Economic Capacities of Social Networks for the Media
محورهای موضوعی : International Journal of Finance, Accounting and Economics Studies
ali mesrian
1
(
Department of Media Management, Science and Research Branch, Islamic Azad University Tehran, Iran
)
Ataollah Abtahi
2
(
Department of Media Management, Science and Research Branch, Islamic Azad University Tehran, Iran
)
Ali Asghar Mahaki
3
(
Member of the academic staff ,Iran Inistitute of Science and Information Technology, Tehran, Iran
)
Mohammad Soltanifar
4
(
Associate Professor of the Department of Social Communication Sciences, Faculty of Humanities, Science and Research Branch, Islamic Azad University Tehran, Iran
)
ali Geranmayepour
5
(
Department of the Media Management, Faculty of Social Sciences, Communication and Media, Central Tehran Branch, Islamic Azad University, Tehran, Iran.
)
کلید واژه: Economic Capacity, Financial Circulation, Media Economy, Social Networks, Social media, Mass communication Devices,
چکیده مقاله :
The main issue of the research is the economic capacities of social networks (Telegram, Instagram, Twitter, and Soroush, Bale, and Eitaa ) for the country's media (press, news agencies, news bases, and radio and television)?. The research was conducted with a survey method and its statistical population includes all media writers in the country including 22 thousand people and the statistical population is 400. There were people who were selected by cluster and simple random sampling methods. In order to analyze the research data, descriptive and inferential analysis methods were used, and Smart PLS 3 and SPSS 25 software were used to process the data. Research findings show that Virtual social networks have wide economic capacities for mass communication media, and to converge these two types of media, the interaction between official media and social media should be increased. Content produced in mass communication media such as radio and television networks, news agencies, press, and news bases cannot be published similarly in social networks. In the selection and production of this content for social networks, attention should be paid to various features, such as novelty, attractiveness, user-friendliness, multimedia, speed of publication, and professionalism. The findings of this research showed that almost all radio and television networks do not use the capacity of foreign social networks properly and unlike the news agencies, the press and news bases do not pay attention to the economic and financial capacities of internal social networks such as social messengers.
The main issue of the research is the economic capacities of social networks (Telegram, Instagram, Twitter, and Soroush, Bale, and Eitaa ) for the country's media (press, news agencies, news bases, and radio and television)?. The research was conducted with a survey method and its statistical population includes all media writers in the country including 22 thousand people and the statistical population is 400. There were people who were selected by cluster and simple random sampling methods. In order to analyze the research data, descriptive and inferential analysis methods were used, and Smart PLS 3 and SPSS 25 software were used to process the data. Research findings show that Virtual social networks have wide economic capacities for mass communication media, and to converge these two types of media, the interaction between official media and social media should be increased. Content produced in mass communication media such as radio and television networks, news agencies, press, and news bases cannot be published similarly in social networks. In the selection and production of this content for social networks, attention should be paid to various features, such as novelty, attractiveness, user-friendliness, multimedia, speed of publication, and professionalism. The findings of this research showed that almost all radio and television networks do not use the capacity of foreign social networks properly and unlike the news agencies, the press and news bases do not pay attention to the economic and financial capacities of internal social networks such as social messengers.
Economic Capacities of Social Networks for the Media
Ali Mesrian1, Ataollah Abtahi21, Ali Asghar Mahaki3 , Mohammad Soltanifar4, Ali Geranmayepour5
1 Department of Media Management, Science and Research Branch, Islamic Azad University ,Tehran, Iran. 2* Department of Media Management, Science and Research Branch, Islamic Azad University, Tehran, Iran. 3 Member of the Academic Staff ,Iran Inistitute of Science and Information Technology, Tehran, Iran. 4 Associate Professor, Department of Social Communication Sciences, Faculty of Humanities, Science and Research Branch, Islamic Azad University Tehran, Iran. 5 Department of the Media Management, Faculty of Social Sciences, Communication and Media, Central Tehran Branch, Islamic Azad University, Tehran, Iran. |
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[1] Corresponding Author: aoa.abtahi2050@gmail.com.
