نوع مقاله : مقاله پژوهشی
نویسندگان
1 استادیار، گروه آیندهپژوهی، دانشکده حکمرانی، دانشگاه تهران، تهران، ایران
2 دکترای مدیریت رسانه، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران
3 دانشجوی کارشناسی ارشد آیندهپژوهی، دانشکده حکمرانی، دانشگاه تهران، تهران، ایران
4 استادیار، دانشکده حکمرانی، دانشگاه تهران، تهران، ایران
کلیدواژهها
عنوان مقاله English
نویسندگان English
Rapid developments in media technologies and audience tastes have added to the complexities and uncertainties facing the Iranian Broadcasting Organization. The organization’s assumptions have faced various challenges from the market and audience perspectives. The aim of this research is to identify and analyze the dynamic media environment and the factors affecting the future of the Iranian Broadcasting Organization. Therefore, this article focuses on the structural analysis of factors and identifying future uncertainties for this organization. This research is qualitative and the data were collected through library studies and interviews with experts. The statistical population includes prominent professors in the fields of communications and media, future studies, expert experts, and managers of the Iranian Broadcasting Organization. 19 key factors affecting the future of the Iranian Broadcasting Organization were identified, with an emphasis on the National Media Development Document. These factors were examined using the interaction matrix and the MiqMaq software using the structural analysis method. In the expert panels, five driving forces were introduced as the most important factors affecting the future of the organization. The five driving forces of the research are increasing media competition and competing brands, dominant political discourse, new technologies for content production and delivery, social expectations and pressures, and policies related to cyberspace.
کلیدواژهها English
