كليدواژه :
ﺷﺒﮑﻪﻫﺎ ي اﺟﺘﻤﺎﻋﯽ , اﯾﻨﺴﺘﺎﮔﺮام , ﻧﮕﺮش ﺑﻪ ﻣﺪ , ﺟﻮاﻧﺎن ﺷﻬﺮ ﺗﻬﺮان
چكيده فارسي :
ﭘﮋوﻫﺶ ﭘﯿﺶ رو ﺑﺎﻫﺪف ﺑﺮرﺳﯽ راﺑﻄﮥ ﺑﯿﻦ ﻋﻀﻮﯾﺖ و اﺳﺘﻔﺎده از ﺷﺒﮑ ﮥ اﺟﺘﻤﺎﻋﯽ اﯾﻨﺴﺘﺎﮔﺮام ﺑﺎ ﻧﮕﺮش ﺑﻪ ﻣُﺪ در ﻣﯿﺎن ﺟﻮاﻧﺎن ﺷﻬﺮ ﺗﻬﺮان ﻃﺮاﺣﯽ و اﺟﺮا ﺷﺪه اﺳﺖ. ﺟﺎﻣﻌ ﮥ آﻣﺎري ﭘﮋوﻫﺶ ﺷﺎﻣﻞ ﮐﻠﯿﻪ ﺟﻮاﻧﺎن ﺳﺎﮐﻦ ﺷﻬﺮ ﺗﻬﺮان اﺳﺖ و ﺣﺠﻢ ﻧﻤﻮﻧﻪ ﺑﺎ اﺳﺘﻔﺎده از ﻓﺮﻣﻮل ﮐﻮﮐﺮان، 385 ﻧﻔﺮ در ﻧﻈﺮ ﮔﺮﻓﺘﻪ ﺷﺪه اﺳﺖ. اﯾﻦ ﭘﮋوﻫﺶ از ﻧﻮع ﮐﺎرﺑﺮديـ ﺗﻮﺻﯿﻔﯽ، ﺗﮑﻨﯿﮏ آن ﭘﯿﻤﺎﯾﺸﯽ و اﺑﺰار اﻧﺪازهﮔﯿﺮي ﭘﺮﺳﺸﻨﺎﻣﻪ اﺳﺖ. ﺑﻪ دﻟﯿﻞ ﺷﯿﻮع وﯾﺮوس ﮐﺮوﻧﺎ و ﻋﺪم اﻣﮑﺎن ﺗﮑﻤﯿﻞ ﭘﺮﺳﺸﻨﺎﻣﻪ ﺑﻪ ﺷﮑﻞ ﺣﻀﻮري، ﭘﺮﺳﺸﻨﺎﻣﻪ در Google formو ﺑﺎ روش ﮔﻠﻮﻟﻪ ﺑﺮﻓﯽ ﺗﻮزﯾﻊ و ﺗﮑﻤﯿﻞ ﺷﺪ. ﺑﺮاي ﺳﻨﺠﺶ ﻣﯿﺰان و ﻧﻮع اﺳﺘﻔﺎده از اﯾﻨﺴﺘﺎﮔﺮام، از ﭘﺮﺳﺸﻨﺎﻣﻪ ﻣﺤﻘﻖ ﺳﺎﺧﺘﻪ و ﺑﺮاي ﺳﻨﺠﺶ ﻧﮕﺮش ﺑﻪ ﻣُﺪ در ﻣﯿﺎن ﺟﻮاﻧﺎن از ﭘﺮﺳﺸﻨﺎﻣﻪ اﺳﺘﺎﻧﺪارد ﺻﻔﺎريﻧﯿﺎ و ﻫﻤﮑﺎران )1391(، ﮐﻪ ﺑﺮ اﺳﺎس ﻧﮕﺮش ﺑﻪ ﺳﻪ ﺣﯿﻄﻪ ﺷﻨﺎﺧﺘﯽ، ﻋﺎﻃﻔﯽ و رﻓﺘﺎري دﯾﺪﮔﺎه آﻟﭙﻮرت) 1897(، و ﻧﻈﺮﯾﻪ ﺟﻮرج زﯾﻤﻞ)1971( ، ﻃﺮاﺣﯽ ﺷﺪه، اﺳﺘﻔﺎده ﺷﺪه اﺳﺖ. ﻧﺘﺎﯾﺞ ﻧﺸﺎن داد ﮐﻪ ﻣﻬﻢ ﺗﺮﯾﻦ اﺳﺘﻔﺎدهﻫﺎي ﺟﻮاﻧﺎن از اﯾﻨﺴﺘﺎﮔﺮام در ﺣﻮزة ﮐﯿﻔﯿﺖ ﯾﺎ ﻧﻮع اﺳﺘﻔﺎده از اﯾﻨﺴﺘﺎﮔﺮام، در زﻣﯿﻨﻪﻫﺎي ﺳﻔﺎرش ﭘﻮﺷﺎك ﻣﻮرد ﻧﯿﺎز از ﻃﺮﯾﻖ ﭘﺴﺖﻫﺎي ﻣﺮﺑﻮط ﺑﻪ ﻣُﺪ ﭘﻮﺷﺎك در اﯾﻨﺴﺘﺎﮔﺮام، ﺗﻮﺟﻪ و ﺟﺬب ﺷﺪن ﺑﻪ ﭘﻮﺷﺎك ﻣﻮرد ﻧﯿﺎز ﺧﻮد از ﻃﺮﯾﻖ ﭘﺴﺖﻫﺎي ﻣﺮﺑﻮط ﺑﻪ ﻣُﺪ ﭘﻮﺷﺎك، اﻇﻬﺎرﻧﻈﺮ ﺑﺮاي ﭘﺴﺖﻫﺎي دﯾﮕﺮان )ﮐﺎﻣﻨﺖ ﮔﺬاﺷﺘﻦ( ﺑﻮده اﺳﺖ، اﻣﺎ آﮔﺎﻫﯽ از ﻣُﺪ و ﭘﻮﺷﺎك از ﻃﺮﯾﻖ ﭘﺴﺖﻫﺎي اﯾﻨﺴﺘﺎﮔﺮاﻣﯽ، ارﺳﺎل ﭘﺴﺖ ﻫﺎ ﺑﺮاي دﯾﮕﺮان و دوﺳﺘﺎن و ﻗﺮار دادن ﻻﯾﮏ ﺑﺮاي ﭘﺴﺖﻫﺎي دﯾﮕﺮان، در اﻫﻤﯿﺖ ﺑﻌﺪي ﻗﺮار داﺷﺘﻪ اﺳﺖ. ﯾﺎﻓﺘﻪﻫﺎي ﭘﮋوﻫﺶ ﻧﺸﺎن داد ﮐﻪ ﻣﯿﺎن اﺳﺘﻔﺎده از ﺷﺒﮑﮥ اﺟﺘﻤﺎﻋﯽ اﯾﻨﺴﺘﺎﮔﺮام و ﺗﻤﺎﻣﯽ اﺑﻌﺎد ﻧﮕﺮش ﺑﻪ ﻣﺪ راﺑﻄﻪ وﺟﻮد دارد.
چكيده لاتين :
The present study was designed and conducted to investigate the relationship between membership and use of Instagram social network with a view to fashion among the youth of Tehran. The statistical population includes all young people living in Tehran and the sample size using the Cochran's formula is 385 people. The present study is an applied-descriptive study, it uses survey technique and measurement tool is a questionnaire. Due to the prevalence of coronavirus and the impossibility of completing the questionnaire in person, the questionnaire was distributed and completed in google form by snowball method. In order to measure the amount and type of use of Instagram, a researcher-made questionnaire was used, and to measure the attitude towards fashion among young people, the standard questionnaire of Safari Nia et al. (2013) was used, which was designed based on the three domains of cognitive, emotional and behavioral aspects of Alport's perspective (1897) and George Simmel's theory (1971). The results showed that, the most important uses of Instagram by young people have been in the field of quality or type of use of Instagram, in the fields of ordering required clothing through fashion-related posts on Instagram, attention and attraction to their required clothing through fashion-related posts, and commenting on other people's posts (comments), but knowing about fashion and clothing through Instagram posts, sending to others and friends, and liking other people's posts have come next. Findings showed that, there is a relationship between the use of Instagram social network and all dimensions of fashion attitudes.
