نشریه مطالعات رسانه ای
پیاپی 55 (زمستان 1400)

Mass communication have the power to create false desires in audiences. Radio is one of them and its audio attribute makes it different from other mass communication media. One of the most common massages through these media is commercial advertisements, so much so they arose a lot of reactions in defense or criticism of them. The importance of this media and this massage and also the lack of a guideline for how these two should interact, show the need of a model for producing radio commercial advertisements. The purpose of this study was the same and because of that, it used Grounded Theory as the research method. Statistical Population were the Elites in the subject of the study and they participated via Snowball Sampling and Semi-structured interview. Data Analysis been done based on the three steps of Strauss and Corbin Approach which includes the Phenomenon, the Causal Conditions, the Strategies, the Intervening Conditions, the Context Conditions and the Results. The results of the study showed the producing commercial advertisements in radio as the Phenomenon and the Causal Conditions with 6 axies, the Strategies with 5, the Intervening Conditions with 3 axies, and the Context Conditions with 3 axies and the Results with 5 axies. This result showed that in producing commercial advertisements in radio using famous narrator, creating image in people’s mind, branding radio stations and considering time of broadcting and type of station have

The purpose of this phenomenological research was to study the lived experiences of 10 young adults in Tehran using Instagram. In this research, the contexts and conditions affecting the lived experiences of these users, such as the general characteristics of adult youth and the technological characteristics of Instagram, are emphasized. In addition, the issue of evaluating the consequences of using Instagram by these users has been of special interest. According to the research done on Instagram, it can be said that the second and third issues, namely the effective conditions and also the evaluation of users, have been less considered in research and it seems that these issues were raised for the first time in this research. Are. The results of this exploratory study showed that for our participants, Instagram has provided a new way of seeing and being seen. In their experience, Instagram means making people's video accessible and intensifying communication; which seems to make the Instagram experience something different from the experience of other social networks. Their assessment of the effects and consequences of using this social network was full of dual emotions, experiences mixed with positive and negative emotions about the effects of using Instagram, emotions that ranged from pleasure to dissatisfaction

Nowadays social networks and especially messengers such as Telegram and WhatsApp have become the most important communication tools in the lives of people, especially for the young adults. Considering the prevalence and popularity of these two messengers among Iranian users and also due to the importance of using script in these messengers, the present research investigates the factors affecting script selection in the communication of these two messengers. The present research was conducted both qualitatively and quantitatively. To collect data an online interview, using accidental samples, in above cited messengers was used. 25 young adult users (16-25 years) and 50 adult users (over 25 years) were interviewed. The results of the research show that the most important factors affecting the use of Pinglish script instead of Persian script are as follows: Prestige; less effort; fear of writing mistakes; Persian script insufficiencies; being more influenced by the peers; being influenced by English; tendency to abbreviate; speed in message transmission; show off and express yourself; desire to be distinct; keeping privacy; tendency towards Western culture, and habit. On the contrary, the most important reasons for using Persian script are as follows: interest in and commitment to Persian language; more feelings and emotional burdens; speed; prestige; habit; impact of the other party; being official, and education.

Increasing the competitiveness of the business environment requires organizations, especially banks, to create and maintain a competitive advantage and a long-term relationship with the customer. Establishing a long-term relationship with the customer requires effective and profitable investment in the field of customer loyalty and creating optimal public opinion management in banks. Achieving the goals of managing customer public opinion requires a local and valid model. Therefore, the present study aims to explain the factors affecting the management of public opinion of Bank Melli Iran customers. For this purpose, a mixed method based on qualitative studies (theme analysis) and quantitative (ISM method) has been used. The statistical population in both qualitative and quantitative sections are all experts in the banking industry; by purposive sampling, 13 people were selected for interview and answering the ISM questionnaire. The main tools of data collection in the qualitative part were interviews and in the quantitative part were questionnaires. Data analysis in the qualitative part has been done by content analysis method using MaxQDA software. ISM interpretive structural modeling method has been used for modeling. The results of qualitative data analysis have shown that the basic categories of managing the public opinion of Bank Melli customers are: intellectual leaders, using mass media, developing advertisements to increase security for customers, transparent information and countering rumors, strengthening social responsibility, public relations management with customers, managing customer public opinion and measuring customer public opinion. The results of the quantitative section showed that the variable of managing public opinion of customers is in the first level. The variables of managing public relations with customers and measuring public opinion of customers are in the second level. The variable of strengthening social responsibility is in the third level. The variables of transparent information and dealing with rumors and developing advertisements to increase security for the sake of customers are in the fourth level. The variables of thought leaders and the use of mass media are also in the fifth level.

