Identification and Ranking of Driver Forces Affecting the Future Status of Digital Media with A Technological Approach

The driver forces in environment that determine how interacting factors affect each phenomenon, have an important role in shaping the future. The aim of this paper was Identification and ranking of driver forces affecting the future status of digital media. To this end, in the first step, the environmental scanning technique was used to understand the changes taking place in the digital media field. A list of 12 effective forces on the digital media field was prapered: Virtual world, smart world, online responsiveness to needs, mobile technologies, driver’s tools, information security, flash technology, big data, technology price changes, Internet penetration, green technologies and other sciences. In the second step, the interaction analysis method and Page Rank algorithm were used to determine the effect of these drivers’ effects. For this purpose, key drivers were given to fourteen academic and executive experts in order to assess their impact on each other. The findings showed that mobile technologies (with impact of 10.7%), technological price changes (with impact of 9.6%) and Internet penetration (with impact of 9.5%) are three effective drivers on digital media, respectively.