Investigating the role of radio and television in spreading cultural diversity (with an emphasis on collaborative development)

Cultural diversity is an obvious reality in Iran & its correct policy making & management is an inevitable necessity. Media, apart from publicizing a dominant culture, is itself one of the culture making elements. Media is the complete mirror of the society’s culture. Many of the social foundations, including media, can play a fundamental role in circulating scientific, cultural, social & economic development & as a whole on the development & prosperity of the country. The national radio & television play a more important role as a comprehensive cross-country university. The reason being that usually the programs broadcasted by the national media, especially the movies, have extensive cultural & social effects in different dimensions. In the days that the Islamic Republic of Iran requires more unity & consolidation in order to solve the economic problems & move towards its development, utilizing the capacity of cultural diversity is of utmost importance. The substantial capacity of the national media can be of great assistance to provide such unity & consolidation. The purpose of this research was to evaluate and study the role of the national media in promoting cultural diversity (with emphasis on participatory development). The statistical population of this research was 150 of the senior managers of the national media. With respect to this low population, all this statistical population has been considered as the sample volume. The method of research was survey and the tool used for data collection in this researchwas a questionnaire with suitable reliability and validity and  gathering data through library research .Analyzing the data has been performed using the statistical softwares Smart Pls2 & SPSS 22. Results of the research revealed that the programs of the national media have been effective on promoting cultural diversity ( with emphasis on participatory development). It also showed that the type of the professional activity, policy of the board of editors, personal beliefs of the employees, creating prejudice & topic stereotypes of the national media are all effective on promoting cultural diversity ( with emphasis on participatory development).