دانشگاه تهرانمجله جهانی رسانه - نسخه فارسی2008-046814220200220Social media marketing strategies in media organizationsراهبردهای بازاریابی سازمانهای رسانهای از طریق رسانههای اجتماعی1217665810.22059/gmj.2020.76658FAوحیدآقا محسنیدانشجوی دکتری مدیریت رسانه پردیس البرز دانشگاه تهرانمحمدرحیماسفیدانیاستادیار گروه آموزشی مدیریت،دانشکده مدیریت دانشگاه تهران، تهران، ایرانسیدمهدیشریفیمدیریت رسانه، دانشکده مدیریت، دانشگاه تهران، تهران، ایرانعزت الهعباسیاندانشیار گروه اقتصاد دانشگاه بوعلی سینا همدانJournal Article20200620
<strong>Abstract</strong>
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.هدف از انجام این پژوهش عبارت است از: دستیابی به راهبردهایی مناسب در "بازاریابی سازمانهای رسانه ای" از طریق "رسانه های اجتماعی". در ابتدا با مطالعه و کنکاش متون مرتبط با تحقیق و همچنین تحقیقات پیشین، بنا به ضرورت و مناسبت موضوع از روش مصاحبه ی عمیق برای گردآوری اطلاعات استفاده گردید. نمونه آماری، سیوپنج تن از خبرگان، شامل: مدیران ارشد سازمانهای رسانه ای، استادان دانشگاه، پژوهشگران و کارشناسان رسانه ای هستند. ابزار مورد استفاده در این پژوهش، ابزار تحلیلی-کاربردی سوات است. بهطورکلی محقق با تجزیه و تحلیل یافتهها و با مقایسه ی نقاط قوّت و ضعف (عوامل داخلی)، تهدیدها و فرصتها (عوامل خارجی) و ترکیب و مقایسه قوّتها و فرصتها (SO)، ضعفها و فرصتها (WO)، قوّتها و تهدیدها (ST) و ضعفها و تهدیدها (WT) به نتایجی دست یافت که با انجام و رعایت این نکات میتوان راهکارهای مؤثّری در جهت اعمال راهبردهایی برای بازاریابی اجتماعی، در سازمانهای رسانه ای یافت. از جمله: لزوم آسیبشناسی جامع در سازمانهای رسانه ای ایران، لزوم بازنگری در اهداف و ساختارهای سازمانهای رسانه ای ایران، تشکیل شورای راهبردی جدید برای فضای مجازی و اجرای استراتژیهای مؤثر، بازنگری در چارت نیروی انسانی سازمانهای رسانه ای ایران، بهسازی در سامانههای فنّی سازمانهای رسانه ای ایران و لزوم تشکیل کمیتههای پژوهشی، تهیه محتوا در زمینه بازاریابی اجتماعی، مطالعه و تدوین محتوا برای شبکه های اجتماعی، تعامل با سازمانها و نهادهای دولتی و غیردولتی و جذب مشارکتکننده اهمّ این نتایج است.دانشگاه تهرانمجله جهانی رسانه - نسخه فارسی2008-046814220200220A Critical Study of Socio-cultural Features of the Movie The Salesman, Based on Laclau and Mouffe’s Theoryبررسی انتقادی مؤلفههای اجتماعی_فرهنگی فیلم «فروشنده» بر اساس الگوی لاکلا و موف22527665910.22059/gmj.2020.76659FAعباسعلیآهنگردانشگاه سیستان و بلوچستان0000-0003-1288-1506امیرعلیخوشخونژاددانشگاه سیستان و بلوچستانسهیلاخادمیدانشگاه سیستان و بلوچستانJournal Article20200620<strong>Extended Abstract</strong>
<strong>Introduction and statement of the problem:</strong>
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.
<strong>Theoretical background:</strong>
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.
<strong>Methodology:</strong>
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).
<strong> </strong>
<strong>Results and discussion:</strong>
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”.
<strong> </strong>
<strong>Conclusion:</strong>
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.
