Social Media, Cultural Values, and Digital Citizenship: A Study of Iranian Digital Natives

DOI: https://doi.org/10.15826/csp.2025.9.1.316

Abstract

This study examines the influence of social media engagement on cultural values among Iranian digital natives. A quantitative survey was conducted with 384 participants using a random online sampling method. The theoretical framework is based on Goffman’s dramaturgical model theory and Rogers’ diffusion theory. The findings reveal a significant negative correlation between the frequency of social media usage and adherence to cultural values, indicating that excessive use of social media may erode national cultural values and promote individualistic tendencies. Conversely, engagement with content that aligns with Iranian cultural values positively correlates with adherence to these values, underscoring the potential for social media to strengthen cultural values and preserve cultural heritage. This study highlights that social media engagement can have both positive and negative effects on cultural values, depending on the nature of the engagement. When used thoughtfully, social media can aid in the preservation and dissemination of cultural values. However, it also poses risks, including cyber vandalism and the degradation of cultural values. In conclusion, fostering media literacy for responsible digital citizenship is crucial for leveraging social media’s potential to preserve and promote cultural values. This approach can help create a healthier, culturally aware digital environment that protects cultural heritage.

Author Biographies

Sara Tabatabaei, Peoples’ Friendship University of Russia (RUDN University), Moscow, Russia

Sara Tabatabaei, Cand. Sci. (Philology), Department of Mass Communications, Faculty of Philology, RUDN University, has over 14 years of experience in market research consulting and business analysis. She has led marketing and business intelligence teams in various industries, with a focus on the international luxury segment. Sara Tabatabaei has a strong interest in digital culture, social media, generation Z’s culture, digital marketing, and digital luxury business communication. She is an accomplished author with several publications in academic journals and international conferences. Her research focuses on topics such as social media, internet memes, digital emotional contagion, crisis communication, environmental communication, inter alia. She is recognized for her contributions to studies in emotional communication, digital emotional contagion, internet memes, and digital humor. Overall, her research focuses on understanding the implications of internet memes in various contexts and their influence on the emotional and cultural aspects of communication particularly among generation Z representatives.

Bella A. Bulgarova, Alnoor University, Mosul, Iraq; Peoples’ Friendship University of Russia (RUDN University), Moscow, Russia

Bella A. Bulgarova, Cand. Sci. (Philology), is an Associate Professor at RUDN University, where she has made significant contributions to the field of mass communications and international education. With over 17 years of experience in her field, Dr. Bulgarova has undertaken various roles within the academic realm, including Head and Coordinator of international projects, Associate Professor, and Director of the RUDN University International Language Centre. Her expertise in teaching Russian as a foreign language is widely recognized, and she has received additional training in methodological and testing aspects. Dr. Bulgarova is a prolific author with over 150 publications, textbooks, and books on linguistics, journalism, and international education. She has also participated in numerous scientific projects focusing on language, communication, and digital technologies. She is dedicated to mentoring students, supervising research projects, and contributing to the academic community through her teaching and scholarly work.

Galina N. Trofimova, Peoples’ Friendship University of Russia (RUDN University), Moscow, Russia

Galina N. Trofimova, Dr. Sci. (Philology), Prof., Department of Mass Communications, RUDN University, has an extensive and varied professional background, including roles as a Professor Emeritus of Henan University (China), a member of the Union of Journalists of the Russian Federation, the International Federation of Journalists, the board of the Guild of Linguistic Experts in Documentary and Information Disputes (GLEDIS), the Russian Public Academy of Voice, the Central House of Scientists of the Russian Academy of Sciences. She has received accolades, including Honored Worker of Culture of the Russian Federation; Certificates of Honor from the Ministry of Education and Science of the Russian Federation; medals for the 40th and 45th Anniversaries of RUDN University, Certificates of Honor from the Rector and the Academic Council of RUDN University. Dr. Trofimova is a prolific author with publications in reputable journals, holding a prominent position in the academic community. Publications: https://scholar.google.com/citations?user=oVu1EcwAAAAJ

Victor V. Barabash, Peoples’ Friendship University of Russia (RUDN University), Moscow, Russia

Victor V. Barabash, Dr. Sci. (Philology), Dean of the Faculty of Philology, Head of the Department of Mass Communications, and Director of the Institute of Geopolitical Communications at RUDN University. Dr. Barabash is a distinguished researcher in the field of mass communications with a background in journalism and literature. He has participated in the development of new programs and collaborations, particularly in the study of modern electronic media trends. Since 2015, Dr. Barabash has established collaborations with Chinese universities in the field of journalism and mass communications: Henan University, Luoyang University, Anyang University, Chinese People’s University, Jinan University. He has received numerous awards, such as Certificates of Merit from the Russian Ministry of Education and the Medal for the 850th Anniversary of Moscow. He is an Honored Worker of Higher Education, Professor Emeritus of Henan University (China). Dr. Barabash is a member of various dissertation committees: RUDN University, Russian State University for the Humanities, Kazakh National University. He is a member of the Union of Journalists of the Russian Federation, the Union of Journalists of Moscow. Publications: https://scholar.google.ru/citations?user=hQ6_1GAAAAAJ

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Published
2025-04-30
How to Cite
Tabatabaei, S., Bulgarova, B., Trofimova, G., & Barabash, V. (2025). Social Media, Cultural Values, and Digital Citizenship: A Study of Iranian Digital Natives. Changing Societies & Personalities, 9(1), 29–50. doi:10.15826/csp.2025.9.1.316
Citation Formats
Issue
Vol. 9, No. 1 (2025): Special Issue “Ethnic Identities in Virtual Space”
Section
Articles in the Special Section