Document Type : Original Article
Authors
1
. PhD student in media management, Department of Social Sciences, Communication and Media, Central Tehran Branch, Tehran, Iran
2
. Assistant Professor, Department of Social Sciences, Communication and Media, Central Tehran Branch, Tehran, Iran. Responsible Author
3
Professor, Management, University of Tehran, Tehran, Iran.
4
. Assistant Professor, Department of General Psychology, Exceptional Children, Central Tehran Branch, Tehran, Iran.
Abstract
The aim of the current research is to provide a strategic model of media management in order to improve the social health of active media audiences in Qazvin province, which was carried out qualitatively and quantitatively. In the qualitative phase, content and Q analysis methods were used, and in the quantitative phase, factor analysis was used to analyze the Q data. The statistical population of media in the province is 85 media, of which 12 media were selected purposefully. The content analysis of those media showed that the most content produced by the media is in the field of social deviations with 576 and the least content produced by the media is the field of violence with 237 items. Based on the mentality of the first group, in order to improve the social health of people in the society, paying attention to "media literacy" is the first priority. According to the mentality of the second group, if the activity of virtual networks is not monitored, it can be considered as the main cause of violence and social deviations. According to the mentality of the third group, the publication of news about accidents has a great impact on reducing social security in the society, and the mentality of the fourth group is in favor of publishing news about road accidents. According to the obtained results, a quantitative questionnaire was created and the desired model was created using the software. PLS was designed. This model showed that according to the results of the quantitative questionnaire, all four functions of the media, namely information, education, monitoring the environment, and provision of leisure time, are effective in improving the social health of people in the society. Based on this, the strategic model of media management can have the greatest impact on improving the quality of life, reducing violence, reducing social deviations and social issues.
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