<strong> </strong>
<strong>Prominent results:</strong>
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.
<strong> </strong>سینما به بازنمایی واقعیتهای سیاسی، اجتماعی و فرهنگی میپردازد. تحلیل گفتمان انتقادی نیز واقعیتهای متن زبانی را با توجه به مؤلفههایی همچون ایدئولوژی، اجتماع، فرهنگ و سیاست بازنمایی میکند. هدف پژوهش حاضر بررسی انتقادی مؤلفههای گفتمان اجتماعی– فرهنگی فیلم «فروشنده» براساس ابزارهای گفتمانی لاکلا و موف (2001) است. در این راستا، متن کامل مکالمه ی فیلم «فروشنده» گردآوری شد. سپس، داده های کامل فیلم با استفاده از مؤلفههای گفتمانی مطرحشده در لاکها و موف (2001) مورد توصیف و تحلیل قرار گرفتند. نتایج پژوهش نشان داد؛ گفتمان فیلم «فروشنده» با نظام معنایی حول محور دال مرکزی «تجاوز» و دال های شناوری همچون «طبقه متوسط جامعه»، «توسعه و پیشرفت»، «فقر»، «پنهانکاری»، «روسپیگری»، «ترس از طرد شدن»، «دروغگویی»، «خشونت»، «خیانت»، «فروپاشی خانواده»، «جامعه باز»، «انتقام شخصی» و «مسخشدگی» منسجم شده است. بهعلاوه، در ابتدا، گفتمان های موجود در فیلم «فروشنده» مدرن و فردگرا است؛ ولی این فیلم درصحنه ی آخر گفتمان مذهبی را دوباره فعالسازی کرده است و گفتمان مدرن و فردگرا را در حاشیه قرار داده است. در ادامه، با بررسی مؤلفههای برجسته سازی و حاشیه رانی در شخصیت بازیگران فیلم«فروشنده» مشخص گردید که دال های «دروغگویی»، «مسخشدگی» و «فقر» در این فیلم برجسته شده است و دال های «تواضع و فروتنی»، «احترام به حریم خصوصی» و «خانوادهدوستی» به حاشیه کشیده شدهاند.دانشگاه تهرانمجله جهانی رسانه - نسخه فارسی2008-046814220200220Social media and global identity: a study of the Instagram platformرسانههایاجتماعی و هویّت جهانی، مطالعهی پلتفرم اینستاگرام53767666010.22059/gmj.2020.76660FAمهریبهارعلوم ارتباطات اجتماعی ، دانشکده علوم اجتماعی ، دانشگاه تهران ، تهران ،ایرانمحمدجوادبیژنیعلوم ارتباطات اجتماعی،دانشکده علوم اجتماعی ،دانشگاه تهران ،تهران ،ایرانJournal Article20200620Agency 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.
عاملیت نه به صورت صرف در دست آدمیان بلکه به صورت شبکهای بین آدمیان و غیر آدمیان ظهور پیدا میکند. فلسفهی تکنولوژی و به تبع فلسفهی رسانهها در این تحقیق مورد توجه قرار گرفته است؛ تمرکز این مقاله برروی عاملیت پلتفرم اینستاگرام است. اینکه چگونه این پلتفرم دارای کنشمندی میشود که هویّت جهانی را به وجود میآورد. چهار میانجیگر تکنیکی برونو لاتور شامل: ("ترجمه"، "ترکیب"، "نهانسازی بازگشت پذیر" و "واگذاری دستورالعملها") است؛ که میتوانند ابزاری باشند برای فهم ماهیّت و هستیشناسی پلتفرم اینستاگرام و با این چهار میانجیگر، توصیف، تحلیل و تبیینی از آن ارائه داد. اساس و ماهیّت پلتفرم اینستاگرام، "انسان" و به صورت خاص، "فردگرایی" است. که نزدیکترین پارادایم فکری به آن لیبرالیسم است. در نتیجه ی این تحقیق باتوجه به شاخصهایی که از اینستاگرام، از طریق میانجیگری تکنیکی لاتور به دست میآید؛ "هویّت جهانی" در بستر پلتفرم اینستاگرام محقق میشود. دانشگاه تهرانمجله جهانی رسانه - نسخه فارسی2008-046814220200220Designing 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).طراحی و ارزیابی الگوی کارکردهای متنوّع شبکههای اجتماعی مجازی در ارتباطات میانفرهنگی قومی (مورد مطالعه: دانشجویان دانشگاههای تهران)771057888310.22059/gmj.2020.78883FAهادیخانیکیاستاد گروه ارتباطات، دانشگاه علامه طباطبائیزهرهزندیهدانشجوی دکتری علوم ارتباطات دانشگاه علامه طباطبائیعلی اصغرکیااستاد گروه روزنامه نگاری، دانشگاه علامه طباطبائیJournal Article20201212<strong>Introduction and Problem Statement</strong>
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?”
