New Media Studies

Transmedia Journalism Strategies in Iran

Sina Khosro; Neda Saidi

Volume 11, Issue 41 , April 2025, , Pages 76-41

https://doi.org/10.22054/nms.2025.75899.1634

Abstract

This research aims to investigate strategies for implementing transmedia storytelling in Iranian journalism. In the digital era, traditional journalism faces numerous challenges, prompting ... Read More This research aims to investigate strategies for implementing transmedia storytelling in Iranian journalism. In the digital era, traditional journalism faces numerous challenges, prompting the need for innovative approaches such as transmedia journalism, which enhances media communication effectiveness and audience engagement. Employing a mixed-methods approach, this study utilizes a qualitative Delphi method to gather and analyze data. To identify practical strategies, a SWOT analysis was conducted to evaluate the strengths, weaknesses, opportunities, and threats facing transmedia journalism in Iran. The findings reveal that transmedia storytelling not only enriches media content and facilitates a deeper understanding of events but also fosters increased audience participation and loyalty, promoting greater interaction and flexibility in information consumption. The SWOT matrix results indicate that transmedia journalism in Iran is positioned favorably for the implementation of developmental strategies. Furthermore, the study highlights that adopting transmedia storytelling could significantly elevate the status of journalism in Iran by providing practical solutions and establishing a theoretical framework. This research emphasizes the importance of employing transmedia techniques and underscores the necessity for suitable infrastructure to support these initiatives. Ultimately, the study advocates for a transformative approach to journalism that aligns with contemporary audience expectations and technological advancements, paving the way for a more interactive and participatory media landscape in Iran. Extended Abstract: Introduction In the rapidly evolving landscape of digital communication, traditional journalism faces substantial challenges, especially in countries like Iran. The shift in audience behavior, economic pressures, and the proliferation of digital platforms necessitate innovative journalistic approaches. Transmedia journalism, which integrates multiple platforms and offers participatory narratives, presents a viable alternative that aligns with contemporary communication needs. In Iran, this method is particularly relevant due to its ability to foster deeper audience engagement and enrich storytelling. Despite infrastructural and regulatory limitations, the potential of transmedia storytelling to reshape journalism and enhance the credibility and impact of news media is notable. This study explores the strategic implementation of transmedia storytelling in Iranian journalism, aiming to bridge the gap between global innovation and local practice. The research is grounded in the theoretical frameworks of media convergence, participatory culture, and collective intelligence, drawing from the seminal works of Jenkins and Lévy. It further emphasizes how these frameworks can transform passive audiences into active contributors in the storytelling process, thereby expanding the influence and sustainability of journalistic practices in Iran. Materials and Methods The research adopts a developmental and exploratory mixed-methods design with a focus on qualitative data. Utilizing the Delphi method, expert opinions were gathered from a purposive sample of 13 media and journalism specialists. These experts participated in two iterative rounds of anonymous feedback and consensus-building. To analyze the data, a SWOT framework (Strengths, Weaknesses, Opportunities, Threats) was employed. This approach enabled the identification of internal and external factors affecting the development of transmedia journalism in Iran. The study also used IFE (Internal Factor Evaluation) and EFE (External Factor Evaluation) matrices to quantify expert evaluations and guide strategic planning. The methodological rigor ensured the inclusion of diverse professional perspectives and minimized bias through anonymity and iterative validation. Findings/Results The findings suggest that transmedia journalism holds considerable promise for the Iranian media environment. Internally, its strengths lie in enhanced storytelling through multi-platform integration, the ability to foster audience loyalty, viral content dissemination, and more immersive content experiences. The Delphi panel highlighted the method’s capacity to adapt to various audience preferences and facilitate emotional engagement through participatory storytelling. However, challenges persist, particularly in terms of infrastructural limitations (e.g., internet bandwidth, access to modern technology), legal restrictions, and a high dependency on advanced tools, which are not uniformly available across the country. From an external perspective, the opportunities include increased internet penetration, the rise of domestic digital platforms, and the potential to amplify marginalized voices. Nonetheless, regulatory constraints such as platform censorship and the risk of misinformation were identified as significant threats. The SWOT analysis positioned Iran's media environment in the aggressive quadrant, suggesting high internal readiness for development if external barriers are managed. Three strategic scenarios—optimistic, pessimistic, and realistic—were developed, recommending infrastructure improvement, policy support, and audience education as key factors for success. Discussion and Implications The study interprets the SWOT findings within the theoretical frameworks of media convergence and participatory culture. The potential for creating "storyworlds"—where each platform contributes a unique narrative element—can transform the role of the audience from passive consumers to engaged co-producers. This participatory structure fosters emotional connection, enhances retention, and supports democratic discourse by enabling a multiplicity of voices. The use of technologies such as AR, AI, and VR further elevates the user experience and provides avenues for immersive and accessible journalism. The convergence of media, as theorized by Jenkins, suggests that a transmedia approach can reduce redundancies, diversify storytelling, and increase monetization potential. Economically, transmedia journalism opens avenues for brand integration, audience-driven content development, and collaborative storytelling between institutions and individuals. Despite Iran’s restrictive media environment, domestic social media platforms and alternative distribution channels can be optimized for local engagement. The study proposes tactical recommendations, including building internal platforms, enhancing journalistic digital literacy, incentivizing collaborative production models, and establishing legal frameworks that support innovation without compromising journalistic integrity. In the long term, these measures can reposition journalism as a dynamic, engaging, and socially relevant practice within Iran’s digital transformation. Conclusion Transmedia journalism represents a transformative opportunity for Iranian media, balancing narrative depth with technological innovation and audience interaction. Despite infrastructural and legal hurdles, the internal readiness of Iranian journalism institutions suggests fertile ground for development. The study underscores the need for strategic support, education, and infrastructure to fully harness the potential of transmedia practices. It advocates for a shift from linear reporting to participatory, multi-platform storytelling as a viable pathway for the future of journalism in Iran

