Journal of Culture-Communication Studies

Journal of Culture-Communication Studies

Media and everyday life of Nomads: An Ethnographic Study of Media Consumption of Shahsevan Nomads of Ardabil Province

Document Type : Research Paper

Authors
Seyyed Mohammad Mahdizadeh 1
Seyyed Nooredin Razavizadeh 2
Saeid Bagheri 3
1 Associate Professor of Communication Sciences, Faculty of Communication Sciences, Allameh Tabataba’i University, Tehran, Iran
2 Assistant Professor of Communication Sciences, Faculty of Communication Sciences, Allameh Tabataba’i University, Tehran, Iran
3 Ph.D. Student in Communication Sciences, Faculty of Communication Sciences, Allameh Tabataba’i University, Tehran, Iran
10.22083/jccs.2025.491724.3978
Abstract
With the development of information and communication technologies and the universalization of media use, local, regional, and national borders have been conquered by the media, and due to these changes, traditional cultures have been influenced by media cultures. The penetration of media into local communities, by challenging the cultural uniqueness of these communities, has paved the way for members of these communities to become familiar with the cultural teachings of media streams. Today, due to globalization, we are witnessing the entry of media into traditional nomadic societies. With the entry of media into the context of everyday life of nomads, global and local trends intersect, which has consequences for the media consumption of nomads. In this regard, the main goal of this research is to investigate the media consumption of Shahsevan nomads of Ardabil province in the context of everyday life. This research was conducted using a multi-method approach, namely ethnographic and thematic analysis methods and also ethnographic interview and field observation methods were used to data collect. The study population is people over 15 years of age from the Moghanlu, Arablu, Giklu, and Ayvatlu tribes of Shahsevan nomads of Ardabil province. Purposeful selective sampling was used to select the samples, and the sample population was determined using the theoretical saturation. Thematic analysis method was used to data analysis. The findings of the study indicate that the changes resulting from the entry of media into traditional nomadic communities are not due to the media’s unilateral influence on various aspects of nomadic culture. Local conditions and contexts of everyday life, have modified the effects of the media and led to the creative use of media content by nomads in various contexts of everyday life. The contextual conditions of interpretation of media content can be influenced by the experiences of eveyday life, and generate creative interpretations and responses by nomads to the media and the messages encoded in media texts. As different local and contextual requirements, each in its own way, have affected the way nomads use the media and have generated new implications in the use of media. The findings of the study indicate that media such as mobile phones and social media installed on smart phones, print media, radio, and car stereos can be used in both the summer residence and winter residence due to their suitability for the spatial mobility of nomads. But In winter residence, due to the existence of infrastructure and facilities such as electricity, Mobile signal, TV signal, internet signal and mobile phone signal and the existence of permanent settlements, the use of different types of media, even TV and sattelite is easier and more integrated with the everyday lives of the Shahsevan nomads. The findings of the research on identifying the media content preferred by Shahsevan nomads in the context of everyday life also indicate that different conditions of everyday life have always had an impact on the media content preferred by nomads. For example, mobile phones and social media installed on smart mobile phones are used to meet information, communication, educational, entertainment, and economic needs. Watching single-episode television and satellite dramas or entertaining children with mobile phone games, children’s programs in television and satellite, both stem from the need for young nomadic women and girls to attend to their duties in everyday life. For example, listening to local news and announcements related to the everyday lives of nomads through radio news, and listening to various ethnic music by Shahsevan nomad men while traveling in pickup trucks to sell livestock products and buy necessities, the interest in watching nature-oriented television and satellite documentaries to increase understanding of life in the lap of nature, the use of practical smartphone applications to find out when to pray, and Quranic applications to recite and translate the Quran, are all examples of the contextual conditions of everyday life that lead to the preferred media content that is desirable for nomads.
Keywords
Media Consumption
Shahsevan Nomads
Everyday Life
Ethnography
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