نوع مقاله : مقاله پژوهشی
نویسندگان
1 استادیار دانشگاه صداوسیما
2 دانشجوی دوره دکتری مدیریت راهبردی دانشگاه عالی دفاع ملی
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسندگان [English]
One of the most important strategic issues in management of the Islamic system, the issue of Tablighat (advertising). as key competencies and Strategic advantages Islamic Republic of Iran is, It is useful to investigate the role and guidance position of the Intellectual System of the Supreme Leader in Islamic Republic of Iran Advertising Management, and which capacities and strategic capabilities to achieve the propaganda system provided by this issue? The purpose of this paper is to provide the Inspirational Bases of advertising strategic management in the discourse of Imam Khomeini and Imam Khamenei, with the descriptive and analytical approach. Therefore, by applying the discourse analysis method in guidelines of this noble and also with the help of grounded theory, results will be achieved. In this paper, the concept of advertising, importance, purpose and functions of advertising In the discourse of velayat-e faqih, and then specialized principles, objectives and management policies of advertising is investigated. Discourse analysis results show that the "Islamic propaganda" is Nodal point, and other concepts, such as the impact on the audience, convey the message of Islam and the Islamic Revolution, the transcendence of the human education, countering enemy propaganda, immunity and elimination of damages advertising attached to it. Finally, after extracting the concepts of discourse in the form of principles, objectives and policies, inspirational Bases framework for strategic management of advertising provided by Grounded theory method in 4 principle (with the central concept of 'impact on the audience for the individual and society to achieve perfection') ,4 goals (In two groups: an action-positive a reaction-negative) and 9 policy.
کلیدواژهها [English]
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