شناسايي مولفه هاي فرهنگ حاكم در شبكه اجتماعي اينستاگرام

Identifying Dominant Network Culture in Instagram

ﻫﺪف اﯾﻦ ﭘﮋوﻫﺶ ﺷﻨﺎﺳﺎﯾﯽ ﻣﺆﻟﻔﻪ ﻫﺎي ﻓﺮﻫﻨﮓ ﺣﺎﮐﻢ ﺑﺮ ﺷﺒﮑﻪ اﺟﺘﻤﺎﻋﯽ اﯾﻨﺴﺘﺎﮔﺮام ﺑﻮده اﺳﺖ. اﯾﻦ ﭘﮋوﻫﺶ ﺑﺎ روﯾﮑﺮد ﮐﯿﻔﯽ و ﺑﺎ اﺳﺘﻔﺎده از روش ﺗﺤﻠﯿﻞ ﻣﻀﻤﻮن اﻧﺠﺎم ﺷﺪه اﺳﺖ. ﻧﻤﻮﻧﻪ ﺗﺤﻘﯿﻖ، ﻣﺸﺎرﮐﺖ ﮐﻨﻨﺪﮔﺎن ﺑﺎﻟﻘﻮه از اﺳﺎﺗﯿﺪ و ﺻﺎﺣﺐ ﻧﻈﺮان، ﻣﺪﯾﺮان ﺳﺘﺎدي و ﻣﺪﯾﺮان اﺟﺮاﯾﯽ رﺳﺎﻧﻪ ﻫﺎي ﻓﻌﺎل در ﺳﻄﺢ ﺗﻬﺮان ﺑﻮدﻧﺪ. ﺑﺎ در ﻧﻈﺮ ﮔﺮﻓﺘﻦ اﻫﻤﯿﺖ ﺣﺪاﮐﺜﺮ ﺗﻨﻮع در ﻧﻤﻮﻧﻪ ﺗﺤﻘﯿﻖ و ﻣﺤﺪودﯾﺖ ﻫﺎي ﻣﻮﺟﻮد ﺑﺮاي اﻧﺠﺎم ﻣﺼﺎﺣﺒﻪ، ﻣﻼك ﻫﺎﯾﯽ ﺑﺮاي اﻧﺘﺨﺎب ﭼﺎرﭼﻮب ﻧﻤﻮﻧﻪ در ﻧﻈﺮ ﮔﺮﻓﺘﻪ ﺷﺪ. ﺑﺎ اﺳﺘﻔﺎده از ﻧﻤﻮﻧﻪ ﮔﯿﺮي ﻫﺪﻓﻤﻨﺪ )ﺑﺮ ﻣﺒﻨﺎي ﻣﻌﯿﺎرﻫﺎي اﻧﺘﺨﺎب( و ﻧﻈﺮي ﺑﻌﺪ از ﻣﺼﺎﺣﺒﻪ ﻧﯿﻤﻪ ﺳﺎﺧﺘﺎرﯾﺎﻓﺘﻪ ﺑﺎ 14 ﻧﻤﻮﻧﻪ ﻣﺘﺨﺼﺺ، اﺷﺒﺎع ﻣﻀﻤﻮﻧﯽ ﺣﺎﺻﻞ ﺷﺪه اﺳﺖ. ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ ﺷﯿﻮع ﮐﺮوﻧﺎ و ﻣﺤﺪودﯾﺖ ﻫﺎي ﻧﺎﺷﯽ از آن، ﺷﯿﻮه ﻫﺎي ﻣﺘﻨﻮﻋﯽ ﺑﺮاي ﻣﺼﺎﺣﺒﻪ اﺳﺘﻔﺎده ﺷﺪ )ﺣﻀﻮري/ ﺗﻠﻔﻨﯽ/ ﻣﺠﺎزي )واﺗﺴﺎپ و اﺳﮑﺎﯾﭗ(. ﭘﺮوﺗﮑﻞ ﻣﺼﺎﺣﺒﻪ ﻧﯿﻤﻪ ﺳﺎﺧﺘﺎرﻣﻨﺪ ﺑﺮ ﻣﺒﻨﺎي ﻣﺮور ادﺑﯿﺎت ﭘﮋوﻫﺶ و ﻣﺒﺎﻧﯽ ﺗﺠﺮﺑﯽ ﺗﺪوﯾﻦ و ﻣﻮرداﺳﺘﻔﺎده ﻗﺮار ﮔﺮﻓﺖ. ﺗﺠﺰﯾﻪ وﺗﺤﻠﯿﻞ داده ﻫﺎ ﺑﺎ اﺳﺘﻔﺎده از ﻓﺮآﯾﻨﺪ 6 ﻣﺮﺣﻠﻪ اي ﮐﻼرك و ﺑﺮون1 )2017( در ﺣﻮزه ﺗﺤﻠﯿﻞ ﺗﻤﺎﺗﯿﮏ، ﺑﻪ ﺻﻮرت رﻓﺖ و ﺑﺮﮔﺸﺘﯽ ﻣﺴﺘﻤﺮ ﺑﯿﻦ داده و ﮐﺪﮔﺬاري ﻫﺎي ﺗﺤﻠﯿﻞ ﺷﺪه ﺣﺎﺻﻞ 6 ﻣﺮﺣﻠﻪ، آﺷﻨﺎﯾﯽ ﺑﺎ داده، اﯾﺠﺎد ﮐﺪﻫﺎي اوﻟﯿﻪ، ﺟﺴﺘﺠﻮي ﮐﺪﻫﺎي ﮔﺰﯾﻨﺸﯽ، ﺳﺎﺧﺖ ﺗﻢ ﻫﺎي ﻓﺮﻋﯽ، ﺗﻌﺮﯾﻒ ﺗﻢ ﻫﺎي اﺻﻠﯽ و ﺗﻬﯿﻪ ﮔﺰارش ﭘﺎﯾﺎﻧﯽ اﻧﺠﺎم ﺷﺪه ﮐﻪ دراﯾﻦ ﺑﯿﻦ 119 ﻣﻔﻬﻮم ﮐﻠﯿﺪي، 38 واﺣﺪ ﻣﻌﻨﺎﯾﯽ ﻓﺸﺮده، 11 ﻣﻀﻤﻮن ﻓﺮﻋﯽ و 5 ﻣﻀﻤﻮن اﺻﻠﯽ ﺑﻪ دﺳﺖ آﻣﺪ. ﯾﺎﻓﺘﻪ ﻫﺎ ﻧﺸﺎن داد ﮐﻪ ﻓﺮﻫﻨﮓ ﺣﺎﮐﻢ ﺑﺮ ﺷﺒﮑﻪ اﯾﻨﺴﺘﺎﮔﺮام را ﻣﯽ ﺗﻮان در 5 ﻣﻀﻤﻮن ﮐﻠﯽ: »ﺗﻮﻫﻢ داﻧﺎﯾﯽ«، »ﮔﻔﺘﻤﺎن ﺿﺪﻓﺮﻫﻨﮕﯽ«، »ﻓﺮدﮔﺮاﯾﯽ ﺷﺒﮑﻪاي«، »ﻓﺮﻫﻨﮓ ﺳﻠﺒﺮﯾﺘﯽ« و »ﮐﻨﺸﮕﺮي/ ﻣﻘﺎوﻣﺖ ﻧﺎﻣﺮﺋﯽ« اراﺋﻪ داد.

With the advent of the information age and networked society and the advent of web-based social media and the success of these networks in attracting users, these networks have been able to play a key role in creating different streams and offering different lifestyles. The experience of these two spatializations and the formation of subcultures appropriate to this space changes people's choices. On the other hand, considering that the social network Instagram is one of the most popular social networks in the world and in Iran, so the purpose of this study is to identify the components of the culture that governs the social network Instagram. This research has a descriptive and survey strategy and since this research is a qualitative research in terms of type,The researcher identified the categories and items of culture in the social network with the help of interviews with experts. In this research, the researcher uses structural analysis method to analyze the data obtained from the interview. According to the data obtained from the interview, the author achieved six cultural components in the social network Instagram, which are; Lack of media literacy, lack of adherence to ethics, extremism, superficiality, participation and assertiveness.