مطالعات دینی رسانه

مطالعات دینی رسانه

مطالعه‌ای بر عوامل تاثیرگذاری اینستاگرام بر مخاطب بر مبنای نظریه کاشت

نوع مقاله : مقاله پژوهشی

نویسندگان
1 دانشجوی کارشناسی‌ارشد پژوهش هنر، گروه پژوهش و تاریخ هنر، دانشکده هنر و معماری دانشگاه تربیت مدرس، تهران، ایران
2 دانشیار گروه پژوهش و تاریخ هنر، دانشکده هنر و معماری، دانشگاه تربیت مدرس، تهران، ایران
چکیده
هدف: هدف این پژوهش بررسی و تحلیل عواملی است که باعث جذب کاربران در اینستاگرام شده و با تکیه ‌بر نظریه کاشت آن را بررسی می‌کند. این پژوهش به‌صورت میان‌رشته‌ای بوده و به عواملی مثل انگیزه‌های روان‌شناختی-اجتماعی و همچنین بستر و فضای موجود و اعتیاد کاربران به دوپامین و عملکرد این هورمون در مغز پرداخته شده است.
روش‌شناسی پژوهش: روش تحقیق به‌صورت توصیفی-تحلیلی است و اطلاعات به‌صورت کتابخانه‌ای جمع‌آوری شده و با یکدیگر تطبیق داده شده است.
یافته‌ها: عوامل موثر تأثیرگذاری در اینستاگرام شامل دوپامین، جامعه دموکراسی مجازی، و همچنین عوامل روان‌شناختی-اجتماعی که در بستر سیل اطلاعات رسانه‌های اجتماعی موردبررسی قرارگرفته و با نظریه کاشت تطبیق داده شده است.
بحث و نتیجه‌گیری: باتوجه ‌به تحقیقات انجام‌شده، کاربران اینستاگرام با حذف بعضی از ویژگی‌ها و ساخت هویت جدید برای کسب تأیید از دیگران، عدم قضاوت و همچنین دوری از انزوای اجتماعی و تأثیرات اختلالات دوپامین ترشح‌شده در مغز، و حجم زیاد اطلاعات و عدم کنترل انتشار آن، افراد دچار خودسانسوری می‌شوند و به ‌مرور هویت اصلی خود را بر مبنای هویت مجازی خود تصور می‌کنند و هر آن چیزی که در این فضا مشاهده می‌کنند را باور می‌کنند.
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