Knowledge Management Paradigm in Media Organizations

The aim of this article is to develop a conceptual model for knowledge management in media organizations after assessing the dimensions and the overall situation of knowledge management in media organizations. To achieve this theoretical bases, domestic and foreign researches and of media organizations experiences were studied to provide the main material required for designing the model. Since the characteristics of media organizations are different from the industrial and manufacturing organizations, knowledge management models of manufacturing industry cant be transferred totally to media organizations. The data for this study are acquired using structured questionnaires consisting of the three sample groups totaling 388 people: managers, news editor, writers and journalists. The results of the analysis indicated that knowledge management model has three main factors including: power sources and capacities, operating steps and ultimate goals. The results of variance analysis showed a significant difference between knowledge management and moderating variables (age, gender, education, etc) at the alpha level of 5%. Furthermore the results indicate that the knowledge management in media organizations is in an inappropriate condition. This lack of desirability is obvious especially in the field of covert knowledge and making overt and covert knowledge pragmatic.