©2023, Science and Research Branch, Islamic Azad University, Tehran, Iran, All right reserved
Article History | Abstract |
Submission Date: 22 February 2022 Revised Date: 10 April 2022 Accepted Date: 07 May 2022 Available Online: 20 June 2022 | The main issue of the research is the economic capacities of social networks (Telegram, Instagram, Twitter, and Soroush, Bale, and Eitaa ) for the country's media (press, news agencies, news bases, and radio and television). The research was conducted with a survey method and its statistical population includes all media writers in the country including 22 thousand people and the statistical population is 400. There were people who were selected by cluster and simple random sampling methods. In order to analyze the research data, descriptive and inferential analysis methods were used, and Smart PLS 3 and SPSS 25 software were used to process the data. Research findings show that Virtual social networks have wide economic capacities for mass communication media, and to converge these two types of media, the interaction between official media and social media should be increased. Content produced in mass communication media such as radio and television networks, news agencies, press, and news bases cannot be published similarly in social networks. In the selection and production of this content for social networks, attention should be paid to various features, such as novelty, attractiveness, user-friendliness, multimedia, speed of publication, and professionalism. The findings showed that almost all radio and television networks do not use the capacity of foreign social networks properly and unlike the news agencies, the press and news bases do not pay attention to the economic and financial capacities of internal social networks such as social messengers.
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JEL Classification: | |
Keyword: Social media Social networks Economic capacity Financial circulation Media economy Mass communication Devices Goalkeeper Content Production Advertising in Cyber Space |
1. Introduction
In recent years, despite the decrease in the penetration rate and circulation of official and traditional media, the penetration and expansion of social networks and media based on virtual space have increased in the country. In such a way that according to the reports of the National Center of Virtual Space of the country and the research conducted in Iran's data mining centers, more than 71% of Internet users in Iran are members of one or more social networks, which means that more than 60 million people use Iranian citizens from social networks. Based on the data published in the geographical map of the world based on the source of Russian Source Marketing published on the linkfluence website, this information is also confirmed (Mashreq News Base, 2023).
The financial turnover of social networks in Iran is 70 thousand billion tomans annually. Some social media influencers such as Instagram earn more than 10 billion tomans a month. Meanwhile, traditional media have largely lost their income due to the decrease in audience.
Also, the statistics published by the National Center of Virtual Space show that Iranian messengers have been able to attract millions of users, such that Eitaa has more than 13 million, Soroush Plus has 5.5 million, Bale has 4 million and 700 thousand, and Rubika has more than 20 million have daily active users (National Center for Virtual Space,2022).
Surveys and observations show that most of the country's mass communication media have resorted to social networks and media to compensate for this drop in audience. For example, almost all media in the country have created official pages and accounts on social media and publish their content on these pages and channels or some media such as radio and television use these media to interact with their audience and make their media attractive. On the other hand, Iranian media writers have started to launch channels, pages, and groups in networks and social media at the same time as producing content for their respective media. In such a way that even the number of followers of an Iranian journalist on Twitter is more than the total circulation of that newspaper, and the total number of followers of journalists of the same newspaper on Twitter is more than 4 times the circulation of that newspaper.
Investigations show that most of the influential channels and pages of networks and social media in Iran are set up and managed by individuals or groups who are not media or media writers and are not familiar with the principles and techniques of media and they are not familiar with writing.
In the current research, the researcher has sought to find the answer to this question and the basic problem: to what extent do the country's media (press, news agencies, news stations, radio, and television) use the economic capacity of social networks? How is this method of use and presence of Iranian media writers in 6 popular social media in Iran (Telegram, Instagram, Twitter, and Soroush, Bale, and Eitaa)? On the other hand, to what extent are Iranian media writers present and active in these 6 popular social media in Iran (Telegram, Instagram, Twitter, and Soroush, Bale, and Eitaa) and what is the extent of their activity in these media?
The objectives of this research are:
1. Explaining the status of presence and economic activity and earning money from mass communication media in social networks.
2. Explaining the role of two-way interaction as a factor in media writers' use of social networks.
3. Explaining the role of user-friendliness as a factor in media writers' use of social networks.
4. Explaining the role of multimedia as a factor in media writers' use of social networks.
5. Explaining the role of lack of monitoring and content gating as a factor in media writers' use of social networks.
2. Literature Review
Shokoh Malekian, a master's student in communication at Allameh Tabatabai University, in a research titled "Twitter usage among Iranian journalists" conducted in 2019, concluded that Iranian journalists paid the most attention to domestic and social-political issues on Twitter. The community investigated in this research is the personal page of the journalists of 4 newspapers Shargh, Etemad, Kayhan and Vatanemrooz on Twitter, and the unit of analysis in this research is the "tweets" of the journalists of the four selected newspapers in the Twitter space, which after sampling 300 tweets Among 900 tweets, it has been collected and analyzed.
Clement Icha, a researcher at Enugu University of Science and Technology, Nigeria, in research he conducted under the title of the Impact of New Media Platforms on the Content of Mass Communication Media, the results of which were published in the Scientific Journal of Social Sciences and Human Resources in 2017, came to the conclusion that: In recent years, the mass communication media in Nigeria have seen drastic changes in the field of information dissemination following the arrival of new technologies in the newsrooms (Icha, 2017).
