Authors
1 Phd Student
2 Professor of Media Management, Azad University Tehran Branch
3 Director of Media Management, Azad University, Science and Research Branch
4 Allameh Tabatabaei University
Abstract
the all efforts of news producers is transmitting the message to the audience in the communication cycle. To understand and discover the mental patterns of IRIB news producers about Changingg of the Audience nature to the User, the Q method was used. 50 news producers including reporters, editors, chief editor and news researchers were participating in this research. After analyzing the research data, using factor analysis with SPSS software and interpreting the extracted factors and their relationship with each other. Three groups of mental patterns were discovered about changing the nature of the audience. In the first mental model (user-oriented), of which 56% of the participants belong, the feature of this pattern is producing and the publishing of the news in addition to consuming. In the second mental pattern (audience- oriented) of which 16% of the participants belong, the audience is referred to as the recipient of the news, who have loyalty and affiliation to the news. In the third mental model (sender oriented), 28% of participating belong, news publishing power is more important than being producer.
Keywords
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