نوع مقاله : مقاله علمی پژوهشی

نویسندگان

• سید فضل الله قاضوی
• محمد رضا رسولی
• علی گرانمایه پور

گروه ارتباطات و رسانه، واحد تهران مرکزی، دانشگاه آزاد اسلامی، تهران، ایران

چکیده

مطالعه حاضر با هدف طراحی و اعتبارسنجی الگوی دیپلماسی رسانه‌ای نوین جهت رضایت‌مندی جامعه از سازمان صداوسیما انجام شد. این مطالعه از نظر هدف یک تحقیق کاربردی-توسعه‌ای است و از نظر شیوه گردآوری داده‌ها یک تحقیق توصیفی است با رویکرد پیمایش مقطعی می‌باشد. برای دستیابی به هدف از طرح تحقیق آمیخته اکتشافی استفاده گردید. جامعه مشارکت‌کنندگان شامل خبرگان نظری (اساتید مدیریت رسانه و مدیریت دولتی) و خبرگان تجربی (مدیران سازمان صداوسیما) است. برای نمونه‌گیری از روش نمونه‌گیری نظری استفاده شد و تا رسیدن به اشباع نظری ادامه یافت. در نهایت از دیدگاه 22 نفر از خبرگان مشارکت کردند. در بخش کمی نیز از دیدگاه سازمان صداوسیما استفاده شد و اندازه نمونه با روش تحلیل توان 130 نفر برآورد گردید. نمونه‌گیری بخش کمی با روش طبقه‌ای-تصادفی صورت پذیرفت. برای تحلیل داده‌ها در بخش کیفی از روش گراندد تئوری با نرم‌افزار Maxqda و در بخش کمی از روش حداقل مربعات جزئی با نرم‌افزار Smart PLS استفاده گردید. براساس مدل پارادایمی پژوهش مشخص گردید شرایط علی (همسویی رسانه ملی با پلتفرم‌های جهانی، سواد رسانه‌ای و مخاطب‌محوری) بر پدیده محوری (محصول رسانه ملی) تاثیر می‌گذارند. پدیده محوری، شرایط بسترساز (زیرساخت‌های فناورانه رسانه ملی) و شرایط مداخله‌گر (مخاطب‌گریزی) بر راهبردها و اقدامات ( دیپلماسی رسانه‌ای نوین) اثرگذارند. در نهایت راهبردها و اقدامات منجر به حصول پیامدها ( جلب رضایت جامعه، بهره‌وری رسانه ملی و توسعه ارتباطات ملی و بین‌المللی) می‌شوند.

کلیدواژه‌ها

• دیپلماسی رسانه‌ای
• رضایت‌مندی جامعه
• سازمان صداوسیما

موضوعات

• پلتفرم ها و فضای مجازی

عنوان مقاله [English]

Design and Validation of a Modern Media Diplomacy Model to Enhance Public Satisfaction with the Islamic Republic of Iran Broadcasting (IRIB)

نویسندگان [English]

• Seyed fazlollah Ghazavi
• Mohammadreza Rasouli
• ali geranmayeh pour

PhD Candidate, Department of Communication and Media Studies, Central Tehran Branch, Islamic Azad University, Tehran, Iran

چکیده [English]

