Examining the Role of Media and Social Networks on Changes in the Cultural Identity of Iranians: A Historical-Empirical Review of Secondary Data

Ashayeri, Taha; Menati, Ayoub; Jahanparvar, Tahereh; Aqazadeh, Prstw

doi:10.22082/CR.2024.2029788.2698

Examining the Role of Media and Social Networks on Changes in the Cultural Identity of Iranians: A Historical-Empirical Review of Secondary Data

Document Type : Original Article

Authors

Taha Ashayeri ¹

Ayoub Menati ²

Tahereh Jahanparvar ³

prstw Aqazadeh ⁴

¹ Assistant Of Prof. In History And Sociology, Faculty Of Social Sciences, University of Mohaghegh Ardabili , Ardabil, Iran

² Assistant Of Prof. In Regional Studies, Faculty Of Literature And Humanities, Ilam University,Ilam, Iran

³ Cultural Sociology, Faculty Of Social Sciences, Communication And Media, Ardabil Branch, Islamic Azad University, Ardabil, Iran

⁴ Sociology, University of Mohagheg Ardabili , Ardabil, Iran

https://doi.org/10.22082/CR.2024.2029788.2698

Abstract

Media and social networks have surrounded our lives and the world around us and have led to the transition from traditional patterns, kinship, local norms and values to modern values and new norms that have also undergone fundamental changes in cultural identity. Iranian society has accepted changes in cultural identity at the same time as social transition and socialization with the emergence of media and its consumption. The main goal of the research (with a historical-experimental review of secondary data) was to study the role of media and social networks on the changes in cultural identity of Iranians. The research method is quantitative meta-analysis and systematic review based on the sources and scientific documents published from Noormagz, Magiran, and Irandoc in the period of 1379-1403. 52 documents were selected by non-probability sampling method (purposive and available) From the statistical population of 98 studies, following the screening steps and inclusion criteria (survey and quantitative, having a sample size and Pearson and Spearman correlation coefficient, significance level and scientific validity), and entered into CMA2 software. Cohen's d and Fisher's f tests were used. The effect size coefficient of Cohen and Fisher showed that the media and social networks had a significant (inverse) effect on the cultural identity of Iranians and can predict 51 percent of it. Also, media and social networks influence family values and norms (10 percent), belonging to national norms (21 percent), belonging to ethnic norms (13 percent), norms of Hijab (16 percent), and religious beliefs and rituals (27 percent). It also had an inverse and negative effect, and has a significant and direct (positive) effect on the variables of ostentatious consumption (33 percent), subcultural identity (48 percent) and modern cultural values (19 percent).

Keywords

Cultural Identity Changes

Ethnic-National Norms

Media Consumption

Family Norms

Subjects

mass media

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