Localization of Implementation Indicators for New Technologies in the Media Industry: A Fuzzy Approach

Subject Areas : Entrepreneurship and Innovation

Ahmad Alamshahi ¹ , Reza Radfar ² , Abbas Khamseh ³

1 - Ph.D. Student, in Department of Technology Management, Faculty of Management and Economics, Science and Research Branch, Islamic Azad University, Tehran, Iran.
2 - Professor and faculty member, in Department of Technology Management, Faculty of Management and Economics, Science and Research Branch, Islamic Azad University, Tehran, Iran.
3 - Associate Professor and faculty member, Department of Industrial Management, Karaj branch, Islamic Azad University, Karaj, Iran.

Received: 2024-05-03 Accepted : 2024-08-02 Published : 2024-02-04

Keywords: Media Industry, Technology Implementation, Digital Transformation, Fuzzy Delphi, New technologies,

Abstract :

Technology stands as one of the most pivotal elements driving change in the strategic landscape of the media industry and its destiny is fundamentally intertwined with technology. The rapid influx and progression of new technologies, particularly information and communication technologies within media organizations, have significantly impacted the societal and cultural dimensions of media existence over recent decades and has prompted significant foundational changes in the environment, structure and management approaches of media organizations. Consequently, identifying success factors in the implementation of new technologies within the media industry becomes imperative. To achieve this objective, dimensions, components and initial indicators were identified through reviewing existing studies, and to validate and indigenize the obtained indicators, a fuzzy Delphi method was employed, drawing on expert opinions. Ultimately, 166 relevant indicators were identified across eight influential dimensions: big data infrastructure, digital literacy of managers and employees, innovation in technology and content, technological capabilities of new media, media communication management, semiotics in the media industry, audience engagement and technology-based business strategy along with 33 components. These dimensions and components with incorporating relevant indicators can serve as a roadmap and guideline for any media entity intending to implement new technologies within its organizational framework.

References:

