The Future of Media Management & The Management of Future Media

Subject Areas : Futurology

Ali-Akbar Farhangi ¹ , Ataollah Abtahi ²

1 - استاد و عضو هیات علمی دانشگاه آزاد اسلامی، واحد علوم و تحقیقات
2 - رسانه نگار و عضو هیات علمی دانشگاه آزاد اسلامی، واحد علوم و تحقیقات )مسئول مکاتبات(

Received: 2012-11-13 Accepted : 2013-01-21 Published : 2013-09-23

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Abstract :

Preface and the aim of research: this research has an obvious question: “how will be the future ofmedia management” which can be more cleared by another question: “How will be the managementof future media”, why current media constantly alternating what seems to have taken on thetraditional media which have become part of history. And these two questions immediately willchallenge us with this thought that “Future media, themself how would be”. Afterwards withcontemplation on this notion as well as through the enterprise architecture will figure out that "thishow" will be including “Form, Content and infrastructure”.In the other hand, modality of future of media management or how will be the management offuture media will have been defined by defining form, content and also infrastructure of futuremedia.Methodology of research: Based on survey Methodology, this study can be classified asdescriptive research and to do it, through library research methodology and Internet, with takingperspectives of approximately 500 specialists in communications, media, Futures Study, and ICTfields, Delphi method was used.Results (Findings): in this research, by redefining media and showing the developing relations ofsocial and public media in addition six stages of “Media transformation”, supplementation oftraditional media with digital dimensions, modality of producing new method by new form andcontent and finally necessity and expectations of the media audiences, it is specified which “There isno possibility of survival for traditional media” and “in next generation of media (future media) anew form and content must be presented”. Also, characteristics of "this new form and content" havebeen provided in "future media".Amongst essential features which were found in this research can be noted “Mandatorycontinuous change and definite destruction of form and content of the current traditional media,becoming "multi-format & hyper" all media products, eliminate of time and place of receive andbroadcast, production and broadcasting on demand, COD & POD ( Cast On Demand and ProduceOn Demand), Accompany or mobility, Interactive, cyber, Cyborg, CybHuOrg, Socializing,Intelligent, and Being Based on Apps, and dozens of other features extracted from "form andcontent".Furthermore, concepts such as PGPC (Private, Governmental, Public, and CooperationalManagement (that it is the structure of future media’s Owning. Architectural Model of Content,Global mobile media / GMM, Social Mass media / SMM, etc.Conclusions: In this study by using different Enterprise Architecture and business models, themost efficient possible model has been suggested and identified which future of media means thefuture of "the form, content, and infrastructure ".