Seyed fazlollah Ghazavi; Mohammadreza Rasouli; ali geranmayeh pour
Abstract
Introduction
With the emergence and growth of mass media in the 20th century, especially after World War II, the face of traditional diplomacy has completely changed, and we are faced ...
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Introduction
With the emergence and growth of mass media in the 20th century, especially after World War II, the face of traditional diplomacy has completely changed, and we are faced with a phenomenon called media diplomacy, which is unprecedented in history; because the media, especially television networks and video satellites, practically carry out tasks that ministries and diplomatic missions traditionally carried out, and in many cases even act more powerfully, faster and more effectively. In other words, the national media needs a comprehensive and up-to-date media diplomacy that can, by utilizing technological facilities, present rich, attractive content that is suitable for various segments of society. From a negative perspective, this issue is also very crucial because the continuation of current policies and passivity in the face of changing tastes and the invasion of foreign media and social media will cause people to distance themselves from and become increasingly dissatisfied with the national media, and the people's anger with the Iranian Broadcasting Corporation will have unpleasant consequences both from the perspective of information and from the perspective of education and entertainment. This issue is also important from a research and academic perspective, and the number of studies that have been conducted in these fields is evidence of this claim. However, the fundamental issue from a research perspective is that in the studies conducted, the two categories of "satisfaction with the national media" and "media diplomacy" have been studied separately. An applied research that organizes and weaves these concepts together in the national media space has been neglected from the researchers' perspective. Therefore, the present study was conducted with the aim of filling this research gap. The research contribution and theoretical synergy of the present study is that this study attempts to identify the country's media policy-making structures with the aim of satisfying the audience and explain the pattern of relationships between them, using an exploratory approach based on the views of experienced and expert individuals. The present study answers this key question: What is the paradigmatic model of the national media in gaining public satisfaction through modern media diplomacy?
Methodology: This research is philosophically based on the interpretivist paradigm, so a qualitative research strategy and specifically the grounded theory method with an inductive approach was used. It is also a descriptive research in terms of its applied-developmental purpose and in terms of the method and time frame of data collection. The research participants included national media managers in the field of domestic and international news; managers of domestic and international television networks; managers of the IRIB Research Center and professors of the IRIB Faculty and the Faculty of Social Sciences and Communications of Azad University who were aware of the field of media diplomacy. The theoretical sampling method was used and interviews continued until theoretical saturation was achieved, and finally 22 people participated in this study. The data collection tool was a semi-structured interview and a questionnaire. The paradigmatic model of the research was presented using the grounded theory method and the indicators were prioritized using the fuzzy Sava method.
Results and Discussion: Based on the paradigmatic model of the research, it was determined that causal conditions (alignment of national media with global platforms, media literacy, and audience-centeredness) affect the pivotal phenomenon (national media product). The pivotal phenomenon, enabling conditions (national media technological infrastructure), and interventionist conditions (audience aversion) affect strategies and actions (new media diplomacy). Ultimately, strategies and actions lead to outcomes (attracting public satisfaction, national media productivity, and developing national and international communications).
Conclusion: In the findings section, the Swara method was used to determine the weight of the indicators of the paradigm model of the national media in gaining public satisfaction through modern media diplomacy. The index of establishing global communications and interactions (S41) was given the first priority with a weight of 0/1262. The index of trust in the content and news provided by the national media (S51) was given the second priority with a weight of 0/1158. The index of producing programs based on the wishes of the audience (S27) was given the third priority with a weight of 0/0934. The index of usefulness of the information provided to the audience (S55) was given the fourth priority with a weight of 0/0889. The index of observing impartiality and fairness in presenting news (S57) was given the fifth priority with a weight of 0/747.
