پیوندهای مفید
اخبار و اعلانات
آمار
| تعداد نشریات | 161 |
| تعداد شماره‌ها | 6,480 |
| تعداد مقالات | 70,034 |
| تعداد مشاهده مقاله | 123,016,422 |
| تعداد دریافت فایل اصل مقاله | 96,250,774 |
امکان‌سنجی استفاده از داده‌های رسانه‌های اجتماعی در مدیریت شهرت بخش خبری سازمان صداوسیمای جمهوری اسلامی ایران | ||
| مدیریت دولتی | ||
| دوره 13، شماره 4، 1400، صفحه 627-647 اصل مقاله (855.1 K) | ||
| نوع مقاله: مقاله علمی پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22059/jipa.2022.328129.3001 | ||
| نویسندگان | ||
| زهراسادات صدوق1؛ سیدمهدی شریفی* 2؛ سمیه لبافی3 | ||
| 1کارشناس ارشد، گروه مدیریت رسانه، دانشکده مدیریت، دانشگاه تهران، تهران، ایران. | ||
| 2دانشیار، گروه مدیریت بازرگانی، دانشکده مدیریت، دانشگاه تهران، تهران، ایران. | ||
| 3استادیار، مدیریت رسانه، پژوهشگاه علوم و فناوری اطلاعات ایران (ایرانداک)، تهران، ایران. | ||
| چکیده | ||
| هدف: توسعه رسانه‌های اجتماعی، ارتباط با مخاطبانِ سازمان‌های رسانه‌ای را تسهیل و امکان مشارکت آن‌ها در فرایند مدیریت شهرت را ایجاد کرده است. بی‌توجهی بخش خبرِ سازمان صداوسیما به کاربران در رسانه‌های اجتماعی که در توسعه یا تهدید شهرت سازمان تأثیر دارد، چالش‌هایی را در مدیریت شهرتِ این سازمان ایجاد کرده است. در این پژوهش به‌دنبال امکان‌سنجی استفاده از داده‌های رسانه‌های اجتماعی (توییتر) در توسعه مدل شهرت بخش خبرِ سازمان صداوسیمای جمهوری اسلامی ایران بوده‌ایم. روش: پژوهش با رویکرد کیفی و با استفاده از روش دلفی در سه مرحله اجرا شد. مشارکت‌کنندگان به‌شیوه نمونه‌گیری هدفمند انتخاب شدند که 16 نفر متشکل از سردبیران، خبرنگاران، مدیران و تحلیلگران رسانه‌های اجتماعی بودند. یافته‌ها: الگوی به‌دست‌آمده 21 عنصر را دربرمی‌گیرد که در قالب سه بُعد پیش‌نیازهای سازمانی، مدیریت شهرت و درگیرسازی ذی‌نفعان است. بُعد اول شامل عناصری مانند تغییر سیاست‌های بخش خبری به‌منظور استفاده از توئیتر برای مدیریت شهرت، ایجاد مرکز رصد و تحلیل داده‌های توئیتر، تدوین برنامه‌های راهبردی مدیریت شهرت، جذب کارکنان جوان و خلاق و...؛ بعد دوم شامل سه عنصر جمع‌آوری داده، تحلیل داده‌ها و اقدام و بعد سوم نیز شامل عناصری مانند حضور رسمی سردبیران و خبرنگاران در توییتر، شناسایی و دسته‌بندی ذی‌نفعان و... است. این مدل می‌تواند شکاف موجود در رابطه با چگونگی استفاده از داده‌های رسانه‌های اجتماعی برای توسعه شهرت سازمان را پُر کند. نتیجه‌گیری: عناصر احصا شده در این پژوهش، الگوی کاربست داده‌های رسانه اجتماعی توئیتر در مدیریت شهرت بخش خبرِ سازمان صداوسیما را تشکیل می‌دهد که در نتیجه به توسعه شهرت و ایجاد روابط پایدار با ذی‌نفعان سازمان منجر می‌شود. | ||
| کلیدواژه‌ها | ||
| بخش خبری سازمان صداوسیما؛ داده‌های رسانه‌های اجتماعی؛ شهرت سازمانی؛ مدیریت شهرت | ||
| عنوان مقاله [English] | ||
| Feasibility of Using Social Media Data in the Reputation Management Process in IRIB News Agency | ||
| نویسندگان [English] | ||
| Zahra Sadat Sadough1؛ Seyed Mahdi Sharifi2؛ Somayeh Labafi3 | ||
| 1MSc., Department of Media Management, University of Tehran, Tehran, Iran. | ||
| 2Associate Prof., Department of Media Management, Faculty of Management, University of Tehran, Tehran, Iran. | ||
| 3Assistant Prof., Department of Media Management, Iranian Research Institute for Information Science and Technology (IranDoc), Tehran, Iran. | ||
| چکیده [English] | ||
| Objective: Reputation management in media organizations is not possible without the engagement of stakeholders. Audiences, as the main stakeholders of the media, can develop the reputation of media and positively intervene in issues that threaten its reputation. The emergence of social media has facilitated relationships with the audience in media organizations and made it possible for them to participate in the reputation management process. The inattention of the IRIB News Agency as a media organization to social media, which can be effective in developing or threatening the organization's