Designing the Strategic Framework of Transformation (Interactive Digital and Transformative Model in Virtual Space) in the Islamic Republic of Iran's Radio and Television using Quantitative and Qualitative Methods
الموضوعات : مجله بین المللی علوم اجتماعیRogaye Ali Mohammad 1 , Mastooreh Ezzatzadeh 2 , Seyed Abdullah Sajjadi Jaghargh 3 , Afsaneh Mozafari 4
1 - Ph. D. Student of Media Management, Science and Research Branch, Islamic Azad University, Tehran, Iran
2 - Assistant Professor, Department of Media Management, West Tehran Branch, Islamic Azad University, Tehran, Iran
3 - Assistant Professor, Department of Media Management, Science and Research Branch, Islamic Azad University, Tehran, Iran
4 - Associate Professor, Department of Communication Sciences, Science and Research Branch, Islamic Azad University, Tehran, Iran
الکلمات المفتاحية: national media, transformation, Virtual Space, Model,
ملخص المقالة :
National Media is the largest media group in Iran in terms of influencing the society. But it has not been able to adapt and synchronize itself with the new developments in the field of communication and the emergence of virtual space. Despite the repeated emphasis in the country's development plans and the existing high-level documents, the measures taken in this regard are not satisfactory and the lack of attention to this issue has led to the lack of use of related opportunities and the dissatisfaction of the stakeholders in this field. Therefore, it is very important to design the presentation of a model in order to transform the virtual space of the Islamic Republic of Iran Broadcasting (IRIB) in accordance with increasing the functionality of the virtual space among the audience. The purpose of the research was to determine the opportunities, threats, weaknesses and strengths of the Islamic Republic of Iran Broadcasting (IRIB) to operate in the virtual space and also to know the causal relationships between the consequences and components of the transformation in the functioning of the virtual space of the broadcasting. The type of research is a combined quantitative and qualitative method, which is a descriptive-surveillance quantitative method (the statistical population of all managers and senior experts of the Islamic Republic of Iran Broadcasting (IRIB) in the field of cyber space in the cyber space deputy and other deputy offices was 152 people. The sample size of 109 people was determined by Cochran's formula. The statistical sample was selected using the stratified random sampling method and in the qualitative method, first by analyzing the qualitative data of the interview with the theme analysis method, the indicators and components of the conceptual model were finalized. And after that, the questionnaire was prepared and organized. In the following, the validation of the model was done using confirmatory factor analysis. A model was extracted from this research for creating transformation in the virtual space of the Islamic Republic of Iran Broadcasting (IRIB), which has six main components: content production, opportunities and threats, strengths and weaknesses, transformation components, introduction platforms and transformation consequences. In the quantitative dimension, based on the results of the tests, a component of the transformation of the Islamic Republic of Iran Broadcasting (IRIB) has a positive, direct and significant effect on the consequences of the transformation of the Islamic Republic of Iran Broadcasting (IRIB). The effect of turning threats (in IRIB for social media activity) into opportunities for social media activity is meaningful, positive and direct. Weaknesses in IRIB for social media activity have a positive, direct and significant effect on IRIB strengths for social media activity.
