بررسی جامعه‌شناختی موضع‌گیری بازاریان نسبت به مشارکت سیاسی در دوره اعتدال

مشارکت سیاسی افراد در هر جامعه‌ای، یکی از مهم‌ترین عوامل در رسیدن به دموکراسی و توسعه به‌حساب آمده و از ملزومات دوسویه در جوامع مردم‌سالار به‎ شمار می‌رود. پژوهش حاضر با هدف بررسی جامعه‌شناختی موضع‌گیری بازاریان نسبت به مشارکت سیاسی در دوره اعتدال (دوره هشت‌ساله ریاست‌جمهوری حسن روحانی) با روش نظریه بنیانی درصدد شناسایی موضع‌گیری مشارکت سیاسی بازاریان است. داده‌های پژوهش، برآمده از شانزده مصاحبه نیمه ‎ساختاریافته است. مشارکت‌کنندگان به‌صورت هدف‎مند از میان بازاریان تهران انتخاب و تعداد نمونه‌ها با توجّه به رسیدن به اشباع، تعیین شد. روند تجزیه ‌و تحلیل داده‌ها به‌صورت کدگذاری انجام شد. طی این مراحل کدگذاری، داده‌ها ابتدا خرد و سپس دوباره با هم مرتبط می‌شوند. در نوشتار پیش رو، از مجموع 837 داده خام، 387 مفهوم از داده‌های اولیه استخراج شد که از میان آن مفاهیم، 58 خرده مقوله و 17 مقوله، به دست آمد. درنهایت، دو مفهوم محوری «رویکرد مشارکتی مثبت» و «رویکرد مشارکتی منفی»، به‌عنوان پدیده‌های اصلی که بقیه مقوله ها را پوشش می‌دادند، انتخاب شدند. افرادی که رویکرد مثبتی به مشارکت داشتند، آینده سیاسی و اقتصادی کشور را قابل ‌تغییر در راستای عقلانیت و مردم‌گرایی، می‌دیدند. درمقابل، افرادی که رویکرد مشارکتی منفی داشتند، خود (مردم) را دارای هیچ وزن تاثیرگذاری‎ای در حال و آینده سیاسی و اقتصادی – اجتماعی جامعه، قلمداد نمی‌کردند.

sociological analysis of marketers’ stance on political participation in the temperate period

extended abstract 1- introductionin democratic political systems, a fundamental objective is to encourage broad societal participation, particularly among pivotal stakeholders such as marketers and economic classes that wield significant influence within the societal economic framework.2- theoretical frameworknon-uniformity and limited participation among the populace in society often result from dissonance with the governing system and opposition to its objectives and plans. fostering consensus and bolstering political engagement necessitates a thorough examination of barriers and challenges associated with non-participation. by addressing these obstacles and creating opportunities for increased civic involvement, democratic societies can facilitate the vital political participation of their citizens. the engagement of people within any society is a cornerstone in the pursuit of democracy and development, serving as a dual imperative within democratic systems.3- methodology this research endeavors to conduct a sociological investigation into the stance of marketers regarding political participation during the period of moderation, notably the 8-year term of hassan rouhani’s presidency. the study employs a grounded theory approach to elucidate the marketers’ disposition toward political participation. data for this research is sourced from 16 semi-structured interviews, with participant selection being purposefully drawn from tehran’s bazaars, and the sample size was determined based on achieving data saturation. data analysis involved a systematic coding process where data was deconstructed and subsequently interrelated. in the course of this research, a total of 837 raw data points yielded 387 primary data concepts, culminating in the identification of 58 subcategories and 17 overarching categories.4- discussionthe study delineates two distinctive approaches to political participation. the positive participatory approach characterizes a scenario where individuals harbor trust and optimism regarding favorable changes in the economic and political systems of society. in this context, they actively engage in the pursuit of these transformations through social and political partnerships. conversely, the negative participatory approach emerges in situations where individuals lack trust and hope for constructive changes within the economic and political framework of society. in this perspective, they do not perceive their personal participation or non-participation as contributing positively to the betterment of their political, social, and economic circumstances. this approach embodies a broad spectrum of perspectives and lived  experiences of the interviewees and reflects a palpable erosion of trust between the populace and the government, which has developed and deepened over the years.      the research findings highlight that the propensity for a positive participatory approach is influenced by decisive agency and a sense of social commitment. conversely, the negative participatory approach is attributed to political timidity and a prevailing feeling of powerlessness. the economic conditions and well-being of participants, as well as a perceived democratic environment, act as intervening factors in shaping their positive disposition toward participation.