reputation, has created challenges in the organization's reputation management. The present study aims to evaluate the feasibility of using social media data (Twitter) in developing the reputation model of the IRIB News Agency. Methods: To reach the set goals, this study was conducted with a qualitative approach and using the Delphi method in three stages. Selected by the purposive sampling method, the participants included 16 editors, journalists, managers, and social media analysts. Results: The developed model included 21 elements in the form of three dimensions of organizational prerequisites, reputation management, and stakeholders’ engagement. The first dimension included elements such as changing the policies of the news departments to use Twitter data for reputation management, establishing a monitoring center and analysis of Twitter data, developing strategic plans for reputation management, training editors to build effective relationships with users on Twitter, creating a sustainable competitive advantage based on attracting young and creative employees in the news sector and etc. The second dimension included the three elements of data collection, data analysis, and action. The third dimension included elements such as the official presence of editors and reporters on Twitter, identifying and categorizing stakeholders, and responding appropriately to the tweets of different stakeholders. Conclusion: IRIB News Agency can use its users' data on social media, especially Twitter, to develop its reputation and protect itself against threats. The presented model shows that the IRIB News Agency needs to create organizational prerequisites in this regard. This model can fill the gap in how to use social media data to develop an organization's reputation. This model in the dimension of reputation management shows that this News Agency cannot use these opportunities to develop its reputation without considering its audience on Twitter and examining their attitudes and needs by using user-generated data collection and then data analysis. Finally, engaging the audience through Twitter and communicating with them based on identifying needs through data analysis, leads to increased reputation. Responding to users and selecting hot topics through user comments on Twitter can lead to increased popularity. Managing stakeholder relationships, like a face-to-face relationship, helps engage stakeholders. Each of the three dimensions of organizational prerequisites, reputation management, and stakeholder engagement affects the other two and can enhance their elements. Ultimately, stakeholder engagement leads to fame of media, and having stable relationships with the audience promotes the reputation of the organization and protects against risks and threats. | ||
| کلیدواژه‌ها [English] | ||
| IRIB news agency, Organizational reputation, Reputation management, Social media data | ||
| مراجع | ||
|
آزار ارمکی، تقی؛ مبارکی، مهدی؛ شهبازی، زهره (1391). بررسی و شناسایی شاخص‌های کاربردی توسعه اجتماعی (با استفاده از تکنیک دلفی)، مجله علمی پژوهشی مطالعات توسعه اجتماعی و فرهنگی، 1(1)، 8-30.
احمدی، فضل اله؛ نصیریانی، خدیجه؛ اباذری، پروانه (1387). تکنیک دلفی: ابزاری در تحقیق. مجله ایرانی آموزش در علوم پزشکی، 8(1)، 175-185.
البرزی دعوتی، هادی؛ کاسمانی نصراللهی، اکبر؛ فرهنگی؛ علی اکبر (1397). سناریوهای محتمل خبر صداوسیما در فضای رسانه‌های نوین. فصلنامه مطالعات رسانه‌های نوین، 6(21)، 247-280.
پاک دل، حمیدرضا؛ رسولی، محمدرضا؛ نصراللهی کاسمانی، اکبر؛ شریف خانی، محمد (1399). تبیین چالش‌های سازمان صدا و سیما در فضای مجازی (تدوین راهبردهای مناسب برای معاونت فضای مجازی این سازمان). فصلنامه علمی مطالعات میان رشته‌ای ارتباطات و رسانه، 3(7)، 11-35.