Julia Cage, Nicolas Ervet, and Béatrice Mazoir of the University of Paris concluded in a study titled Social Media Will Influence Mainstream Media in 2022: Evidence from Two Billion Tweets that Social media are increasingly affecting society and politics, while old media are still the most widely used source of news (Cage, et al., 2022).
Kathleen Elizabeth Brooks, a researcher at the University of Tennessee in the United States, in a research she conducted in 2018 titled The Effect of Social Media on the relationship between traditional media and Public Opinion, has come to the conclusion that: despite the innovations and the emergence of digital technologies and social media, the theory The influence of salience or definition of society's agenda (influence of dominant media on public opinion) proposed by Max McCombs and Donald Shaw in 1972 has remained relatively unchanged (Elizabeth, 2018).
The main theory of this research is the theory of media convergence. This theory has been proposed by Sine or Dahl and Veto and Arthur Lugmaier in the book of the same name. Media convergence means the disappearance of the boundaries that exist between previous and modern media. The process of media convergence has started in the 1980s. Media convergence means combining old media (magazines, newspapers, television, radio) with new media (computer, internet) to deliver content. Media convergence is actually the integration of new and old media (Safari and Miresmaili, 2012).
3. Methodology
The research method in this study was quantitative and survey. In a survey method, by designing a 35-question questionnaire and distributing it among the statistical population, which included 400 media writers from different media, the activity status of media writers in social platforms was examined and explained. The said questionnaire was designed on the online system of Pressline at the address www.porsline.ir, and the intended media writers, including all types of written media, news bases, and news agencies, were identified and specified, and the questionnaire link was sent to them, also through social networks and A link to the questionnaire was sent to specialized media and communication channels and journalists active in cyberspace in a targeted manner, and finally, when the number of answers reached 400 people in the Press Line online system, the questionnaire was closed and analyzed. The main criteria for selecting respondents in this research were:
A- Having at least 5 years of media activity experience in mass communication media
B-Having at least 5 years of experience in social networks and social media
The statistical population of the research consists of all media writers of the country's mass communication media. According to the statistics available in the Ministry of Culture and Islamic Guidance, 10 thousand media writers are working in the country. Also, more than 48,000 people work in radio and television, and according to estimates, a quarter of them are media writers, and the rest are administrative, technical and service staff who are not media writers. Therefore, the statistical population of this research consists of 22 thousand people.
Based on sampling formulas, including Morgan's table, statistical societies above 10,000 people can be measured with a sample population of 384 people. The same number is also obtained by calculating with Cochran's formula. In order to reduce the error of non-response and distorted questionnaires, a number of 430 questionnaires were distributed (through the press line system and with the method of purposefully selecting the sample population and sending a link to the online questionnaire), which after discarding the questionnaires containing a large number of non-answers and also distorted questionnaires, the number of 400 Healthy questionnaires were selected and subjected to statistical analysis. In order to select the sample members, the members of the statistical community were selected by using cluster and simple random sampling methods among all types of written media writers, news bases and news agencies, and the questionnaires were distributed among them.
The main criteria for selecting respondents in this research are:
A- Having at least 5 years of media activity experience in mass communication media
B-Having at least 5 years of experience in social networks and social media
In the second part of the research, the field and internet method was used to distribute the researcher-made questionnaire to collect data.
The main tool for collecting information in this research is a researcher-made questionnaire.
Ø Validity of measurement
Validity of measurement is the extent to which the instrument measures what it is intended to measure. Put simply, validity deals with the question, "Does the instrument measure the property, attribute, or whatever it was designed to measure?" (Khoynejad, 2001). In this research, in order to check the validity of the questionnaire, and whether the questions covered the intended goals and there are no obstacles to writing and ambiguities in the sentences, the researcher gave it to the guidance professors and two other expert professors. After checking, they confirmed the merit of measuring the desired feature. Also, the questionnaire was given to three professors in the field of media and social networks to examine the writing style and possible ambiguities in sentences and propositions. The results obtained from the experimental implementation also showed that there was no particular problem in the words and phrases of the questionnaire.
Ø Reliability
In short, reliability means sameness. That is, what is the measure of the similarity between them and the drainage in it. Reliability is the degree based on which the measurement tool gives similar results in the same people at another time. When there is a Likert-type scale and the researcher wants to measure a complex concept through different items, he can use "Cronbach's alpha" to measure the internal consistency of the scale.
