فصلنامه رسانه
سال سی و دوم شماره 3 (پیاپی 124، پاییز 1400)

The advent of social media has led to the development and importance of word of mouth (verbal) communication and the emergence of a new phenomenon called electronic word of mouth marketing and advertising. Today, electronic word of mouth is one of the most influential and persuasive means among social media users today. The purpose of this study is to design a model of electronic word of mouth advertising in interpersonal relationships of social media users. In order to conduct the research, the qualitative research approach, based on the data-based method and using semi-structured interviews with experts in the field of advertising and media has been used. The sample size with the logic of theoretical sampling and until the achievement of theoretical saturation included a total of 12 people. Data coding was carried out by using MAXQDA software. Findings of Electronic Mouth Advertising Research with 9 Factors (Stimulus Factors, Electronic Word of Mouth Advertising Media, Expressing of Opinion, Source of Electronic Word of Mouth Advertising, Market related Factors, Searching of Opinion, Situational Factors, Effect of Electronic Word of Mouth Advertising and Electronic Word of Mouth Advertising Recipient) and 45 components were elaborated. The results of this study can be useful for business managers to manage electronic word of mouth advertisings on social media.

Trust is one of the most important concerns in advertising. With the development of web-based media and new forms of advertising, this concept has become more important than before, especially in the country's banking network. The purpose of this study is to investigate the role of advertising patterns in the web and traditional media in the trust and confidence of the customers of banking network. For this purpose, a conceptual model based on the Aida Model has been used in this study. The research method of this research is quantitative and based on survey method. The statistical population of the present study consists of bank customers in Tehran. Using Cochran's Formula and Combined Sampling Method, 384 people were selected as a sample. Statistical findings show that by increasing the level of attracting attention, creating interest, stimulating the desire and directing customers to receive services resulting from banking network advertising on the web and traditional media, customer trust will increase and vice versa. According to the results of this study, which was obtained through Pearson Correlation Test (r = 0.67, r = 0.33), banking advertising in traditional media has a greater impact on customer trust than web advertising.

Understanding the role, nature, position and potentials of the media, conscious and correct use of the media, in order to properly deal with the crisis,is of essential importance. Therefore, the present study is dedicated to analyzing the content of news related to the flood crisis, with the aim of analyzing the role of social networks (Telegram) in the management of this crisis. The study population is all news broadcast in Telegram channels and groups, including Golestan Crisis Management Channel, News Room Channel, Official Online News Channel, News Coverage Group, News Events Group and Crisis News about the Spring 2019 flood, published from March 21to April 3 2019.Therefore, the method in this research is content analysis, analysis unit and sampling method. Findings show that a total of 26 basic subjects and 9 organizing subjects were extracted from the three subjects before the crisis, during the crisis and after the crisis. In the pre-crisis stage, the three roles of awareness and warning, surveillance, and safe training; during the crisis phase, three roles of informing, accompanying, information gatekeeping and in the post-crisis phase, the three roles of analytics, accountability and calming of social networks (Telegram messengers), were identified. In the analysis of flood-related news, social networks with an interactive approach, used qualitative approach to analyze the published news. The media strategy used in the face of crisis on social media is a passive strategy. Information gatekeeping is less used in social networks and this affects their accuracy and authenticity of their published news. The volume and comprehensiveness of news on social networks is based on a Mirror Model.

