Investigating the role of media and content management in reducing the audience of Radio Gilan

Subject Areas : ‌Family

Fardin Alikhah ¹ , Abdoreza Fadaei Forghan ²

1 - Assistant Professor and Faculty Member, Department of Sociology, University of Guilan, Iran.
2 - دانشجوی مقطع دکتری- بازنشسته سازمان صدا و سیما- مدرس دانشگاه آزاد واحد رشت

Received: 2013-06-01 Accepted : 2013-10-17 Published : 2013-12-22

Keywords: Audience, Content, Management of media, Gilan Radio,

Abstract :

The purpose of this article is to discuss the role of media management and content in reducing the audience of Radio Gilan. According to the Gilan Center Broadcasting Unit, the audience of Gilan Radio in 1988 was about 20%, which is a significant decrease compared to 81 to 85 years. The method used to identify the reasons, in other words, to answer the central questions of the research, has been a qualitative method. Also, among the techniques in the qualitative method, the technique of expert interviews was used. The sample population was several experts, capable and veterans of Radio Gilan. The reporter was also considered because of the sensitivity of these jobs and their impact on the optimal transmission of the message or vice versa. The focal findings of this study confirm that experts, among other factors, have considered the type of radio unit management to be effective in reducing the audience. In later stages, the role of program producers was highlighted, and experts argued that content or messages were not produced by themselves and that producers influenced the content. From these surface experts, the quality and characteristics of the produced message have been evaluated as effective in reducing the radio audience. Most of the interviewees argued that due to the lack of proper message management, directing the forces on the one hand and sending the desired message on the other hand, they think that the accuracy in attracting the best employees in the production sector, especially with emphasis on expertise , And selecting managers based on media management criteria can be a good way to increase radio audience. As for reflection on keywords, Pringle and Starr consider media management to include "planning, organizing, resource mobilization, directing, and control tasks, and summarize media manager's skills in three skills: technical, human, and perceptual." "The most obvious and accessible evidence of mass media activity is the works that are produced and broadcast in that medium," McQuail said of the content.