پتانسیل‌ها و تسهیلگران نظام‌مندسازی محتوای پیام‌رسان‌های داخلی با تأکید بر توسعه سواد فرهنگی: پژوهشی کیفی مبتنی بر تحلیل تماتیک با مطالعه پیام‌رسان بله

منصور  بنی‌عامریان; فاطمه عزیزآبادی فراهانی; محمد  کمالی

Authors

Mansour Baniamerian Department of Communication Sciences, Ki.C., Islamic Azad University, Kish , Iran Author https://orcid.org/0009-0004-1101-3170
Fatemeh Azizabadi Farahani Department of Cultural Management and Planning, SR.C., Islamic Azad University, Tehran, Iran Corresponding author https://orcid.org/0000-0002-1839-7726
Mohammad Kamali Department of Health Education, Iran University of Medical Sciences, Tehran, Iran. Author https://orcid.org/0000-0002-4261-7362

Keywords:

Content systematization, internal messengers, cultural literacy, potentials and facilitators, thematic analysis, Yes messenger

Abstract

This study aimed to identify and explain the potentials and facilitators of content systematization in Bale messenger with an emphasis on developing users’ cultural literacy. This qualitative study was conducted within an interpretivist–constructivist paradigm. The participants consisted of 16 experts in culture, communication, media studies, law, sociology, and cultural management, selected through purposive and snowball sampling. Data were collected through in-depth semi-structured interviews and continued until theoretical saturation was achieved. After verbatim transcription, the interviews were analyzed using thematic analysis through open, axial, and selective coding, both manually and with the assistance of MAXQDA software. To enhance trustworthiness, member checking, peer review, and intercoder reliability assessment were applied. Data analysis indicated that the potentials and facilitators of content systematization constituted one of the main themes of the proposed model. Ten core subthemes were extracted under this theme: indicators of cultural awareness, diversity, and authenticity; linguistic and media health; support and encouragement for cultural, responsible, and child-appropriate content production; collaboration with cultural, educational, and media institutions; balance and attractiveness of educational and entertainment content; use of multimedia formats; cultural user communities; intercultural interaction; preservation of linguistic diversity; and the role of online education in promoting cultural literacy. The Cohen’s kappa coefficient of 0.82 indicated strong agreement between coders and confirmed the reliability of the coding process. The findings suggest that Bale messenger, through the purposeful use of technological, cultural, and institutional capacities, can move beyond a mere communication tool and become a culture-oriented platform for responsible content production, reinforcement of Iranian–Islamic identity, promotion of cultural literacy, and enhancement of user participation in Iran’s digital ecosystem.

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