خنیفر، حسین؛ مسلمی، ناهید (1395). اصول و مبانی روش‌های پژوهش کیفی رویکردی نو و کاربردی، جلد دوم، تهران: نگاه دانش.
روشندل، طاهر؛ شریفی، سیدمهدی (1394). از سرمایه شهرتی تا شهرت رسانه‌ای. تهران: علمی و فرهنگی.
نظامی، پریسا؛ شریفی، سیدمهدی؛ نرگسیان، عباس؛ رضوانی، مهران (1399). بررسی و اولویت‌بندی عوامل مؤثر در شهرت رسانه‌ای کانال‌های خبری در پیام رسان‌ها. مطالعات رسانه‌ای، 15(48)، 7-22.
References Abbasi, A., & Chen, H.C. A. (2007). Framework for Stylometric Similarity Detection in Online Settings. Conference: Reaching New Heights. 13th Americas Conference on Information Systems, AMCIS, Keystone, Colorado, USA, August 9-12, 2007. Aggarwal, N. and Albert, L. (2009). Leveraging Relationships with Web 2.0 Consumer Communities as a Strategic Capability. Proceedings of the 15th Americas Conference on Information Systems, AMCIS 2009, San Francisco, California, USA, August 6-9, 2009. Ahmadi, F., Nasiriani, Kh., Abazari, P. (2008). Delphi technique: a tool in research. Iranian Journal of Medical Education, 8 (1), 175-185. (in Persian) Alborzi Davati, H., Kasmani, Nasrollahi, A., Farhangi, A.A. (2018). Possible Scenarios of Radio News in the New Media Space. Quarterly Journal of New Media Studies, 6 (21), 247-280. (in Persian) Aral, S., Ipeirotis, P. G., & Taylor, S. J. (2011). Content and context: Identifying the impact of qualitative information on consumer choice. Available at SSRN 1784376. Azar Armaki, T., Mubaraki, M., Shahbazi, Z. (2012). Investigation and identification of applied indicators of social development (using Delphi technique). Journal of Social and Cultural Development Studies, 1 (1), 8-30. (in Persian) Bennett, R., & Kottasz, R. (2000). Practitioner perceptions of corporate reputation: an empirical investigation. Corporate Communications: An International Journal, 5(4), 224-235. Boyd, D. (2010). Social network sites as networked publics: Affordances, dynamics, and implications. In A networked self (pp. 47-66). Routledge. Braun, V. and Clarke, V. (2006) Using thematic analysis in psychology. Qualitative Research in Psychology, 3 (2), 77-101. Cahill, M., Batista, L. and Kawalek, P. (2004). The recovery of government reputation: exploring two dimensions of strategy. 10th Americas Conference on Information Systems, AMCIS 2004, New York, NY, USA, August 6-8, 2004. Carlson, J., Rahman, M.M., Taylor, A., & Voola, R. (2019). Feel the VIBE: examining value-in-the-Brand-page-experience and its impact on satisfaction and customer engagement behaviours in mobile social media. Journal of Retailing and Consumer Services, 46, 149-162. Clark, A. F., Maxwell, S. P., & Anestaki, A. (2016). Bach, Beethoven, and benefactors: Facebook engagement between symphonies and their stakeholders. International Journal of Nonprofit and Voluntary Sector Marketing, 21(2), 96-108. Courtright, J. L., & Smudde, P. M. (2009). Leveraging Organizational Innovation for Strategic Reputation Management. Corporate Reputation Review, 12(3), 245-269. Christopher, M., & Gaudenzi, B. (2009). Exploiting knowledge across networks through reputation management. Industrial Marketing Management, 38(2), 191-197. Deren van het Hof, S. (2012). Models in Reputation Measurement. International Reputation Management Conference. ankara, turkey. Derevianko, O. (2018). Stakeholder engagement to replace traditional activities in Reputation Management System: insights from Ukrainian food processing companies. Problems and Perspectives in Management, 16(4), 314-330. Dierickx, I., & Cool, K. (1989). Asset Stock Accumulation and Sustainability of Competitive Advantage. Management Science, 35(12), 1504-1511. Dijkmans, C., Kerkhof, P., & Beukeboom, C. J. (2015). A stage to engage: Social media use and corporate reputation. Tourism Management, 47, 58-67. Fernando, S., Díaz López, J. A., Şerban, O., Gómez-Romero, J., Molina-Solana, M., Guo, Y. (2019). Towards a large-scale twitter observatory for political events. Future Generation Computer