تدوین استراتژی صدا و سیما برای انتخابات در ایران به روش ماتریس سوات
علی داخواه
1
(
دانشجوی دکتری علوم ارتباطات، واحد اردبیل، دانشگاه آزاد اسلامی، اردبیل، ایران
)
محمد سلطانی فر
2
(
دانشیار گروه علوم ارتباطات، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران
(نویسنده مسئول ) msoltanifar@iau.ac.ir
)
علی جعفری
3
(
دانشیار گروه علوم ارتباطات، واحد اردبیل، دانشگاه آزاد اسلامی، اردبیل، ایران
)
تاریخ ارسال : 1401/10/21
تاریخ تایید : 1402/01/06
کلید واژه:
استراتژی رسانه‌ای,
صدا وسیما,
انتخابات ایران,
تحلیل سوات (SWOT),
چکیده مقاله :
هدف از انجام پژوهش حاضر، تدوین استراتژی صدا و سیما برای انتخابات در ایران به روش ماتریس سوات و به روش آمیخته (کیفی و کمی) انجام گرفت. جامعه آماری پژوهش در بخش کیفی مدیران صدا و سیمای مراکز استان ها و اساتید حوزه رسانه و در بخش کمی اساتید دانشگاه و دانشجویان دکتری رسانه بود. در مرحله کیفی 18 نفر به روش نمونه گیری هدفمند و بر اساس اصل کفایت نظری و در مرحله کمی 60 نفر به صورت تصادفی انتخاب شدند. در مرحله کیفی از مصاحبه نیمه ساختاریافته و در مرحله کمی از پرسشنامه محقق ساخته استفاده شد. در بخش کیفی از تحلیل محتوای کیفی و در مرحله کمّی از تحلیل ماتریس سوات و ماتریس برنامه ریزی استراتژایک کمی (QSPM) استفاده شد. نتایج نشان داد صدا وسیما با چشم انداز دستیابی به توان تولید ناب رسانه ای و اهداف راهبردی؛ تعهد، مردم سالاری و اعتمادآفرینی، خلاقیت و نوآوری، فرایندگرایی و بهبود مستمر فرآیندها با تدوین و تولید محتوای با کیفیت و مدیریت رسانه ای شفاف، در جهت مأموریت؛ رضایت مداری، عدالت محوری و روشن گری و تبیین گری؛ با عوامل داخلی (10 عامل) و خارجی (6 عامل) به عنوان استراتژی های مطلوب برای انتخابات به دست آمد. بر مبنای نمرۀ نهایی ماتریس ارزیابی عوامل داخلی (63/2) و خارجی (72/2)، جایگاه استراتژیک صدا و سیما در راستای پوشش حداکثر انتخابات در منطقه SO قرار دارد که بر این مبنا، استراتژی های منطقه تهاجمی برای صدا و سیما مطلوب است.
چکیده انگلیسی :
The purpose of the current research is to compile a IRIB strategy for the election using the SWOT matrix method, which was carried out using a mixed method. The statistical population in the qualitative part was the managers of broadcasting centers of the provinces and media professors, and in the quantitative part was university professors and doctoral students of media. In the qualitative stage, 18 people were selected and based on the principle of theoretical adequacy, and in the quantitative stage, 60 people were randomly selected. A semi-structured interview was used in the qualitative phase and a researcher-made questionnaire was used in the quantitative phase. In the qualitative part, qualitative content analysis was used, and in the quantitative stage were used SWOT matrix analysis and quantitative strategic planning matrix (QSPM). The results showed that IRIB with the prospect of achieving pure media production capacity and strategic goals; commitment, democracy and trust building, creativity and innovation, process orientation and continuous improvement of processes by compiling and producing quality content and transparent media management, in the direction of the mission; satisfaction-oriented, justice-oriented and enlightening and explanatory; It was obtained with internal factors (10 factors), external factors (6 factors) as optimal strategies for the elections. Based on the final score of the evaluation matrix of internal factors (2.63), external factors (2.72), the strategic position of IRIB is in line with the maximum coverage of the elections in the SO region, on this basis, the strategies of the offensive region is good for IRIB.
منابع و مأخذ:
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McQuail, D.(2009). Mass Communication theory, An Introduction, Translated by Parviz Ejlali, Tehran: Publications of the Center for Media Studies and Research, 3th edition.
