Objective:
This study aims to identify the factors influencing the dissemination of misinformation among citizens of Tehran and to develop a conceptual model elucidating its underlying dynamics. While information accuracy constitutes a fundamental principle of communication ethics, the proliferation of digital platforms—coupled with inadequate verification mechanisms—has facilitated the spread of false information. This research examines the dissemination of misinformation across individual, media, and institutional dimensions.
Method:
Employing a qualitative approach, this study conducted inductive thematic analysis of semi-structured interviews with 18 key informants, including media professionals, communication scholars, and policy experts. Participants were selected through purposive and snowball sampling techniques until theoretical saturation was achieved. Data analysis was performed using MaxQDA software, employing a multi-stage coding process that yielded 131 initial codes, 40 organizing themes, and four overarching global themes.
Findings:
The proposed conceptual model delineates four interrelated dimensions: (1) macro-level structures and contexts, encompassing policy, regulatory, cultural, and technological infrastructures; (2) mechanisms that facilitate or inhibit information flow, including cognitive biases, algorithmic influences, and governance gaps; (3) consequences manifested at psychological, institutional, and societal levels; and (4) strategic responses aimed at enhancing media resilience. The model underscores that misinformation is not merely a product of individual cognition or media failure, but rather a manifestation of systemic, cultural, and regulatory deficiencies.
Conclusions:
The primary contribution of this study lies in the development of a context-specific, multi-dimensional model tailored to Iran's digital environment. By integrating micro-level behavioral insights with macro-level policy considerations, the model advances theoretical understanding and offers practical implications for media literacy initiatives, digital governance frameworks, and the development of resilient communication infrastructures.