This article evaluates the plans in the Iranian media, considering the dimensions of spiritual health from the perspective of viewers and experts, so that to determine the best plan to improve the existing situation of one of the TV networks. Due to the significant impact of the media on the information dimension about spiritual health of viewers, the media experts chose this dimension of the spiritual health. Therefore, questionnaires based on field research, expert opinion and SERVQUAL Model were designed to assess the spiritual health programs of the media according to the dimensions of responding to the needs of different viewers, ensuring the accuracy and appropriateness of information provided, appropriateness of information, satisfaction and viewers trust Viewers. The validity of the questionnaires was assessed by the Leuche Method and their reliability was assessed based on Cronbach's Alpha. Then, a number of TV audiences were selected based on Klein's Theory and Cochran's Formula, and the results of their responces were examined. The results showed that the most important thing to expect is to ensure the accuracy of the information provided. Meanwhile, the appropriateness of the provided information has the highest score (0.0378) and meeting the needs of different viewers has the lowest score (0.054) in the current situation. Then, the correlation between research variables and Pearson Hypothesis was examined and the results showed that the selected sub-criteria are effective in assessing the spiritual health of the media. Finally, the collected results were submitted to the managers of Isfahan network to prioritize the proposed projects and programs for promoting spiritual health in Isfahan TV channel, based on the collected results and their opinions and using the multi-criteria decision-making method of network analysis process. Also, the design evaluation Super Matrix was calculated and the best design was selected to improve the existing situation.Keywords: Spiritual Health, Media, Iran, Decision-Making, Prioritization.Hierarchical Analysis of the Role of Cyberspace Factors on Development of Sacred Defense Tourism, by Employing the Fuzzy AHP ApproachZohre Javadieh, Nasim Majidi Ghahroudy & Bita Shahmansouri The tourism industry is one of the most lucrative and employment-generating industries in the world, which in recent decades has received more attention than any time before, by every country. Many countries earn a significant portion of their national income through the tourism industry, and the foreign exchange earnings are one of the major sources for boosting the national economy and development of countries. The main purpose of this study is to rank the position of cyberspace factors affecting the development of Sacred Defense tourism. This research has been carried out by using fuzzy Hierarchical Analysis (FAHP). The data of the present study, using a researcher-made questionnaire, were collected based on a pairwise comparison of a sample of 10 experts of media and tourism management (qualitative section) and 66 media management experts (quantitative section) in 2020. The results show that in cyberspace, the greatest impact is attributed to enhancing technological infrastructure, concentrating on the components of software in relations to Sacred Defense Tourism, creating E-tourism infrastructure in the said area, virtual archiving of works related to Resistance Literature and Sacred Defense and the use of cyberspace to introduce and promote Sacred Defense Tourism, are the next factors affecting the development of such particular type of tourism.Keywords: Holy Defense Tourism, Cyberspace, Strengthening Cyberspace Technological Infrastructure, Software Components, Creating Electronic Infrastructure for the Holy Defense Tourism.Investigating the impact of Destination Branding on Development of Rural Tourism (Saravan Village, Gilan)Fatemeh Dozandeh Zia abadi, Mehdi Basouli & Asghar Nabil Strategic rural tourism is very important to strengthen local communities in rural areas. therfore, rural development and tourism planners rely on new tools to achieve this objective.Rural planning strategies have emphasized and taken steps to use new concepts such as destination branding. The present study examines the importance and impact of destination branding on the development of rural tourism. Not mush studies has been conducted in Iran on the captined topic, especially in the northern regions of the country which have great potentials for rural tourism development. The village of Saravan in Gilan Province, as one of the most attractive destination for domestic and international tourism needs to expand tourism activities and identify the components of tourism branding. This study, using qualitative methods and content analysis, intends to investigate the effect of destination branding on tourism development in the village of Saravan. The research method was qualitative and the statistical population of the study consisted of tourism experts, specialists and university professors and tourists (as the main consumers of the products and provided services). MAXQDA software was used for data analysis. According to the software output and research results, the criteria were identified in three sections, including social and cultural sustainability, economic development and sustainability, and environmental factors. Based on the qualitative analysis, this study further discusses the research path and proposals for future research works.

