نوع مقاله : مقاله پژوهشی
نویسندگان
1 استادیارگروه ارتباطات، دانشکده علوم اجتماعی، دانشگاه تهران، تهران، ایران
2 دانشجوی دکترای مدیریت رسانه، دانشگاه تهران، تهران، ایران
3 دانشیار دانشکده مدیریت، دانشگاه تهران، تهران، ایران
کلیدواژهها
عنوان مقاله English
نویسندگان English
The spread of new media platforms and the change in the position and function of the audience from passive to active users have encouraged the television to react to social media. The present research aims to explain Iranian media convergence potentials the “IRIB” organization could use in the competitive market to compete with social media. Conforming to this objective, the existing threats in case of not taking advantage of such opportunities are evaluated and analyzed as well as the existing obstacles in the way of taking advantage of them.
The present research has employed a qualitative method to conduct content analysis based on the in-depth interview tool and taking samples from three distinct statistical populations including the “IRIB” organization's managers and authorities, university professors, and active professionals in the field of media, and findings were coded and analyzed using the MAXQDA qualitative analysis software. The analysis of the codes extracted from the findings of this study revealed intra-organizational and inter-organizational capabilities including eight usable opportunities, and the obstacles in the way of taking advantage of these capabilities were also identified, evaluated, and analyzed in three areas including cognitive and professional obstacles, legal and extra-organizational obstacles, and structural and management obstacles as well as hardware and software threats.
کلیدواژهها English
