ارائه‌ی مدل مبتنی بر عوامل جذابیت رسانه مجازی در حوزه‌ی خبر

نوع مقاله : مقاله پژوهشی (کاربردی)

نویسندگان

1 دانشجوی دکتری مدیریت رسانه، دانشکده مدیریت، دانشگاه آزاد اسلامی، واحد اصفهان (خوراسگان)، اصفهان، ایران

2 استادیار، دانشکده مدیریت، دانشگاه آزاد اسلامی، واحد اصفهان(خوراسگان)، اصفهان،

3 استادیار، دانشکده ارتباطات، دانشگاه صدا و سیما، تهران، ایران

10.48301/kssa.2021.303277.1712

چکیده

هدف این پژوهش، استفاده از یک مدل مبتنی بر جذابیت و عوامل جذب مخاطب به سایتهای خبری مجازی می‌باشد. مؤلفه‌های جذابیت سایت‌های خبری، از طریق پاسخ 23 نفر از خبرگان رسانه، خبرنگاران و اساتید دانشگاه به پرسش‌نامه، ارزش­­گذاری شده و بر این اساس، با استفاده از روش گراندد تئوری از طریق اولویت بندی مفاهیم و در نظرگرفتن شرایط علّی، شرایط زمینه­ساز، عوامل مداخله­گر و با استناد به استراتژی­های پیشنهاد شده، پیامدهای جذابیت سایت خبری مجازی برای مخاطب، شناسایی گردید و سپس با تجزیه و تحلیل داده‌ها، مدل مبتنی بر عوامل جذابیت رسانه‌ی مجازی در حوزه‌ی خبر طراحی گردید. یافته‌ها نشان داد که مؤلفه­های جذابیت سایت خبری برای مخاطب در شرایط علّی، شامل: کیفیت محتوای سایت، توجه به نیاز مخاطب، امکانات فنی و زیرساختی سایت، درشرایط زمینه­ساز شامل: زمینه­های جذب مخاطب، مزایای شبکه­های اجتماعی و مختصات رسانه‌ی مجازی و در بحث عوامل مداخله­گر شامل: ضعف تکنیکی و فنی وب سایت، مشکلات سازمانی و اداری و مدیریت ناکارآمد سایت می‌باشند. همچنین نتایج کلی نشان داد که سیاست‌های زیرساختی وب سایت در افزایش جذابیت، تعاملی سازی نقش مخاطب و تحلیل و آنالیز رفتار مخاطب که این استراتژی‌ها منجر به حصول پیامدهای دستاوردهای رسانه­ای، تغییر ساختار و ماهیت رسانه و تأثیرات بر مخاطب گردیده­اند.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Providing a Model Based on the Factors of Attractiveness of Virtual Media in the Field of News

نویسندگان [English]

  • fatemeh mohammadi sichani 1
  • faezeh taghipoor 2
  • abbass Naseri taheri 3
1 PhD Student in Media Management, Faculty of Management, Islamic Azad University, Isfahan Branch (Khorasgan), Isfahan, Iran
2 Assistant Professor, Faculty of Management, Islamic Azad University, Isfahan Branch (Khorasgan), Isfahan,
3 Assistant Professor, Faculty of Communication, Radio and Television University, Tehran, Iran
چکیده [English]

The purpose of this study was to use a model based on attractiveness factors drawing audiences to virtual news sites. The attractiveness components of news sites were evaluated through the response of 23 media experts, journalists and university professors to a questionnaire. Underlying conditions, intervening factors, and based on the proposed strategies, the consequences of the attractiveness of the virtual news sites for the audience were identified, Then, by analyzing the data, a model based on the attractiveness of the virtual media in the news field was designed. The findings showed that the components of news site attractiveness for the audience in causal conditions included quality of site content, attention to the needs of the audience, technical facilities, and infrastructure of the site. Contextual conditions included areas of audience attraction, benefits of social networks, and coordinates of virtual media. The intervening factors comprised of the technical weakness of the website, organizational and administrative problems, and inefficient site management. In addition, the overall findings indicated that the infrastructure policies of the website in increasing the attractiveness, making the role of the audience interactive, and analyzing the behavior of the audience led to media success, changing the structure and nature of the media and affecting audiences. 

کلیدواژه‌ها [English]

  • News
  • News appeal
  • News media
  • Cyberspace
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