Abstract
This study examines the impact of cross-border media on social identity among different generations, which have been selected as a case study (Iran International Network). This study was conducted using a quantitative method. SPSS sample power software is used to determine the sample size, which, with an effect size of 0.03 and a power of 0.90, a sample size of 520 people seemed sufficient. The findings of this study showed that the use of the International Network in all models has a negative and significant effect. The amount of use of International in models 3 to 5 has a negative and significant effect, which has a negative effect in models 4 and 5, and these results. In addition, the different significant effects on identity indicate differences in the thinking of different generations. Overall, the findings indicate that the sources of identity in the postmodern world are more diverse, changing, and examined.
Keywords: Social identity, Iran International, virtual networks, generation gap, cultural pluralism
Introduction
In the last few decades, the emergence and spread of virtual social networks have played an irreplaceable role in deepening or directing this gap. By providing a space beyond physical borders and official controls, these platforms have become the main channel of communication, information, and socialization for the younger generation. In this new media context, cross-border media have emerged with their own goals and ideas. The “Iran International” network, as one of the most influential of these media among the Persian-speaking audience, claims to present a different narrative of Iran’s social and political developments. This research believes that the activity of this network goes beyond simple information provision and moves in line with a project to influence the process of “identity discovery” of the younger generation of Iran and create a kind of “cultural identity crisis”; which can lead to the weakening of traditional and national identity-building components.
To explain this complex process, this study uses the theoretical framework of Stuart Hall, a prominent cultural theorist. Focusing on the role of media in the era of globalization, Hall believes that media are not neutral institutions, but rather powerful tools for the production and dissemination of meaning. Through the “representation” of reality, they shape beliefs, values, and ultimately, the identity of individuals. According to Hall, in the current world conditions, identities are no longer fixed and inherent, but are constantly being constructed and reconstructed in the arena of conflict between different discourses and through the process of “decoding” media messages.
Accordingly, this study examines the impact of cross-border media, using the Iran International network as a case study, on the “social identity” of different generations in Iran. The central question is how and what strategies this network uses to influence the identity-building process of the younger generation (70s and 80s) in contrast to previous generations, and how the audience of each generation "reads" its messages based on their social and generational contexts. The ultimate goal is to explore one of the less studied aspects of the media's impact on Iranian society, namely its role in deepening the generational gap through de-identification and redefinition of identity.
Materials & Methods
The research is quantitative and cross-sectional, meaning that the data were collected at a specific point in time. To collect the data, cluster random sampling method was used. The data was collected through questionnaires. Our statistical population is those born in the decades (80s, 70s, 60s, 50s) in the 6th and 7th districts of Tehran. The variables measured include age, gender, education, social class, use of the Iran International satellite network, and social identity. To determine the sample size, SPSS sample power software was used, which determined the effect size of 0.03 and the power of 0.90, and the sample size of 520 people seemed sufficien
Discussion & Result
The level of use of the Iran International network has a negative and significant effect on social identity.
The perception of the independence of this network also showed a similar reducing effect.
The age variable was confirmed as a determining factor, indicating a generational gap in influence.
The findings confirm Stuart Hall's theory that global media create an identity crisis by producing alternative discourses. The younger generation, due to their disconnection from traditional sources of identity and living in the digital space, is more exposed to these effects. The perception of the network's credibility intensifies its effect.
Conclusion
This study showed that the Iran International network weakens social identity, especially among the younger generation, through two pathways: usage and perceived credibility. This makes it all the more necessary to adopt smart strategies such as strengthening attractive domestic media and promoting media literacy. Future research could qualitatively study how the audience reads the content of this network.