Critical analysis of the Iranian brand support discourse in the upstream documents of the national media under the paradigm of cultural development
Subject Areas : Journal of Cultural Management
Zeinab Ziaee
1
,
Abbas Abbaspour
2
,
Ali Akbar Farhangi
3
1 - Faculty of Management University of Science and Research
2 - Full Professor of Psychology Faculty of Allameh Tabatabai University
3 - Professor, Faculty of Management, University of Tehran, Tehran
Keywords: national media, policy making, brand, resistance economy, discourse analysis.,
Abstract :
This research aims to identify the course of discourse development of Iranian brand support in national media documents using the method of critical discourse analysis based on the theory of Lacla and Moff and the guidelines of Jupp and Norris at the level of lexical description and with a descriptive-analytical approach, and in order to develop and strengthen support It was carried out from the Iranian brand in the upstream documents of the national media. According to the goals and questions of the research and based on two subjective and objective criteria, the vision document of 1404 was selected as the study document. In order to evaluate the credibility of the document and that the selected sample can be a valid representative for the analysis, the opinions of experts and those involved in the field of national media were used. Finally, the findings of the research indicated that the national media, as an information and communication institution, has used less than the capacities of discourse creation and persuasion of public opinion in order to support Iranian brands. Binding and non-persuasive policies to support resistance economic policies. It seems that it is necessary to reorganize documents with a new approach. So that it can be expected that with the approach of empowerment, one can believe in making social activities conscientious and internalized, and in the framework of the development paradigm, one can expand and expand the perspective of modernization in relation to the concept of brand and Iranian brand.
