Document Type : Research Paper
Authors
1 Instructor of Culture, Art and Communication Research Institute
2 Ph.D. in Communication, University of Tehran
Abstract
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.
Keywords
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