Document Type : Original Article
Authors
1
Ph.D. student in social communications, Islamic Azad University, Sciences and researches branch
2
Associate Professor, Partnership and Communications research of training research and planning Institution, Teran, Iran
3
Associate Professor, Department of Social Communication Sciences, Science and Research Branch, Islamic Azad University, Tehran, Iran
Abstract
Nowadays, in the age of communication and information, we are facing with a great transformation and changes in society. New and emerging tools have been appeared that have rapidly accepted and be used in the recent decades at the human societies. Obviously, these tools are unavoidable. Here, the question is what kind of model can be offered for the role playing of cultural managers in the upcoming developments and changes of virtual social networks. What components should this model have and what relationships there should be between them. For this reason, using the qualitative approach in researching and using the semi-structured interview tool and using the grounded theory method, the final model of the research has been drawn up. After the coding stages, the final model of the research extracted and four categories of it identified which includes: causal factors (audience managing, natural based environment, media management, intrinsic rationality, media literacy, lack of futurism and localization), interfering factors (incomplete socialization, methods and rules), the main phenomenon (non-consistent cyberspace) and strategies. From these findings, overall, two main roles for cultural managers have been obtained: 1. Attention to external strength and internal weakness in future developments changes of virtual social networks (including media and audience management); 2. Attention to the underlying conditions in the upcoming changes of virtual social networks (including the category of media literacy). at the end, the relationships among the categories showed in a model and the basic strategies which derived from the interviews to the role of cultural managers in the future developments and changes of virtual social networks have been presented.
Keywords