Designing a mental cognitive mapping model using the Zaltman metaphorical extraction technique (ZIMET)

One of the major sources of human knowledge that plays an important role in the survival and health of societies is the knowledge of governance and public administration. The policy-making system, in accordance with the social, political, economic, cultural and technological environment of the world, must choose the appropriate style for successful governance. Due to the emergence of the network age and the influence of cyberspace in all aspects of individual life and governance policy, this study was conducted with the aim of designing a mental cognitive mapping model of governance on social networks using the Zaltman Metaphor Elicitation Technique (ZMET) which is one of the research methods is derived from neuroscience in management. For this purpose, in-depth semi-structured interviews were held with 12 experts, experts and researchers active in management, governance and social media with an average time of 3:24 hours and with geographical distribution from 5 provinces of the country: Tehran, Shiraz, Isfahan, Kermanshah and Mashhad, The interviews were conducted in Adobe Connect software environment. After analyzing the results, 67 concepts for model design were identified and finally 9Atlas.ti software was used to structure the consensus map. It is hoped that this model can open a new window for thinkers, government activists and strategic actors to formulate effective and efficient policies. Open social networks as a dynamic national media across national and cross-border.