Design a newsroom platform model for domestic media(Press organizations)

javad daliri; mohamad soltanifar; Ali Akbar Farhangi; hadi khaniki

Volume 8, Issue 32 , January 2023, , Pages 435-385

https://doi.org/10.22054/nms.2022.63918.1284

Abstract

In this article, a favorable model for Iranian domestic media is designed and presented.In this research, according to the exploratory nature of the research, the grounded theory or ... Read More

IGTV Opportunities and threats for IRIB

Farzaneh Nezakati Rezapour; mostafa asadzadeh; hossein basirianJahromi; Faraj Hosseinian Serajelu; Seyed Ahmad Askari

Volume 7, Issue 25 , March 2021, , Pages 358-327

https://doi.org/10.22054/nms.2021.56294.1068

Abstract

IGTV and its capabilities have affected the communication space of today's Iranian society, creating many challenges and issues in the media policy, especially IRIB. This study, explains ... Read More

Solutions for convergence between IRIB and cyberspace in content production

peyman bagherpoor; hossein mousavi; sayed ali mohammad azarbakhsh

Volume 7, Issue 25 , March 2021, , Pages 392-359

https://doi.org/10.22054/nms.2021.48146.867

Abstract

AbstractThe integration and integration of traditional media and the developments and changes of new technologies and media have led to media convergence. Convergence has certainly ... Read More

Designing a model of Convergence and function of social media in television productions

ramin shamsaeiniya; abouzar khoshbayan

Volume 6, Issue 22 , July 2020, , Pages 269-295

https://doi.org/10.22054/nms.2021.40700.707

Abstract

Technological changes are a key factor in the life of the media and how they operate. It is an undeniable fact that the media has always been created through the creation of a new technology. ... Read More

Post-Television in Iran: Islamic Republic of Iran Broadcasting (IRIB) Response to Media Convergence

seyed jamaledin akbarzade jahromi

Volume 3, Issue 10 , August 2017, , Pages 43-88

https://doi.org/10.22054/cs.2017.21226.204

Abstract

Post-television, as a result of media convergence, does not mean the death of television but it can be understood as the restructure of television production, distribution and consumption ... Read More

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Keywords = Media Convergence

Transmedia Journalism Strategies in Iran

Abstract

Design a newsroom platform model for domestic media(Press organizations)

Abstract

IGTV Opportunities and threats for IRIB

Abstract

Solutions for convergence between IRIB and cyberspace in content production

Abstract

Designing a model of Convergence and function of social media in television productions

Abstract

Post-Television in Iran: Islamic Republic of Iran Broadcasting (IRIB) Response to Media Convergence

Abstract