درخت توانش برنامة تلویزیونی «نود» در رسانه‌های اجتماعی

نوع مقاله: مقاله پژوهشی

نویسندگان

1 مربی پژوهشگاه فرهنگ، هنر و ارتباطات

2 دکتری ارتباطات دانشگاه تهران

10.30473/jsm.2019.40717.1266

چکیده

هدف اصلی این پژوهش تحلیل فعالیت‌های برنامة تلویزیونی «نود» در رسانه‌های اجتماعی است. تولید متون رسانه‌ای مختلف برای انتشار و به‌اشتراک‌گذاری در رسانه‌های اجتماعی عمده و سنخ‌شناسی کاربرانی که پیرامون فعالیت‌های این برنامه در فضای مجازی به فعالیت می‌پردازند، توانش‌های شاخ‌وبرگی این برنامه در فضای مجازی را نشان می‌دهد. برای رسیدن به این هدف از مشاهده آنلاین به عنوان یکی از تکنیک‌های مردم‌نگاری مجازی استفاده شد. با استفاده از مدل نظری مشهور به درخت توانش، نشان داده شد که این فعالیت‌ها از بسیاری از توانش‌های بااهمیت دیگر در سطح ساقه‌ای و ریشه‌ای برخوردار نیست. این موضوع سبب می‌شود که کاربران علاقه‌مند به این برنامه در فضای مجازی بیشتر طرفدارنی منفعل و صرفاً هوادار باشند تا مشارکت‌کنندگانی فعال. در پایان این مقاله، انواع گوناگون توانش‌های بالقوه و بالفعل این برنامه گردآوری و ارائه شد که به نظر می‌رسد از بعضی توانش‌های بالفعل ریشه‌ای و شاخ‌وبرگی استخراج شده باشند.

کلیدواژه‌ها


عنوان مقاله [English]

The Competence Tree of “Navad” TV Program in Social Media

نویسندگان [English]

  • Hamed Talebian 1
  • Mohammad Mahdi Mowlaei 2
1 Instructor of Culture, Art and Communication Research Institute
2 Ph.D. in Communication, University of Tehran
چکیده [English]

The main goal of this research was to identify the actitives of «Navad» TV program in social media. The production of different media texts to publish and share in  social media as well as user’s typology formed by users’ activities in cyberspace, demonstrated the leaf competencies of this program. To reach this goal, the online observation as one of virtual ethnography techniques was used. It was indicated that this activities do not enjoy most of other important competencies at the level of root or stem ones, by the application of theoretical model, known as the tree of competence. It makes the fan users passive and merely advocating users, rather than active ones. Finally, it was gathered and presented differnet potential and actual competencies of this program extracted by some actual core and leaf competencies.

کلیدواژه‌ها [English]

  • Competence Tree
  • Virtual Ethnography
  • Strategic Foresight
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