Background and Aim: Social media has an important role in strengthening the relations and symbolic unity of society. The development of social networks based on communication theories has caused many changes in people's behavior and mentality, and this study aims to exa
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Background and Aim: Social media has an important role in strengthening the relations and symbolic unity of society. The development of social networks based on communication theories has caused many changes in people's behavior and mentality, and this study aims to examine the role of media in Mazandaran province in promoting social and cultural capital.Method: The method of this research is applied and in terms of implementation method, the method is mixed. In the qualitative section, by conducting semi-structured interviews, the role of these media in the production of social and cultural capital is obtained and then evaluated in a quantitative manner. The statistical population is the qualitative part of the elite and the quantitative part are experts in the field of social capital who were selected by probabilistic sampling method. Qualitative data were tested using coding and quantitative data were tested using statistical analysis.Research results: The results show that the role of social media in Mazandaran has played a role in the production of social and cultural capital, which include cooperation and mutual discourse, - Criticism of the performance of officials holding joint meetings (Club House) - Establishing online communication between groups - Interaction between NGOs has been to increase media literacy - to increase public awareness - to produce media content - to persuade to send messages to others, to give the right information to the audience - to tailor the messages to the needs of the audience.
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