Razi Journal of Medical Sciences

fa مدیریت محتوای تبلیغات تجاری ارزش محور سیمای جمهوری اسلامی ایران content management of value-based commercial advertisements of the Islamic Republic of Iran TV روانشناسی بالینی Clinical Psychiatry پژوهشي Research زمینه و هدف: تحقیقات نشان داده است که نوع مدیریت بر تولید محتوای تبلیغات تجاری برمبنای ارزش‌های بنا نهاده شده اثرگذار است. در این راستا مدیریت محتوا می‌تواند در نتیجه ارزش‌ها و سلامت جامعه تغییر ایحاد کند؛ بنابراین هدف اصلی تحقیق مدیریت محتوای تبلیغات تجاری رسانه ملی مبتنی بر ارزش بود. روش کار: در این تحقیق از روش ترکیبی کیفی وکمی استفاده شد. جامعه آماری این تحقیق را خبرگان و کارشناسان و اساتید برتر حوزه رسانه و تبلیغات تشکیل داده اند که 14 نفر شناسایی شدند. در مرحله کیفی پس از گردآوری ادبیات موضوع و اسناد بالادستی (دستورالعمل) سازمان‌های مرتبط، به روش تحلیل محتوا ارزیابی های لازم صورت گرفت و بر اساس آن 263 شاخص مشخص و پس از بازنگری مجدد و حذف شاخص‌های تکراری 146 شاخص استخراج شدند و در 8 بعد و 21 مؤلفه و 146 شاخص جدول دسته‌بندی گردیدند. در ادامه به کمک کارگروه دلفی در 2 مرحله، شاخص‌ها غربال و شاخص‌های اضافی حذف شدند و در نهایت تعداد 78 شاخص نهایی استخراج شدند. جهت پایایی هر دو پرسش‌نامه از فاکتورآلفای کرونباخ استفاده و هر کدام از مؤلفه‌ها مقادیر بالای 0.7 (امتیاز قابل قبول) را کسب کردند. یافته‌ها: بر اساس این تحقیق، 263 شاخص مشخص و پس از بازنگری مجدد و حذف شاخص‌های تکراری 146 شاخص استخراج شدند و در 8 بعد و 21 مؤلفه و 146 شاخص جدول دسته‌بندی گردیدند. در ادامه به کمک کارگروه دلفی در 2 مرحله، شاخص‌ها غربال و شاخص‌های اضافی حذف شدند و در نهایت تعداد 78 شاخص نهایی استخراج شدند. جهت پایایی هر دو پرسش‌نامه از فاکتورآلفای کرونباخ استفاده و هر کدام از مؤلفه‌ها مقادیر بالای 7/0(امتیاز قابل قبول) را کسب کردند.  نتیجه‌گیری: طراحی یک شیوه‌نامه ارزش محور برای تولید محتوای تبلیغات تجاری رسانه ملی می‌تواند بر فرهنگ سازی و ترغیب درست مخاطبان مؤثر بوده و مبنایی برای تحقیقات کاربردی بعدی قرار گیرد. Background & Aims: Research has shown that the type of management affects the production of commercial advertising content based on established values. In this regard, content management can change as a result of the values and health of society. The function of the media in the age of communication is undoubtedly undeniable in all aspects of social and cultural life of human societies. In such a society, new means of mass communication with the production and optimal distribution of information, play a great role in raising various and necessary awareness and help society in achieving excellence and all-round progress. They do. Now, it is the media that by adopting dynamic social policies and combining it with culturalist policies can be a factor of fusion, balance and linking to the original beliefs and fertile traditions of society, and by expanding the definition of creativity and increasing cultural growth to development. Help countries in every way and make ideas dynamic. Stone advertising is the foundation of marketing strategies and the survival of companies depends on their ability to create value for customers and attract them to buy the product. Advertising is one of the most important communication tools for people who want to sell a product or serve someone. It is not in vain that, despite the relatively high cost of advertising, it is referred to as an investment, not a cost. The role of women in the media has changed over time and this role is determined by the cultural values of society. The main goal of organizations in advertising is to reach potential customers and influence their knowledge, attitude and buying behavior. Today, watching TV shows is associated with watching commercial messages. Commercial messages in the media come in many forms. Among other issues that have attracted the attention of researchers; Ethical issues are religious values and beliefs, as well as the methods used to convey the message of commercial propaganda. Despite the advent of online media, television advertising has remained an important channel through which brands communicate with consumers. Therefore, the main purpose of the research was to manage the content of value-based national media commercials. Methods: In this study, a combined qualitative and quantitative method was used. The statistical population of this research is composed of top experts and professors in the field of media and advertising, of which 14 were identified. In the qualitative stage, after collecting the subject literature and upstream documents (instructions) of related organizations, the necessary evaluations were performed by content analysis method. Results: After studying the upstream documents and instructions and articles related to advertising and