Document Type : .

Authors

• Majid Yaraghbafan ¹
• Amir Masoud Amir Mazaheri ²
• Mohammad Mahdi Labibi ³

¹ Ph.D Student in Sociology, Department of social Sciences, Social Sciences- Communication and Media Faculty, Central Tehran Branch of Islamic Azad University,Tehran,,Iran

² Associate Professor Department of social Sciences, Social Sciences- Communication and Media Faculty, Central Tehran Branch of Islamic Azad University,Tehran,Iran (Corresponding Author)

³ Assistant Professor Department of social Sciences, Social Sciences- Communication and Media Faculty, Central Tehran Branch of Islamic Azad niversity,Tehran,Iran

Abstract

With the emergence of new media, most individuals have become highly dependent on these media for their daily activities.The question then arises: what are the cultural transformations resulting from the proliferation of new media in Iran? Discovering the answer to this question can enhance the optimization of media approaches in communication and align cultural values with Iranian-Islamic norms. To address this issue, the researcher, utilizing qualitative analysis within an interpretive paradigm, conducted interviews and employed three-stage thematic analysis and coding to identify these cultural transformations. The most significant positive transformations include the development of social tolerance, comprehensive connectivity, the fluidity of networked communication, the promotion of cultural and social convergence, increased community-centeredness, the production and reproduction of cultural knowledge, the formation of prevailing assumptions influencing individual thinking, the generation, innovation, dissemination, and preservation of ideas, and the general shaping of culture. The most significant negative (challenging) transformations encompass the widespread sense of isolation, the promotion of non-beneficial and unethical products, cultural vulnerability within society, excessive individualism, the fragmentation of family foundations, and identity crisis.

Keywords

• Cultural Transformation
• New Media
• Cultural Reproduction
• Cultural Values
• Cultural Norms