Strategic Studies of Culture

Strategic Studies of Culture

Proposing Transformational Strategies for the “IRINN” to benefit from Media Convergence Potentials

Document Type : Original Article

Authors
mohamad mohseni tonkaboni 1
mahdi sharifi 2
siavash salavatian 3
1 M.A. Media Management, Department of Business Management, Faculty of Management, University of Tehran (Corresponding Author).
2 Associate Professor, Department of Business Management, Faculty of Management, University of Tehran.
3 Assistant Professor, Department of Media Management, Faculty of Communication and Media, Radio and Television University.
10.22083/scsj.2021.144751
Abstract
In the field of information and news broadcasting, the arrival and spread of social media and the variety of media platforms in the contemporary world has greatly reduced the audience’s dependency on national broadcasting for obtaining information and news. The present study examines how media convergence is among the most essential media strategies for broadcasting organizations (e.g. the “IRINN”) to adapt to the contemporary circumstances of the technology market and the needs of the audience. The present research has employed a qualitative method to conduct content analysis based on the in-depth interview tool and taking samples from three distinct statistical populations including the “IRIB” organization's managers and authorities, university professors, and active professionals in the field of media, and findings were coded and analyzed using the MAXQDA qualitative analysis software. Five main strategies were identified by analyzing the codes extracted from this study to help the news channel take advantage of media convergence potentials, including 1. Convergence in tools and media ownership, 2. Teaching and institutionalizing the culture of convergence, 3. Convergence in presenting the news to the audience, 4. Tactical convergence with other media environments, and 5. Structural convergence. Eventually, the execution approaches of each strategy were evaluated and analyzed. 
Keywords
Media management
Media Convergence
Social media
Media platforms
IRINN
منابع و مأخذ
اکبرزاده جهرمی، سید جمال‌الدین (1396). «پساتلویزیون در ایران: ارزیابی اقدامات صداوسیما در قبال هم‌گرایی رسانه‌ای». فصلنامه مطالعات رسانه‌های نوین، شماره 10: 88ـ43.
بصیریان جهرمی، حسین؛ هادی خانیکی و محمدسعید ذکایی (1392). «رسانه‌های اجتماعی و سازمان‌های رسانه‌ای: بررسی سیاست‌گذاری و مصرف فیس‌بوک در مواجهه با رسانه ملی». فصلنامه پژوهش‌های ارتباطی، شماره 75: 80ـ59.
خجسته، حسن؛ ملیکا بردبار و سیدوحید عقیلی (1397). «آینده مصرف رسانه‌ای مخاطبان: مطالعه موردی با روش دلفی». فصلنامه مطالعات علمی فرهنگ‌ـ‌ارتباطات، شماره 43: 106ـ83.
روشندل اربطانی، طاهر  و احمد کوهی (1391). «هم‌گرایی رسانه‌ای: رابطه تولید محتوای اینترنتی توسط کاربران و نحوه تماشای تلویزیون». فصلنامه علمی مطالعات فرهنگ‌ـ‌ارتباطات، شماره 20: 168ـ143.
شیخ‌زاده، محمد؛ ابوالحسن فقیهی، محمدسعید تسلیمی و حسن عابدی (1390).  «تحلیل مضمون و شبکه مضامین». فصلنامه اندیشه مدیریت راهبردی، شماره 10: 198ـ151.
ویمر، راجر دی  و جوزف آر دومینیک (1389). تحقیق در رسانه‌های جمعی. ترجمۀ کاووس سیدامامی. تهران: انتشارات سروش.
Appelgren, E. (2004). ‘Convergence and divergence in media: different perspectives’. In ICCC 8th International Conference on Electronic Publishing 2004, Brasilia, Brazil. (pp. 237-248).
Bettiga, D., Boaretto, A., & Chen, S. (2013). ‘Exploring media convergence: evidence from Italy’. International Journal of Engineering Business Management, 5(Godište 2013), 5-53.
Cassin, B., Solomon, S., & Rubin, M. L. (1990). Dictionary of eye terminology (p. 304). Gainesville: Triad Publishing Company.
Erdal, I. J. (2007). ‘Researching media convergence and crossmedia news production’. Nordicom Review, 28(2), 51-61.
Fagerjord, A., & Storsul, T. (2007). Questioning convergence. Nordicom Publishers.
Freeman, M. (2017). ‘Funding and management in the media convergence era: Introduction’. International Journal on Media Management, 19(2), 103-107.
García-Avilés, J. A., Kaltenbrunner, A., & Meier, K. (2014). ‘Media convergence revisited: Lessons learned on newsroom integration in Austria, Germany and Spain’. Journalism Practice, 8(5), 573-584.
Gordon, R. (2003). ‘The Meanings and Implications of Convergence’. In Kawamoto Kevin, Digital journalism: Emerging Media and the Changing, Horizons of Journalism,  Rowman & Littlefield Publishers.
Green Paper  (1997). Green Paper on the Convergence of the Telecommunications, Media and Information Technology Sectors, and the Implications for Regulations. Brussels: European Commission.
Jenkins, H. (2001). ‘Convergence? I diverge’. Technology review, 104(5), 93-93.
Jenkins, H. (2006). ‘New York University Press’. Convergence Culture: where old and new media collide. New York University.
Steiner, T. (2015). ‘Under the macroscope: Convergence in the us television market between 2000 and 2014’. Image, (22), 4-21.