Quarterly Scientific Journal of Audio-Visual Media

Quarterly Scientific Journal of Audio-Visual Media

Theoretical Challenges in Transferring Traditional Media to Modern Media:Twitter Trending Versus TV Foregrounding

Document Type : Research Paper

Authors
Mohammad Ali Hakimara 1
Mohammad Hossein Saei 2
Amir Hosein Nateghi 3
1 Assistant Professor, Department of Communication, Communication and Media Faculty, IRIB University, Tehran, Iran. (Corresponding Author)
2 Assistant Professor, Department of Journalism and News, Communication and Media Faculty, IRIB University, Tehran, Iran.
3 M.A. in Social Communication Sciences, Communication and Media Faculty, IRIB University, Tehran, Iran
10.22085/javm.2020.207870.1434
Abstract
With regard to the tremendous transformation in the field of communication and information technology, the basic feature of media revolution has been summarized in the fusion of the two concepts of digitalization and interaction. These two concepts have caused transformation in the realm of media communication leading to some traditional theories such as highlighting listed in the dominant paradigm in mass media assuming one sidedness and mass audience in a new paradigm at the level of virtual social networks with the mechanism of hashtag (#) and trend -making to explain communication phenomena. Yesterday’s audience can now comment on everyday events and publish them in their small groups and interact with each other. These theories can be in line or contrary to the highlights of the mass media. This research has been carried out to show how part of users has challenged TV news highlights of social developments which took place in January 2017 using content analysis method of the users of twitter trend with dominant, compromised and contrasting approaches. The findings show that to explain the communication phenomena at the level of virtual social networks, the realm of theories specifically the theory of highlighting should be reformed and evolved. Further study of theoretical evolutions is recommended
Keywords
Highlighting
TV
Virtual Social Networks
Twitter
Hashtag
Trend Making"
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