نشریه مطالعات رسانه ای
پیاپی 53 (تابستان 1400)

The spread of coronary disease is one of the most important phenomena of the 21st century , which has caused great changes and challenges in the world . In Iran Country , the spread of coronary disease has created various problems ; Like the challenge of the relationship between religion and science . The research aims to discover the discourse of Shiite Scholars in Iran Country on the issue of Corona . This research is based on discourse theory and qualitative method and in the form of PDAM ( Practical Discourse Analysis Method ) discourse analysis . The case study of Shiite Scholars in Iran Country are : Ayatollah Mohammad Taghi Mesbah Yazdi , Ayatollah Seyyed Ahmad Khatami , Ayatollah Seyyed Mohammad Mahdi Mirbagheri , Ayatollah Kazem Sedighi , Ayatollah Seyyed Ahmad Alam al-Huda and Ayatollah Seyyed Hashem Hosseini Bushehri . Some of the results of the research are : sickness and calamity is a divine test , God does things based on wisdom , religion guarantees the observance of hygienic principles , Corona is a civilized dimension in addition to the hygienic dimension . The discourse of these scholars has been studied and discovered independently and in detail .

Representation of Iranian Identity in highly popular Hezardastan” TV series with Semiotic Analysis approachAbstractIn the present article, the representation of the concept of Iranian identity in the TV series Hezardestan has been investigated. This series produced by the late Ali Hatami and is one of the most significant productions of Iranian television, which has paid special attention to the issue of Iranian identity in the context of a historical transition. The main purpose of this study is to represent the components related to Iranian identity in this TV series and in order to obtain the information required for this qualitative and in-depth research approach, the method of semiotic analysis has been used. Theories related to representation and media works were also considered as an analytical and theoretical framework. John Fisk's analytical model was used at three levels of reality, representation and ideology by explaining technical, social and ideological codes to perform semiotic analysis. The scene or sequence was determined as the unit of analysis and 20 important scenes were purposefully selected which helped to achieve the research goals.The most important results show that this series has represented the two areas of tradition and modernity in the form of identity changes in Iranian society and in narrating the historical transition from tradition to modernity, it has shown the characters and the social and cultural system and etc., and the aspects of the individual identity of the characters and the confrontation between the traitors and their servants.

Cultural environmental advertising is one of the most effective ways to spread the culture of citizenships, ideas and useful social measures. The present study seeks to provide a model for evaluating the effectiveness of cultural and social environmental advertising based on a mixed exploratory approach. First, the qualitative part was evaluated using the meta-combined method based on the seven-step method of Sandowski and Barroso (2007), more than 200 articles and texts, and 58 related and valid sources were used based on the criteria of the meta-combined method. The results of the first part were obtained 15 main categories in the field of causal conditions, 3 main categories in the field of strategies, 4 main categories in intervention factors, 2 main categories in underlying factors and finally 3 main categories in the field of poppies that the results were presented in the form of a structural model based on axial coding. Then, a small part was examined by presenting a sample of cultural and social environmental advertisements of Isfahan Municipality to 589 people and was approved by the method of confirmatory and exploratory factor analysis of the components of evaluating the effectiveness of environmental cultural dverti. The results showed that in order for cultural advertising to be effective, it is necessary to pay attention to the content and information aspects of advertising. Also the factors such as creativity , novelty, transparency and frankness, attention, advertising attraction, credibility,advertising credibility and social responsibility. which are useful in presenting an effective cultural advertising.

In the postmodern world, issues are presented as reality or hyperreality through the media and their dominance of codes and represented prescriptions of reality permeate the current human lifeworld. The main purpose of this research is reading how the corona phenomenon is represented in the telegram channels of the IRIB News Agency, BBC Persian and Iran International during the outbreak of the coronavirus. Under the current crisis of Corona, the above-mentioned media represent the Corona phenomenon and its issues based on their unique news discourse. The research analysis method is to implement the image analysis technique to extract various semantic significations from the selected views. In this regard, Pierce, Barthes, and Chandler's semiotic approaches have been used to interpret the images related to Corona on the telegram channels of the mentioned media. The presenting Corona news approach in the IRIB telegram channel has been the frame of "doctors’ authority and accompanying the citizens with itself". The BBC Persian Telegram channel has used the Corona as a "tool to intensify disputes" between the people and the government and to create tension in Iranian society and has also resorted to the frame of "spreading terror" among the public. Meanwhile, the fledgling news network of Iran International has produced and published news programs related to Corona with the aims of "magnifying the phenomenon of crisis" and "discounting of meaning in religion" to direct public opinion in Iranian society towards the intentions of its owners and media policy on the Telegram mobile messenger.

