

One of the patterns of encoding messages in TV series is to include the preferred codes of the series in the form of dialogues and behavior of a "quiet white and positive" character. Examining the content of the most watched TV series in the last 15 years shows the prevalence of this pattern in TV series. The present article, which is derived from the author's research in the field of the consumption of popular television series, focuses on how the audience encounters this pattern and characters, as well as how they decipher the preferred codes. The research data was collected through semi-structured individual and group interviews with 74 viewers of popular TV series. The findings showed that the feedbacks of the interviewees are mainly negative emotional and cognitive. Based on the findings and in agreement with the cognitive views about emotions, the audience's encounter with contents and television series is much more complicated than that by including the message of the series in the speech and behavior of " quiet white and positive characters" and Presenting a direct message can influence the audience.

Today's competitive and challenging conditions require media organizations to plan for progress and achieving their goals in a long-term perspective. Strategic jobs are one of the most important human capitals that are effective in advancing organizational goals that play a role in key processes and have a significant impact on the performance of other jobs in the organization. This research, which was carried out with the aim of identifying the competencies of strategic jobs in the field of content production of the Broadcasting Organization (IRIB) (Deputies of Radio, TV, Virtual Space, Provinces and Political Affairs), is practical in terms of its purpose and from the perspective of the result, it is development and it is done with a qualitative approach, the method of thematic analysis. To collect information, purposeful sampling and in-depth and semi-structured interviews were used. In order to identify the competencies of strategic jobs, according to a case, 15 deputy and senior managers of the Radio, TV, Virtual Space, Provinces and politics of the Broadcasting Organization were interviewed. The results identified competencies in two sections: general and specialized competencies. In the general competencies section, 21 components and 66 categories were extracted, and in the specialized competencies category, 12 components and 53 categories were extracted. In general, competencies were categorized into four dimensions: personality competencies (characteristics, attitudes and values), behavioral competencies (communication skills and behavioral skills), managerial competencies (job characteristics and managerial characteristics) and knowledge competencies (general knowledge and specialized knowledge).

Nowadays, youth identity in the country has become an important issue, and identifying the factors affecting the identity of the youth seems essential. The purpose of this research is to examine the effect of virtual social networks on the identity of young people. The method of the research was quantitative and and the statistical population includes young people aged 18 to 35 years of West Azerbaijan province who were randomly selected. Research data was collected using a researcher-made electronic questionnaire. The sample size was 383 people using Sample power software, which was increased to 400 people To increase accuracy. The research data was analyzed using Spss 26 software, and the structural equation model and model fit criteria were drawn and estimated with Amos Graphic 24 software. The findings of the research showed that the Pearson correlation between the cognitive and communication dimension of virtual social networks with the identity of young people is at a significant level. The communication dimension had the highest correlation with the religious dimension of identity, and the cognitive dimension had the highest correlation with the political dimension of youth identity. The results of multiple regression also showed that the dimensions of the independent variable of the research explain 67% of the variance and changes of the dependent variable. Also, based on the structural equation model of the research and according to the fit criteria, the empirical data of the research supported the theoretical model. In general, the results indicate that the two cognitive and communicative dimensions of virtual social networks have influenced the identity of the youth of West Azerbaijan province and have influenced the identity dimensions of the youth of this province; However, the effect of these two dimensions has been at a weak level.

This research was conducted with the aim of studying the perspective of social identity of women in Tehran based on the use of Instagram and with the mediation of demographic variables. The research is practical in terms of its purpose, and in terms of the nature is causal and was done by survey technique, using a questionnaire measurement tool. The statistical population included all women living in Tehran in 2019 and the statistical sample included 303 people based on Morgan's sample table. Two types of questionnaires have been used to measure research variables: a researcher-made questionnaire related to the amount and type of use of Instagram and a standard social identity questionnaire by Safarinia and Roshan. The results obtained from the step-by-step regression showed that the number of times using Instagram during the week and the history of being on Instagram have a predictive effect on the social identity of women in Tehran. In the first step, 1.9 percent of women's social identity was explained by the number of using Instagram during the week, and in the second step, it reached 4.1 percent despite the attendance record. This means that the repetition of using Instagram (the number of times of using during the week) has a positive effect and the duration of Instagram membership has a negative effect on the social identity of the women studied. Among the demographic variables, the level of education has a positive role in predicting the social identity of women in Tehran. In the next step, the regression of humanities variables, being married, being a housewife, and women's age, was not significant and did not play a role in predicting their social identity.