Document Type : Original Article
Authors
1 Ph.D. candidate, media management, Qaemshahr Branch, Islamic Azad University, Qaemshar, Iran
2 Assistant professor, Department of media management, Qaemshar Branch, Islamic Azad University, Qaemshar, Iran.
3 Assistant professor, Department of media management, Noor Branch, Islamic Azad University, Noor, Iran.
4 Assistant professor, Department of governmental management, Qaemshar Branch, Islamic Azad University, Qaemshar, Iran.
Abstract
This research compares the traditional and new media's role in the development of knowledge-based companies. In terms of purpose and data collection, this research is a practical and descriptive study, respectively. Data were collected using a researcher-made questionnaire. The statistical population of this research consists of all employees and specialists in the field of knowledge companies. Using Cochran's formula and random sampling method, 384 samples was selected in this study. The results show that Internet base media has more influence on "educational development" and "information development" relative to traditional media. But in other areas, such as cultural development, guidance, economic development, political development, strategic development, traditional media, including television, has a more influential role. These positions are different from traditional media. The "culture building" roll has precedence on knowledge-based companies' development. Then other component priority is "intelligence", "guidance", "educational", "political", "strategic", respectively. Therefore, the effect of traditional media on the knowledge-based companies' development is more than the Internet base media.
Keywords
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