Developing a strategic media model with the aim of improving the social health of active media audiences in Qazvin province

Document Type : Research Paper

Authors

1 PhD Student in Media Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran

2 Assistant Professor of Social Sciences, Central Tehran Branch, Islamic Azad University, Tehran, Iran

3 Professor of Management, University of Tehran, Tehran, Iran

4 Assistant Professor of General Psychology-Exceptional Children, Central Tehran Branch, Islamic Azad University, Tehran, Iran

Abstract

Objective: People who have higher social health can more successfully deal with the challenges and ups and downs of playing key social roles and participate more in collective activities and prevent social deviations and anomalies. In this regard, foresight and the development of a forward-looking strategy model by the media can play an important role in promoting the social health of their audience (individuals).

Method: This research has been done qualitatively and quantitatively. In the qualitative phase, content analysis and Q methods were used, and in the quantitative phase, factor analysis was used to analyze the Q method data.

Results: The content analysis of the media in this study showed that the most media production in the field of social deviations with 576 cases and the lowest media production in the field of violence with 237 cases. The field of social quality with 485 and the field of social issues with 312 cases are in the second and third ranks. A small questionnaire was made and based on it, the desired model was designed using PLS software.

Conclusion: This model showed that the function of media is effective in promoting social health of society and can have the greatest impact on improving quality of life, reducing violence, reducing social deviations and social issues.

Keywords

Main Subjects

References

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Journal of Iran Futures Studies
Volume 7, Issue 2 - Serial Number 13
January 2023
Pages 253-277

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