Communication Research

Designing Interactive Model of Media Management Using Modern Information and Communication Technologies

Document Type : Original Article

Authors

Datis Khajeheian 1
Ali Akbar Farhangi 2
Abbas Hadaviniya 1

1 Media management, Tehran University

2 Full prof. in communication and management of Tehran University

https://doi.org/10.22082/cr.2009.23869
Abstract
The present article studies the impacts of modern communication technologies on media management using the documentary method. Five attributes, i.e. digitalization of content, interactivity, personalization, immediacy, and directivity were identified to be present in all media due to the influence of modern technologies. Given the national media management, the article offers a model for interaction between national media management and developments resulting from new technologies. The model contains a media matrix including public media like TV and radio, and modern media like the internet and cell phone. These media are intended for 4 kinds of different audience, i.e. mass audience, limited mass audience with needs to have access to streaming media, niche audience with needs to have access to personalized information, and finally specific audience with needs to have permanent access. Four types of contents were also considered in the model: general content, user-made content, segmented content and superior content. Finally, media’s major policies as well as economic profitability affect the whole interactivity so that media management goes along in accordance with requirements of modern technologies.
 
 

Keywords

Media Matrix
National Media
Modern Information and Communication Technologies
Media Interaction Model
Media Management

 

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  • Receive Date 23 September 2009
  • Revise Date 08 March 2010
  • Accept Date 12 May 2010

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