Structural-interpretive modeling of the factors of understanding technology as a workable knowledge system in the press industry.

The concept of technology is changing from technology with limited context to technology with broad context and from hard technology to soft technology. The present study seeks to extract the main elements of soft technology adoption in the press industry in order to provide a reliable platform for the establishment of soft technology. . In the qualitative part, it has used the method of content analysis and in the quantitative part, it has used the structural-interpretive method. The research community was in the qualitative part of the organizational and academic experts of the press industry and in the quantitative part of the managers and senior experts present in the Iranian Press Institute. In the first step of the research, after interviewing 11 experts and activists in the field of media and technology and achieving theoretical saturation and analysis and review of the interview by content analysis, 105 basic themes and 32 organizing themes and finally 9 comprehensive themes were identified. In the second step of the research using structural-interpretive modeling (ISM) technique by 11 managers and experts present in Iran Press Institute and analyzing the questionnaires in MATLAB software, position, importance, effectiveness (influence) ) And the effectiveness (dependence) of the extracted elements were presented at five levels; In the first level, the motivation and positive attitude of human resources, in the second level, the evolution of the management system, in the third level, the dynamics of the organizational structure, human resource empowerment and the expansion of internal and external communication network, The centrality of the organization's strategy and finally the fifth level of the applied nature of the adoption of soft technology has been identified.