Strategic Studies of Culture

Strategic Studies of Culture

The Model of Upgrading the National Media to a Public University with an Audience Literacy Enhancement Approach

Document Type : Original Article

Authors
hossein sebti 1
ebrahim hagiani 2
seyed reza salehi amiri 3
fatemeh aziz abady farahani 4
1 PhD Student in Cultural Management and Planning, Islamic Azad University, Research Sciences Branch, Tehran, Iran. Email: hossein.sebti@iau.ir
2 Associate Professor, Faculty of Futures Studies, Imam Hussein University, Tehran, Iran. (Corresponding Author) Email: ebhajiani@gmail.com
3 Associate Professor, Faculty of Management and Economics, Islamic Azad University, Research Sciences Branch, Tehran, Iran. Email: dr.salehiamiri@gmail.com
4 Associate Professor, Faculty of Management and Economics, Islamic Azad University, Research Sciences Branch, Islamic Azad University, Tehran, Iran. Email: farahani@iau.ir
10.22083/scsj.2026.566013.1346
Abstract
The Model of Upgrading the National Media to a Public University with an Audience Literacy Enhancement Approach
Hossein Sebti, PhD Student in Cultural Management and Planning, Islamic Azad University, Research Sciences Branch, Tehran, Iran. Email: sebtiproducer@gmail.com
Ebrahim Hagiani, Associate Professor, Faculty of Futures Studies, Imam Hussein University, Tehran, Iran. (Corresponding Author) Email: ebhajiani@gmail.com
Seyed Reza Salehi Amiri, Associate Professor, Faculty of Management and Economics, Islamic Azad University, Research Sciences Branch, Tehran, Iran. Email: dr.salehiamiri@gmail.com
Fatemeh Aziz Abady Farahani, Associate Professor, Faculty of Management and Economics, Islamic Azad University, Research Sciences Branch, Islamic Azad University, Tehran, Iran. Email: farahani@iau.ir
Extended Abstract
Introduction: In the contemporary context, Iranian society is simultaneously experiencing rapid developments in information technology, the expansion of social media platforms, declining trust in traditional media, and the widespread dissemination of misinformation and misleading content. Under these circumstances, defining the role of national media solely as an informational and entertainment institution is no longer sufficient to meet societal needs. In response to these challenges, the concept of a “Public University” within national media has emerged as an innovative approach that redefines media as a comprehensive educational and cultural institution. Its primary objective is to enhance various dimensions of audience literacy, including media literacy, cultural literacy, visual literacy, digital literacy, critical literacy, and intercultural literacy. This applied qualitative study aims to develop a conceptual and operational model for realizing such a Public University within the Islamic Republic of Iran Broadcasting (IRIB), with a particular emphasis on audience literacy.
Method: This study adopted a qualitative design based on the grounded theory approach developed by Strauss and Corbin. The participants consisted of 20 experts in media and cultural studies, as well as senior managers with executive experience in national media, who were selected through purposive and snowball sampling. Sampling continued until theoretical saturation was achieved. Data were collected through in-depth semi-structured interviews and analyzed in three stages: open coding (identification of initial concepts), axial coding (identification of relationships among categories), and selective coding (development of the final paradigmatic model). Content validity was assessed using Lawshe’s Content Validity Ratio (CVR), and inter-coder reliability was examined using Cohen’s kappa coefficient, yielding a value of 0.76, indicating an acceptable level of agreement. In total, 384 open codes and 44 axial codes were extracted and subsequently organized into major selective categories. All interviews were conducted according to a predefined interview protocol that included both general and specialized questions.
Findings: The findings revealed that the realization of a Public University within national media is shaped by a set of interrelated factors. The analysis identified causal, contextual, and intervening conditions influencing the proposed model. These factors included social and psychological factors, ideological and political considerations, socio-cultural conditions, the need to avoid superficial and ostentatious approaches to content production, ideological and cultural constraints, structural and organizational challenges, external competitive pressures, the inherent functions and influence of media, the diversity and evolving roles of audiences, legal and ideological responsibilities, digital and infrastructural challenges, and the inherent limitations and requirements of public media. The study also identified a range of strategic actions. The most important strategies included enhancing audience interaction, simplifying and presenting content in an engaging manner, utilizing experts and credible sources, conducting audience research and needs assessments, diversifying genres and program formats, and employing indirect and implicit educational approaches. The anticipated outcomes included the enhancement of general literacy, the strengthening of cultural and intercultural literacy, the promotion of personal development and creativity, and the improvement of cognitive and practical skills.
Conclusion: The findings indicate that transforming national media into a Public University centered on audience literacy is not merely an optional initiative but a strategic necessity in contemporary Iranian society. Drawing on expert perspectives as well as successful domestic and international experiences, the proposed model offers a comprehensive and practical framework that can inform major media policymaking efforts. The successful implementation of this transformation requires a strong commitment among media managers to the educational and cultural role of media, the provision of sustainable financial resources, continuous professional development for content producers, meaningful engagement with audiences, and organizational flexibility in responding to rapid changes in the media environment. If successfully realized, national media can evolve beyond its current role as an informational and entertainment medium and become a credible educational, cultural, and empowering institution for society. In the long term, such a transformation can contribute significantly to strengthening social capital, enhancing public trust, and promoting cultural cohesion. Based on the findings, several strategic recommendations are proposed, emphasizing that television should be conceptualized as a Public University dedicated to enhancing public literacy and empowerment, an approach that has also been supported by evidence from international experiences.
Keywords
National Media
، Television،
Public University
، Audience Literacy
Subjects
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