Social Capital Management

Social Capital Management

Promoting Social Capital through the Mediator Pattern of Audience Media Literacy

Document Type : Research/Original/Regular

Authors
1 Department of Health Services Management, Faculty of Health, Mashhad University of Medical Sciences, Mashhad, Iran
2 Department of Communication and Business Sciences, Faculty of Humanities, Islamic Azad University, Isfahan Branch (Khorasgan), Isfahan, Iran Community Verified icon
3 Department of Social Communication Sciences, Islamic Azad University, Isfahan Branch (Khorasgan), Isfahan, Iran
Abstract
Objective: The present study was conducted to promote social capital through the mediation model of audience media literacy. Method: The research method was qualitative utilizing grounded theory, following the Strauss and Corbin approach. This approach was grounded in an inductive method and was adopted with the aim of bridging the gap between research and a theoretical conceptualization. This approach is characterized as both structured and interpretive. In accordance with the findings, the open implemented text proceeded to reach specific categorized subsets. Using the theoretical sampling method, 19 individuals were recruited until reaching the saturation point. The data were interpreted through a three-stage analytical process grounded in the theoretical frameworks of social capital and media literacy, and analyzed using MAXQDA software. First, the interviews were converted into text and the data analysis process began. A line-by-line analysis was used for open coding, and along with the expansion of concepts and categories, open, axial, and selective coding was performed. Findings: The findings were obtained in five dimensions including contextual conditions (audience conditions, media communities, access, etc.), causal conditions (method and the extent of use, functional skills, the separation of media industries, consumption regime, psychological security, leisure time, and audience identity), intervening factors (factors related to the audience, media factors, and environmental factors), strategies (media impact, targeted media advertising, development and media literacy relationship, etc.), and consequences (sense of security, media competition, social participation, etc.). These dimensions include main and sub-categories and constitute media literacy indicators that can ultimately help promote social capital. Conclusion: Based on the research findings, media literacy indicators were identified and categorized, and a media literacy mediation model for audiences was designed and presented to promote social capital.
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Subjects

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