Since the questionnaire of this research was designed based on the Likert scale rating, to check its validity and internal consistency, a preliminary sample of 30 people was used from "Cronbach's alpha coefficient" whose range is between 0 and 1. On this basis, the internal stability of the objects is understood. In most of the sources regarding the optimal value for the alpha coefficient, the writing of Nunally is cited. According to his reasoning, for a tool to be considered reliable, a minimum value of 0.7 for the alpha coefficient is required.
Cronbach's alpha formula is:
n = Number of years of examination= The variance of the i-th question (the variance of the data in a column of the data matrix)
= The total variance of the test, or in other words, the variance of the total column of the data matrix.
Cronbach's alpha is considered a classic criterion for measuring reliability and a suitable criterion for evaluating internal stability (internal consistency). Cronbach's alpha value above 0.7 is an acceptable indicator of reliability.
In this research, before distributing all the questionnaires, 30 people were randomly selected and the questionnaire was given to them. After collecting them, Cronbach's alpha coefficient was calculated. The combined reliability value for each research construct is given in Table No. 1. As can be seen, the reliability values for all research constructs are equal to or greater than 0.7, which shows the validity of the research measures.
Table 1- reliability of research constructs and variables | |
Index | Reliability |
Freedom of news space | 0.825 |
Freedom of supervision and gatekeeping | 1 |
Use of official media | 1 |
Increase in income | 1 |
Diversity of economic resources | 1 |
Two-way interaction | 0.911 |
Subject production | 0.73 |
Attractive content | 1 |
Being professional | 0.78 |
Content weaknesses | 0.862 |
Multimedia publishing capability | 1 |
The amount of use of social networks | 1 |
Being full of audience | 0.851 |
Being work-friendly | 0.812 |
Analysis is a multi-stage process during which the data obtained through the use of collection tools in the statistical sample (community) are summarized, coded, categorized, etc. and provide connections between these data for data analysis of this process.
In order to analyze the research data, two methods of descriptive and inferential analysis were used. In addition, Smart PLS 3 and SPSS 25 software were used for data processing.
Descriptive analysis of data is specific to descriptive research in which the results obtained are based on the observed sample and no conclusions are made outside of the said sample and the results obtained from the sample cannot be generalized to the entire society. The method of descriptive analysis is as follows, by comparing the phenomena from a statistical point of view, they are described and valuable information is obtained about the investigated sample. On the other hand, the aforementioned analysis is useful for determining the composition of the sample and identifying the attitude of the respondents (Khaki,2000). In order to analyze the research data, indicators such as percentage, frequency, as well as pie charts and column charts have been used.
In this research, partial least squares method (PLS) was used to test the hypotheses. One of the main reasons for the tendency to use the partial least squares technique is that this technique does not rely on the assumption of the normality of the population and the sample size. Meanwhile, a large amount of data is needed to perform structural equations technique and Lisrel software. To solve partial least squares or PLS problems, you can use SmartPLS software (Gromski et al.,2015).
In general, there are two types of approaches to estimate the parameters of a structural equation model, which are:
Covariance-based approach and variance-based approach. The first approach tries to minimize the difference between the sample covariances and what the theoretical model predicts. Due to the great popularity of covariance-based structural equation modeling, there are several studies that have provided a definition of this technique. In contrast to the first approach, the partial least squares approach was originally developed by H. Weld was introduced under the title of non-linear iterative partial least squares, the purpose of which is to maximize the variance of the dependent variables that are defined by the independent variables. Like other structural equation models, the partial least squares model also has a structural component that reflects the relationship between the latent (manifest) variables and a measurement component. In PLS models, two models are tested: external models and internal models. Outer Model is similar to CFA measurement and Inner Model is similar to path analysis in structural equation models. After testing the external model, it is necessary to present the internal model that shows the relationship between the variables of the research. By using the internal model, one can examine the research hypotheses of the model. Of course, it should be kept in mind that partial least squares, like all statistical techniques, requires a special hypothesis. The most important hypothesis is the "predictive" diagnosis. This requirement states that the systematic part of the linear regression should be defined based on the situational expectations of the dependent variable so that conclusions can be drawn based on the regression.
4. Findings
In the following, the results of the findings of the survey method, which were carried out using spss and AMOS24 software, are given.
