Media Theology, (Discourse Analysis of Religious Messages in the Media Age, Antipathy or Tolerance; A Case Study on Instagram)

Document Type : Original Article

Authors

1 Faculty of Communication Department of Arak Azad University

2 Associate Professor, Department of Communication, Central Tehran Azad University

3 PhD candidate of Culture and Communications, Islamic Azad University of Tehran

Abstract

Using the method of critical discourse analysis, this article examines the contrast between the two approaches of "antipathy and tolerance" in the religious messages of two famous Iranian religious figures, Ali Reza Panahian and Hassan Aghamiri, on the social network Instagram. The theoretical basis of the research is the theory of the religious message market, according to which, in the field of religion, like in other fields, there is a market of supply and demand. In order to gain a greater share of this competitive audience market, suppliers adopt strategies to differentiate their messages from those of their competitors. One of these strategies is to emphasize antipathy or tolerance in the message in order to be more popular with the target audience. The question now is whether the formation of a competitive market for religious messages on this social network has led to the strengthening of either the antipathy or the tolerance approach. The findings of this study show that in this competitive market, both antipathy and tolerance approaches have supporters, but Aghamiri’s tolerance-oriented discourse has attracted a much larger audience with a 41% reach. Therefore, it seems that in this particular case, the competitive market for religious messages on Instagram has led to the strengthening of the tolerance approach. This study can help to better understand the impact of the competitive market for religious messages on the formation of different religious discourses in Iran.

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