نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشیار،گروه آینده پژوهی، دانشگاه بین المللی امام خمینی(ره)، قزوین، ایران
2 دانشجوی دکتری مدیریت رسانه دانشگاه تهران، ایران
چکیده
عنوان مقاله [English]
نویسندگان [English]
Objective: This study aims to investigate the impact of emerging technologies (artificial intelligence, the internet, social media, and augmented reality) on media innovations and to identify optimal scenarios for the production, distribution, and consumption of targeted and personalized content to maintain competitiveness and create new value for audiences.
Methods: The research employs a critical uncertainty scenario planning approach, utilizing primary data (interviews, questionnaires) and secondary data (library resources). Data analysis was conducted using qualitative and quantitative content analysis methods.
Findings: The first scenario ("Digital Iran: A Sustainable Future") and the second scenario ("New Role-Playing") demonstrate the highest potential for enhancing media performance in response to emerging technologies. Strategic utilization of technologies and extensive collaborations foster innovation and generate distinctive value for audiences.
Conclusion: This study indicates that the intelligent adoption of new technologies and broad collaborations can strengthen media innovations and create new value for audiences. The findings suggest that media entities should leverage emerging technological opportunities and foster international partnerships to effectively address forthcoming challenges while preserving their traditional values.
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