<strong>Theoretical background:</strong>
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.
<strong>Methodology:</strong>
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.
<strong>Results and Discussion</strong>
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.
<strong>Conclusion</strong>
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.
<strong>Prominent results:</strong>
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.پژوهش حاضر درصدد طراحی و ارزیابی الگوی کارکردهای متنوّع شبکه های اجتماعی مجازی، در ارتباطات میان فرهنگی قومی (مورد مطالعه: دانشجویان دانشگاههای تهران) بوده است. از این منظر، از طرح متوالی اکتشافی برای ارزیابی موضوع، بهره جسته است. بدین ترتیب که در فاز کیفی بواسطه ی انجام مصاحبه ی عمقی با20 نفر از دانشجویان دانشگاههای تهران، از اقوام مختلف، که به واسطه ی روش نمونه گیری هدفمند و نظری، انتخاب شده بودهاند؛ دادههای پژوهش گردآوری و با استفاده از روش تحلیل مضمون، مورد تحلیل و الگوی مفهومی اندازه گیری شبکه ای کارکردهای شبکه های اجتماعی مجازی، در ارتباطات میان فرهنگی قومی برساخته شده است. نتایج فاز کیفی پژوهش نشان داد که الگوی کارکردهای شبکه های اجتماعی مجازی در ارتباطات میان فرهنگی قومی متنوّع و چندوجهی بوده و از سه مضمون فراگیر تأثیرات بین فرهنگی قومی، هویّت قومی و قوممحوری تشکیل شده است. در فاز کمّی پژوهش، به منظور ارزیابی و آزمون الگوی مفهومی برساخته شده، از مطالعه ی پیمایشی استفاده شده است. بدین ترتیب که با استفاده از ابزار پرسشنامه ی محقّق ساخته ی مأخوذ از مطالعه ی کیفی، داده های پژوهش از روی 384 نفر از دانشجویان دانشگاه های تهران که به واسطه ی روش نمونه گیری طبقه ای نسبتی و فرمول کوکران انتخاب شده بودهاند؛ گردآوری گردید. نتایج فاز کمّی پژوهش نشان داد: که الگوی کارکردهای متنوّع شبکه های اجتماعی مجازی، در ارتباطات میان فرهنگی از برازش لازم برخوردار میباشد. دانشگاه تهرانمجله جهانی رسانه - نسخه فارسی2008-046814220200220Feasibility Study of Using Crowdfunding Method for Drama Productions in IRIBامکانسنجی استفاده از روش تأمینمالیجمعی تولیدات نمایشی سازمان صداوسیما1061307666210.22059/gmj.2020.76662FAسیاوشصلواتیاناستادیار دانشکده ارتباطات و رسانه دانشگاه صداوسیما0000-0003-3894-2792بشیرحسینیدکتری ارتباطات، مدیر گروه علومنوینرسانه دانشکدهارتباطات و رسانه دانشگاه صداوسیماصابرنوری محبکارشناسی ارشد مدیریت رسانه، دانشگاه صداوسیماJournal Article20200620
<strong>Extended Abstract</strong>
<strong>Introduction and problem statement:</strong>
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.
