راهبردهاي رسانه ملي درسياستگذاري رسانه‌هاي نوين ارتباطي

The Strategies of the National Media for Modern Communication Media Policy Making

ﺳﯿﺎ ﺳﺖﻫﺎي ارﺗﺒﺎﻃﯽ، ﻣﺠﻤﻮﻋﻪاي از ا ﺻﻮل و ﻫﻨﺠﺎرﻫﺎﯾﯽ ﻫ ﺴﺘﻨﺪ ﮐﻪ ﺑﻪ ﻣﻨﻈﻮر راﻫﻨﻤﺎﯾﯽ ﻋﻤﻠﮑﺮد ﻧﻈــﺎمﻫــﺎي اﻃﻼﻋــﺎﺗﯽ و ارﺗﺒــﺎﻃﯽ ﻣﻮرد ﻧﻈﺮ ﻗﺮار ﻣﯽﮔﯿﺮﻧــﺪ. اﻣﺮوزه، ﻫﺮﮔﻮﻧــﻪ ﺳﯿﺎ ﺳﺖﮔﺬاري در ﺳﺎزﻣﺎنﻫﺎي ر ﺳﺎﻧﻪاي ﻣ ﺴﺘﻠﺰم ﻟﺤﺎظ ﮐﺮدن دﯾﮕﺮ زﻣﯿﻨﻪﻫﺎي ارﺗﺒﺎﻃﯽ اﺳــﺖ. ﻣﻮﺿــﻮع اﯾﻦ ﻣﻘﺎﻟﻪ، راﻫﺒﺮدﻫﺎي رﺳــﺎﻧﻪي ﻣﻠﯽ در ﺳــﯿﺎﺳــﺖﮔﺬاري رﺳــﺎﻧﻪﻫﺎي ﻧﻮﯾﻦ ارﺗﺒﺎﻃﯽ و ﻫﺪف آن ﺷﻨﺎﺳﺎﯾﯽ ﻣﻬﻢﺗﺮﯾﻦ ﻧﻘﺎط ﻗﻮت، ﺿﻌﻒ، ﻓﺮﺻﺖﻫﺎ و ﺗﻬﺪﯾﺪﻫﺎي رﺳﺎﻧﻪي ﻣﻠﯽ درﻋﺮ ﺻﻪ ﺳﯿﺎ ﺳﺖﮔﺬاري ر ﺳﺎﻧﻪﻫﺎي ﻧﻮﯾﻦ و ﺗﺪوﯾﻦ راﻫﺒﺮدﻫﺎي ﻋﻤﻠﯿﺎﺗﯽ ا ﺳﺖ. در اﯾﻦ ﭘﮋوﻫﺶ، ﺳــﯿﺎﺳــﺖﻫﺎي رﺳــﺎﻧﻪي ﻣﻠﯽ ﺑﺎ اﺳــﺘﻔﺎده از روش ﮐﻤﯽ-ﮐﯿﻔﯽ ﻣﺎﺗﺮﯾﺲ ﺗﺤﻠﯿﻠﯽ )SWOT(، از ﻃﺮﯾﻖ ﻣﺼــــﺎﺣ ﺒﻪي ﻫﺪﻓﻤ ﻨﺪ ﺑﺎ 12 ﻧﻔﺮ از ﺧﺒﺮ ﮔﺎن ﺣﻮزهي رﺳــــﺎ ﻧﻪ و ﺳﯿﺎ ﺳﺖﮔﺬاري آن ﺑﺮر ﺳﯽ ﺷﺪه ا ﺳﺖ. در ﻣﺠﻤﻮع 12 ﻧﻘﻄﻪي ﻗﻮت و ﻓﺮ ﺻﺖ ﺑﻪ ﻋﻨﻮان ﻣﺰﯾﺖ و ﺗﻌﺪاد 11 ﺿﻌﻒ و ﺗﻬﺪﯾﺪ ﺑﻪ ﻋﻨﻮان ﻣﺤﺪودﯾﺖ ﺷﻨﺎﺳﺎﯾﯽ ﺷﺪه اﺳﺖ. ﻧﻤﺮهي 2/43 ﻣﺎﺗﺮﯾﺲ ارزﯾﺎﺑﯽ ﻋﻮاﻣﻞ داﺧﻠﯽ و ﻧﻤﺮهي 2/49 ﻣﺎﺗﺮﯾﺲ ارزﯾﺎﺑﯽ ﻋﻮاﻣﻞ ﺧﺎرﺟﯽ ﻧﺸـــﺎن ﻣﯽ دﻫﺪ ﮐﻪ ﻧﻘﺎط ﺿﻌﻒ رﺳﺎﻧﻪي ﻣﻠﯽ در ﺳﯿﺎﺳﺖﮔﺬاري رﺳﺎﻧﻪﻫﺎي ﻧﻮﯾﻦ، ﺑﯿﺸﺘﺮ از ﻧﻘﺎط ﻗﻮت آن و ﺗﻬﺪﯾﺪﻫﺎي ﭘﯿﺶ رو ﻧﯿﺰ ﺑﺮ ﻓﺮﺻــﺖﻫﺎي آن ﻏﻠﺒﻪ دارد ﮐﻪ ﻣﺘﻨﺎﺳــﺐ ﺑﺎ آن، راﻫﺒﺮدﻫﺎي ﺗﺪاﻓﻌﯽ اراﺋﻪ ﺷﺪه اﺳﺖ.

Communication policies are a set of principles and norms formulated to guide the performance of the information and communication systems. Today, any policy-making in media organizations requires that other communication areas be fully considered.The present paper mainly concerns the strategies adopted by the National Media in modern communication media policies and the study aims to identify the most important strengths, weaknesses, opportunities, and threats of the National Media in this regard and to formulate the appropriate operational strategies for the policy. In this study, a qualitative-quantitative method based on SWOT Analysis Matrix through purposive interviews with 12 media experts and policy makers of this Media was adopted to examine the related policies. In total, 12 strengths and opportunities have been identified as advantages and 11 weaknesses and threats as constraints. A score of 2.43 of the evaluation matrix of the internal factors and a score of 2.49 of the evaluation matrix of the external factors show that weaknesses of the National Media policy-making on modern media outnumber its strengths, with the future threats which overshadow the opportunities; accordingly, some defensive strategies (WT) for tackling these threats have also been presented.