نوع مقاله : مقاله پژوهشی
عنوان مقاله English
نویسندگان English
The current research has been conducted to identify the strategy of the IRIB for the presidential election, in a mixed-method approach. The statistical population included the IRIB’s heads of provincial stations and the professors of media in the qualitative part, and the university professors in the quantitative part. In the qualitative stage, 18 people were selected by purposeful sampling and based on the theoretical adequacy principle, and in the quantitative stage, 60 people have been randomly selected. A semi-structured interview was used in the qualitative phase and a researcher-made questionnaire was used in the quantitative phase. In the qualitative part, qualitative content analysis was used, and in the quantitative stage, SWAT matrix analysis and Quantitative Strategic Planning Matrix (QSPM) have been used. The results of the SWAT analysis showed that IRIB enjoys a good prospect for achieving media production for the elections. The strategic goals in this perspective are commitment, democracy and trust-building, creativity and innovation, process-orientation and continuous improvement of processes by compiling and producing quality content and transparent media management in the direction of satisfaction-oriented, justice-oriented, enlightenment and explanation missions. Also, in this research, 10 internal factors and six external factors were identified as desirable strategies for the presidential elections. Based on the quantitative strategic planning matrix, the strategic position of the IRIB for the maximum coverage of presidential elections is located in the SO region on the basis of which, strategies in the aggressive region are desirable for the IRIB. As a result, a fundamental step can be paved to better cover the presidential elections in the future by considering these strategies, which have been presented in the form of research propositions.
کلیدواژهها English
