Developing a Strategic Model of Public Relations Promotion with an Emphasis on Media Literacy System
محورهای موضوعی : Business StrategyHossein Arab 1 , Mehrdad Matani 2 , Mojtaba Tabari 3 , Ali Fallah 4
1 - Department of Management, Qaemshahr Branch, Islamic Azad University, Qaemshahr, Iran
2 - Department of Management, Qaemshahr Branch, Islamic Azad University, Qaemshahr, Iran
3 - Department of Management, Qaemshahr Branch, Islamic Azad University, Qaemshahr, Iran
4 - Department of Management, Nour Branch, Islamic Azad University, Nour, Iran
کلید واژه: strategic model, Public Relations Promotion, media literacy, Mazandaran Gas Company,
چکیده مقاله :
Media literacy is a topic that is concerned with the audience's power of understanding of the way in which media works and how they make sense thereof, and seeks to make this analysis a habit and a task for the audience. In this regard, present research provides a model for promotion of public relations with an emphasis on media literacy among managers and employees of Mazandaran Gas Company. In this paper, the data were sorted out through three stages after introduction of the concept media literacy using the qualitative method of grounded theory and holding 15 in-depth, semi-structured interviews with the academics and experts of the field, and following a content analysis. Based on the findings, the model is made up of five components: 1. The elements promoting media literacy at three macro (i.e. formulation of educational rubrics, changing educational methods, culture building with media literacy potential, adopting a problem-oriented approach, creating a national Internet, coherence and consistency in policy making and planning, and media content monitoring), intermediate (i.e. group interaction with colleagues and management training), and micro (i.e. technological knowledge, cognitive knowledge, media knowledge, and content production); 2. Decisive factors (categories of macro, intermediate, and macro level factors); 3. Interfering factors (including government intervention, lack of legislation or regulations); 4. Strategies (including policy and planning strategies, educational strategies, and culture- and discourse building strategies; 5. Consequences (i.e. economic, social, cultural, political, technological, communication, environmental, and individual-behavioral consequences).
Akcayoglu, D. (2019). A Study on the perceived media literacy level of preparatory year students in a university setting. Journal of Contemporary Educational Technology, 10(4), 416-429.
Bechtold, E. (2020). Terrorism, the Internet, and the threat to freedom of expression: the regulation of digital intermediaries in Europe and the United States. Journal of Media Law, 12(1), 13-46.
Binyamin, R. (2020). The moderating effect of gender and age on the students’ acceptance of learning management systems in Saudi higher education. Knowledge Management & Elearning, 12(1), 30-62.
Bowman, D. (2020). Steering Through and Growing From Turbulent Times. Journal of Media Psychology, 33(1), 1-19.
Caplan, Danny. (2021). Public intimacy in social media: The mass audience as a third party. Journal of Media, Culture & Society, 43(4), 595- 612.
Charmaz, K. (2014). Constructing Grounded Theory (Introducing Qualitative Methods series). London: Sage.
Coe, P. (2020). New media and freedom of expression. Journal of Media Law, 11(2), 158-174.
Donovan, B. (2019). Media literacy among social offenders. Journal of Media Psychology and Ethics, 12(8), 187-201.
Farhangi, A. A., Gharaguzloo, A., & Salavatian, S. (2010). New governance media economics. Journal of Communication Research, 17(3), 91-114.
Ghanbari Baghestan, A. (2019). Media literacy: An epistemological meta-analysis of scientific documents and productions (1970-2019). International Journal of Media, 14(1), 75-93.
Hallaq, T. (2016). Evaluating online media literacy in higher education: Validity of the digital online media literacy assessment. Journal of Media Literacy Education, 8(1), 62-84.
Heidi, L. (2020). Essentials of Critical-Constructivist Grounded Theory Research (Essentials of Qualitative Methods). NewYork: American Psychological Association.
Hobbes, R. (2021). Media Literacy in Action: Questioning the Media, Lanham: Rowman & Littlefield Publishers.
Kelleher, T. (2020). Public Relations. Oxford: Oxford University Press.
Kellner, D. & Share, J. (2019). The Critical Media Literacy Guide (Brill Guides to Scholarship in Education). Leiden: Brill Publishers.
Lopez, A. (2020). Ecomedia Literacy, London: Routledge.
Malekan, M. & Javadieh, Zohreh (2014). The role of media in instututionalization of resistive economy. Quarterly Journal of Media, 25(2), 87-100.
Morse, J. (2021). Developing Grounded Theory (Developing Qualitative Inquiry). London: Routledge.
Murray, L. (2020). Extending digital literacies: Proposing an agentive literacy to tackle the problems of distractive technologies in language learning. Journal of Mass Media, 8(12), 1-22.
Nemati Anaraki, D., Ziayeeparvar, H., & Sadeghi, J. (2020). Assessing information literacy of National Radio and Television news occupation employees in the digital era. Quarterly Journal of Audio-visual Media, 14(2), 167-190.
Ozmen, U. (2021). Cross-country variation in the share of national movies in total box office revenue. Journal of Media Economics, 31(4), 117- 135.
Pernisco, N. (2021). Media Literacy: An essential guide to critical thinking skills for our complex digital world. London: Sage.
Potter, J. (2016). Media Literacy, London: Sage.
Potter, J. (2019). Seven Skills of Media Literacy, London: Sage.
Raadmaan, A., Ghodsi, S. E., & Haditabar, E. (2021). The function of free media in controlling embezzlement crimes, from preventive actions to production risks. Quarterly Journal of Interdisciplinary Studies in Media and Culture, 11(1), 1-25.
Rastgari, S., Navah, A., & Hazbavi, A (2019). Sociological consequences of media literacy for awareness about citizenship rights and democratic demands. Quarterly Journal of Modern Media Studies, 5(18), 203- 228.
Shojaee, S., Dehdari, T., Behnaz, D., Noori, K., & Shojaee, M. (2019). The effect of media literacy education on aggression and attitude to violence among adolescent users of violent computer games. Quarterly Journal of Modern Media Studies, 2(8), 173-201.
Simons, J. (2017). Measuring Media Literacy for Media Education: Development of a Questionnaire for Teachers' Competencies. Journal of Media Literacy Education, 9 (1), 99-115.
Soleimani, S., Makki Aale Agha, B., & Etemad Ahari, A. (2020). The relationship between media literacy and socioeconomic position of parents with the motivation of study progress of high school students. Quarterly Journal of Social Psychology, 7(54), 63-75.