Table 2- Frequency distribution of respondents by gender | ||||
Gender | Frequency | Percent | Valid percentage | Camulative percentage |
Man | 300 | 0.75 | 0.75 | 0.75 |
Woman | 100 | 0.25 | 0.25 | 0.100 |
Total | 400 | 0.100 | 0.100 |
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Out of all the respondents, 0.75 % were men and 0.25 % were women | ||||
Table 3- Distribution of frequency of respondents by age | ||||
Age | Frequency | Percent | Valid percentage | Cumulative percentage |
Less than 35 years | 60 | 0.15 | 0.15 | 0.15 |
35-45 years | 194 | 48.5 | 48.5 | 63.5 |
45-55 years | 110 | 27.5 | 27.5 | 0.91 |
More than55 years | 36 | 0.9 | 0.9 | 0.100 |
Total | 400 | 0.100 | 0.100 |
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Of the total respondents, 48.5% are in the age group of 35-45 years, 27.5% are in the age group of 45-55 years, 15.0% are in the age group of less than 35 years, and 9.0% are in the age group of more than 55 years. have been dating for years. Also, the average age of the respondents was 44 years.
Table 4- Distribution of the frequency of respondents by level of education | |||||||||
Education | Frequency | Percent | Valid percentage | Cumulative percentage | |||||
Bachelor's degree | 86 | 21.5 | 21.5 | 21.5 | |||||
Master's degree | 184 | 0.46 | 0.46 | 67.5 | |||||
Doctorate | 130 | 32.5 | 32.5 | 0.100 | |||||
Total | 400 | 0.100 | 0.100 |
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Out of all the respondents, 0.46 % had a master's degree, 32.5% had a doctoral degree, and 21.5% had a bachelor's degree. | |||||||||
Table 5- Distribution of frequency of respondents by field of study | |||||||||
Field of Study | Frequency | Percent | Valid percentage | Cumulative percentage | |||||
Social communication sciences and media management | 241 | 60.3 | 60.3 | 60.3 | |||||
Sociology and management | 95 | 23.8 | 23.8 | 84.1 | |||||
Other | 64 | 0.16 | 0.16 | 0.100 | |||||
Total | 400 | 0.100 | 0.100 |
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Out of the total number of respondents, 60.3% were educated in social communication sciences and media management and 23.8% were educated in sociology and management. In addition, 16.0% were educated in other fields such as law, computer, accounting, etc.
Table 6- Distribution of frequency of respondents according to employment status in the media | ||||
Employment in the media | Frequency | Percent | Valid percentage | Cumulative percentage |
Broadcasting | 30 | 0.6 | 0.6 | 5.95 |
News agency | 48 | 9.5 | 9.5 | 15.48 |
The press | 72 | 14.3 | 14.3 | 29.76 |
News bases | 66 | 13.1 | 13.1 | 42.86 |
Networks and social media | 80 | 15.9 | 15.9 | 58.73 |
Freelance writer | 70 | 13.9 | 13.9 | 72.62 |
Media activist | 138 | 27.4 | 27.4 | 0.100 |
Total | 504 | 0.100 | 0.100 |
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According to the findings of the research, 27.4 percent of the respondents were media activists. In addition, 15.9% worked in networks and social media, 14.3% in the press and 13.1% in news sites. 13.9 percent of respondents were also freelance writers. The reason for reaching the number 504 in this table is that some respondents are active in several media at the same time.
Table 7- Distribution of the frequency of respondents according to the amount of presence in foreign social networks | ||||
Attendance | Frequency | Percent | Valid percentage | Cumulative percentage |
Less than 2 hours | 138 | 34.5 | 34.5 | 34.5 |
2 -4 hours | 114 | 28.5 | 28.5 | 0.63 |
4-6 hours | 70 | 17.5 | 17.5 | 80.5 |
6-8 hours | 32 | 0.8 | 0.8 | 88.5 |
More than 8 hours | 46 | 11.5 | 11.5 | 0.10 |
Total | 400 | 0.10 | 0.10 |
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Out of all the respondents, 34.5% spend less than 2 hours, 28.5% spend 4-2 hours, 17.5% spend 6-4 hours, 11.5% spend more than 8 hours, and 8.0% spend 8-6 hours in foreign social networks during the day. Also, the average presence in foreign social networks during the day was about 5 hours.
Table 8- Distribution of the frequency of respondents according to the status of presence in foreign social networks and media | ||||
Social Network | Frequency | Percent | Valid percentage | Cumulative percentage |
Telegram | 372 | 25.2 | 25.2 | 25.2 |
202 | 13.7 | 13.7 | 38.9 | |
336 | 22.8 | 22.8 | 61.7 | |
Whats app | 334 | 22.6 | 22.6 | 84.3 |
Clubhouse | 108 | 7.3 | 7.3 | 91.6 |
120 | 8.1 | 8.1 | 99.7 | |
None | 4 | 0.3 | 0.3 | 0.10 |
Total | 1476 | 0.10 | 0.10 |
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According to the findings of the research, 25.2% of respondents were on Telegram, 22.8% of respondents were on Instagram, 22.6% were on Instagram and 13.7% were members of Twitter. Also, only 0.3 percent of the respondents were not present in any of the foreign social networks.
