عنوان مقاله [English]
Cultural products, as a public asset, traditionally have had an important role in social life style and they have been updated and categorized in different stages and periods, so that they have been produced and presented in various types and forms by those involved in cultural and art domains with diversified tastes.
Using data mining techniques and Cummins clustering method, this study is trying to group items and products of cyber culture and redefine it on the basis of technological consumption of the audience. Written questionnaires and electronic questionnaires consisting of 34 items in four categories in cyberspace were distributed among 550 samples of cyber activists in different periods of time and eventually eight clusters of cultural objects (along with the users’ public sentiments and technological features) were identified. Then, the clusters were drawn in graphical view or, in other words, in virtual cultural network.
The results of this research can be useful for organizations both in production and supply of cultural and technological products and in marketing sector and social as well as citizenship issues along with identification of consumption patterns of the audiences and consumers in development of virtual lifestyle.