فصلنامه پژوهش های ارتباطی
پیاپی 65 (بهار 1390)

Given the significance of conceptualization and clarification of media policy-making as well as the lack of serious studies in this regard, the present research aims to conceptualize the idea of policymaking in media and offer a theoretical framework to shed lights on components and the nature of such policymaking. To reach this goal, the researcher carried out deep interviews with a group of elites including five academic members, 18 Ph.D. students majoring in public policy-making, media and communications, strategic management and political sciences. The data collected from the interviews as well as the related literature were used to design a theoretical framework for conceptualization of media policymaking. According to the findings, a new conclusive definition on media policymaking and its status in the hierarchy of policies was proposed and steps to codify it were identified. The components of the procedure were studied too and, finally, some suggestions for further study were put forward.

The present article aims to introduce three different discourses dominating strategic management in media (i.e. radical, moderate and reformist) and examine their effects on the concept and stages of strategic management in media. On the one hand, it seeks to find answers to the question whether it is possible to apply the same common strategic management approaches so far used in commercial industries and companies to media organizations? If a new model is necessary, what modifications, requirements or points should be observed in media model?To validate the research findings, the researcher employed the views of strategic management experts and media managers in the country and suggested the requirements to apply a strategic management model for media organizations, particularly public media, using focus group methodology and reviewing related literature. The findings indicate that the reformist standpoint is the most popular method among the focus group members. Based on this view and the eclectic paradigm of strategic management as well as taking the proposed requirements in this research, a model for strategic management in media was proposed.

Media and their management currently follow an organizational pattern. These media organizations are in dire need of a comprehensive strategy in terms of their roles and status in a supposed ideal society. For the media to be effective and influential, a normative pattern of management is required to be designed to address socio-cultural macro functions at national and transnational.To this aim, the present article analyzes media discourse and works out factors involved in communicative system in form of a conceptual pattern, proposing a pattern for media communication culture as an effective strategy for a wise society. Formations and sustainability of this communicative culture provides a ground for the wise society media to play an effective role in three macro domains: society, culture and language. To realize such a sustainability, the article proposes a macro management pattern which allows a solar-based order putting the media satellites into their predetermined orbits. Periodic Table of Elements is another fitting metaphor to express the intended order in media.

Today in learner and advancing organizations, empowering human resources must be a necessary sustainable process. Given the multiplicity of the current definitions of empowering human resources in the related literature, a valid and practical pattern is one of the requirements of the third-millennium organizations. The researches aims to build a logical bond among such elements (involved in empowerment) as: environmental grounds, Islamic values, perceptions and attitudes, organizational grounds, personal differences, domestic work place and psychological empowerment. To design the pattern, the researcher first reviewed the related literature and then domesticated the concept of human resources empowerment for the National Media. Relying on the pattern proposed by Robbins et. al, two other pillars, i.e. environmental aspect and Islamic values were accounted for. Confirmatory factor analysis (using LISREL software) was used to test the research conceptual pattern, to confirm the influential factors and explain the variables’ effective interactions.The proposed pattern in this study could give practical insights into potential successful paths as well as obstacles to empowerment.

Assessing and finding out the significance and status of organizational strategies has remarkable effect on strategic decisions, allocating resources and developmental designs of the National Media. Although, there are various models for evaluation and assessment of organizational performance, the key issue is which method provides the users and media managers with the closest estimation to the reality. Balanced Scorecard (BSC) could be considered one of the modern methods of the integrated assessment of organizational performance which employs a balanced approach to an organization’s different dimensions to render organizational strategies into operational ones. Based on this, the present research introduces a conclusive model to assess the National Media performance and then provides an optimal combination of quantitative indicators for assessing performance based on BSC. It finally employs the results of a survey from experts using hierarchical analysis and categorizes the BSC indicators of IRINN. The findings show that there’s a significant variation between the threefold sections of general value assessment model in assessing IRINN performance. Meanwhile, the indicators of creating general values had the highest value, operational capacity indicators stood at the second point and, finally, the indicators of logistics development stood last.

The present article is a documentary study carried out on the role of communications and mass media on development and, particularly, the Islamic Republic of Iran’s 20-year Perspective Document. Given the significance of the issue, the article puts forward the remarkable impacts of media supportive role in terms of development strategies, TV and radio missions and urges the need to pay attention to media influences’ mechanism, values and attitudes ruling public opinions, religion and religious institutions as well as being aware of the contents of Perspective Document and the need to trigger public and elites participation. Addressing all these issues, the writer tries to bring theory close to practice to work out practical results for media people in terms of sustainable development and realization of 20-year Perspective Document.