Analyzing Modes of Value Expression in Persian Weblogs ---

Weblog is a personal medium in which bloggers can present their needs, believes, and values, free from the constraints of real world and social barriers that rule over other media. By usingqualitative content analysis and Schwartz’s value inventory, this research attempts to explore the kinds of values expressed in weblogs of Iranian bloggers. Findings indicate that bloggers mostly use blog-sphere to represent that part of their values which have been less represented in the real world and especially in other media. Based on the results, values such as Hedonism and Stimulation, which are collated into a larger group named “Openness to Change”, are expressed more than other dimensions and categories of values in weblogs. Gender differences in value representation are also explored.--- . . . . .