نشریه رسانه های دیداری و شنیداری
پیاپی 43 (پاییز 1401)

Due to the increasing impact of “influencer marketing”, this study, using two cultural programs of IRIB’s TV called "Ketab-Baz" (Book Worm) broadcasted by Nasim channel and "Cheragh Motale’e" (Study Light) broadcasted by Channel 4, has examined the impact of cultural influencers of IRIB on the audience. The present study sought to answer the question of how influencers in the fields of culture and literature can influence the viewers by using the capacity of IRIB and Instagram to promote the culture of reading books and subsequently thrive of the industry. The goal of conducting this study is to identify the influential parameters and present a role model for marketing of the book publishing industry by the influencers. In terms of the goal, the method of this research is developmental-applied and its study approach is qualitative. The statistical sample of the two groups includes the 66 viewers of Ketab-Baz and Cheragh Motale’e who expressed their opinions in the form of using printed books, digital books, podcasts and audio book readers on Instagram, and 14 professors in the field of media, senior managers of the Ministry of Culture and Islamic Guidance, and marketing managers. In order to collect data, the netnographic approach and Plutchik’s Wheel of Emotions have been used to identify and conduct interviews with the audience, and the grounded theory method has been used to present the model. According to the results, the most important factors influencing the promotion of book reading and the growth of the publishing industry extracted from this research are the change in managerial approach and structural requirements from traditional to digital, using technology in the digital publishing industry, audience-orientation, and understanding the expectations of the book readers. The findings of this study indicate the important and meaningful role of the influencers on the book-reading audience based on the component of trust and with the study of other influential factors, a paradigm model and strategies to promote reading and the success of the digital publishing industry has been developed, using the capabilities of the IRIB.

Due to the increasing impact of “influencer marketing”, this study, using two cultural programs of IRIB’s TV called "Ketab-Baz" (Book Worm) broadcasted by Nasim channel and "Cheragh Motale’e" (Study Light) broadcasted by Channel 4, has examined the impact of cultural influencers of IRIB on the audience. The present study sought to answer the question of how influencers in the fields of culture and literature can influence the viewers by using the capacity of IRIB and Instagram to promote the culture of reading books and subsequently thrive of the industry. The goal of conducting this study is to identify the influential parameters and present a role model for marketing of the book publishing industry by the influencers. In terms of the goal, the method of this research is developmental-applied and its study approach is qualitative. The statistical sample of the two groups includes the 66 viewers of Ketab-Baz and Cheragh Motale’e who expressed their opinions in the form of using printed books, digital books, podcasts and audio book readers on Instagram, and 14 professors in the field of media, senior managers of the Ministry of Culture and Islamic Guidance, and marketing managers. In order to collect data, the netnographic approach and Plutchik’s Wheel of Emotions have been used to identify and conduct interviews with the audience, and the grounded theory method has been used to present the model. According to the results, the most important factors influencing the promotion of book reading and the growth of the publishing industry extracted from this research are the change in managerial approach and structural requirements from traditional to digital, using technology in the digital publishing industry, audience-orientation, and understanding the expectations of the book readers. The findings of this study indicate the important and meaningful role of the influencers on the book-reading audience based on the component of trust and with the study of other influential factors, a paradigm model and strategies to promote reading and the success of the digital publishing industry has been developed, using the capabilities of the IRIB.

In this study, one of the most important election campaigns in Iran, the presidential election debates, one of the most important and most popular programs of the presidential election’s candidates in IRIB has been studied from the perspective of critical discourse analysis. For this purpose, representatives of the two dominant discourses in the debates of the thirteenth Iranian presidential election were selected, Mr. Raisi as the representative of the discourse near to the revolutionary discourse or the same as ‘fundamentalism’ and Mr. Hemmati as the representative of the discourse near to the reformist and constructive discourse. To analyze this discourse, Van Dijk’s critical discourse analysis method has been used, and the study’s population included the first debate on economy. Of the three debates, this debate was chosen because of the importance of the economic situation in the country. The debate has been examined at three levels (Semantic, Style, and Argument) and finally, the basic proposition of the debate was extracted. Data analysis shows that the keynotes of Raisi’s speeches in the economic debate have been "supporting the national production", "fighting corruption", "pragmatic government to revive economic conditions" and "criticizing Hassan Rouhani's government", and Hemmati's main statements include "engineering of the election", "unreality (covering nature) of the other candidates" and "the effects of sanctions and non-membership in the FATF Convention on the economy."

