مجله مطالعات میان رشته ای ارتباطات و رسانه
سال پنجم شماره 1 (پیاپی 15، بهار 1401)

The objective of this study is to identify the components of the IRIB brand identity and provide suggestions for managing the brand identity of the organization."Brand identity" is the set of traits and characteristics that an organization wants to be known for and promises customers (here the audience) to create and maintain them. To identify these components while studying the objectives, missions, vision and policy of the organization as well as the guidelines of the founder of the Islamic Revolution and the Supreme Leader of the Revolution, which is the basis and mainstay of IRIB brand identity, has been taken advantage from documentary studies and interviews with Experts.In this research, the model of Acker strategic brand identity system has been used as a model for identifying the promises or components of the IRIB brand and the factors affecting it. Based on the results, the essence of the IRIB brand identity and the promise that affects all aspects of the organization is to be "national media". The core and functional components of IRIB brand identity are: the media of the system and the promoters of the discourse of the Islamic Revolution; Exclusive custodian of comprehensive audio and video broadcasting in the country; General University; Providing pure and family entertainment; and reliable news and information reference. Also factors such as the development of human capital; Innovation in vintage production; and how the organization manages its relationships with audiences, sponsors, brand personalities, and celebrities affect the brand identity of the organization.

AIDS is one of the most important problems in health area which human efforts to find an effective treatment for it has not yet come to a fruition. The increase in the number of HIV positive patients across the world, , justifies the attention paid to this disease and its representation in mass media. Disease portrayal has been found to be associated with attitudes towards specific diseases, feelings about the person with the disease, as well as what needs to be done about the disease. Therefore, three medical dramas including “the shadow of loneliness”, “casualty” and “all saints” in the research were analyzed to know how HIV/AIDS is represented in mass media. Semiology and discourse analysis were used as methodology and twelve scenes were analyzed in general. “Scene” is the unit of analysis in this research. The findings suggest that in each of these TV series the emphasis is upon a certain way of infection and other disease dimensions including disease development course, prevention, treatment and in general biomedical dimension are ignored. Whereas, the ethical and religious dimension of prevention, with emphasis on ethics, social support, especially family support and encouragement in fighting the disease are under stressed.

By understanding the importance of the role of competent managers in the productivity of government media organizations in Iran and addressing the serious challenges of these organizations such as lack of financial resources, lack of creativity and innovation, this study aims to provide a model of competence of entrepreneurial managers of public media in Iran.

The present study was conducted with an exploratory approach and using the method of customary qualitative content analysis. To achieve the research goal, the results of 29 articles related to the research topic were analyzed along with a written expert interview. The interviewed experts were selected by purposive sampling method and considering the saturation rule as the limit of sampling adequacy and data analysis was performed using open and axial coding.

Data analysis was divided into three categories of job competence, organizational and personal competence. According to the research findings, below are job competencies, management and leadership skills and job awareness. Also in the section of organizational competencies, attention to organizational culture and behavior, strategic management and having knowledge of resource management are mentioned and individual competencies mentioned in this research include managerial intelligence, communication skills, value and entrepreneurial personality.

The findings of this study can be helpful both in the appointment of entrepreneurial managers of public media in Iran and in the development of theoretical literature related to media entrepreneurship at the individual level.

Understanding the environment of organizations and determining appropriate strategies for survival and growth of them, is one of the most important activities of government organizations and companies. The main purpose of this study is to determine appropriate strategies for the applying and developing of public relations activities into the banking system on the basis of social media. In this research, Delphi technique has been used to collect and analyze data. According to the findings, the public relations of the banking system has eight strengths and seven weaknesses points in applying social media for its promotional activities. Sixteen opportunity and eight threats points were also identified for these PRs.After formation of the internal and external evaluation matrix for strategic factors and based on the obtained scores, brainstorming meetings were held with experts in the banking industry and public relations of the banking system, and finally appropriate strategies were extracted in this field. Strategies were developed into four categories: offensive strategies (SO), conservative strategies (WO), competitive (ST) and defensive strategies (WT). According to the public relations situation in the banking system, it is appropriate to it, adopting strategies for the development and growth of activities on the basis of social media platforms. Given that the strengths and opportunities of public relations of the banking system based on its capabilities, in terms of applying its related activities in social media platforms is fundamental and significant, adopting these strategies could be very helpful for the growth and development of these activities.

The aim of this study is to design a model of viral media advertising for mobile applications with augmented reality platform in the Corona era using qualitative and quantitative research methods. The statistical population in the qualitative part of the research consists of 30 academic experts in the field of marketing and media advertising who are selected by non-random method and snowball method and in a small part includes active mobile users using Zapar application which is sampled in Availability were estimated. In the qualitative part, the information is compiled in the form of a conceptual data model of the foundation and then in the quantitative part, 169 companies are estimated as a statistical sample using Krejcie and Morgan table. The results of the study indicated that effective causal conditions include the interaction of augmented reality applications with customers, viral advertising of mobile media applications, attracting customers through viral media advertising in mobile applications, the effectiveness of viral media advertising of applications in the Corona era. Includes prolonged media viral ads in augmented reality applications, inadequate placement of word of mouth ads in augmented reality applications, and the use of unrelated ads in the app. Effective in the effect of viral ads on augmented reality media applications is the correct formatting of viral media ads on augmented reality applications. The consequences of the case plan were to attract the audience, brand the application, create a sense of satisfaction for the audience and a pleasant experience of using a specific application.

The present study has investigated the impact of advertising content containing personal and historical nostalgic appeal in two mediums of advertisements, including teasers and posters, upon the attitude and purchase behavior of consumers. To this end, data was gathered applying a questionnaire distributed among 300 participants belonging to the 1360s generation. Participants were randomly divided into six groups based on 3×2 factorial design, i.e., 3 (advertisement appeal: personal, historical, and non-nostalgic conditions) × 2 (advertisement type: teaser, poster), participants were randomly divided into six groups. The following intervention, through presenting audio-visual content, statistical analysis was carried out. According to ANOVA analysis, at 95% significance level, it was found that when the advertisement type was a poster of historical nostalgia, the attitude toward advertisement was the highest. Once the advertisement was a teaser of historical nostalgia, the evoked nostalgia was the most. Besides, when the advertisement was a poster of historical nostalgia, the purchase intention was found at the highest level. Therefore, it is concluded that teasers with historical nostalgia appeal evoke the highest nostalgia, and posters with historical nostalgia appeal generate the highest attitude toward advertisement and purchase intention. However, brand attitude does not vary significantly based on different appeals.