Systems, 14(2), 1-8. Fombrun, C. J. (1996). Reputation: Realizing Value from the Corporate Image. Boston, Mass., Harvard Business School Press. Freeman, R. E. (2015). Strategic Management: A Stakeholder Approach. cambridge: Cambridge University Press. Goorha, S., & Ungar, L. (2010). Discovery of significant emerging trends. Proceedings of the 16th ACM SIGKDD international conference on Knowledge discovery and data mining. Washington, DC, USA. july 25, 2010.57-64 Gruber, D.A., Smerek, R.E., Thomas-Hunt, M.C. (2015). The real-time power of Twitter: Crisis management and leadership in an age of social media. Business Horizons, 58, 163-172. Hall, R. (1992). The strategic analysis of intangible resources. Strategic Management Journal, 13(2), 135-144. Harvey, W. S., Beaverstock, J. V., & Li, H. (2019). Common Threats and Managing Reputation in Executive Search Firms. British Journal of Management, 30(4), 847-868. Helm, S. Gobbers, K., Storck, CH. (2011). reputation Management. Berlin: Springer. Hallock, W., Roggeveen, A., & Crittenden, V. (2019). Firm-level perspectives on social media engagement: An exploratory study. Qualitative Market Research: An International Journal, https://doi.org/10.1108/QMR-01-2017-0025 Jankauskaite, D., & Urboniene, A. (2016). Organization's reputation management through content creation and sharing in the social media. Transformations in Business & Economics, )15), 21-35. Jansen, B. J., Zhang, M., Sobel, K., & Chowdury, A. (2009). Micro-blogging as online word of mouth branding CHI '09 Extended Abstracts on Human Factors in Computing Systems, Boston, MA, USA. Apr 4 2009 . 3859-3864. Khanifar, H., Muslimi, N. (2016). Principles and Foundations of Qualitative Research Methods, New and Applied Approach, Volume 2, Tehran: Negah danesh. (in Persian) Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59-68. Khatiban, S. (2012). Building reputation and trust using federated search and opinion mining. Proceedings of the 21st International Conference on World Wide Web, Lyon, France. April 16, 2012. 151-154. Kotha, S., Rajgopal, S., & Rindova, V. (2001). Reputation Building and Performance: An Empirical Analysis of the Top-50 Pure Internet Firms. European Management Journal, 19(6), 571-586. Lau, R. Y. K., Liao, S. Y., Kwok, R. C.-W., Xu, K., Xia, Y., & Li, Y. (2012). Text mining and probabilistic language modeling for online review spam detection. ACM Trans. Manage. Inf. Syst., 2(4), 1-30. Lee, E. J., Lee, H. Y., & Choi, S. (2020). Is the message the medium? How politicians’ Twitter blunders affect perceived authenticity of Twitter communication. Computers in Human Behavior, 104: 106- 188. Lundberg, J., Laitinen, M. (2020). Twitter trolls: a linguistic profile of anti-democratic discourse. Language Sciences, 8(3), 1-14. Madden, M. and Smith, A. (2010). Reputation Management and Social Media How people. monitor their identity and search for others online. Specialist, 26(5), 1–47. Meij, E., Weerkamp, W. and De Rijke, M. (2012). Adding semantics to microblog posts. In 5th ACM international conference on Web search and data mining, ACM Press, New York, New York, USA. Men, L. (2014). Internal Reputation Management: The Impact of Authentic Leadership and Transparent Communication. Corporate Reputation Review, 17. 254-272. Middleton, S. (2009). Reputation Management in the Salvation Army: A Narrative Study. Journal of Management Inquiry, 18(2), 145-157. Nezami, P., Sharifi, S.M., Nargesian, A., Rezvani, M. (2020). Investigating and Prioritizing Factors Affecting the Media Reputation of News Channels in Messaging, Media Studies, 15 (48): 7-22. (in Persian) Pak Del, H., Rasooli, M.R., Nasrollahi Kasmani, A., Sharif Khani, M. (2020). Explaining the Challenges of the Radio and Television Organization in Cyberspace (Developing Appropriate Strategies for the Vice President of Cyberspace of this Organization), Journal of Communication and Media Studies, 3 (1), 11-35. (in