Document Type : Original Article
Authors
1 Facuelty member/ allame Tabatabayee university
2 allameh tabataba"i university,associate professor in communication studies
3 faculty member/ allame Tabatabayee university
4 Tabatabaei university
Abstract
Today, Iranian audiences show great interest in foreign-based Persian-broadcast media due to their use of modern techniques of persuasion. This study focuses on the increasing importance of developing a model to reabsorb the domestic audiences of IRIB’s political programming by identifying the strengths and weaknesses of current production models, and tapping into potential opportunities, while remaining wary of threats. In this study we used Non-Probability (purposive) sampling and the SWOT analysis methods through Space technique. Samples were selected from IRIB managers and university professors. Subjects with affiliation to IRIB gave high satisfaction scores to existing programming whereas those with no affiliation to IRIB gave below-average scores to the same contents. We believe this discrepancy to be a cause for concern and propose greater emphasis on audience-oriented elements and social context in IRIB’s political programming and production. Based on our findings, IRIB should take a variety of measures to persuade audiences of IRIB’s political programs; the most important of these are as follows:
• Competing with rival foreign broadcasters in producing programs that are both relevant and trustworthy,
• Presenting such programs using novel technical standards of TV production and content delivery,
• Giving producers greater influence over the content they produce,
• Modernizing IRIB’s organizational structure to cater for the tastes and interests of the broad spectrum of domestic audiences,
• Enabling decentralization of production with a focus on talents and potentials of IRIB’s producers in provincial centers across the country.
Keywords
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- Borchers, Timothy (2013), Persuasion in the Media Age, USA: Minnesota State University. Third Edition.
- Abdolreza A. (2015). A Study of Social Persuasion Teqniques regarding Pheriferal and Central Resoning. Media management journal, (12). 39-40.(In Persian)
- Ahmadalinejad B. (2011). A study of propaganda language & persuasion teqniques, Masters, Islamic Azad Universtity.(In Persian)
- Ahmadi M. (2010). SWOT Analysis Method in Management. Modiran journal, (15). 37.(In Persian)
- Alimohamadzadeh M, Akbarzade J.(2013). Characteristics of political speech-based programs on Television, IRIB Research Centre, Tehran. 11-12. .(In Persian)
- Alimohamadzadeh M. (2017). A Survey on IRIB Programes, IRIB Survey Centre, Tehran. .(In Persian)
- Aronson, E (1999). The Social Animal, California, Worth
- Asadi A. (1992). Public opinion and communication, 1st Soroush, Tehran, 43.(In Persian)
- Botan CH, Hazleton V. (2010). Public Relations Theory. Media Research and Studies Center, Tehran, 44.(In Persian)
- Elder, G.H (1964). Pesuasion: Methods and Technique, Boston, Mc Graw Hill.
- Festinger, L. (1957). A theory of cognitive dissonance. Stanford, CA: Stanford University Press.
- IRIB Manifstation: IRIB's Basic Mission, (2006). Tehran. .(In Persian)
- Karimi J. (1994). Social psychology, Besat, Tehran, 355. .(In Persian)
- Kevin W. (2007). Understanding media theory. Saqi, Tehran, 28.(In Persian)
- Kia A, Saeedi R. (2013). The foundations of Communication, Advertising ans Persuation, Iran Press, Tehran, 180-181.(In Persian)
- Lerbimgler o. (1997). Persuasive communication,1st ed. IRIB Research and Studies Center, Tehran, (In Persian)
- Lesser, Laurie (2011), Persuading Your Audience, USA: Brandeis University. 2
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- Myers, D.G (2001). Social Psychology, Boston, Mc Graw Hill.
- Nabavi M. (2005). The Alphabet of Communication, Media Studies and researches Centre, Tehran. .(In Persian)
- Nikunejad M. (2017). Methodes of Persuation in INN and BBC (persian). Master, Imam Sadeq University.
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- Taylor, Sh. E. & et al (2001). Social Psychology, New Jersey, Prentice Hal.
- Pratkamis A, Aronson E. (2000). Age of propaganda: The everyday use and abuse of persuasion, 1st ed, Sorush, Tehran, 22-29 .(In Persian)
- Qadiri M. (2018). The role of the media in persuading public opinion. PhD, Allame Tabatabayee University. .(In Persian)
- Rahmanian M, Azarbakhsh A. (2013). An introduction to the role of the media in streamlining, IRIB Islamic Research Centre, Tehran, 156.(In Persian)
- Sarukhani B. (2004). Persuasion, the goal of communication, Social sciences journal, (11), 93-115.(In Persian)
- Sharifi M, Bakhtiyari T, Ebrahiminejad M, Hajmohamadi A. (2020). Teqniqes of persuation in the Media, Tehran University, Tehran, 57. .(In Persian)
- Tankard J, Verner S. (2002). Communication Theories, Tehran University, Tehran. (In Persian)
- Taylor, Sh. E. & et al (2001). Social Psychology, New Jersey, Prentice Hal.
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