Social media marketing strategies in media organizations
vahid
aghamohseni
دانشجوی دکتری مدیریت رسانه پردیس البرز دانشگاه تهران
author
Mohammadrahim
Esfidani
Assistant Professor, Department of Management, Faculty of Management, University of Tehran, Tehran, Iran
author
Seyyed Mahdi
Sharifi
Media Management, Management Faculty, Tehran
author
Ezatollah
Abbasian
Associate Professor at Bu-Ali Sina University, Hamedan, Iran
author
text
article
2020
per
Abstract
Social media has changed the media market. As a result, a power shift from the media to the audience is emerging. This change makes it difficult for the media to attract and retain the audience. The main goal of this research is to achieve appropriate marketing strategies through social media in media organizations. By studying and reviewing research-related texts as well as previous research, based on the requirements of the subject, an in-depth interview method was used to gather information in the present study. The statistical sample includes 35 experts, top executives of media organizations, university professors, researchers and media specialists. A SWOT analysis is applied in this research. In general, by analyzing the findings and comparing strengths and weaknesses (internal factors) and threats and opportunities (external factors), and the combination and comparison of the strengths and opportunities (SO), weaknesses and opportunities (WO), strengths and threats (ST), weaknesses and threats (WT), effective strategies can be developed to apply to social marketing in media organizations.
We achieved the results that can be summarized as follows:
Comprehensive problem finding in Iranian media organizations, revising goals and structures, development of a new Strategic Council of Cyberspace, revision of the Human Resources chart, improving technical systems, creation of research committees, reviewing and compiling content for social networks, engagement with organizations, and attracting contributors.
Global Media Journal-Persian Edition
University of Tehran
2008-0468
14
v.
2
no.
2020
1
21
https://gmj.ut.ac.ir/article_76658_01059bcaeb3c6a4901111efddbe0b31d.pdf
dx.doi.org/10.22059/gmj.2020.76658
A Critical Study of Socio-cultural Features of the Movie The Salesman, Based on Laclau and Mouffe’s Theory
Abbas Ali
Ahangar
University of Sistan and Baluchestan
author
Amir Ali
Khoshkhoonejad
University of Sistan and Baluchestan
author
Soheila
Khademi
University of Sistan and Baluchestan
author
text
article
2020
per
Extended Abstract
Introduction and statement of the problem:
Language is the most fundamental and pervasive form of interaction between individuals. Just imagine how the transmission of different ideas and valuable experiences in human societies, and even from one generation to the next, would have been possible without the use of language tools. (Potter and Wetherell, 1987). Cinema has the ability to shape culture and improve social life; in this regard, by entering various social and cultural fields, it is good to represent the various concerns and issues of the societies and to provide the conditions for the productivity and development of the cultural and educational levels of the social system. It is also an indicator of cultural and social status.
Based on what has been said, the present study seeks to show how critical discourse analysis can be used to describe and analyze the socio-cultural components of cinematic films.
Theoretical background:
The purpose of the present research is to provide a critical study of the socio-cultural discourse features of the movie “The Salesman” based on Laclau and Mouffe’s (2001) CDA theory. Among the discourse theorists, Laclau and Mouffe's theory of discourse has a special place due to the fact that these two thinkers have been able to better bring the theories to the field of culture, society and politics. Also, Laclau and Mouffe (2001) were able to properly expand the concepts of this theory in the field of politics. The concepts of their discourse theory are largely rooted in Foucault's (1960) discourse theory. In fact, Laclau and Mouffe (2001) have taken a discursive view of the totality of social affairs and have demonstrated better strategies for these concepts in politics and society.
Methodology:
In this study, critical discourse analysis along with Laclau & Mouffe’s (2001) theory has been used. Laclau & Mouffe’s (2001) theory of discourse can be considered one of the most practical theories in this field. Since the content analyzed in this study is the discourses in the film "The Salesman", the first copy of the film was used with a focus on conversations between its characters; because the characters in a film are, in fact, representations of the identities of a society. Film analysis was performed based on the descriptive-analytical method; in writing the conversations of the film in question, the criterion for dividing the characters was based on time (minutes of the conversation).
Results and discussion:
The results indicate that the discourse and the semantic system of the movie “The Salesman” are articulated with the central signifier “rape” and the floating signifiers such as “middle class society”, “development and progress”, “poverty”, “secrecy”, “prostitution”, “fear of rejection”, “lying”, “violence”, “betrayal”, “family collapse”, “open society”, “personal revenge” and “metamorphosis”.