This research aims to study the role of mobile based social networks in journalism industry. These changes are studied in three groups included form, content and application. In current research the notions of journalists and communication sciences experts related to role of mobile based social networks in journalism is studied through Q-methodology. Due to lack of precise sampling framework, the purposeful sampling has been used. The sample size is 60 including 30 journalists and 30 communication sciences expert. The questionnaire includes 33 questions that is designed in form of Likert Spectrum. The data is analyzed by SPSS software and Quenelle software. The results of factor analyze shows that related factor to research subject determines 74,269 percent of the dependent variable changes. This rate of determination has been claimed by journalists and communication sciences experts. These factors have been divided based on application (increasing the audience power, decreasing the expenses, developing the public sphere, universality and high feedback), form (increasing in publication speed, multimedia and omitting the gatekeeping), and content (diversity and plurality of meaning). Factor analysis of statements shows that the factor of increasing the audience power with 13,56 percent is the most important and the universality with 6,64 percent is the least important factor that has affected journalism industry changes in result of using the mobile based social networks in journalism industry.

Election is a phenomenon through which people play a role in determining their own destiny and the acceptance of their country in today's world. In the days of elections, various media, relying on their accumulated social capital and the trust and confidence that the audience has in them, present their desired discourses in order to attract and guide the people towards their desired goals and objectives. The results of the media alignment and discourse battle are also determined immediately after the vote count. Registration of 42.57% turnout in the 11th parliamentary elections, which is the lowest turnout in all previous periods of the Iran's election history, requires exploring and analyzing the discourses of actors active in this field, which IRIB News Agency website and Iran International TV channel Website were selected in this study. The purpose of this study is to determine the discourse of the mentioned media by thematic analysis the texts of their election news in the period of January 21 to February 29, 2020 using MAXQDA software. Findings show that the discourse of IRIB Agency News Website with the nodal point of “maximum participation in the election” consists of the surrounding signifiers of “election”, “Islamic Republic”, “enemy” and “people” and the discourse of Iran International TV channel website with the nodal point of “election boycott” also includes the signifiers of “Islamic Republic”, “election”, “people” and “corona”. The framings and Image making of both media have fully served the nodal points of their desirable discourse. The low turnout in this election indicates the the discourse of election boycott has become hegemonic and its success in consolidating its semantic system and creating more consensus in the target community.

Nowadays, social media is widely used for marketing activities. Despite the many benefits, there is still no comprehensive model for regulating marketing efforts in this area. The purpose of this study is to design and validate an effective model of social media marketing in the Tehran dairy industry with a mixed approach. The present study was conducted with a mixed (qualitative-quantitative) approach. The statistical population of this research in the qualitative part includes experts of Tehran milk industry. Qualitative sampling continued in a targeted manner until theoretical saturation was achieved. The statistical population in a small part also includes customers of Tehran milk industry. Using the Cochran's formula for uncertain communities, 384 people have been calculated as a sample. Cluster sampling method and available individuals were used for sampling. Semi-structured interview and Likert scale questionnaire were used to collect data. In order to analyze the data in the qualitative part by the data analysis method of the foundation, the indicators of the social media marketing model were identified using MAXQDA. Then, using structural-interpretive modeling and using MICMAC, a basic model was designed. Structural equation modeling and LISREL software were used to validate and present the final model. Findings showed that the components of knowledge management, customer needs assessment and customer engagement are among the basic components of the model that affect the strategic marketing and competitive advantage of the company and lead to media effectiveness and customer loyalty.

according to achievements, People type of personality effect to their noticing to media and their level of learning. So one of the reasons that media has different effects to different people, is people differences of personality. Therefore, if content can be produced based on the attribute of personality and learning, could be hopeful to be more affective. Condition of social media producing content based on the attribute of personality and learning.

In this research with mixed method, the difference of people personality and learning is gained by questionnaires and conceptual model is figured by interviewing active men and women in media and psychology.

The most important achievements of this research are:1- Agreeableness has an inverse relation with learning method of objective experience. 2-Psychoneurosis has a relation with learning method of view reflection and there is an inverse relation between extraversion-introversion, responsibility and learning method of view reflection. 3- In this research, the ideal pattern of producing content is showing as a paradigmatic model. In this model the relation between some items creates pivotal phenomenon and some strategies are offered, which can create ideal conclusions.

With noticing to people attribute of personality and learning, can produce applicative content in social media and therefore, with raising potency of understanding, can increase media literacy.