Document Type : .
Authors
1 Ph.D. Student of Communication Sciences, Meybod Islamic Azad University, Meybod , Iran.
2 Social Welfare Department, Social Sciences Faculty, Yazd University, Yazd, Iran
3 Assistant Professor in communication, Social Communication Sciences, Meybod University, Meybod, Iran
Abstract
The present research aimed to explore the platforms and processes of the formation of the phenomenon of domino dissemination of texts or message circulation in social media with an emphasis on the role of users. Grounded theory approach was used as the qualitative research method and the target population was the active experts on social media from scientific and academic centers. 17 of them were selected through theoretical and purposive sampling for the in-depth semi-structured interview. The obtained data were transcribed and then analyzed using open, axial and selective coding. Resulting in 28 main categories and 1 core category along with story line, paradigm model and theoretical micro-schema. The findings show that the "Domino action network" is built as a central phenomenon which follows a set of causal conditions including cultural and political actions, education-oriented action, norm-breaking action, collaborative action network, people's emotional participation and entertainment in the media along with a series of contextual and intervening conditions. This action network employs strategies such as network transparency, evasive solitary action, and media rethinking. Leading to consequences such as network reality demonstration, promotion of media literacy, and deterioration of the regimes of truth and bio-networking of users.
Keywords
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