1. Abbas Shirin & Singh AK, (2014), Media Industry Trends and Dynamics: The Social Media Boom, The International Conference on Communication and Media 2014 (i-COME’14), 18-20 October , Langkawi, MALAYSIA.
2. Almalki, F. A., Aljohani, M., Algethami, M., & Soufiene, B. O. (2022). Incorporating drone and AI to empower smart journalism via optimizing a propagation model. Sustainability, 14(7), 3758..
3. Atkin David J, Hunt Daniel S & Lin Carolyn A, (2015) Diffusion Theory in the New Media Environment: Toward an Integrated Technology Adoption Model, Mass Communication and Society, 18:5, 623-650, DOI: 10.1080/15205436.2015.1066014
4. Bolivar Rodriguez , M.P. and Munoz Alcaide , L. (2022), "Identification of research trends in emerging technologies implementation on public services using text mining analysis", Information Technology & People, Vol. ahead-of-print No. ahead-of-print.
5. Chukwu, J. N., Aja, U. S., & Odoh, V. O.(2019), Emergence of New Media Technologies and the Challenge of Media Relations Practice in Nigeria. South-East Journal of Public Relations Vol. 2, No1..
6. Ekdale Brian, Jane B. Singer, Melissa Tully and Shawn Harmsen, (2015), Making Change: Diffusion of Technological, Relational, and Cultural Innovation in the Newsroom, Vol. 92(4) 938–958..
7. Garcia-Perdomo Victor,Magana Maria Isabel, (2020), The Adoption of Technology and Innovation Among Native Online News Media in Colombia, International Journal of Communication 14(2020), 3076-3095..
8. Gillani, F., Chatha, K. A., Jajja, M. S. S., & Farooq, S. (2020). Implementation of digital manufacturing technologies: Antecedents and consequences. International Journal of Production Economics, 229, 107748..
9. Guinan Patricia J,Parise Salvatore,Langowitz Nan,2019, Creating an innovative digital project team: Levers to enable digital transformation, Business Horizons,Volume 62, Issue 6, November–December 2019, Pages 717-727..
10. Guo H. The development and application of new media technology in news communication industry. International Journal of Electrical Engineering & Education. 2023;60(2_suppl):405-415..
11. Kirchhoff, S. (2022). Journalism Education’s Response to the Challenges of Digital Transformation: A Dispositive Analysis of Journalism Training and Education Programs. Journalism Studies, 23(1), 108-130.
12. Knight. Margaret Anne, 2016, The impact of changing media technology on the practice of journalism, A thesis submitted in fulfillment of the requirements for the degree of Doctor of Philosophy, at the University of Central Lancashire.
13. Kornilovich, V. A., Vasilenko, V. I., & Kulikova, O. A. (2022). Stability of the State System in the Context of Digital Transformation. In Proceedings of the International Scientific Conference “Smart Nations: Global Trends in The Digital Economy” (pp. 65-73).
14. Li Feng, 2020, The digital transformation of business models in the creative industries: A holistic framework and emerging trends, Technovation, Volumes 92–93, April–May.
15. Madichie, N. O., Bolat, E., & Taura, N. (2021). Digital transformation in West Africa: a two country, two-sector analysis. Journal of Enterprising Communities: People and Places in the Global Economy.
16. Majdalawieh, M.; Khan, S., 2022, Building an Integrated Digital Transformation System Framework: A Design Science Research, the Case of FedUni. Sustainability, 14, 6121.
17. Moon Soo Jung & Hadley Patrick, (2014), Routinizing a New Technology in the Newsroom: Twitter as a News Source in Mainstream Media, Journal of Broadcasting & Electronic Media, 58:2, 289-305..
18. Ngai Eric W.T., Moon Ka-leung Karen, Lam S.S.,Chin Eric S. K.,Tao Spencer S.C. , (2015)," Social media models, technologies, and applications An academic review and case study ", Industrial Management & Data Systems, Vol. 115 Iss 5 pp. 769 - 802..
19. Ozkent, Y. (2022). Big Data in Digital Media Platforms. In Handbook of Research on Smart Management for Digital Transformation (pp. 77-93). IGI Global.
20. Panagiotidis Kosmas and Veglis Andreas, 2020,Transitions in Journalism—Toward a Semantic-Oriented Technological Framework,Journal. Media, 1(1), 1-17..
21. Piepponen Amanda, Paavo Ritala, Joona Keränen, Päivi Maijanen, 2022,Digital transformation of the value proposition: A single case study in the media industry, Journal of Business Research, Volume 150, November, Pages 311-325..
22. Qi Yuqin, 2022,Research on the Influence of Media Convergence on the Transformation and Upgrading of the Media Industry, Big Data and Cloud Innovation, Volume 6, Issue 1.
23. Qin Haiqing, Liu Xiaohan, Qin Haiqi, Zhu Jiang, (2020), How to be an Enabler of Digital Transformation for Media Organizations? The 11th International Conference on E-business, Management and Economics, July, Pages 153– 156.
24. Rosen L.D.,Whaling K.,Carrier L.M.,Cheever N.A. Cheever, and Rokkum J., 2013, The Media and Technology Usage and Attitudes Scale: An empirical investigation,Comput Human Behav. 2013 November 1; 29(6): 2501–2511..
