Quarterly Scientific Journal of Audio-Visual Media

Quarterly Scientific Journal of Audio-Visual Media

‌Presentation of the Paradigmatic Model of the Islamic Republic of Iran Broadcasting (IRIB) in Gaining Public Satisfaction through Modern Media Diplomacy‌

Document Type : Research Paper

Authors
Seyed fazlollah Ghazavi 1
Mohammadreza Rasouli 2
ali geranmayeh pour 3
1 PhD Student, Department of Culture and Media, Central Tehran Branch, Islamic Azad University, Tehran, Iran
2 Assistant Professor, Department of Culture and Media, Central Tehran Branch, Islamic Azad University, Tehran, Iran
3 Department of Communication and Media, Central Tehran Branch, Islamic Azad University, Tehran, Iran
10.22085/javm.2025.498319.2271
Abstract
The present study aimed to present the paradigmatic model of the Islamic Republic of Iran Broadcasting (IRIB) in gaining public satisfaction through modern media diplomacy. Philosophically, this research is based on the interpretive paradigm, and therefore, it utilized a qualitative research strategy, specifically the grounded theory method with an inductive approach. In terms of its goal, it is an applied-developmental study, and in terms of methodology and the time frame for data collection, it is descriptive research. The participants included IRIB managers in domestic and international news, managers of domestic and international television networks, managers of the IRIB Research Center, and faculty members from the IRIB faculty and the faculty of Social Sciences and Communications at the Azad University, all of whom were knowledgeable about media diplomacy. A theoretical sampling method was employed, and the interviews continued until theoretical saturation was reached, with a total of 22 participants in the study. The data collection tools were semi-structured interviews and questionnaires. The paradigmatic model of the research was presented using the grounded theory method, and the indicators were prioritized using the fuzzy SWARE method. According to the paradigmatic model, it determined that causal conditions (IRIB's alignment with platforms, media literacy, and audience orientation) affect the central (IRIB's product). The central phenomenon, contextual conditions (technological infrastructure of IRIB), and intervening conditions (audience alienation) influence the strategies and actions (modern media diplomacy). Finally, the strategies and actions lead to outcomes (gaining public satisfaction, IRIB's efficiency, and the development of national and international communications).
Keywords
IRIB
public satisfaction
media diplomacy
modern media
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