values, finally 263 value indices were extracted, which after removing duplicate indices, 146 final indices were identified, which in 8 dimensions, respectively, cultural values consisting of 7 components. (Family, creating values, culture of covering society, animal rights, law education, women's rights, children's rights) and then historical and literary values with 1 component (history and literature) and then medical and safety values with 3 components (health , Nutrition, safety) and the dimension of religious values with 1 component (sacred) and the dimension of national values (national values) and the dimension of social values with 2 components (moral and behavioral, rule of law) and the dimension of economic and industrial values with 3 Components (production, finance, energy) and then graphic and technical values with 3 components (visual, audio and technical quality) and 21 components and 146 indicators were categorized. In order to determine the important and effective indicators of the proposed method, there was a need for experts and knowledgeable people who are able to determine and study the indicators of the model and help in some way in conducting research. To use the opinions of these experts, it was necessary to form a specialized working group in two Delphi rounds. Conclusion: Among the various forms of advertising, television advertising - commercials - is known as the most effective means of advertising, which is of particular importance due to the breadth of coverage and the number of audiences. "Television is the most effective medium for promoting goods," Dancy said. Advertisers can display their goods (and services) to viewers who are watching a particular genre of television programming and describe its characteristics. Huckley also believes that "TV commercials are the most visible and credible form of commercial advertising and the most compelling way to get the advertising message to millions of viewers. Appearing on TV gives a brand a cheap reputation and with a wave of outward movement , Affects not only consumers, but also employers, sellers, etc. That is why various institutions, companies and institutions spend billions of dollars annually to sell their goods and products through various national and transnational television networks to the general public, or in other words, potential customers. To know themselves. Social values and norms are preference criteria that have a general and social status. These values must come from a social origin and have been brought about by the collective life of man, or they must fulfill a social purpose such as order and security; The values to which a person adheres as a member of a human society. Changing values lead to changing social relations and changing the social system; Hence, the issue of changing social values is one of the areas of interest for social scholars. Value is a special kind of belief that is enduring and, in a way, contains a command and example for one's behavior. A value can be a tool of behavior (truth, sensitivity) or a desired behavior (success, empowerment). Values are the deep-rooted feelings that members of society share, and they determine the actions and behavior of society. Every society places great value on family life, the observance of religious norms, the observance of parental rights, the preservation of manners and respect for elders. Designing a value-based approach to producing commercial media content for national media can be effective in creating the right culture and persuasion of the audience and be the basis for further applied research.   مدیریت محتوا,تبلیغات,رسانه,ارزش Content Management, Advertising,Media,Value 137 150 http://rjms.iums.ac.ir/browse.php?a_code=A-10-5632-1&slc_lang=fa&sid=1 nadali moradi نادعلی مرادی n.ali.moradi2013@gmail.com 3900319475328460055710 3900319475328460055710 No Science and Research Branch, Islamic Azad university, Tehran, Iran دانشگاه آزاد اسلامی واحد علوم و تحقیقات، تهران، ایران Fatemeh azizabadi farahani فاطمه عزیزآبادی فراهانی f-farahany@yahoo.com 3900319475328460055711 3900319475328460055711 Yes Science and Research Branch, Islamic Azad university, Tehran, Iran دانشگاه آزاد اسلامی واحد علوم و تحقیقات، تهران، ایران Davod Nemati داوود نعمتی انارکی nemati@irib.ac.ir 3900319475328460055712 3900319475328460055712 No Faculty of Communication and Media, Radio and Television University, Iran دانشگاه صداوسیما، تهران، ایران Neda Soleymani ندا سلیمانی neda@ac.ir 3900319475328460055713 3900319475328460055713 No Islamic Azad University, Science and Research Branch دانشگاه آزاد اسلامی واحد تبریز، تبریز، ایران