The tourism industry is one of the most lucrative and employment-generating industries in the world, which in recent decades has received more attention than any time before, by every country. Many countries earn a significant portion of their national income through the tourism industry, and the foreign exchange earnings are one of the major sources for boosting the national economy and development of countries. The main purpose of this study is to rank the position of cyberspace factors affecting the development of Sacred Defense tourism. This research has been carried out by using fuzzy Hierarchical Analysis (FAHP). The data of the present study, using a researcher-made questionnaire, were collected based on a pairwise comparison of a sample of 10 experts of media and tourism management (qualitative section) and 66 media management experts (quantitative section) in 2020.The results show that in cyberspace, the greatest impact is attributed to enhancing technological infrastructure, concentrating on the components of software in relations to Sacred Defense Tourism, creating E-tourism infrastructure in the said area, virtual archiving of works related to Resistance Literature and Sacred Defense and the use of cyberspace to introduce and promote Sacred Defense Tourism, are the next factors affecting the development of such particular type of tourism.

Strategic rural tourism is very important to strengthen local communities in rural areas. therfore, rural development and tourism planners rely on new tools to achieve this objective.Rural planning strategies have emphasized and taken steps to use new concepts such as destination branding. The present study examines the importance and impact of destination branding on the development of rural tourism. Not mush studies has been conducted in Iran on the captined topic, especially in the northern regions of the country which have great potentials for rural tourism development. The village of Saravan in Gilan Province, as one of the most attractive destination for domestic and international tourism needs to expand tourism activities and identify the components of tourism branding.This study, using qualitative methods and content analysis, intends to investigate the effect of destination branding on tourism development in the village of Saravan. The research method was qualitative and the statistical population of the study consisted of tourism experts, specialists and university professors and tourists (as the main consumers of the products and provided services). MAXQDA software was used for data analysis. According to the software output and research results, the criteria were identified in three sections, including social and cultural sustainability, economic development and sustainability, and environmental factors. Based on the qualitative analysis, this study further discusses the research path and proposals for future research works.

In case, based on the theory of conceptual metaphor, we consider the foundation of human thought as metaphorical and consider language as only one of the representations of conceptual metaphors, we should be able to consider conceptual metaphors in other representations such as still and moving images, sounds, music, etc.Accordingly, in this research work, the metaphorical conceptualizations of the Salesman film are examined based on the conceptual metaphorical theory of Likoff and Johnson (1980, 2003) and the theory of Forswell Multidimensional Mkkketaphor (2006, 2008). For this purpose, linguistic and non-linguistic representations of conceptual metaphors are analyzed in different sequences of this work. Examination of the data reveals that conceptual metaphors are widely used in this film. Some of these metaphors, such as the Iranian film “ Salesman” as a play about US made film “ The Death of a Salesman” or Tehran as New York in the 1940s, pervade the entire narrative of the film and conceptualize the similarity of the social conditions of the two societies.  And some, such as Emad as Mash Hassan or Emad as an animal, have been used to characterize the roles.

The vastness of cyberspace has taken up all aspects of human life, in a way that keeping aloof from this space is inconceivable for some people. Despite the undeniable benefits of cyberspace, unfortunately, since its advent, the misuse of this space has created many potential and actual risks. This research has been done by descriptive and analytical method, based on the available library resources, and its jurisprudential principles have been expressed by going through the releval sources and its nature and legal conditions are examined. The result of this research shows that assistance in cybercrime is one of the examples of involving in a sin or wrongdoing. So, its forbidness is proved by citing Quranic evidence, validity and the independent rule of reason on the ugliness of helping sin. Also, the introduction of religiously prohibited and the rule of harmlessness have been studied as other jurisprudential principles. Examples of the acompalice’s behavior in cyberspace, if a combination of legal, material and spiritual elements, is criminally liable. Of course, assisting in cybercrime is sometimes independent of the main act; such as pornography, in which the legislature, while emphasizing the importance of maintaining public decency and protecting the privacy of society in two articles of Penal Code, has considered pornography as an independent crime and is sometimes subject to the main act, such as crimes against privacy, accuracy and integrity of data and systems, computers and telecommunications, etc., which can be punished according to the conditions set forth in Article 127 of the Islamic Penal Code.