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Showing 3 results for مخاطب
, , ,
Volume 6, Issue 2 (11-2017)
Abstract
افزایش سواد رسانه‌ای مخاطب عاملی است که مخاطب و رابطۀ مخاطب با رسانه را برای همیشه دگرگون می‌کند و در نتیجه رسانه نیز باید برای ادامۀ نیل به اهداف و انجام مأموریت‌های خود دگرگون گردد. پس از انتخاب سازمان صداوسیما به‌عنوان رسانۀ موردنظر در این پژوهش و شناسایی چالش‌های افزایش سواد رسانه‌ای مخاطبان برای سازمان صداوسیما (تحول در مخاطب و رابطۀ مخاطب با رسانه)، راهبردهای تحولی برای سازمان صداوسیما متناسب با افزایش سواد رسانه‌ای مخاطبان شناسایی شد. در این پژوهش از روش مصاحبۀ عمیق بهره گرفته شد. پژوهشگر با در اختیار قرار دادن «چالش‌های افزایش سواد رسانه‌ای مخاطبان برای سازمان صداوسیما» از مصاحبه‌شونده‌ها درخواست کرد تا راهبردهای خود برای تحول در سازمان صداوسیما متناسب با افزایش سواد رسانه‌ای مخاطبان بیان کنند. پس از انجام 15 مصاحبه و کدگذاری یافته‌ها 95 راهبرد برای تحول سازمان صداوسیما به دست آمد که در 17 بخش با عناوین: اعتماد مخاطب و بی‌طرفی رسانه، مخاطب پژوهی، تکثر تنوع و چندصدایی در رسانۀ ملی، اقناع مخاطبان، درآمدزایی و کاهش هزینه‌ها، محصولات نمایشی، نیروی انسانی، فضای مجازی و رسانه‌های اجتماعی، سیاست‌گذاری، رقبا، مطالعات آینده‌پژوهی، محتوای تولیدشده توسط مخاطب، آسیب‌شناسی و اثر سنجی، مزیت رقابتی، نخبگان، برنامه‌ریزی پخش و سرعت طبقه‌بندی شدند.
, ,
Volume 6, Issue 2 (11-2017)
Abstract
In this article, we examine audiences’ interaction with news media. The main question is what the status of news and news media is in the everyday life of the audiences. For this purpose, using semi-structured interview method, 29 individual and group interviews with 54 Tehran citizens from different age and sex groups were conducted.
Results show that the news presence in the audiences’ everyday life is ritual. The experience of news absence makes this rituality more apparent. Interviewees simultaneously confront with news from both domestic and foreign news televisions (which are contained established official discourse in Iran and rival discourses) because of five specific reasons and uses: access to the reality of an event, access to knowledge about rival discourse, coercion and monopoly, trust on news of domestic and foreign televisions, attraction and professionalism. In addition, the pattern of news consumption among Tehranian audiences can be categorized into five levels: weak, medium, strong (discrete - purposive, continuous, non-purposive, and continuous- purposive). Moreover the level of trust on media among people who have a strong relationship with the media is low due to the variety of available discourses.
Mr Ali Babayee, Ph Jahandar Amiri, Ph Ardashir Zabolyzade,
Volume 10, Issue 2 (11-2021)
Abstract
In the recent decades, advanced technologies in production, infrastructure and devices for providing content and services have been provided. The audience can use the media of their interest at any time, with the desired devices .Accordingly, there are many differences in the level of media literacy of the people. This study seeks to determine the level of media literacy of the producer of programs in the Mazandaran broadcasting in terms of the component of understanding media messages.The present research has been collected in terms of descriptive-analytical type and information required for the research is library and survey methods.The research tool is a structured questionnaire, after evaluating its validity and reliability, according to the quality of participation, it was provided to 50 producers of Mazandaran broadcasting programs.The research results show that the level of media literacy of the respondents in radio is more than television and cyberspace. Awareness and promotion of community culture and culture building, especially in the field of using new communication technologies is one of the basic strategies in this field. Also, according to the results, the producers of Mazandaran Radio and Television have a relatively higher level of media literacy. However the researcher's observation and knowledge of the statistical community and the spatial domain of the research indicate that the respondents have low media literacy which should be increasing in other ways.
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