Persian) Park, M., & Lee, T. S. (2013). Understanding science and technology information users through transaction log analysis. Library hi tech. Perez-Tellez, F., Pinto, D., Cardiff, J., & Rosso, P. (24 June, 2011). On the difficulty of clustering microblog texts for online reputation management. Proceedings of the 2nd Workshop on Computational Approaches to Subjectivity and Sentiment Analysis, Portland, Oregon, USA, ACL-HLT 2011, 146–152. Podnar, K., Tuškej, U., & Golob, U. (2012). Mapping semantic meaning of corporate reputation in global economic crisis context: A Slovenian study. Public Relations Review, 38(5), 906-915. Rogers, R. ( 2018). Digital Methods for Cross-platform Analysis. In J. BurgessA. Marwick, & T. Poell The sage handbook of social media, London: SAGE Publications Ltd. 91-108. Romenti, S. (2010). Reputation and stakeholder engagement: an Italian case study. Journal of Communication Management, 14(4), 306-318. Roshandel, T., Sharifi, S.M. (2015). From reputation Capital to Media reputaion. Tehran: Scientific and Cultural. (in Persian) Roy, S.K., Shekhar, V., Lassar, W.M., & Chen, T. (2018). Customer engagement behaviors: the role of service convenience, fairness and quality. Journal of Retailing and Consumer Services, 44, 293-304. Seebach, C., Beck, R. and Denisova, O. (2012). Sensing Social Media for Corporate Reputation Management: A Business Agility Perspective. In 20th European Conference on Information Systems, Barcelona, Spain. Segrave, J., Carson, C. and Merhout, J. W. (2011). Online Social Networks: An Online Brand Community Framework. In: AMCIS 2011 Proceeding- all submission. Sisson, D. C., & Bowen, S. A. (2017). Reputation management and authenticity: A case study of Starbucks' UK tax crisis and #SpreadTheCheer” campaign. Journal of Communication Management, 21(3), 287-302. Spina, D., Amigó, E., & Gonzalo, J. (2011). Filter keywords and majority class strategies for company name disambiguation in twitter. Proceedings of the Second international conference on Multilingual and multimodal information access evaluation, Amsterdam, The Netherlands. 50-61. Stamatelatos, G., Gyftopoulos, S., Drosatos, G., & Efraimidis, P. S. (2020). Revealing the political affinity of online entities through their Twitter followers. Information Processing and Management, 57, 102-172 Tang, J., Lu, Q., Wang, T., Wang, J., & Li, W. (July 24, 2011). A bipartite graph based social network splicing method for person name disambiguation. (2011). Proceedings of the 34th international ACM SIGIR conference on Research and development in Information Retrieval. Beijing, China. Tanimoto, Y. and Ohta, M. (2010). A proposal of visualizing reputation using evaluative expression dictionaries. Proceedings of the 4th International Conference on Uniquitous Information Management and Communication. Suwon, Republic of Korea. (January14, 2010). Article No.: 49 1–8 Toplu Yaşlıoğlu, D., Yaslioglu, M., & Erden, N. (2014). Corporate Reputation in the Era of Social Media: A Study in Turkish Banking Industry. IUP Journal of Business Strategy. XI, 28-43. Wang, J. (2005). Consumer nationalism and corporate reputation management in the global era. Corporate Communications, 10(3), 223-239. Yang, S. & Albers, A. (23 september, 2013). Overcoming Information Overload In Online Reputation Management: A Systematic Literature Review. 21st European Conference on Information Systems. ECIS . Yang, S. U., & Grunig James, E. (2005). Decomposing organisational reputation: The effects of organisation–public relationship outcomes on cognitive representations of organisations and evaluations of organisational performance. Journal of Communication Management, 9(4), 305-325. Zhou, Y. (2009). Are You Finding the Right Person? A Name Translation System Towards Web 2.0. Proceedings of the 30th International Conference on Information system(ICIS), Phoenix, USA. | ||
|
آمار تعداد مشاهده مقاله: 502 تعداد دریافت فایل اصل مقاله: 396 |
||