نوع مقاله : مقاله علمی پژوهشی

نویسندگان

• خسرو سینا ¹
• ندا سعیدی ²

¹ استادیار گروه هنر، دانشکده هنر و معماری، دانشگاه کردستان، سنندج، ایران

² دانشجوی دکتری گروه علوم ارتباطات، واحد تهران شمال، دانشگاه آزاد اسلامی، تهران، ایران

چکیده

در عصر دیجیتال، روزنامه‌نگاری سنتی با چالش‌های متعددی مانند کاهش تعامل مخاطب و گسترش رسانه‌های نوین مواجه شده بود. در این شرایط، روزنامه‌نگاری فرارسانه‌ای به‌عنوان رویکردی نوین برای ارتقای اثربخشی ارتباطات رسانه‌ای و پاسخ به نیازهای نوپدید مخاطبان مطرح شده بود. این پژوهش باهدف شناسایی و تحلیل استراتژی‌های به‌کارگیری تکنیک‌های داستان‌سرایی فرارسانه‌ای در روزنامه‌نگاری ایران انجام شد. مطالعه حاضر با طراحی پژوهش توسعه‌محور و رویکرد ترکیبی، از روش دلفی کیفی برای گردآوری داده‌ها بهره برد. جامعه آماری شامل ۱۳ نفر از متخصصان حوزه رسانه و روزنامه‌نگاری بود که با نمونه‌گیری هدفمند انتخاب شدند. برای تحلیل داده‌ها، از تکنیک تحلیل SWOT جهت ارزیابی عوامل درونی و بیرونی تأثیرگذار بر پیاده‌سازی این رویکرد استفاده شد. یافته‌ها نشان داد که به‌کارگیری تکنیک‌های فرارسانه‌ای باعث ارتقای کیفیت محتوای خبری، افزایش مشارکت و وفاداری مخاطبان و ایجاد انعطاف‌پذیری در فرایند مصرف اطلاعات شده بود. همچنین نتایج تحلیل‌ها حاکی از آن بود که روزنامه‌نگاری ایران از ظرفیت‌های درونی بالایی برای توسعه این رویکرد برخوردار بوده و در موقعیتی تهاجمی برای اجرای راهبردهای تحول‌آفرین قرار داشت. در جمع‌بندی، پژوهش تأکید کرد که استفاده هدفمند از روایت فرارسانه‌ای می‌تواند جایگاه حرفه‌ای رسانه‌ها را در ایران ارتقا دهد و بر ضرورت توسعه زیرساخت‌های فناورانه و سیاست‌گذاری حمایتی برای تحقق این تحول تأکید کرد.

کلیدواژه‌ها

• هوش جمعی
• روزنامه‌نگاری دیجیتال
• رسانه‌های ایرانی
• همگرایی رسانه‌ای
• فرهنگ مشارکتی
• تحلیل SWOT
• داستان‌سرایی فرارسانه‌ای

موضوعات

• پلتفرم ها و فضای مجازی

عنوان مقاله [English]

Transmedia Journalism Strategies in Iran

نویسندگان [English]

• Sina Khosro ¹
• Neda Saidi ²

¹ Assistant Professor, Department of Cinema, Kurdistan University, Sanandaj, Iran

² Ph.D. Student in Communication Sciences, North Tehran Branch, Islamic Azad University, Tehran, Iran

چکیده [English]

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

کلیدواژه‌ها [English]

• Collective Intelligence
• Digital Journalism
• Iranian Media
• Media Convergence
• Participatory Culture
• SWOT Analysis
• Transmedia Storytelling