The purpose of this study was to evaluate selected sports television programs in Iran based on the program branding framework.In this evaluation study, which was applied and based on comparing different dimensions of selected television sports programs with the indicators of branding of television programs, 164 individuals consisting of media experts as well as sports managers responded voluntarily to a researcher-made questionnaire consisting of 39 questions.Findings from the descriptive data categorized showed that most of the selected television programs (75%) had a mixed approach to their activity.There is a significant difference between program of Varzesh va Mardom and with programs such as 90, Football E Bartar and Kavosh in terms of the impact of media branding, but the difference between other television sports programs is not significant, although differences between averages are evident.The results from the Friedman test showed that there is a significant difference between the preference of the selected sports television programs based on the media branding model. By explaining that the the program 90, Football E Bartar, Kavosh, Video Check, Sport 2, Dayere Ye Talaei, Volleybal +, and Varzesh va Mardom had the highest brand value respectively.The overall conclusion of this study is that in the branding process of television sports programs, different components such as program approach and vision, program quality, management factors, and contextual factors must be considered, as the lack of attention to each these factors and their subsets of subsets simply cause serious damage to the program.

In the modern age, businesses are growing and expanding intensely because of emerging new technologies and their availability. The purpose of this study was to identify the factors affecting the expansion of home-based business in telegram and Instagram. The research method is quantitative and based on a researcher-made questionnaire. The statistical population of this research includes home business activists, and the needed volume for the society was calculated 382 people based on Cochran formula. Next, members were selected and questioned using simple random sampling method. The reliability of the questionnaire was calculated using Cronbach's alpha method which is 0.772 which indicates acceptable validity of the items in measuring the research indices.The theoretical basis of this research is presented in two categories of media and economic theories of thinkers. Concepts and ideas of Walt Whitman Rowstow, David Reesman, Raymond Williams, Neil Esmelsrou Theories used include the Third Wave of Alvin Toffler, the Danish-based intercontinental society, the use and satisfaction of Manuel Castells.The results show that the set of economic, political, managerial and communication infrastructure factors, government oversight, government support and enhancement of ICT structure, tax and transaction costs, and the type of virtual network, have been instrumental in the growth and expansion of the home business.

The purpose of this research is to provide solutions to increase the motivation of investors to invest in television programs. In order to achieve this goal, an attempt has been made to identify barriers to investors' willingness to invest in television programs. This study was applied research. In the first step, in the qualitative part, by using interviews, the obstacles to investors' desire to invest in TV programs are identified. In this step, the research participants included 12 experts, including producers, staff managers and investors. In the second step, in the quantitative part, using the Delphi technique, 224 people were referred to the statistical population to prioritize them. The sample size was 141 people. The results showed that the three main obstacles to investors' willingness to invest in television programs with the provincial network of Hamedan were the multiplicity of less expensive parallel media, investor distrust of the effectiveness of such advertisements and the unattractiveness of television competitions, respectively. Therefore, in order to make investors want to invest in network applications, it is better to first pay attention to the obstacles that exist in the network and the developers and try to eliminate them. In this case, the network capacity can be increased for investors to be willing to invest. Also, informing investors about the types of advertisements in the national media is not ineffective in this way.

A persuasive strategy for advertisement on social mediaAbstractSocial media has been expanded and developed remarkably nowadays . Many users are active in social media every day so that these media considerably influence their audience. Social media applications installed on smartphones are developing and popular due to features such as easy access , attractiveness, interactivity, and high performance in terms of providing the information needed by users . In this work, we attempted to design a persuasive strategy to advertise on Instagram. It was applied exploratory-descriptive research conducted based on a cross-sectional design. Data were collected using qualitative and quantitative methods. The statistical population of the study included cyberspace experts and masters. Experts were first interviewed using questionnaires, and texts of the interviews were then encoded through content analysis in MAXQDA, and ultimately 58 indicators were selected. For quantitative analysis of the data obtained from the close-ended questionnaire , the sample size was determined 196 based on the study population and using Cochran's formula. The results were divided into 11 categories using the exploratory factor analysis method. The results confirmed a proper correlation between the study elements and items.