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Segalen, M. (2014). Sociology de la famille = Historical anthropology of the family, Translated by Hamid Eliasi, Tehran: Markaz Publications, 6th edition
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Alavi, P. (2015). Political communication (Communication, development and political participation), Tehran: Olom Novin, 4th edition
Arbabi, G. (2017). Pathology and the Role of Mass Media in 12th Presidential Election Campaigns. National Interest Studies, 3(9), P.p: 83-101.
Babaei, M. (2011). Investigating the media news policies in the 10th presidential election, PhD thesis, Political Science, University of Tehran, Faculty of Law and Political Science
Babaei, M. (2016). Modeling the study of the interaction between elections and the media in the Islamic Republic of Iran (with an emphasis on the coverage of the presidential election news on television and radio). News Science Quarterly
Brito, K., Adeodato, P.J.L. (2022). Measuring the performances of politicians on social media and the correlation with major Latin American election results, Government Information Quarterly, 39(4), p: 85-99.
Cagé (2020). Media competition, information provision and political participation: Evidence from French local newspapers and elections, 1944–2014, Journal of Public Economics, 185, 10477
Chalabi, M. (2016). Sociology of order, description and theoretical analysis of social order. Tehran: Nei Publications, 8th edition
Chang, H. H., & Huang, W. C. (2006). Application of a quantification SWOT analytical method. Mathematical and computer modelling, 43(1-2), P.p: 158-169.
Dadgaran, S.M. (2017). Basics of mass communication. Tehran: Morvarid Publications, 8th edition
Demuyakor, J & Abdul-Rahaman, S. (2022). Ghana’s 2020 presidential elections: Analysis of news media framing of the two main presidential candidates, International Journal of Advanced Mass Communication and Journalism, 3(1), P.p: 01-07
Eivazi, M. R. (2009). The Effect of Media on Electoral Behavior. Communication Research, 16(57), P.p:157-174.
Emamjomezadeh, S. J., & Karami rad, J. (2012). Analysis of effecting Factors on election behavior with emphasis on Iran. Political Research, 2(3), P.p: 9-36.
Jahangir, K., & divsalar, H. (2017). The Role of Media in Political changes; The 10th Iranian Presidential Elections. Interdisciplinary Studies in Media and Culture, 7(1), P.p: 1-19.
Kavanagh, D. (2000). Electoral struggle, new marketing of politics, translated by Ali Akbar Asgari, Tehran: Soroush Publishing
Kerr, N & Lührmann, A. (2017). Public trust in manipulated elections: The role of election administration and media freedom, Electoral Studies, 50, P.p: 50-67.
Klapper, J. (1998). The Effects of Mass Communication. New York: Free press, pp. 18-33.
Koman, K. (2014). The innovation of modern media in election contests, translated by Reza Qolizadeh, Behnam, Election Studies Quarterly, 3(7,8), P.p: 129-140.
McQuail, D.(2009). Mass Communication theory, An Introduction, Translated by Parviz Ejlali, Tehran: Publications of the Center for Media Studies and Research, 3th edition.
Robertson, I. (2012). Income on society, with an emphasis on the theories of functionalism, conflict and action, translated by Hossein Behravan, Tehran: Beh Eshar Publishing House, 5th edition.
Rocher, G. (2021). Le changement social, Translated by Mansoor Vasoqi, Tehran: Nei Publications, 29th edition
Schwartz, S. (2005). Four years After September 11th: The Media Tech C– entral Station US
Sedghi, M., & Amiri, M. (2019). Pattern Explanation of Dialogic Action Choice by Debaters on Televised Debate –Study Case: I.R. Iran Electoral Debate. Quarterly Scientific Journal of Audio-Visual Media, 13(30), P.p: 83-107
Segalen, M. (2014). Sociology de la famille = Historical anthropology of the family, Translated by Hamid Eliasi, Tehran: Markaz Publications, 6th edition
Severin, W.J and Tankard, J.W. (2018). Communication theories: origins, methods, and uses in the mass media, Translated by Alireza Dehghan, Tehran: Tehran University Press, 9th edition
Spock, B. (1992). Raising children in a difficult time; a philosophy of parental leadership and high ideas, translated by Hoshang Ebrami, Tehran: Safi Alishah, 3th edition.
