Document Type : Research Paper
Authors
1
Ph.D Student in Media Management, Faculty of Management and Economics, Science and Research Branch, Islamic Azad University , Tehran, Iran (Corresponding Author)
2
Associate Professor, Department of Cultural Management and Media, Faculty of Management and Economics, Science and Research Branch, Islamic Azad University
3
Professor, Radio Department, Faculty of Radio & TV Production, IRIB University, ,Tehran, Iran
4
Associate Professor, Department of Cultural Affairs , Faculty of Management and Social Sciences, North Tehran Branch, Islamic Azad University, Tehran, Iran
5
Assistant Professor, Department of Cultural Affairs, Faculty of Management and Social Sciences, North Tehran Branch, Islamic Azad University, Tehran, Iran
10.22085/javm.2025.515459.2302
Abstract
This study aims to design a model of cognitive persuasion for audiences within the Islamic Republic of Iran Broadcasting (IRIB), using the grounded theory approach. The central research question explores the key components of cognitive persuasion in national media and how a context-specific model can be extracted through field data analysis. The research follows a qualitative methodology based on Strauss and Corbin’s version of grounded theory. Data were collected via semi-structured interviews with 21 experts in cognitive science, communication, media, and policy-making, and were analyzed through open, axial, and selective coding stages. The findings revealed that cognitive persuasion in IRIB emerges from the interaction between cognitive components (such as attention, memory, emotion, intuition, and reasoning) and contextual elements (such as indigenous narrative, popular narrators, and trust-based communication). Based on the data analysis, a localized theory was developed and presented in both a paradigmatic model and an executive framework applicable to media production and policy. The conclusion emphasizes that audience cognitive persuasion requires multilayered, meaning-driven messaging designed at the intersection of cognitive science and indigenous sociocultural dynamics.
Keywords
