ارائه الگوی مدل پارادایمی پیوست فرهنگی برای رسانه های اجتماعی

This study aims to design and develop a paradigmatic model of cultural attachment for social media. In terms of purpose, it is classified as applied research, and methodologically, it is an exploratory qualitative study grounded in the interpretivist paradigm using an inductive reasoning logic. The statistical population comprised media experts, policymakers, and senior executives. Data were gathered using purposeful (judgmental) and snowball sampling methods through 20 in-depth semi-structured interviews until reaching theoretical saturation. Data analysis was conducted using the grounded theory strategy following Strauss and Corbin’s systematic design across three stages: open, axial, and selective coding. Through line-by-line analysis of the interviews, open codes were extracted, based on which axial codes were formed; selective coding was then employed to develop the theoretical model, yielding a total of 263 final codes, 84 concepts, and 78 categories. The research findings were formulated within the six dimensions of the paradigmatic model, comprising: 1) Causal conditions (insight-related and structural challenges, lack of standards, and resource constraints), 2) Contextual conditions (bureaucratic structure alongside civilizational potentials), 3) Intervening conditions (media invasion and conflict of interest), 4) Central phenomenon (localization and implementation of cultural attachment in digital platforms), 5) Strategies (institutionalization, empowerment, form and content development, and legislative and financial support), and 6) Consequences (enhancement of social capital, smart governance, and promotion of the media ecosystem). The results indicate that media cultural attachment should not merely be a static, obligatory document, but rather needs to transform into a dynamic, participatory policy framework realized through synergy among academic knowledge, governance determination, and civil society capacities.