Interdisciplinary Studies in Media and Culture

An audience-centric approach in dealing with virtual social networks

Document Type : .

Authors

Alireza Akbarzadeh 1
soraya memar 2
Masoud Kousari 3
Reza Hemmati 4

1 Ph.D. Student of Sociology, University of Isfahan

2 Associate Professor, Department of Sociology, University of Isfahan

3 full Profesor, Department of Sociology, University of Tehran

4 Assistant Professor, Department of Sociology, University of Isfahan

Abstract
The researcher in this study, while demonstrating the need to change approaches from coping approaches to a cultural and social approach, has introduced as "audience-oriented approach ". An approach based on the focus of attention instead of paying attention to the sender of the message, is to pay attention to the audience, in order to empower the audience, give him the power to critique and analyze the message. The present study was carried out using quantitative content analysis method. The results show that using an audience-centered approach, it can be used in the form of awareness and education strategy and by promoting media literacy to empower the audience in analyzing, interpreting and criticizing the message, and also in The strategy formulated the creation and diversification of the audience's persuasion techniques to attract the audience's attention and attraction

Keywords

social networks
Strategy
Audience- Oriented Approach
Media Literacy
Audience Persuasion
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