Designing a Gamified Model to Improve Collaborative Culture among Media Staff in the Knowledge Sharing Process: A Case Study of the TV Employees of the Islamic Republic of Iran

Knowledge in media organizations exists in the creative mind of the human resource. Knowledge sharing in these organizations stops in the absence of supportive culture and system; Gamification is one of the new techniques that organizations use to enhance employees’ motivation and collaborative culture. The purpose of this research was to design a supportive-motivational system tailored to the needs of IRIB TV Employees to increase their participation in knowledge sharing. This study was done in two phases to identify the motivational needs of the TV staff to gamify the knowledge sharing process. To this end, in the first phase, we conducted a semi-structured interview with 15 staff members. The obtained data was analyzed using the thematic analysis method. In the second phase, the Delphi method was applied with the participation of 18 experts using a questionnaire. The components of the designed model for the gamified knowledge sharing system in the media organization are motivational needs, game mechanics, behavior, and knowledge sharing emotions. Motivational needs can be internal or external. Depending on the motivational needs, the users are categorized into four types: perfectionists, socializers, explorers, and combatants. The behaviors and emotions of knowledge sharing in the gamified system also are different for the knowledge provider and the knowledge recipient.