The increase in competition, differentiation, and proliferation of media, and the increasing segmentation of the audiences, have necessitated a change in the way the broadcast schedule of the IRIB is managed, using the technology in broadcast management, planning, decision-making, optimal allocation of resources based on artificial intelligence, and machine learning to achieve the goals and attract the audiences. The purpose of this research is to design a model of smart management for the Islamic Republic of Iran Broadcasting (IRIB) broadcast schedule, according to the recognition of such a management’s dimensions, parameters, and indicators. The research method in this article is mixed. The qualitative data was obtained from library study, document analysis, and semi-structured interviews with the experts (using targeted sampling). Then, the parameters of smart management of the broadcast schedule have been extracted and the initial model was proposed. Final confirmation of the model has been done through the Dlephi method and via quantitative data. Smart management includes artificial intelligence, automatic scheduling and planning, and intelligent decision-making support systems to optimally solve multi-criteria and multi-objective issues used in arranging the IRIB TV’s broadcast schedule. Machine learning, supervised algorithms, reinforcement learning, and collaborative filtering recommender systems are used to adjust the data and media information in the programs and the playlist. The indicators of selection and suitability of adjacent programs, quality of the arrangement, sequence, program repetition, and explicit, implicit, and experiential feedback are used for smart management of the broadcast schedule. Dimensions of the smart management model of the IRIB TV’s broadcast schedule including smart adjustment of the input data (resources management), smart planning (smart decision-making), prediction, optimal allocation of resources, and smart evaluation have been identified and introduced in this research.

One of the oldest discussions among newsroom researchers is the social control of newsrooms in order to maintain the news policy in the process of converting it to massage. In organizations, social control is tied up to the concept of policy implementation. The concept has different dimensions the most important of which is the translation and interpretation of policy for the implementers with the aim of creating shared understanding between the decision-maker and the implementer. With due attention to the nature of media, the importance of this fact in media organizations is more than the other organizations considering the nature of media act as a creative action and transferring news as an extremely variable act in terms of decision-making. Therefore, the present study examines the process of news policies’ translation for the newsroom of IRIB’s TV channel 1 evening news (21:00), through ethnography. In order to answer the main question, the research will evaluate three levels of the political service, TV news broadcasting administration, and within the evening news’ newsroom. At each of these levels, methods like oral interpretation (via meetings, phone or face-to-face communication) and written (via proceedings or the messengers) in the form, and declaring practices (imperative or persuasive) or participatory approaches have been identified for vertical and horizontal translations and were analyzed according to journalists (including manager, editor-in-chief or editor). This research suggests increasing the transparency of policies through making them closer to the decisions, reducing intermediaries in translation, explaining the reasons during translation and the necessity of having more confidence in journalists to the IRIB’s managers.

This article has been written with the aim of recognizing the influences of the capacities of Ashura mourning (Ta’zieh) in the production of short radio programs (with a brief look at the narration and narration-hearer), which tries to present the proposed model of a new format of program production called ‘Bit Story’. For this purpose, by analyzing the narration of Ashura Ta’ziehs regarding production features, in order to produce “bit story” short format, topics including music type, program rhythm, performance type, and function and format of the program were examined. Also, by analysis of the narration of two versions of Ashura Ta’zieh gatherings, re-listening to the existing performances and examining the elements of radio production, in studying and analysis of the effect of Ashura Ta’ziehs’ capacities for producing short radio programs, a brief look has also been made at narration theories. Based on the findings of this research, radio, in its position, has been able to provide different types of production forms using a range of short programs and formats of production around the world. By offering a form called ‘Bit Story’ to inform and educate users, we can see the preservation and introduction of an important part of Iranian-Islamic culture and its development and the growth and attraction of global audiences in this field.

One of the most important factors affecting the profitability and success of organizations and social media is paying attention to social marketing and its factors. The present study designs a model for the factors affecting the development of social marketing in the Islamic Republic of Iran Broadcasting. The present research consists of three parts in terms of applied purpose and in terms of research method. Part One (Identification of Indicators): This section examines and encodes interview data. Part 2 (Validation): In this part, Delphi method is used to validate the data. Part Three (Model Presentation): This part of the research deals with ranking, examining relationships, and presenting models using structural equations. The statistical population of this department is 250 employees and managers of the marketing department of the Islamic Republic of Iran Broadcasting, and the sample size was calculated for 152 people and the desired data was collected through a face-to-face questionnaire and randomly. Investigations show that the following six factors are respectively: customer-related factors with a regression coefficient of 0.878, management with a coefficient of 0.777, infrastructure with a coefficient of 0.712, content with a coefficient of 0.681, media with a coefficient of 0.675 0 and marketing with a coefficient of 0.405 is one of the main factors influencing the development of social marketing in the Islamic Republic of Iran Broadcasting. The results indicate that it is necessary to consider the customer's needs in the Islamic Republic of Iran Broadcasting.