Religious Religious programs broadcast by the Islamic Republic of Iran Broadcasting (IRIB) regarding belief in the Hereafter (Ma'ad) face challenges such as the predominance of emotionalism over rationalism, stereotyping in presentation methods, the absence of a common language with the younger generation, and neglect of epistemological discussions. Theoretically, contemporary persuasion theories emphasize a balanced combination of three elements: source credibility (ethos), emotional arousal (pathos), and logical reasoning (logos). Accordingly, this study aimed to design a persuasive model for strengthening belief in the Hereafter among IRIB's religious program audiences, employing a qualitative and descriptive (applied) approach. Data were collected through in-depth semi-structured interviews with 25 religious scholars, communication professors, and National Media managers and planners, selected via purposive sampling. Data analysis followed Braun and Clarke's (2006) six-stage approach, yielding 6 overarching themes, 22 organizing themes, 70 basic themes, and 120 initial themes. The results indicate that the persuasive model requires a transition from a propagandistic and one-sided paradigm to an interactive, participatory, narrative-based, and experience-oriented one, grounded in three pillars: 1. source credibility and message authority; 2. congruence of message with audience and cultural context; 3. integration of rational argumentation with artistic and narrative appeal. Accordingly, recommendations have been offered at practical, policy-making, and research levels to realize the model.



Keywords: Persuasive Model; Belief in the Hereafter (Ma'ad); Religious Programs; National Media; Thematic Analysis