Conclusion:
In the following, through the inspection of “highlighting” and “backgrounding” features among the personalities of the characters, it is acknowledged that signifiers such as “lying”, “metamorphosis” and “poverty” have been highlighted and, on the contrary, signifiers like “humility”, “respect for privacy” and “family love” have been backgrounded.
Prominent results:
The results of analyzing the script of the film "The Salesman" show that the discourse order of the existing societies of the film "The Salesman" is represented in such a way that the film has a modern, religious and individualistic discourse. Thus, "religious discourse", which symbolizes the lower classes of society, and other identified discourses, such as "modern and individualistic" discourses in the film "The Salesman," symbolize the middle class.
Global Media Journal-Persian Edition
University of Tehran
2008-0468
14
v.
2
no.
2020
22
52
https://gmj.ut.ac.ir/article_76659_aef17f781ced50b67e85d5cf342cd0cd.pdf
dx.doi.org/10.22059/gmj.2020.76659
Social media and global identity: a study of the Instagram platform
mehri
bahar
Social communication Sciences, Faculty of Social Sciences, University of Tehran, Tehran, Iran
author
mohammad javad
bijani
Social Communication Sciences.social sciense.University of Tehran.tehran.iran
author
text
article
2020
per
Agency emerges not merely in the hands of humans but as a network between humans and non-humans. The philosophy of technology and consequently the philosophy of media has been considered in this research.
With the view that media technologies are not merely a means of conveying the message of information but have changed the world and the way we exist in our ontological meaning and not merely in the sociological and psychological sense.
The agency of social media due to the essence of social media is a key dimension in this study, and on the other hand, the question is what mechanisms lead man, who philosophically seeks identification with the workd around him, to global identity? An identity that is a macro identity and can be discussed at the level of abstraction and theory. Cyberspace is stereotyped by different platforms, that is, it shows a certain trend, and this constant trend continues as a stereotype.
This means a technological agency that can impress the user. The present article seeks to study the functionality of technology (Instagram platform) through its deterministic and stereotypical framework in the global identity of individuals and answer the main question:
How does global identity come about through the technology platform of Instagram?
The focus of this article is on the operation of the Instagram platform. Latour uses the actor-network theory to divert people's gaze from pure human agency and define technology agency alongside it. Actor-network theory, instead of dividing beings into human and non-human and reducing the role and agency of one of them to another, speaks of a heterogeneous network of human and inhuman actors who, in conjunction with different structures, form scientific and technical realities. Bruno Latour's four technical intermediaries include "translation", "composition", "reversible concealment" and "assignment of instructions", which can be a tool to understand the nature and ontology of the Instagram platform. And with these four mediators, he provides a description, analysis and explanation of this platform.
In other words, in the form of text analysis, the researcher has examined the Instagram platform and according to the services and materials that are involved in the formation of this social media, he has analyzed it using the mediation of Bruno Latour. These analyses start at the level of description and penetrate into very high levels of Instagram epistemology and ontology.
Instagram puts the person in front of the world. This leads him from a national and local definition to a global identity. It removes the person from all structures and gives him power. Thus, the individual considers himself free from all existing structures, and becomes cosmopolitan. There is no limitation for him, and action is translated into technological action. The options and instructions are in the hands of the user.
A person who is defined on Instagram and whose agency is defined according to technological agency is a person who is challenged in essence, a thinker, wise, active, self-expressing, self-interested, free-spirited, free, and only in conflict with other interests. This conflict of interest is also in line with the small order in the Instagram guidelines. It is solvable. One has to define oneself as the opposite of something in order to be able to know and recognize one's identity within that space.
The basis and nature of the Instagram platform are "human" and in particular, "individualism". The closest intellectual paradigm to that is liberalism. The nature of Instagram in the philosophical definition of man is equated with the nature of liberalism. Liberalism's definitions of individualism, freedom, and equality are consistent with Instagram's view of human beings. As a result of this research, according to the indicators obtained from Instagram through the technical mediation of Latour, "global identity" is realized in a paradigm shift from structure to person within the context of the Instagram platform. And users are in an interaction with a global identity.
Global Media Journal-Persian Edition
University of Tehran
2008-0468
14
v.
2
no.