Introduction
From their earliest formation, governments have moved toward building a national brand and, subsequently, toward exercising control and influence. Accordingly, they have employed various resources and tools for national diplomacy and discourse, and the use of media platforms has been part of this process (Kabiri & Adami, 2024). Today, media play a decisive role in presenting a country and shaping a positive or negative image of it. In many cases, countries’ weaknesses or failures in the diplomatic use of media have led to either the improvement or deterioration of their national brand and, consequently, of their image in domestic and global public opinion (Salimian & Esmaeili Taba, 2024). With the advancement of technology, the rise of social media, and other online tools, changes in media policymaking appear necessary, and leading governments seek to adopt new forms of media diplomacy in both domestic and international contexts (Harnhap et al., 2025).
With the emergence and growth of mass media in the twentieth century—especially after World War II—the face of traditional diplomacy has been fundamentally transformed, and we are now confronted with a phenomenon called media diplomacy, which is unprecedented in history. Media—particularly television networks and satellite broadcasters—perform functions that traditionally belonged to ministries and diplomatic missions and, in many cases, operate more powerfully, rapidly, and effectively (Shirmohammadi, 2024).
One of the major challenges facing the national broadcaster over the past decade has been the sharp decline in its audience. This decline stems partly from the expansion of social media, satellite networks, generational shifts, and evolving audience preferences, and partly from certain ineffective policies of the national broadcaster. Therefore, revisiting media diplomacy to enhance public satisfaction and attract audiences is essential.
The diversity of media and the expansion of the digital environment have altered audience preferences, reducing their loyalty to any single platform. Thus, the national broadcaster requires a modern media diplomacy strategy based on trust-building, technological integration, and the production of engaging content tailored to various social groups. Continuing current policies and neglecting media transformations may further widen the gap between the public and the national broadcaster, leading to negative consequences for information delivery, education, and entertainment.
From a research perspective, most studies on media diplomacy have focused on the international sphere, paying limited attention to domestic audiences. Hence, the present study adopts an exploratory approach and draws on expert insights to identify the components of media policymaking aimed at improving audience satisfaction and to explain the relational model among these components. Ultimately, this research seeks to answer the key question: What is the model of modern media diplomacy required to enhance public satisfaction with the national broadcaster, and how valid is this model?
Theoretical Foundations of Media Diplomacy
The modern concept of media diplomacy was introduced by Ramaprasad in 1983. According to him, media diplomacy refers to the use of media's potential in employing sources of soft power and transforming them into actual power. It stems from the role of the press in performing diplomatic functions between nations. This concept encompasses journalistic, television, satellite, and internet diplomacy within the framework of public diplomacy (Saliu et al., 2023). The national broadcaster, as the largest official media organization in the country, also requires a comprehensive media diplomacy strategy to achieve its objectives (Mohammadi & Nasrollahi, 2022).
Research Methodology
This study is applied developmental research conducted with the aim of designing and validating a model of modern media diplomacy to enhance public satisfaction with the Islamic Republic of Iran Broadcasting (IRIB). Based on data collection methods, the research is non-experimental (descriptive) and was implemented through a cross-sectional survey. To achieve the research objectives, an exploratory mixed-methods design was employed.
The qualitative phase participants included theoretical experts (professors of media management and management) and practical experts (IRIB managers). The quantitative population consisted of employees of the IRIB organization. The sample size was estimated using Cohen's power analysis rule (2013) and GPower software. With a confidence level of 95%, an effect size of 0.15, and a test power of 80%, the minimum sample size was calculated as 126 participants; to ensure reliability, 130 questionnaires were collected. Sampling was conducted using a simple stratified random method.
The data collection tools included a semi‑structured interview in the qualitative phase and a researcher‑made questionnaire in the quantitative phase. For data analysis, Grounded Theory and MaxQDA software were used in the qualitative phase, while in the quantitative phase, Partial Least Squares (PLS) analysis was performed using the Smart PLS software.
Research Findings
To formulate the model of modern media diplomacy aimed at enhancing public satisfaction with the national broadcaster (IRIB), interview data were analyzed in MaxQDA using the grounded theory systematic approach of Strauss and Corbin (1997), including open, axial, and selective coding.
Step 1) Open Coding: In the open coding stage, 342 initial codes were identified. After removing duplicates and merging synonymous codes, 65 open codes remained.
Step 2) Axial Coding: Axial coding involves grouping open codes into broader conceptual categories. In this study, the central phenomenon was identified as media diplomacy. Open codes were organized into larger, meaningful constructs with an analytical focus on diagnosing existing issues. The expected outcomes were public satisfaction, which could be categorized into national broadcaster productivity, development of national and international communications, and ultimately public satisfaction with IRIB.
Step 3) Selective Coding: Based on the systematic grounded theory approach, the constructs identified during axial coding were categorized into causal conditions, contextual conditions, intervening conditions, the core phenomenon, strategies, and consequences. Ultimately, six selective codes, ten axial codes, and sixty-five open codes were obtained.
According to the study's paradigm model, the causal conditions (alignment of the national broadcaster with global platforms, media literacy, and audience orientation) influence the core phenomenon (national media output). The core phenomenon, together with contextual conditions (technological infrastructures of the national broadcaster) and intervening conditions (audience disengagement), impacts the strategies and actions (modern media diplomacy). Finally, these strategies and actions lead to outcomes such as public satisfaction, enhanced productivity of the national broadcaster, and improved national and international communication.
Discussion and Conclusion
The present study was conducted with the aim of designing and validating a model of modern media diplomacy to enhance public satisfaction with the national broadcaster (IRIB). Findings from the qualitative data analysis and the research paradigm model revealed that the causal conditions—including alignment of the national broadcaster with global platforms, improvement of media literacy in society, and the adoption of an audience-oriented approach—serve as fundamental determinants shaping the core phenomenon, namely the quality and structure of the content produced by the national broadcaster. These elements not only contribute to message production but also guide the broadcaster's orientation in engaging with public opinion.
In the final stage, analyses showed that the strategies formulated within the framework of modern media diplomacy led to meaningful and multilevel outcomes. These include enhancing public satisfaction with the national broadcaster, increasing efficiency in program production processes, and expanding communication networks at both national and international levels. These results indicate that media policymaking, when grounded in a precise understanding of audience needs, social conditions, and technological capacities, can not only restore public trust but also redefine the role of the national broadcaster as a key reference institution within the country's communication system.

کلیدواژه‌ها [English]

• Media diplomacy
• public satisfaction
• Islamic Republic of Iran Broadcasting (IRIB)