Table 9- Distribution of the frequency of respondents according to the status of presence in internal social networks and media | ||||
Social Network | Frequency | Percent | Valid percentage | Cumulative percentage |
Rubica | 84 | 10.1 | 10.1 | 10.1 |
Bale | 196 | 23.7 | 23.7 | 33.8 |
Soroush | 68 | 8.2 | 8.2 | 0.42 |
Gap | 22 | 2.7 | 2.7 | 44.7 |
IGap | 62 | 7.5 | 7.5 | 52.2 |
Eitaa | 204 | 24.6 | 24.6 | 76.8 |
Aparat | 94 | 11.4 | 11.4 | 88.2 |
None | 98 | 11.8 | 11.8 | 0.10 |
Total | 828 | 0.10 | 0.10 |
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According to the findings of the research, 24.6% of Eitaa members, 23.7% of Bale members, 11.4% of Aparat members and 10.1% of Rubika members. Also, 11.8% of the respondents are not present in any of the social networks. The reason for reaching the number 828 in this table is that most of the respondents were active in several social networks at the same time.
Table 10- Distribution of the frequency of respondents according to the level of trust in social networks | ||||
Social Network | Frequency | Percent | Valid percentage | Cumulative percentage |
External | 330 | 74.3 | 74.3 | 74.3 |
Internal | 114 | 25.7 | 25.7 | 100 |
Total | 444 | 100 | 100 |
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Based on the findings of the research, the level of trust in foreign social networks was 74.3%. While the level of trust in domestic social networks was 25.7%. The reason why the total number is 444 is that a number of respondents trusted both external and internal social networks at the same time.
Table No 11- Descriptive indicators related to being an admin of a channel, group or page in social networks | |
Frequency | 400 |
The minimum | 0 |
The maximum | 20 |
Average | 3.4 |
Standard deviation | 3.6 |
According to the findings of the research, each of the respondents is an average administrator of almost 3 channels, groups or pages in social networks.
Table 12- Descriptive indicators related to the number of years of activity in social networks | |
Frequency | 400 |
The minimum | 0 |
The maximum | 20 |
Average | 10.1 |
Standard deviation | 4.3 |
According to the research findings, each of the respondents has been a member of social networks for an average of 10 years.
Table 13- Distribution of the frequency of the respondents according to their point of view regarding the presence of traditional media in the networks and social media due to the necessity of two-way interaction with the audience | ||||
Option | Frequency | Percent | Valid percentage | Cumulative percentage |
Completely disagree | 2 | 5 | 5 | 5 |
Disagree | 10 | 2.5 | 2.5 | 0.3 |
No idea | 54 | 13.5 | 13.5 | 16.5 |
Agree | 228 | 0.57 | 0.57 | 73.5 |
Completely agree | 106 | 26.5 | 26.5 | 0.10 |
Total | 400 | 0.10 | 0.10 |
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Out of all the respondents, 83.5% agree and completely agree with the presence of traditional media in networks and social media due to the necessity of two-way interaction with the audience. While only 3.0 percent of the respondents do not consider the presence of traditional media in networks and social media necessary due to the necessity of two-way interaction with the audience. On the other hand, 13.5% of the respondents did not have an opinion in this regard.
Table 14- Distribution of the frequency of the respondents according to their views on the presence of traditional media in networks and social media due to the necessity of identifying the needs and views of the audience | ||||
Option | Frequency | Percent | Valid percentage | Cumulative percentage |
Completely disagree | 6 | 1.5 | 1.5 | 1.5 |
Disagree | 34 | 8.5 | 8.5 | 0.10 |
No idea | 58 | 14.5 | 14.5 | 24.5 |
Agree | 204 | 0.51 | 0.51 | 75.5 |
Completely agree | 98 | 24.5 | 24.5 | 0.10 |
Total | 400 | 0.10 | 0.10 |
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Of all the respondents, 75.5% agree and completely agree with the presence of traditional media in networks and social media due to the necessity of identifying the needs and views of the audience. While 10.0% of the respondents do not consider the presence of traditional media in networks and social media necessary because of identifying the needs and views of the audience. On the other hand, 14.5 percent of the respondents did not have an opinion in this regard.