2020
53
76
https://gmj.ut.ac.ir/article_76660_ce2401e5817562c3b3d8b13053484169.pdf
dx.doi.org/10.22059/gmj.2020.76660
Designing and analyzing models of different functionalities of virtual social networks in intercultural ethnic communications (Case study: Tehran university students who are users of social networks).
hadi
khaniki
Professor of Communication Department at Allameh Tabataba`i University
author
zohreh
zandieh
. Ph.D. student of communications science ,
Department of Communication Sciences, University of Allameh Tabataba`i, Tehran, Iran. (corresponding author).
author
ali sghar
keya
Professor of Communication Department at Allameh Tabatabae`i University
author
text
article
2020
per
Introduction and Problem Statement
With the increasing growth of virtual social media, intercultural communication between nations is affected by the consequences of these networks, whether intentionally or otherwise.
Researches performed in this field are indicative of different effects of cyberspace in general and virtual social networks in particular on intercultural relations; that is, some of them believe in identity reproduction in such space and some believe in the improvement of relations and reduction of intercultural sensitivities. Some other researches have found the reproduction of ethnocentric behaviors in interaction with virtual social networks as well. Due to the lack of an integrated theoretical approach in the evaluation of ethnic intercultural communication in interaction with virtual social networks, it seems necessary to ask, “Given the expansion of virtual social networks, what changes have taken place in inter-ethnic relations in Iran during recent years?”
Theoretical background:
Based on the theory of “communicative competence” by Kim regarding the non-native groups, virtual social networks affect the communicative competence of people in relation to the non-native groups as members of the non-native groups are included in personal networks of people.
Based on the “face negotiation” theory (Ting-Toomey), virtual social networks affect the communicative competence of people in relation to the non-native groups through security vulnerability dialectic effective management and inclusion-differentiation. So, the more securely the self-analysis is performed; the higher their identity coherence and general self-esteem will be. According to the theory developed by Manual Castells, network society plays a basic role in the reproduction of resistance identity based on common principles.
Methodology:
In the qualitative phase of the research, an in-depth interview has been used as a data collection tool; and in the quantitative phase, to test and evaluate the developed conceptual pattern, survey research has been employed.
Based on in-depth interviews performed with 20 university students in Tehran from four Kurd, Lor, Fars, and Turk ethnic groups, research data have reached theoretical saturation. To analyze data, concept analysis has been used. Research data have been collected through a study performed on 384 university students in Tehran, selected via Cochran formula.
Results and Discussion
Components of three variables of ethnic intercultural effects, ethnocentrism, and ethnic identity have had a relatively acceptable correlation with the three variables of diverse functions of virtual social networks in terms of intercultural communications. Therefore, considering the confirmatory factor analysis of the research, it is confirmed that the research theory i.e. pattern of diverse functions of virtual social networks is in good fit in terms of intercultural communications.
Conclusion
The research results showed that functional pattern in virtual social networks in terms of intercultural communications is diverse and in Prolog form. More accurately, it can be suggested that virtual social networks have a positive ethnic intercultural effect, and they will lead to ethnocentrism to become outstanding. Finally, they will lead to ethnic identity to become strengthened.
According to the research findings, virtual social networks can cause interethnic conflicts and differences and even resentment and hatred to become stronger and use ethnocentric views to be reproduced in such space. It was also shown that ethnic and racial identities in such spaces can be strengthened by virtual social networks.
Prominent results:
Considering research results, those involved in policymaking in relation to culture, cyberspace, and universities are recommended to formulate strategies and operational programs and take necessary actions regarding the adjustment of ethnic intercultural sensitivities in cyberspace in general and virtual social networks, in particular. Strengthening and promotion of media literacy and training the university students who use virtual social networks with social skills, especially those skills related to self-awareness, communication, empathy, stress coping, critical thinking, decision making and creative thinking as well as strengthening between-group social capital among them in respect of promoting out-group ethnic correlation can be effective.
Global Media Journal-Persian Edition
University of Tehran
2008-0468
14
v.
2
no.
