Economic Capacities of Social Networks for the Media

Subject Areas : International Journal of Finance, Accounting and Economics Studies

ali mesrian ¹ , Ataollah Abtahi ² , Ali Asghar Mahaki ³ , Mohammad Soltanifar ⁴ , ali Geranmayepour ⁵

1 - Department of Media Management, Science and Research Branch, Islamic Azad University Tehran, Iran
2 - Department of Media Management, Science and Research Branch, Islamic Azad University Tehran, Iran
3 - Member of the academic staff ,Iran Inistitute of Science and Information Technology, Tehran, Iran
4 - Associate Professor of the Department of Social Communication Sciences, Faculty of Humanities, Science and Research Branch, Islamic Azad University Tehran, Iran
5 - Department of the Media Management, Faculty of Social Sciences, Communication and Media, Central Tehran Branch, Islamic Azad University, Tehran, Iran.

Received: 2023-10-31 Accepted : 2023-12-03 Published : 2023-12-01

Keywords: Economic Capacity, Financial Circulation, Media Economy, Social Networks, Social media, Mass communication Devices,

Abstract :

The main issue of the research is the economic capacities of social networks (Telegram, Instagram, Twitter, and Soroush, Bale, and Eitaa ) for the country's media (press, news agencies, news bases, and radio and television)?. The research was conducted with a survey method and its statistical population includes all media writers in the country including 22 thousand people and the statistical population is 400. There were people who were selected by cluster and simple random sampling methods. In order to analyze the research data, descriptive and inferential analysis methods were used, and Smart PLS 3 and SPSS 25 software were used to process the data. Research findings show that Virtual social networks have wide economic capacities for mass communication media, and to converge these two types of media, the interaction between official media and social media should be increased. Content produced in mass communication media such as radio and television networks, news agencies, press, and news bases cannot be published similarly in social networks. In the selection and production of this content for social networks, attention should be paid to various features, such as novelty, attractiveness, user-friendliness, multimedia, speed of publication, and professionalism. The findings of this research showed that almost all radio and television networks do not use the capacity of foreign social networks properly and unlike the news agencies, the press and news bases do not pay attention to the economic and financial capacities of internal social networks such as social messengers.