Designing the audience persuasion model in media organizations with thematic analysis approach

Persuasion is a process that influences the mentality of people by resorting to reasoning and feeling in the form of verbal, non-verbal and media skills, often to change their behavior and force them to take a certain action. In other words, the conscious effort of a person or organization to change the attitude, belief, values or views of another person or group is called persuasion. In general, persuasion is the basic and ultimate goal of all communication behaviors. In terms of results, this research is considered part of developmental research because it seeks to explain the audience persuasion model in media organizations through the design of the model. In terms of its purpose, this research is an exploratory research. The methodology of this research is of a qualitative type, which often uses qualitative data using thematic analysis method. The results of the analysis of Saadi's speech show that the analysis of audience persuasion styles in Golestan Saadi, which was carried out with the aim of investigating the themes of persuasion and changing the audience's attitude, after extracting the text sentences and summarized sentences, sub-themes were categorized in the form of main themes. And from the present themes, finally, the audience persuasion model based on 19 persuasive components based on the words of effort has been obtained. In the present model, the recognition of the media audience and how to persuade its perception and recognition through the media have been discussed and investigated.