Provincial broadcasting channels of the Islamic Republic of Iran Broadcasting (IRIB) are influential institutions in implementing policies aimed at preserving and promoting local languages within their respective coverage areas. The Mazandarani language, as one of the principal languages spoken in the northern regions of Iran, is used in the programming of Mazandaran Provincial Broadcasting. However, its use in radio and television programs has consistently faced a number of challenges, one of the most significant of which is the negative attitude of some audiences toward the Mazandarani language. The present applied study, adopting a qualitative approach, was conducted with the aim of identifying media strategies for addressing this challenge. The required data were collected through semi-structured interviews with experts in language and media studies. The findings indicate that a number of measures can contribute to reducing negative attitudes toward the language. These include training provincial network program producers and raising their awareness of the importance of local languages; providing accurate information by cultural and educational authorities—particularly public media—about the significance of local languages and the individual and social benefits of bilingualism; using the Mazandarani language in high-quality program formats and genres; incorporating the local language into important and formal programs; and producing programs aimed at raising public awareness of the Mazandarani language and its significance.
Amerian, F. (2026). Practical steps to confront the negative language attitude towards the local language among IRIB Mazandarani audience. Communication Research, 33(125), 113–139. https://doi.org/10.22082/cr.2026.2086166.2908
MLA
Amerian, F. "Practical steps to confront the negative language attitude towards the local language among IRIB Mazandarani audience", Communication Research, 33, 125, 2026, 113–139. doi: 10.22082/cr.2026.2086166.2908
HARVARD
Amerian, F. (2026). 'Practical steps to confront the negative language attitude towards the local language among IRIB Mazandarani audience', Communication Research, 33(125), pp. 113–139. doi: 10.22082/cr.2026.2086166.2908
CHICAGO
Amerian, F., "Practical steps to confront the negative language attitude towards the local language among IRIB Mazandarani audience." Communication Research, 33 125 (2026): 113–139, doi: 10.22082/cr.2026.2086166.2908
VANCOUVER
Amerian F. Practical steps to confront the negative language attitude towards the local language among IRIB Mazandarani audience. Communication Research. 2026;33(125):113–139 (In Persian). doi: 10.22082/cr.2026.2086166.2908