<strong>Theoretical background:</strong>
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.
<strong>Methodology:</strong>
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.
<strong>Findings:</strong>
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.
<strong>Discussion and conclusion:</strong>
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.
<strong>Prominent results:</strong>
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.
تأمینمالی تولیدات رسانهای، یکی از مسائل مهم در سازمان صداوسیما و از طرف دیگر، محدودیّت در روشهای فعلی تأمینمالی همیشه یک مشکل جدی برای این سازمان بوده است. یکی از روشهای جدید تأمینمالی در دنیا تأمینمالیجمعیاست. تأمینمالیجمعی این ایده را مطرح میکند که برای ساخت یک محصول الزاماً نیاز نیست به دنبال سرمایهگذاران بزرگ بود؛ میتوان سرمایههای کوچک اما متعدد را برای تحقّق آن جذب کرد. در این پژوهش؛ بهدنبال آن بودیم که آیا میتوان از این روش نوین و مشهور جهانی در تأمینمالی تولیدات نمایشی سازمان صداوسیما نیز بهره برد یا خیر؟ برای اینمنظور؛ روش دلفی انتخاب و در مرحله ی اول با 20 کارشناس مصاحبه انجامشد؛ بعد از تحلیل و تقلیل دادههای این مرحله، 52 گویه منحصربهفرد بهدست آوردیم. در راند دوم و سوم که بهصورت پرسشنامه ی ایمیلی انجامشد؛ به ترتیب 18 و 15 نفر از اعضای پنل دلفی حضور داشتند و در انتها به 34 گویه در قالب 12 دسته رسیدیم؛ ازاین بین 5 دسته جزو ظرفیتها و 7 دسته، جزو موانع تحقّق این مدل بود.<br /> آنتن گسترده ی صداوسیما، آشنایی مردم با مدلهای اقتصادی مشابه، شبکه ی توزیع وسیع، ازجمله مهمترین ظرفیتهای اشارهشده؛ عدم شفافسازی، ترس مدیران از اثرگذاری مردم در فرهنگ و نیاز مالی بالا در تولیدات نمایشی، ازجمله مهمترین موانع اشارهشده برای تحقّق مدل تأمینمالیجمعی برای تولیدات نمایشی سازمان صداوسیما بود. درنهایت: باتوجه به گویههای بهدستآمده، میتوان گفت که صداوسیما میتواند از تأمینمالیجمعی بهره ببرد؛ اما مقدمه ی این بهرهبرداری تغییراتی در رویکردها، سازوکارها و ساختارها را میطلبد که در بخش نتیجهگیری بهعنوان پیشنهادهای کاربردی ارائه گردیده است.دانشگاه تهرانمجله جهانی رسانه - نسخه فارسی2008-046814220200220Qualitative Exploration of Representation of the Balochi Identity in Mass Media; Case Study: Baloch Graduate Studentsکاوش کیفی ادراک دانشجویان بلوچ از بازنمایی هویّت بلوچها در رسانههای جمعی؛ مورد مطالعه: دانشجویان بلوچ تحصیلات تکمیلی1311637666310.22059/gmj.2020.76663FAعبدالطیفکاروانیجامعه شناسی، دانشکده علوم اجتماعی، دانشگاه شیراز0000-0003-0819-9002اسفندیارغفاری نسبدانشیار جامعه شناسی، دانشگاه شیرازJournal Article20200620<strong> </strong>
<strong>Extended Abstract</strong>
<strong>Introduction and Purpose of the Research</strong>: 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.
<strong>Theoretical framework:</strong> 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”.
<strong>Research method</strong>: 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.
<strong>Findings:</strong> 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.
<strong>Conclusion</strong>: 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.
