Dr. Mostafa Behzadfar Armanshahr Architecture & Urban Development 2008-5079 16 45 2024 03 18 The Role of Urban Memories in Citizens’ Sense of Belonging and its Effect on Preserving Valuable Contemporary Architectural Monuments; Case Study: Neighboring Zones of Cinemas in Tehran The Role of Urban Memories in Citizens’ Sense of Belonging and its Effect on Preserving Valuable Contemporary Architectural Monuments; Case Study: Neighboring Zones of Cinemas in Tehran 59 71 184460 10.22034/aaud.2023.330994.2627 FA Mohammad Reza Pourzaagar Assistant Professor, Department of Architecture, Faculty of Architecture and Urban Planning, Central Tehran Branch, Islamic Azad University, Tehran, Iran (Corresponding Author). Journal Article 2022 02 22 Cinema and theater halls are among the important cultural centers in Tehran, which not only influence on social, familial, and cultural relationships of citizens but also account for a major part of the cultural and social history and identity of the city. Variations in the economy of cinema and cultural consumption behavior change in citizens on the one hand, and deteriorated theater and cinemas on the other hand have led to the closure of some famous cinemas in Iran over recent years. Destruction of valuable buildings of cinemas in Tehran and converting them to profitable uses, such as business complex and passage cause a risk that threatens preservation of this contemporary architecture heritage of Iran. This study aims to discuss the potential of social media for mobilizing public opinion to protect these contemporary architectural works of Iran. The research results show that three variables of “place identity,” “place attachment,” and “network activity” interact with each other. Due to their presence in social networks and active groups in the field of cinema and architecture, even those individuals whose place attachment is low or do not have an accurate perception of place identity are willing to participate in cultural heritage protection campaigns. Being a member of the social networks that publish the news of Iran and world cinema, and interest in social networks that tend to preserve precious monuments of contemporary architectural heritage in Iran are the factors making people try to preserve existing cinema buildings in Tehran. The potential of social networks for coordinating the capacity of art and architecture enthusiasts is a factor that contributes to the preservation of these cultural and historical buildings. Cinema and theater halls are among the important cultural centers in Tehran, which not only influence on social, familial, and cultural relationships of citizens but also account for a major part of the cultural and social history and identity of the city. Variations in the economy of cinema and cultural consumption behavior change in citizens on the one hand, and deteriorated theater and cinemas on the other hand have led to the closure of some famous cinemas in Iran over recent years. Destruction of valuable buildings of cinemas in Tehran and converting them to profitable uses, such as business complex and passage cause a risk that threatens preservation of this contemporary architecture heritage of Iran. This study aims to discuss the potential of social media for mobilizing public opinion to protect these contemporary architectural works of Iran. The research results show that three variables of “place identity,” “place attachment,” and “network activity” interact with each other. Due to their presence in social networks and active groups in the field of cinema and architecture, even those individuals whose place attachment is low or do not have an accurate perception of place identity are willing to participate in cultural heritage protection campaigns. Being a member of the social networks that publish the news of Iran and world cinema, and interest in social networks that tend to preserve precious monuments of contemporary architectural heritage in Iran are the factors making people try to preserve existing cinema buildings in Tehran. The potential of social networks for coordinating the capacity of art and architecture enthusiasts is a factor that contributes to the preservation of these cultural and historical buildings. https://www.armanshahrjournal.com/article_184460_62a3ce6a20f9a71ef4499f09afe3a3cc.pdf