A Study of New Media Consumption Patterns among Iranian Consumers: An Interpretative Phenomenological Approach

Objective This study aims to identify the patterns of new media consumption among Iranian consumers using the conceptual framework of the Uses and Gratifications Theory, employing the Interpretative Phenomenological Analysis (IPA) method. Methodology This qualitative research is grounded in the interpretive paradigm and follows a descriptive-analytical method. In terms of orientation, it is applied research. Data were collected through semi-structured interviews. To analyze the data, the interviews were first coded, and then interpretative phenomenological analysis (IPA) was conducted, drawing on the assumptions of the Uses and Gratifications Theory. Main and sub-themes were extracted to identify the underlying patterns of new media consumption. Findings By examining the lived experiences of the research participants, six main themes and eight sub-themes were identified. These themes were classified into two core categories: user-related characteristics and media consumption tool-related characteristics. The identified main and sub-themes of the new media consumption pattern among Iranian consumers indicate that this pattern is personalized (autonomous, based on individual preferences and interests), fast-food (sandwiched, concise), network-enhancing (expanding socializing and virtual communication, facilitating interaction), screen-based (mainly through smart devices), ubiquitous (fluid, mobile), and application-oriented (exclusively within applications). Conclusion To achieve a comprehensive understanding of the nature and process of new media consumption among Iranian consumers, this study examined individuals' lived experience of their daily media consumption and their understanding of the meaning that this consumption has for Iranian consumers. Looking at the pattern extracted in this study, it seems that new media, under the profound influence of digital technologies, have presented a new social environment to consumers in which media consumption is a multidimensional, dynamic, full-time, and fluid phenomenon, and is intertwined with various factors such as individual, situational, and media consumption-related characteristics. The trend of changes in media consumption patterns indicates an increase in the right to choose by media users/consumers, which confirms the main assumption of the theory of uses and gratification, which is that consumers are active in choosing media based on individual needs. New areas of media consumption experience indicate the profound impact of technology on the perceptual and behavioral characteristics of users/consumers, and therefore, examining these changes is very important and can lead to a better understanding of media firms and organizations regarding consumers and help them review their marketing strategies. In this study, an attempt was made to understand and explain the meaning of new media consumption among Iranian users through interpretive phenomenology. Accordingly, as a continuation of the present study, it is suggested that a study be designed with the aim of presenting a typology of new media consumption types in order to identify different media consumption styles among Iranian consumers. Such research can be useful as a predictive tool in the field of studying media consumption behavior, contributing to a better understanding of what and how media is consumed in Iranian society.