Document Type : Original Article
Authors
- Seyyed Ammar Kalantari 1
- seyed mahdi sharifi 2
- Hamidreza HoseiniDana 3
- Seyyed Abdollah Sajjadi Jagharq 4
1 PhD student in media management, Department of Management and Economics, Science and Research Branch, Islamic Azad University, Tehran, Iran
2 Associate Professor, Department of Management, University of Tehran, Tehran, Iran; Visiting professor in Faculty of Management and Economics. Science and Research Branch, Islamic Azad University, Tehran, Iran
3 Assistant Professor, Department of Communication Sciences, Damavand Branch, Islamic Azad University, Damavand, Iran
4 Department of Management and Economics, Islamic Azad University Science and Research branch. Tehran, iran
Abstract
In the period of rapid growth of communication, the media has become an active player in diplomacy, and the Islamic Republic of Iran's need for media diplomacy, is more serious due to its characteristics and the type of interaction with other countries.After designing the persuasive model of media diplomacy and extracting the paradigm model, we presented strategies in this field based on David's model and SWOT tool. This work was done by using semi-structured interviews with 17 diplomacy and media experts and examining their opinions about the strengths and weaknesses, threats and opportunities of the media diplomacy of the Islamic Republic.
Further, by intersecting internal and external positive and negative factors, these 9 strategies were obtained: persuasive communication between the government and the media, hierarchical consensus in policies, international interaction, media diplomacy coordination headquarters, foreign policy legitimization, support measures, monitoring and feedback , think tank of media elites, informal operations and social networks room. These strategies are explained using the opinion of experts. A practical model has also been presented as a roadmap for media diplomacy, the core of which is the Media Diplomacy Coordination Headquarters. Finally, three suggestions of national management of officials' messages, optional convergence of media in national issues and media diplomat have been proposed.
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