2020
77
105
https://gmj.ut.ac.ir/article_78883_17eb00674671ebf37f2d92441fe25b58.pdf
dx.doi.org/10.22059/gmj.2020.78883
Feasibility Study of Using Crowdfunding Method for Drama Productions in IRIB
Siavash
Salavatian
IRIBU
author
bashir
hoseini
PhD in Communication, Director of the Department of Media Science, School of Communication and Media, Radio and Television University
author
Saber
Noori Moheb
Media Management MA., IRIB University
author
text
article
2020
per
Extended Abstract
Introduction and problem statement:
Given the limitations of current media financing methods, achieving a sustainable financing method has been a serious challenge for the IRIB. One of the new financing methods in the world is the idea that you don't have to look for great investors to make a product, you can attract small but numerous investments to make it happen. This method is called crowdfunding, and the present study seeks to evaluate the applicability of this new global method in financing the productions of the IRIB and identify the obstacles and the existing capacities for its successful application.
Theoretical background:
Many media companies provide at least part of their revenue through advertising, and some are entirely dependent on advertising. Problems with conventional financing methods have drawn media owners' attention to new and ongoing resources. The term "crowdfunding" refers to the concept of crowdsourcing, which describes the process of outsourcing to a large and, of course, anonymous population. "Crowdsourcing is derived from the words 'crowd' and 'outsourcing'," says Kleiman (2008), referring to the outsourcing of a particular task to a group of people outside the organization.
Crowdfunding is not just a new way of financing, it is a new way of connecting entrepreneurs and idea owners with the public. It should be noted that financing is one of the achievements of this method and there are other more important achievements. It can be argued that crowdfunding, by providing transparency and accountability, will bring about public participation and trust, which is the most important concern of any organization, especially media organizations.
Methodology:
Due to the novelty of the subject and the need to use the experts' opinions in various fields, the Delphi method was used. The research was conducted in three stages with the participation of 20 participants, including the IRIB managers, university experts, start-up business activists, and experts in the field of crowdfunding. Also, content analysis was used to analyze the data.
Findings:
The research findings were presented in two categories; capacities and obstacles to the implementation of the crowdfunding platform. The existing capacities for the realization of crowdfunding included advertising capacities of the IRIB, structural capacities of the IRIB, the economic and legal capacities of the IRIB, the capacities of drama productions, and cultural capacities of society. The existing barriers to crowdfunding included cultural barriers to promotion, cultural barriers of the IRIB, the fundamental problems of IRIB with the crowdfunding method, structural barriers of the IRIB, legal and regulatory barriers, cultural barriers to society, and barriers to drama production.
Discussion and conclusion:
The implementation of the crowdfunding model in the IRIB requires an agile, dynamic, creative, and innovative structure in which transparency of performance is also provided for model participants. According to the research findings, the sovereignty of the IRIB and its current situation makes it difficult to implement a system of transparency. However, due to the need to finance drama productions, the broadcaster can invest in teams and companies outside the organization. At the same time, the executive power of this organization can help solve the legal problems of implementing the model.
The design of the motivational system and gifts is one of the most important dimensions of this model, and the drama products have a high capacity in this regard. Considering attractive gifts for a project can greatly affect its success. The audience involved in this approach is vast enough to provide sufficient social capital for funding.
In attracting social capital, trust and culture are two key elements. The successful background of the IRIB in drama production is very trustworthy. The precondition for success is legal, and even economic transparency in model implementation, because people's trust and participation in financing projects depend on the transparency of the platform. Also, promoting community thought to turn the positive experience of people's participation in charities into participation in the cultural and media products by IRIB, due to its wide access to the audience.
Prominent results:
The prominent achievement of this research can be described as drawing the capacities and obstacles to using the crowdfunding method in the IRIB to finance drama productions. Given the current situation, IRIB is not able to implement such a method within its structure and it is better to choose the external organizational platform, taking into account the mentioned legal, economic, and cultural considerations.
Global Media Journal-Persian Edition
University of Tehran
2008-0468
14
v.
2
no.
2020
106
130
https://gmj.ut.ac.ir/article_76662_35d4e9a219bc364005bc2773e7105e63.pdf
dx.doi.org/10.22059/gmj.2020.76662
Qualitative Exploration of Representation of the Balochi Identity in Mass Media; Case Study: Baloch Graduate Students
Abdollatif
Karevani
sociology, faculty of social science, Shiraz university
author
Esfandiyar
ghafarinasab
Associate Professor of sociology, Shiraz University
author
text
article
2020
per
Extended Abstract
Introduction and Purpose of the Research: The media in multi-ethnic and multicultural countries can be an important tool for national cohesion or serve as the bedrock of ethnic and national crises. They can strengthen cultural diversity as the country's heritage or can distort and destroy cultural diversity by discriminating against access to representational tools, and become the ground for national divergence. In Iran, the media, due to their affiliation with the government and the political system, can cause serious damage to peaceful relations between Iranian ethnic groups if they implement ill-considered or dysfunctional policies and cause tension between ethnic groups and other Iranians. The present study was conducted with the purpose of qualitative exploration of representation of the Balochi identity in mass media (Seda and Sima, cinema, provincial television networks and virtual social networks ) among Baloch students at state universities.
