انتشارات پژوهشگاه فرهنگ، هنر و ارتباطات مطالعات فضای مجازی و رسانه‌های اجتماعی 3060-7434 3 1 2026 04 21 Online Community Media in Rural Iran: A Qualitative Fieldwork Study رسانه‌های آنلاین جماعتی در روستاهای ایران: یک مطالعه میدانی کیفی 9 44 241674 10.22083/cssms.2026.556880.1083 FA احسان شاه قاسمی دانشیار گروه علوم ارتباطات اجتماعی، دانشکده علوم اجتماعی، دانشگاه تهران، تهران، ایران.(نویسنده مسئول) 0000-0002-8716-5806 صادق وفایی نیکو دانشجوی کارشناسی ارشد علوم ارتباطات اجتماعی، گروه علوم ارتباطات اجتماعی، دانشکده علوم اجتماعی، دانشگاه تهران، تهران، ایران. 0009-0004-2375-323X Journal Article 2025 11 02 Introduction: This study investigates the structure, function, and evolving capacities of community media in Iranian rural contexts, with a specific focus on how these media operate under significant financial, institutional, and educational constraints. Despite these limitations, rural community media in Iran have emerged as influential agents in cultural preservation, civic mobilization, and local development. The study is grounded in the understanding that media in the contemporary era are no longer monopolized by centralized institutions but have become increasingly participatory, decentralized, and locally embedded. As mobile and internet access expand into even the most remote areas, villagers are not only consumers of media but also its producers, curators, and gatekeepers.<br>Methods: A qualitative, phenomenological approach was adopted to explore the lived experiences and operational logics of rural media producers in Iran. The primary data source consisted of semi-structured, in-depth interviews conducted with twelve editors or managers of rural media outlets, all of whom actively publish local content on social platforms such as Telegram, Instagram, or other digital channels. The participants were selected purposively from eleven different provinces to reflect a range of geographic, demographic, and media-operational contexts. The selection criteria emphasized active and consistent media engagement, geographic dispersion, and community impact.<br>Results: A consistent theme across interviews was the editors’ avoidance of national or partisan political content. Instead, the media focused almost exclusively on hyper-local matters. This strategic exclusion of controversial content served to preserve community cohesion and trust. Editors reported that political neutrality allowed them to maintain broad-based credibility and engage diverse segments of the population. Some even noted that national-level political content produced hostility or disengagement among their audiences, prompting a shift toward culturally resonant and emotionally grounded storytelling. In several cases, media channels became forums for showcasing local dialects, traditional customs, and village folklore-functions which contributed significantly to intergenerational cultural continuity and the reinforcement of communal identity.<br>Participation models varied across platforms but were generally marked by strong audience involvement. In most cases, content was supplied not only by the editors but also by community members, local officials, and village elders. This collective model of content production resulted in narratives that were deeply rooted in local realities and widely accepted as authentic. Editors often described themselves not as professional journalists but as facilitators or stewards of communal voice. Moreover, many outlets implemented practices of informal news verification, content filtering, and ethical gatekeeping, even though the editors lacked formal media training.<br>Despite their amateur status, most editors demonstrated considerable skill in multimedia content production using smartphones and accessible applications. While the production quality was modest, the content aligned closely with audience expectations. Notably, the success of these media outlets was not measured by audience size, monetization, or digital reach, but by their ability to affect real-world change. For example, several editors recounted instances where their platforms were instrumental in organizing donations, executing development projects such as building sports fields or improving water access, and advocating for village needs before local authorities.<br>Economically, all media outlets studied were non-commercial and operated on a voluntary basis. Editors typically funded the platforms out of personal resources or small community contributions. Advertising was generally minimal or completely absent, as editors expressed concern that commercial content could compromise the perceived integrity of the media. Some editors had received offers for paid promotions, especially during elections, but most declined them or redirected the proceeds to charitable initiatives. The labor invested in content production was significant, and editors frequently described the experience as time-consuming and emotionally demanding, but also fulfilling and socially impactful.<br>Discussion: The study demonstrates that rural community media in Iran, despite their limited resources, fulfill a broad spectrum of social functions and have evolved into influential platforms for cultural resilience and community-driven development. They adhere closely to the principles of community media as defined in the academic literature: locally owned, participatory, non-commercial, and oriented toward collective empowerment rather than passive consumption. These media serve as digital commons-sites of memory, identity, resistance, and action-that offer alternatives to both state-controlled and market-driven communication systems.<br>Perhaps most significantly, these outlets operate outside formal media ecosystems, yet they exhibit high levels of functionality, legitimacy, and community trust. Their success is attributable not to technical sophistication or institutional affiliation, but to cultural embeddedness, editorial responsiveness, and the participatory nature of content creation. In an era when centralized media struggle with declining public trust and relevance, rural community media offer a compelling alternative that centers lived experience, local knowledge, and relational accountability. این پژوهش باهدف کاوش در ساختار، کارکرد و ظرفیت‌های رسانه‌های جماعتی در روستاهای ایران انجام شد تا نشان دهد این رسانه‌ها چگونه، باوجود محدودیت‌های مالی، آموزشی و نهادی، توانسته‌اند نقش‌هایی کلیدی در فرهنگ، اجتماع و توسعه ایفا کنند. در این پژوهش، از رویکرد کیفی بهره گرفته شد و با دوازده سردبیر فعال رسانه‌های روستایی از نقاط مختلف کشور، مصاحبه‌هایی عمیق و نیمه ساختاریافته انجام گرفت. چارچوب مفهومی تحقیق مبتنی بر چهار مبنای نظری شامل «رسانه‌های جماعتی»، «خبرنگاری آنلاین»، «سرمایه اجتماعی» و «ارتباطات توسعه» طراحی شد. داده‌های حاصل از مصاحبه‌ها با استفاده از روش تحلیل محتوای کیفی موردبررسی قرار گرفت. یافته‌های پژوهش نشان می‌دهد که سردبیران روستایی بدون آنکه تصویری دانشگاهی از مفاهیم رسانه‌ای داشته باشند در حال اجرای این مفاهیم هستند و رسانه‌های روستایی، با ساختارهای کوچک، مشارکتی و کم‌هزینه، توانسته‌اند به شکلی چشمگیر مخاطبان محلی خود را جذب کنند و ارتباطی پایدار با آن‌ها برقرار کنند. این رسانه‌ها با دوری از حاشیه‌های سیاسی، تمرکز بر نیازها و دغدغه‌های واقعی مردم و تعامل نزدیک و صمیمی با مخاطبان، جایگاهی ویژه در دل جامعه محلی پیدا کرده‌اند. امروزه این رسانه‌ها صرفاً خبررسان نیستند؛ بسیاری از آن‌ها پا را فراتر گذاشته‌اند و در پروژه‌های زیرساختی، فعالیت‌های اجتماعی، تقویت فرهنگ بومی و افزایش اعتماد در جامعه نقش داشته‌اند. این پژوهش نشان می‌دهد که رسانه‌های جماعتی روستایی نه‌تنها آینه‌ای از جامعه محلی‌اند، بلکه به نیروهایی فعال تبدیل شده‌اند که در مسیر توسعه جامعه‌شان قدم برمی‌دارند. https://cssms.ricac.ac.ir/article_241674_773fd5448e3c4a042a638f1fc1ebf9d5.pdf