بازنمایی هویت فرهنگی در عصر شبکه‌های اجتماعی مجازی: مطالعه‌ای کیفی

سیما  قهرمانی; علی محمد  مزیدی شرف آبادی; سيدعليرضا  افشانى

Authors

Sima Ghahramani Department of Social communication sciences, May.C., Islamic Azad University, Maybod, Iran Author https://orcid.org/0009-0005-5091-4665
Ali Mohammad Mazidi Sharfabadi Department of Social communication Sciences, May.C., Islamic Azad University, Maybod, Iran https://orcid.org/0000-0002-7477-0740
Seyed Alireza Afshani Professor, Department of Sociology, Social Sciences Faculty, Yazd University, Yazd, Iran Author https://orcid.org/0000-0002-5003-4802

Keywords:

Cultural identity, Virtual social networks, Cultural change, Grounded theory, Students, Digital culture

Abstract

This study aims to explore and identify the conditions and factors influencing cultural identity changes among university students within the context of virtual social networks. This qualitative research employed grounded theory methodology. The study population consisted of 50 students from various academic levels and disciplines at Shiraz University. Data were collected through in-depth interviews and analyzed via open, axial, and selective coding. Purposeful and judgmental sampling methods were applied. The results revealed that virtual social networks have significantly impacted students’ cultural identity by transforming their values, attitudes, and cultural behaviors. Four contextual conditions were identified as influential: national culture, digital culture, global culture, and the accelerated pace of cultural change in the digital era. The intensity of identity transformation varied depending on factors such as media usage patterns, individual control over content, and familial and societal support structures. Virtual social networks are not only platforms for communication but also powerful spaces for cultural identity reconstruction. While they present opportunities for intercultural exchange and self-expression, they also pose risks to traditional identity frameworks. These developments necessitate strategic cultural and educational interventions to maximize benefits and mitigate potential harm.

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