Abstract:
The purpose of writing this article is to investigate the cultural norms received by children from dynamic network programs from the perspective of Tehrani mothers. The research method is qualitative using in-depth interview technique with 18 Tehrani mothers with 2 to 7 year old children who were selected as a purposive sample. Thematic analysis method was used to analyze the data. The findings of the research indicate that watching dynamic network programs has brought about visible and visible changes in children's cultural norms, which include five comprehensive themes of behavior, belief, identity, communication and psychology. Public health, wearing a mask and following health protocols to deal with the corona disease, frugality, law-abiding, getting to know the Quran and praying and reading it, getting to know religious places and religious occasions, getting to know the Prophet, Ahl al-Bayt and martyrs, hijab and getting to know religious concepts. which was clearly evident in the children's behavior. Also, dynamic network programs have helped to strengthen the child's self-knowledge and national identity, and have strengthened family relationships and expanded healthy relationships at home.
Machine summary:
The research findings indicate that watching Pooya Network programs has created noticeable and observable changes in children's cultural norms, which include five overarching themes: behavioral, belief-based, identity-based, communicative, and psychological.
Based on the reception theory, it should also be noted that mothers admitted that children did not decode all the messages provided by Pooya Network programs in the exact way intended by the network's producers as a hegemonic or dominant position; instead, they sometimes performed a negotiated reading, such that they involved personality and cultural characteristics in the reception and decoding, which in some cases were desirable to them and in others undesirable, which can be considered as negotiation Associate Professor, Department of Communication and Cultural Studies, Faculty of Welfare, Tehran, Iran (Corresponding Author: farokhi@refah.
Based on the research results, the Pooya Network in children's acculturation, especially in the field of nutrition, sleep and rest, hijab and clothing, interest in parents and family, familiarity and interest in the Persian language and script, and interest in performing prayer and reading the Quran, has played an effective role.
Mothers referred to themes such as the Quran, prayer, religious sites, religious occasions, familiarity and recognition of religious figures, hijab, and religious concepts, and they consider such behaviors of children to be under the influence of watching Pooya network programs.
An examination of the collection of interviews conducted with mothers shows that Pooya network programs, like other media, contain the dominant thoughts and cultural norms in society and transmit them to the audience, who are the children.
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