<strong>Prominent results: </strong>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 representationتحقیق حاضر با هدف کاوش کیفی ادراک دانشجویان بلوچ تحصیلات تکمیلی، ازبازنمایی هویّت بلوچها در رسانههای جمعی: (صدا و سیما، سینما، شبکه ی استانی و شبکههای اجتماعی مجازی) در میان دانشجویان بلوچ در دانشگاههای دولتی انجام شده است. در این تحقیق، از نظریه ی زمینهای استفاده شدهاست. مشارکتکنندگان تحقیق، دانشجویان بلوچ مقطع ارشد و دکترای دانشگاههای دولتی بودهاند. دادهها از طریق مصاحبه ی عمیق به دست آمده است. مصاحبهها تا رسیدن به اشباع نظری در خصوص مقولات مختلف مورد مصاحبه، ادامه پیدا کردند. تحلیل دادهها با استفاده از کدگذاری باز، محوری و انتخابی انجام شد. نتیجه تحلیل دادهها، دستیابی به شش مقوله ی محوری و یک مقوله ی هسته بوده است. مقولات محوری عبارتاند از: بازنمایی غیرواقعی و منفی از هویّت بلوچها در صدا و سیما، شبکه ی استانی و بازنمایی غیرواقعی از هویّت بلوچها، مدیریت ایدئولوژیک و سیاسی و غیریت سازی از هویّت بلوچها، کلیشه سازی رسانهای و نگاه منفی سایر مردم ایران به هویّت بلوچها، برساخت منش منفی در مورد هویّت بلوچها در فیلمهای سینمایی و فضای مجازی و بازنمایی واقعگرایانه از هویّت بلوچها. مقوله ی هسته نیز عبارت است از: بازنمایی منفی و کلیشه سازی هویّتی منفی از بلوچها در صدا و سیما و سینمای داخلی.دانشگاه تهرانمجله جهانی رسانه - نسخه فارسی2008-046814220200220A Study of the Rate and Factors Affecting Journalists' Job Satisfaction Decrease in Afghan Mediaمطالعهای درباره رضایت شغلی در میان روزنامهنگاران افغان1641817666410.22059/gmj.2020.76664FAعادلهکبیریدانشگاه هراتبشیراحمدبهرواندانشگاه هراتJournal Article20200620<br /> This study was conducted to determine the extent and causes of job satisfaction downturn among Afghan journalists.
<strong>Herzberg's motivation</strong>-<strong>hygiene theory</strong> and <strong>dual</strong>-<strong>factor theory</strong><br /> 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.<br /> 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.
این تحقیق به دلیل دستیابی به میزان و عوامل کاهش رضایت شغلی روزنامهنگاران افغان انجامشده است. هرزبرگ از عوامل نگهدارنده و انگیزشی بهعنوان دو گروه عوامل تأثیرگذار در رضایت شغلی نامبرده است و بروفی چگونگی دستیابی به انتظارات و امیدهای کارمندان را عامل رضایت یا نارضایتی شغلی میداند؛ این تحقیق با تکیهبر نظریات هرزبرگ و بروفی انجامشده است. رویکرد این تحقیق ترکیبی از روشهای کمی و کیفی است طوری که در مرحلهی اول با استفاده از پرسشنامهی آنلاین، میزان رضایت شغلی روزنامهنگاران افغان را به دست آوردیم و در مرحله ی بعد با استفاده از مصاحبههای عمقی عوامل کاهش رضایت شغلی نزد ژورنالیستان افغان را جستجو کردیم. نتایج رویکرد کمی این تحقیق نشان میدهد که اکثریت خبرنگاران افغان از شغل خود رضایت کامل ندارند و یافتههای کیفی این تحقیق نشان میدهند که نارضایتی ژورنالیستان افغان، مبتنی بر نظریات هرزبرگ، محصول عواملی ازجمله: حقوق کم، تهدیدهای امنیتی، تبعیض جنسیتی، نبود آزادی حرفهای، ناپایداری منزلت اجتماعی، نبود زمینههای انکشافی، نبود مصونیت شغلی و دسترسی کم به اطلاعات است که در درجههای مختلف شدّت روی نارضایتی آنها تأثیرگذاشته است.