Providing a Model Based on the Factors of Attractiveness of Virtual Media in the Field of News

The purpose of this study was to use a model based on attractiveness factors drawing audiences to virtual news sites. The attractiveness components of news sites were evaluated through the response of 23 media experts, journalists and university professors to a questionnaire. Underlying conditions, intervening factors, and based on the proposed strategies, the consequences of the attractiveness of the virtual news sites for the audience were identified, Then, by analyzing the data, a model based on the attractiveness of the virtual media in the news field was designed. The findings showed that the components of news site attractiveness for the audience in causal conditions included quality of site content, attention to the needs of the audience, technical facilities, and infrastructure of the site. Contextual conditions included areas of audience attraction, benefits of social networks, and coordinates of virtual media. The intervening factors comprised of the technical weakness of the website, organizational and administrative problems, and inefficient site management. In addition, the overall findings indicated that the infrastructure policies of the website in increasing the attractiveness, making the role of the audience interactive, and analyzing the behavior of the audience led to media success, changing the structure and nature of the media and affecting audiences.