Table 15- Distribution of the frequency of the respondents according to their views regarding the income generation of networks and social media for mass communication media | ||||
Option | Frequency | Percent | Valid percentage | Cumulative percentage |
Completely disagree | 6 | 1.5 | 1.5 | 1.5 |
Disagree | 24 | 0.6 | 0.6 | 7.5 |
No idea | 36 | 0.9 | 0.9 | 16.5 |
Agree | 200 | 0.50 | 0.50 | 66.5 |
Completely agree | 134 | 33.5 | 33.5 | 0.10 |
Total | 400 | 0.10 | 0.10 |
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Out of all the respondents, 83.5% believe that the most important feature of social networks and media is their impact on increasing the income of social media. While 7.5 percent of the respondents disagree with this view. On the other hand, 9.0% of the respondents did not have an opinion in this regard.
Table 16- Distribution of the frequency of respondents according to their views on the level of user-friendliness of social networks compared to official media | ||||
Option | Frequency | Percent | Valid percentage | Cumulative percentage |
Disagree | 6 | 1.5 | 0.6 | 1.5 |
No idea | 14 | 3.5 | 0.9 | 0.5 |
Agree | 180 | 0.45 | 0.50 | 0.50 |
Completely agree | 200 | 0.50 | 33.5 | 0.10 |
Total | 400 | 0.10 | 0.10 |
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Out of all respondents, 85.0% believe that social networks are more user-friendly than official media. While only 1.5 percent of the respondents disagree with this view. On the other hand, 3.5% of the respondents did not have an opinion in this regard.
Table 17- Distribution of the frequency of the respondents according to their views regarding the use of networks and social media due to their impact on increasing the income of social media | ||||
Option | Frequency | Percent | Valid percentage | Cumulative percentage |
Disagree | 22 | 5.5 | 5.5 | 5.5 |
No idea | 24 | 0.6 | 0.6 | 11.5 |
Agree | 226 | 56.5 | 56.5 | 0.68 |
Completely agree | 128 | 0.32 | 0.32 | 0.10 |
Total | 400 | 0.10 | 0.10 |
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Out of all the respondents, 88.5% said that they use social networks and media because of their ability to increase the income of social media. While only 5.5 percent of respondents disagree with this view. On the other hand, 5.5 percent of the respondents did not have an opinion in this regard.
Table 18- Distribution of the frequency of the respondents according to their views on the useful ability of social networks and media to diversify the economic resources of the media | ||||
Option | Frequency | Percent | Valid percentage | Cumulative percentage |
Completely disagree | 4 | 0.1 | 0.1 | 0.1 |
Disagree | 62 | 15.5 | 15.5 | 16.5 |
No idea | 74 | 18.5 | 18.5 | 35.5 |
Agree | 192 | 0.48 | 0.48 | 83.5 |
Completely agree | 68 | 0.17 | 0.17 | 0.10 |
Total | 400 | 0.10 | 0.10 |
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Of all the respondents, 65.0% believe that the useful ability of social networks and media is to diversify the economic resources of the media. While only 16.5 percent of respondents disagree with this view. On the other hand, 18.5 percent of the respondents did not have an opinion in this regard.
Table 19- Distribution of the frequency of respondents according to their views on the attractiveness of the content and news of networks and social media compared to official media | ||||
Option | Frequency | Percent | Valid percentage | Cumulative percentage |
Disagree | 18 | 4.5 | 4.5 | 4.5 |
No idea | 28 | 0.7 | 0.7 | 11.5 |
Agree | 202 | 50.5 | 50.5 | 0.62 |
Completely agree | 154 | 0.38 | 0.38 | 0.10 |
Total | 400 | 0.10 | 0.10 |
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Out of all the respondents, 88.5 percent believe that the content and news of networks and social media are more attractive than the official media. While only 4.5 percent of respondents disagree with this opinion. On the other hand, 4.5 percent of the respondents did not have an opinion in this regard.
Table 20- Distribution of the frequency of the respondents according to their views on the fresh and up-to-date content and news of networks and social media compared to the official media | ||||
Option | Frequency | Percent | Valid percentage | Cumulative percentage |
Completely disagree | 2 | 0.5 | 0.5 | 0.5 |
Disagree | 10 | 2.5 | 2.5 | 0.3 |
No idea | 32 | 0.8 | 0.8 | 0.11 |
Agree | 178 | 44.5 | 44.5 | 55.5 |
Completely agree | 178 | 44.5 | 44.5 | 0.10 |
Total | 400 | 0.10 | 0.10 |
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Out of all the respondents, 89.0% believe that the content and news of social networks and media are fresher and more up-to-date than the official media. While only 3.0 percent of the respondents disagree with this view. On the other hand, 8.0% of the respondents did not have an opinion in this regard.
