Identifying Strengths, Weaknesses, Opportunities and Threats in Cultural Policy Making of Media in Iran

As a long-term management framework inspiring from ideals, values and dominant ideologies of society, cultural policy making informs the short-term and mid-term management frameworks. This research is focused on applying SWOT model to cultural policy making of media in Iran. Its goal is practical, its methodology is quantitative and it has been done by survey and polling. The sample is made of 30 university professors in different disciplines including communication, cultural management and political science. The questionnaire designed by authors has been the main source of data gathering. It was the outcome of literature review related to the strengths, weaknesses, opportunities and threats of cultural policy making in Iran and the world extracted from internet and library sources. Our aim was reevaluating the current situation in Iran. The questionnaire involved 6 strengths, 5 weaknesses, 4 opportunities and 5 threats and the respondents were asked to assess them considering Lickert spectrum and their importance in today's Iran by giving 1-5 stakes to them. The validity of questionnaire was verified by mentors, advisors and some other experts of media and cultural policy making. In order to verify the reliability of questionnaire, the authors used Chronback's Alpha software which resulted to 0.93 indexes. Following data gathering, they used SPSS version 11.5 to calculate the weight of variables of SWOT model. The analysis demonstrated that the most important strength is media knowledge, state intervention is the most important weakness, the fast growing social media is the most important opportunity and finally Iran's fragile presence in international media can be regarded as the most important threat.