25. Barrios-Rubio, A., & Pedrero-Esteban, L. M. (2021). The Transformation of the Colombian Media Industry in the Smartphone Era. Journal of Creative Communications, 16(1), 45-60.
26. Sanasi Silvia,Trabucchi Daniel,Pellizzoni Elena,Buganza Tommaso,2021,The evolution of meanings: an empirical analysis of the social media industry,European Journal of Innovation Management, Vol. 25 No. 6, 2022, pp. 97-121.".
27. Sánchez María Eugenia Martínez & Armengol Jordi Villoro (2021), The Implementation of New Technologies in Internal Communication: A Study of the Main Platforms and Applications, Journal of Promotion Management, 27:6, 788-811..
28. Sidiropoulos, E.; Vryzas, N.; Vrysis, L.; Avraam, E.; Dimoulas, C. Growing Media Skills and Know-How In Situ: Technology-Enhanced Practices and Collaborative Support in Mobile News-Reporting. Educ. Sci. 2019, 9, 173..
29. Søren Vigild Poulsen & Gunhild Kvåle (2018) Studying social media as semiotic technology: a social semiotic multimodal framework, Social Semiotics, 28:5, 700-717.
30. Torrents, Alba. 2018. "Technological Specificity, Transduction, and Identity in Media Mix" Arts 7, no. 3: 29..
31. Treem Jeffrey W, Dailey Stephanie L,Pierce Casey S, Leonardi Paul M, 2015, Bringing Technological Frames to Work: How Previous Experience with Social Media Shapes the Technology's Meaning in an Organization Get access Arrow, Journal of Communication, Volume 65, Issue 2, April, Pages 396–422..
32. Uduak Akpan,2021,The New Media Technologies, IDOSR JOURNAL OF ARTS AND HUMANITIES 6(1): 30-42..
33. Westlund Oscar,Krumsvik Arne H. & Lewis Seth C. (2021), Competition, Change, and Coordination and Collaboration: Tracing News Executives’Perceptions About Participation in Media Innovation, Journalism Studies, 22:1, 1-21..
34. Workman Michael, 2014,New media and the changing face of information technology use: The importance of task pursuit, social influence, and experience, Computers in Human Behavior, Volume 31, Pages 111-117..
35. Zabel Christian & Telkmann Verena ,(2021), The adoption of emerging technology-driven media innovations. A comparative study of the introduction of virtual and augmented reality in the media and manufacturing industries, Journal of Media Business Studies, 18:4, 235-266..
36. 1. Ahmadi, Abbas, Hadavinia, Abbas, Yousefi Khah, Sara (2019) Strategic alliances and collaborative networks; The emergence of a new model in the media industry. Communication Research Quarterly. 18th year Number 2 (66 in a row). 125-147.
37. 2. Bagharpour, Peyman, Mousavi, Hossein, Azarbakhsh, Seyed Ali Mohammad. (1400). Convergence solutions between radio and television and virtual space in the field of content production. New Media Studies, 7(25), 392-359.
38. 3. Hatami Amir, Roshandel Arbatani Taher, Sharifi Mehdi, Qalich Lee Behrouz, (2017), Investigating the role of technological capabilities in the successful implementation of open innovation in the field of IPTV of the Islamic Republic of Iran Broadcasting Organization, Scientific Quarterly of Visual and Audio Media, 31-50.
39. 4. Khatami Firouzabadi Seyed Mohammad Ali, Tabatabaiyan Seyed Habibullah, Dashti Mohammad Ali, (2017), Key success factors in the process of implementing advanced production technologies in industrial enterprises: Evidence from the country's automobile industry, Technology Development Management Quarterly, Volume 6, Number 4 , winter
40. 5. Khojsteh Bagherzadeh Hassan, Faramarzi Mohsen, (2012), models of compatibility with technology in the media, Media Quarterly, 24th year, number 3.
41. 6. Khajehyan, Datis, Farhani, Ali Akbar, and Hadavinia, Abbas. (1388). Designing an interactive model of media management and new information and communication technologies. Communication Research (Research and Measurement), 16(4 (60 series)), 11-36.
42. 7. Roshandel Arbatani. Tahereh, Amiri Afshin, (2017), media innovation management: developing an integrated framework, Media Quarterly, 29th year, number 3.
43. 8. Sharifi, Seyed Mehdi, and Hatami, Amir. (2018). Presenting a model for explaining the role of human resources management in the successful implementation of open innovation in the media industry (case study: IPTV domain of the Broadcasting Organization). Communication Research (Research and Measurement), 26(1 (97)), 179-205.
44. 9. Shams Morteza, Asgari Ahad, Kia Ali Asghar, Zablizadeh Ardeshir, (2017), Communication Research Quarterly, serial 93 (Spring 2017).
45. 10. Shirazi, Mehrzad, Yazdani, Hamidreza, Zarei Mateen, Hassan. (1400). Presenting a roadmap for updating the organizational culture needed for digital transformation with a hybrid approach. Studies in Organizational Behavior, 10(3), 1-22.
46. 11. Salehipour Bavarsad, Sajjad. Kazem Pourian, Saeed. (1400). A new roadmap for realizing digital transformation. Science and technology policy. (1) 11, 5-17.
47. 12. Farqani Mohammad Mahdi, Bani Tamim Mohammad Amin, (1400), the reasons for the decrease in the number of press, Scientific Quarterly Journal of Mass Communication Media, Year 32, Number 2, 5-34.