The Mental Patterns of IRIB news producer about Changingthe Audience nature to the User of

Authors
hadi akborzi davati 1
Akbar Nasrollahi 2
AliAKbar Farhangi 3
Mahdokht Borojerdi Alavi 4
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

lejander, Jennifer.2010."Journalism in the Age of Socaik Media". Reuters Institute Fellowship Paper.University of Oxford
-Boczkowski, Pablo J., Mtchelstein, Eugenia (2013), “The News Gap” (When the Information Preferences of the Media and Public Diverge), Mit Press, London
-Donner, J. (2001).using Q-sort in participatory processes: An Interoduvtion to the methodology, Social Development Papers, June (36), pp24-49
-Kung, Lucy (2015), Innovators in digital News, oxford, London
-Livingstone, Sonia. (2003). The Changing Nature of Audiences: From the Mass Audience to the Interactive Media User. A Companion to Media Studies (pp. 337–359).
-Mckeown, B.F.and Th, mas, D, (1998).Q Methodology, sage Publication, Inc.
-Schalkwyk, Anja van (2016)." Social media as a news platform", Focal Points, Newsclip Media Monitoring
-Sagan, Paul, and Tom Leighton. “The Internet & the future of news.” Daedalus (2010), American Academy of Arts & Sciences.
-Vobic, I. (2014). Audience conceiving amongst journalists. In G. Patriarche, H. Bilandzic, J.L. Jensen, & J. Jurisic (Eds.), Audience research methodologies: Between innovation and consolidation (pp. 20-36). New York: Routledge
-Kalogeropoulos, Antonis, Cherubini, Federica, newman, Nic (2016), The Future of Online News video, digital news projects,Reuters Institute for the Study of Journalism
Cultural Studies & Communication
Volume 14, Issue 52
Autumn 2018
Pages 146-222