نویسندگان
1 دانشیار دانشکده مدیریت، دانشگاه تهران
2 دانشجوی دکترا . دانشکده مدیریت دانشگاه تهران
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسندگان [English]
In this paper, we pinpoint to media institutions which have traditionally, organizational structure. This structure makes the acquisition for organizational management which doesn t cover the socio-cultural functions of media. We notify these malfunctions by trend study & criticize these media trends for proper substitutes. We analyze the factors of media discourse as the materials of a scientific disciplinary whose output indicates the dimensions of a new discourse. This deduction promote the elements of a strategic plan (: media communication culture) to meet new needs. According to this new era, we trace three major functions: cultural reproduction, social computation & linguistic distillation roles for media. We propose a package of cultural & managerial regards to stabilize these roles.
کلیدواژهها [English]
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