Document Type : Original Article
Authors
1 Ph.D Student, Department of Media Management, Science and Research Branch, Islamic Azad University, Tehran, Iran
2 Assistant Professor, Department of Media Management, West Tehran Branch, Islamic Azad University, Tehran, Iran
3 Assistant Professor, Department of Media Management, Science and Research Branch, Islamic Azad University, Tehran, Iran
4 Associate Professor, Department of Communication Sciences, Science and Research Branch, Islamic Azad University, Tehran, Iran
Abstract
in the country, has been able to make the most effective contribution to the society. The requirements of activity in the current communication space is nothing but a strong presence in the field of virtual space and social networks, which has not received enough attention from radio and television, and has led to the dissatisfaction of the audience and even the decrease of their audience . The current research has been done with the aim of providing a model for digital transformation in the virtual space of the Broadcasting Organization in accordance with increasing the functionality of the virtual space among the audiences. Due to the lack of a model in this field in order to benefit from it, this research aims to extract the components of the model using the thematic qualitative method or theme analysis. The statistical population includes 15 experts in the field of media management and virtual space. To measure reliability, intra-subject agreement method (reliability between two coders/evaluators) was used to calculate the reliability of the texts, and the reliability coefficient obtained for all three interviews and the total reliability coefficient is (0.87), which is greater than the minimum acceptable value (0.7), so the reliability of the codings was confirmed and the interviews had a suitable reliability. The findings showed that the model requirements include 6 main categories, 9 sub-categories and 38 sub-categories to create digital transformation and the interaction of the Islamic Republic of Iran's radio and television with virtual space. The main categories.
Keywords
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