Ma`rifat Farhangi Ejtemaei

Abstract This qualitative research examines the role of virtual social networks in the transformation of cultural patterns of family relationships among young couples in Qom. Using an interpretive approach and grounded theory technique, 51 young women were interviewed. Purposive and snowball sampling continued until theoretical saturation. The conceptual framework is based on Inglehart's theories of value change, Ruggiero and DeFleur's media dependency, and Castells' network society. The findings show that the central phenomenon is the "transformation of communication and value patterns among couples due to their presence in virtual social networks." This phenomenon is shaped by the socio-cultural changes of the digital age and the functional challenges of the family. The attractiveness of social networks and psycho-social motivations are the underlying factors of these changes. The consequences of these transformations are observed at the individual, social, and family levels. These apparent consequences lead to fundamental and long-term changes in the communication and value patterns of couples, including an excess of individualism and a break from traditional structures, a silent sexual revolution, a crisis in identity and gender roles, and family consumerism.