Document Type : Original Article
Authors
1
Cultural and Media Management Department, Faculty of Management and Economics, Science and Research Branch, Islamic Azad University, Tehran, Iran.
2
Associate Professor, Faculty of Management, University of Tehran, Tehran, Iran.
3
Assistant Professor, Department of Media Management, Faculty of Humanities and Arts, Damavand Branch, Islamic Azad University, Damavand, Iran,
4
Assistant Professor, Faculty of Management and Economics, Science and Research Branch, Islamic Azad University, Tehran, Iran,
10.22059/gmj.2024.98449
Abstract
Considering the importance of media diplomacy for our country and the emergence of some weaknesses in this field, designing a persuasive model of media diplomacy in the Islamic Republic of Iran has been determined as the goal of this study. In this regard, with a qualitative approach and the method of grounded theory, in-depth and open interviews were conducted with 17 top elites in the field of diplomacy and media. Then, during three stages of open, axial and selective coding, the data were analyzed and continuous comparisons were made between them, and finally, the desired pattern was extracted in the form of a paradigm model.
Data analysis showed that the central phenomenon of this model is the persuasion of public opinion in the national interest. Also, the strategies of the persuasive model of media diplomacy of the Islamic Republic of Iran include the government's persuasive relationship with the media, the promotion of the media globally, the use of the capacity of culture and civil society, the media and foreign elites.
The important point is that the strength and efficiency of foreign policy is a prerequisite for success in media diplomacy in order to finally achieve national consensus and persuasion of activists and public opinion in this regard. The following is a more practical model that has operational strategies for promoting diplomacy, promoting the media, and improving relations between the two institutions, including a policy-making and coordinating staff that coordinates media-diplomacy activation.
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