Designing a Conceptual Model of Media Authority for the Broadcasting Organization

The media are multi-functional that, at the same time as trying to make a profit through attracting customers, they should also focus on guiding the audience through intellectual and cultural influence. One-sided views of the media and the lack of theoretical understanding have caused a large part of the capacity of theoretical understanding and practical promotion of the media to be delayed in realizing these two. The research attempted to provide a new approach in this field by presenting a conceptual model of media authority specifically for the broadcasting organization. The design of the conceptual model was done with the method of grounded theory and the systematic approach of Strauss and Corbin, and the final model was explained in six general areas. According to the findings of this research, media authority is created as a result of justice, independence and media leadership, it flourishes in the context of organizational competencies such as organizational maturity, excellence culture and proper talent management, through strategies such as focusing on the field of strategic performance, unity and market development. And the rotation of competing paradigms is objectified and ultimately leads to positive media reputation among various stakeholders. Reference media can be very effective in realizing the public interests of the society due to the quality and quantity in responding to the needs and wants of the audience as well as the high communication capacity with the social body.