عنوان مقاله [English]
Having tremendous developments in information and communication domain, the basic characteristics of media revolution are highlighted by merging of the two concepts: digitization and interactivity. Aligned together, these characteristics have challenged some dominant concepts borne in mass communication era, proclaiming that these properties can no longer explain the communication phenomena happening at social media, where anonymous mass audience now are not only structured in to small groups, but can have different readings of social issues which are set as agendas in conventional media such as television: negotiate reading, dominant reading and oppositional readings of what mass media dispatches as codes. User's Readings are announced by using Hashtags (#) and trending them at social media. This research has studied these reading by thematic analysis of the contents of Hashtags trended on Twitter and related agendas set by national television News reporting during July 6th-20th, 1396, on occasion of socio-political protests. Findings indicate the theoretical challenges and so, revisions of mass communication theories such as agenda setting must be considered. Farther studies of the challenges have been suggested.