عنوان مقاله [English]
The rapid growth of social media users underlines the necessity of transition from audience studies to userology. Hence, this study aimed to determine the difference between the audience and user and to provide typology of social media users. To this end a mixed methods design developed using semi-structured interviews with 30 students and the survey with a sample of 360 students of Tehran University. Experimental results showed that the goals and motivations of users in the use of social media is to entertain and spend time, get news and information, maintaining relations with current friends and find old friends. While entertaining and spending time are common goals of male and female users, women have more social and emotional motives in using social media. The results also showed that the Iranian users became categorized in eight groups: art-lovers, science-lovers, downloader, news reader, web tourists, negotiators and players. According to theoretical results the audience has been changed from a relatively "static concept to a dynamic one and audience studies has had three main paradigm changes: Change from passive audience to active audience active and from active audience to interactive user.