Document Type : .
Authors
1
PHD student in Media Management, Department of Management, Ya. C., Islamic Azad University, Yazd, Iran
2
Sociology Department, Social Sciences Faculty, Yazd University, Yazd, Iran
3
Assistant Professor of Management, Department of Management, Ya. C., Islamic Azad University, Yazd, Iran
10.30465/ismc.2026.53080.2992
Abstract
This study explores the conditions and frameworks involved in the digital identity construction of bloggers in Yazd. Using a qualitative methodology and a grounded theory approach, semi-structured in-depth interviews were conducted with 17 Yazdi bloggers, selected through theoretical and purposeful sampling. The sampling process continued until data saturation was reached. The collected data were analyzed through three stages of coding: open, axial, and selective. The results are presented as 16 main categories, one core category, a paradigm model, and a storyline.
The findings indicate that "Digital Identity Construction," as the central phenomenon, emerges from a combination of factors such as professional motivation and commitment, technical skills, blogging competition, personal and ethical integrity, legal frameworks, creative content production, professional networking, and the social capital of close associates, alongside various contextual and intervening factors. Furthermore, the results show that building a digital identity requires two key strategies: audience alignment and interactive engagement. Ultimately, these strategies lead to two primary outcomes: social and cultural influence and weakening in life management.
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