Theoretical framework: The purpose of reviewing theories in the Grounded Theory method is to enhance theoretical sensitivity. Strauss and Corbin have used a variety of techniques (e.g., questioning, the flip-flop technique, far-out comparisons) to enhance researcher sensitivity during analysis. They are emphatic, however, that the ideas generated from the use of these techniques do not constitute more data but “stimulate reflection about the data at hand and provide different ways of knowing the data”.
Research method: The grounded theory approach of Strauss and Corbin was used in this study. The grounded theory method aims at generating theoretical explanations for the phenomena. This methodology helps to investigate the structure and process of the phenomena. Participants in this study were 15 students. The research participants were Master’s and Ph.D. Baloch students at state universities. An in-depth, open-ended interview was used to collect the data. The purpose of the interviews was to engage in dialogue with participants about the Representation of the Balochi Identity in Mass Media. The main strategy of data analysis using grounded theory is three coding methods; namely, open, axial and selective.
Findings: The result of data analysis is the achievement of sex categories and a core category. The categories are: The unrealistic and negative representation of the Balochi identity in the Seda and Sima and provincial networks, unrealistic representation of Balochi identity, ideological and political management of the otherness of Balochi identity, the stereotyping of the media and the negative attitude of other Iranians toward the Balochi identity constructing a negative habitus of Balochi identity in cinema and cyberspace and a realistic representation of Balochi identity. The core category is negative representation and stereotyping of the Balochi identity in the Seda and Sima and domestic cinema.
Conclusion: According to the findings of the present research, it can be concluded that a negative representation of Balochi identity has been formed in the country's Seda and Sima, and the Baloch identity has been identified with drugs, violence, addiction and insecurity. In the creation and continuation of this negative representation, the media and reference groups, especially Seda and Sima, and national networks have played a major role.
Prominent results: The main achievements and findings of the present research are as follows:
1- Presentation of the paradigm model of representation of the Balochi identity in mass media
2- Presentation of sensitizing scheme about representation of the Balochi identity in mass media and the consequences of this representation
Global Media Journal-Persian Edition
University of Tehran
2008-0468
14
v.
2
no.
2020
131
163
https://gmj.ut.ac.ir/article_76663_b54eb2005d8d35c173304cb3756c86fb.pdf
dx.doi.org/10.22059/gmj.2020.76663
A Study of the Rate and Factors Affecting Journalists' Job Satisfaction Decrease in Afghan Media
Adela
Kabiri
Herat University
author
Bashir Ahmad
Behrawan
Herat University
author
text
article
2020
per
This study was conducted to determine the extent and causes of job satisfaction downturn among Afghan journalists.
Herzberg's motivation-hygiene theory and dual-factor theory Frederick Herzberg presents the dual-factor theory, considering motivation and hygiene as two groups of factors affecting job satisfaction, and explains how employees' expectations and hopes are met by job satisfaction or dissatisfaction. This research is based on Herzberg’s theories. The approach adopted in the present research is a combination of quantitative and qualitative methods. In the first phase, using an online questionnaire, we obtained the job satisfaction of Afghan journalists. And then we conducted in-depth interviews with Afghan journalists regarding the factors behind job satisfaction. The results show that the majority of Afghan journalists are not fully satisfied with their jobs and this dissatisfaction is the product of factors that, according to Herzberg's theory, have influenced the dissatisfaction of Afghan journalists to varying degrees. As a result, we found a group of factors that respondents described as factors affecting their job dissatisfaction. These factors included: low salaries and low rates, lack of job security, illegal interference by media officials in professional practices, failure to enforce the media law and labor law, lack of individual development programs in the workplace, security threats, instability of social status, low access to information, and gender-based behavior.
Global Media Journal-Persian Edition
University of Tehran
2008-0468
14
v.
2
no.
2020
164
181
https://gmj.ut.ac.ir/article_76664_462651d1e24cd69078204886988c87f4.pdf
dx.doi.org/10.22059/gmj.2020.76664