Table 21- Distribution of the frequency of respondents according to their views on the possibility of finding subjects in networks and social media | ||||
Option | Frequency | Percent | Valid percentage | Cumulative percentage |
Disagree | 8 | 0.2 | 0.2 | 0.2 |
No idea | 16 | 0.4 | 0.4 | 0.6 |
Agree | 222 | 55.5 | 55.5 | 61.5 |
Completely agree | 154 | 38.5 | 38.5 | 0.10 |
Total | 400 | 0.10 | 0.10 |
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Of all the respondents, 94.0% agree and completely agree with the possibility of finding subjects in networks and social media. While only 2.0 percent of the respondents disagree with this view. On the other hand, 4.0% of the respondents did not have an opinion in this regard.
Table 22- Distribution of the frequency of the respondents according to their point of view regarding the ability to address the subjects that users raise in networks and social media at the level of official media | ||||
Option | Frequency | Percent | Valid percentage | Cumulative percentage |
Disagree | 30 | 7.5 | 7.5 | 7.5 |
No idea | 36 | 0.9 | 0.9 | 16.5 |
Agree | 242 | 60.5 | 60.5 | 0.77 |
Completely agree | 92 | 0.23 | 0.23 | 0.10 |
Total | 400 | 0.10 | 0.10 |
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Out of all the respondents, 83.5% agree and completely agree with the possibility of addressing the subjects raised by users on networks and social media at the level of official media. While only 7.5 percent of the respondents disagree with this view. On the other hand, 7.5% of the respondents did not have an opinion in this regard.
Table 23- Distribution of the frequency of the respondents according to their point of view regarding the use of the content of networks and social media in the official media | ||||
Option | Frequency | Percent | Valid percentage | Cumulative percentage |
Completely disagree | 14 | 3.5 | 3.5 | 3.5 |
Disagree | 50 | 12.5 | 12.5 | 0.16 |
No idea | 136 | 0.34 | 0.34 | 0.50 |
Agree | 170 | 42.5 | 42.5 | 92.5 |
Completely agree | 30 | 7.5 | 7.5 | 0.10 |
Total | 400 | 0.10 | 0.10 |
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Of all the respondents, 50.0 percent agree and completely agree with the use of social media content in the official media. While 16.0% of the respondents disagree with this view. On the other hand, 34.0% of the respondents did not have an opinion in this regard.
Table 24- Distribution of the frequency of respondents according to their views on the open and free content of networks and social media | ||||
Option | Frequency | Percent | Valid percentage | Cumulative percentage |
Completely disagree | 2 | 0.5 | 0.5 | 0.5 |
Disagree | 4 | 0.1 | 0.1 | 1.5 |
No idea | 10 | 2.5 | 2.5 | 0.4 |
Agree | 204 | 0.51 | 0.51 | 0.55 |
Completely agree | 180 | 0.45 | 0.45 | 0.10 |
Total | 400 | 0.10 | 0.10 |
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Out of all the respondents, 96.0 percent evaluate the content of social networks and media as more open and free compared to traditional media. While only 1.5 percent of the respondents disagree with the mentioned point of view. On the other hand, 2.5 percent of the respondents did not have an opinion in this regard.
Table 25- Distribution of the frequency of the respondents according to their point of view in the field of less audit control in the advertisements of networks and social media | ||||
Option | Frequency | Percent | Valid percentage | Cumulative percentage |
Disagree | 10 | 2.5 | 2.5 | 2.5 |
No idea | 12 | 0.3 | 0.3 | 5.5 |
Agree | 170 | 42.5 | 42.5 | 0.48 |
Completely agree | 208 | 0.52 | 0.52 | 0.10 |
Total | 400 | 0.10 | 0.10 |
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Out of all the respondents, 94.5% believe that the level of control and audit in social media and network ads is less than traditional media. While only 2.5 percent of the respondents disagree with this view. On the other hand, 2.5% of the respondents did not have an opinion in this regard.
Table 26- Distribution of the frequency of respondents according to their views on less monitoring in networks and social media | ||||
Option | Frequency | Percent | Valid percentage | Cumulative percentage |
Completely disagree | 2 | 0.5 | 0.5 | 0.5 |
Disagree | 30 | 7.5 | 7.5 | 0.8 |
No idea | 18 | 4.5 | 4.5 | 12.5 |
Agree | 212 | 0.53 | 0.53 | 65.5 |
Completely agree | 138 | 34.5 | 34.5 | 0.10 |
Total | 400 | 0.10 | 0.10 |
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Of all the respondents, 83.5 percent believe that there is less monitoring in networks and social media. While only 8.0% of the respondents disagree with this view. On the other hand, 4.5% of the respondents did not have an opinion in this regard.
