اﻟﻨﻔﺲ وﻋﻠﻢ اﻻﺟﺘﲈع وﻋﻠﻢ اﳊﺎﺳﻮب , ﺑﲈ ﻳﺘﻴﺢ ﻟﻠﺒﺎﺣﺚ اﳉﻤﻊ ﺑﲔ ﲢﻠﻴﻞ اﳌﺤﺘﻮى واﻟﺘﺤﻠﻴﻞ اﻹﺛﻨﻮﻏﺮاﰲ ﻟﻔﻬﻢ اﳌﺴﺘﺨﺪﻣﲔ وﺗﻔﺎﻋﻼﲥﻢ 1 . - ﻫﻨﺎك ﻧﻈﺮﻳﺎت ﺗﱰاﺟﻊ أﳘﻴﺘﻬﺎ ﰲ اﻟﺘﺤﻠﻴﻞ , ﻣﺜﻞ ﻧﻈﺮﻳﺔ اﻟﺘﺄﻃﲑ ( Framing ) , رﻏﻢ أﳖﺎ أﻛﺜﺮ اﻟﻨﻈﺮﻳﺎت اﺳﺘﺨﺪاًﻣﺎ ﰲ اﻟﺒﺤﻮث اﻹﻋﻼﻣﻴﺔ ; إذ ﻻ ُﻳﻌﺪ ذﻟﻚ ﺑﺎﻟﴬورة ﻣﺆًﴍا ﻋﲆ ﻧﺠﺎﺣﻬﺎ ﰲ اﻟﺒﻴﺌﺔ اﻟﺮﻗﻤﻴﺔ اﳉﺪﻳﺪة ; ﺣﻴﺚ ﳚﺐ ﻣﺮاﺟﻌﺘﻬﺎ ﻧﻈًﺮا ﻟﻐﻤﻮﺿﻬﺎ 2 , إﺿﺎﻓﺔ إﱃ وﺟﻮد ارﺗﺒﺎك ﻣﻔﺎﻫﻴﻤﻲ وﺗﻄﺒﻴﻘﻲ ﱢ ﻴ ﳛﺪ ﻫﺬه اﻟﻨﻈﺮﻳﺔ ﻟﺼﻌﻮﺑﺔ ﻋﺰل ﺗﺄﺛﲑات اﻷﻃﺮ ﻋﻦ ﺗﺄﺛﲑ ﺗﺮﺗﻴﺐ اﻷوﻟﻴﺎت أو اﻟﺘﻬﻴﺌﺔ اﳌﻌﺮﻓﻴﺔ ﰲ اﻟﺒﻴﺌﺔ اﻟﺮﻗﻤﻴﺔ , ﻟﺬﻟﻚ ﻣﻦ اﳌﻤﻜﻦ ﲢﻮﻳﻠﻬﺎ إﱃ ﻧﻤﻮذج ﺟﺪﻳﺪ ﻳﻮﺿﺢ ﺗﺄﺛﲑات اﻟﻮﺳﺎﺋﻂ ﰲ ﻫﺬه اﻟﺒﻴﺌﺔ اﳉﺪﻳﺪة 3 . - اﻟﻠﺠﻮء إﱃ ﺑﻌﺾ اﻟﻨﻈﺮﻳﺎت اﻟﺘﻲ ﻳﻤﻜﻦ ﺗﻄﺒﻴﻘﻬﺎ ﰲ اﻟﺒﻴﺌﺔ اﻹﻋﻼﻣﻴﺔ اﻟﺮﻗﻤﻴﺔ اﳉﺪﻳﺪة , ﻣﺜﻞ ﻧﻈﺮﻳﺔ ﺛﺮاء وﺳﺎﺋﻞ اﻹﻋﻼم , اﻟﺘﻲ ﺗﺘﻨﺎول ﺗﺄﺛﲑ اﻟﺘﻄﻮرات اﻟﺮﻗﻤﻴﺔ ﰲ ﺑﻌﺾ وﺳﺎﺋﻞ اﻹﻋﻼم اﻟﺘﻘﻠﻴﺪي. وُﺗﺴﺘﺨﺪم ﻧﻈﺮﻳﺔ ﺛﺮاء وﺳﺎﺋﻞ اﻹﻋﻼم ﻟﺪراﺳﺔ اﻻﺧﺘﻴﺎر ﺑﲔ وﺳﺎﺋﻞ اﻹﻋﻼم وﻓًﻘﺎ ﻟﺪرﺟﺔ ﺛﺮاﺋﻬﺎ اﳌﻌﻠﻮﻣﺎﰐ , وﺗﻮﺿﺢ أن ﻓﻌﺎﻟﻴﺔ اﻻﺗﺼﺎل ﺗﻌﺘﻤﺪ ﻋﲆ اﻟﻘﺪر اﻟﺬي ﺗﺴﺘﺨﺪم ﺑﻪ اﻟﻮﺳﻴﻠﺔ 4 . وﻳﻤﻜﻦ أﻳًﻀﺎ اﻋﺘﲈد ﻧﻈﺮﻳﺔ اﻟﺘﲈس اﳌﻌﻠﻮﻣﺎت اﻟﺘﻲ ﻳﻤﻜﻦ أن ﺗﻌﻴﺶ ﰲ اﻟﺒﻴﺌﺔ اﻹﻋﻼﻣﻴﺔ اﻟﺮﻗﻤﻴﺔ اﳉﺪﻳﺪة اﻟﺘﻲ ﺗﻔﱰض أن اﻟﺘﻌﺮض اﻻﻧﺘﻘﺎﺋﻲ ﻟﻸﻓﺮاد ﳚﻌﻠﻬﻢ ﳜﺘــﺎرون اﳌﻌﻠﻮﻣــﺎت اﻟﺘﻲ ﺗﻠﺒﻲ اﺣﺘﻴﺎﺟﺎﲥﻢ , ﻛﲈ ﺗﻔﱰض أن ﻫﻨﺎك ﳏﻔﺰات ﺗﺴﻬﻢ ﰲ ﺗﻮﺟﻴﻪ اﻷﻓﺮاد ﻟﻠﺴﻌﻲ ﻧﺤﻮ ﲨﻊ اﳌﻌﻠﻮﻣﺎت اﻟﺘﻲ ُﺗﻌﺪ ﻣﺘﺎﺣﺔ ﻋﱪ ﺷﺒﻜﺔ اﻹﻧﱰﻧﺖ. 1 - ﻣﻬﺎ ﻋﺒﺪ ا}ﻴﺪ، " اﻹﺷﻜﺎﻟﻴﺎت اﳌﻨﻬﺠﻴﺔ ﰲ دراﺳﺔ ﺗﻄﺒﻴﻘﺎت اﻹﻋﻼم اﻻﺟﺘﻤﺎﻋﻲ : رؤﻳﺔ ﲢﻠﻴﻠﻴﺔ " ، ا}ﻠﺔ اﻟﻌﺮﺑﻴﺔ ﻟﻌﻠﻮم اﻹﻋﻼم واﻻﺗﺼﺎل ) اﻟﺴﻌﻮدﻳﺔ، اﻟﻌﺪد 15 ، (2016 ، ص .132 2 - Mike Schmierbach, "Media Theory and the 2016 U.S. Election," Mass Communication and Society, Vol .21, No.16, (2018): 665 . 3 - Michael Cacciatore et all., "The End of Framing as we Know it … and the Future of Media Effects," Mass Communication and Society, Vol. 19, no.1, (July 4, 2015): 7–10. 4 - Richard Daft, Robert Lengel, "Information Richness: A new Approach to Managerial Behavior and Organizational Design", Research in Organizational Behavior, Vol. 6, (1984): 191–233.
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