New Media versus Mainstream Media: Main Factor or Side Effect Evaluation of New Media Impact on Mainstream Media Consumption

Authors
susan bastani
hadi khaniki
Saeed Arkanzadeh Yazdi 1
Frouzandeh Jafarzadehpour 2
1 PhD Student of Culture and Communications in Institute of Humanities and Social studies
2 Institute for Humanities and Cultural Studies
Abstract
The research evaluates new media impacts on Iranian mainstream media. It seems that new media in Iran these days deeply effect on mainstream media and even in some cases makes them to lose their functions. This research tries to evaluate new media impacts on Iranian mainstream media’s internal mechanisms and also relations between them with politic and economic activists. New media impacts on mainstream media and their relations with activists were evaluated by qualitative grounded theory methodology. Eventually researcher concluded that new media by themselves did not reduce the mainstream media consumption but the tough controls and lack of professionalism in mainstream media were the critical cause of consumption, trustfulness and influence decline so new media rise only has amplified these consequences. In fact, politic and economic activists and the people have immigrated to new media because of weak mainstream media but they could not entirely alternate with mainstream media.
Keywords
Mainstream Media
New Media
power
Media System
Social networks
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Cultural Studies & Communication
Volume 14, Issue 51
Summer 2018
Pages 13-38