Document Type : Original Research Paper
Authors
1
Faculty of Communication and Media Studies, Central Tehran Branch, ISLAMIC AZAD UNIVERSITY, Iran
2
Department of Communication and Media, Faculty of Communication Sciences and Media Studies, Central Tehran Branch, ISLAMIC AZAD UNIVERSITY, Iran, corresponding author
3
Assistant Professor, Faculty of Management, University of Tehran, Iran
4
Juristische Abteilung, Juristische Fakultät, Zweigstelle Zentral-Teheran, Islamische Azad-Universität, Iran
Abstract
Arbaeen,as the great religious movement is a super media, a transnational phenomenon, and a unique communication model. As a result, media coverage must be highly principled, correct, and purposeful.
In this article, titled Determining Arbaeen Media Coverage Strategies, qualitative research using grounded theory has been applied to a statistical community of media experts and specialists.
A total of 15 interviews were conducted by snowball method with saturation theory. After categorizing the propositions and coding them openly and centrally, the results reveal that the media coverage strategy can be divided into four categories: Targeting, message selection, media, and determining target audiences.
Among the key goals of the objective section are Arbaeen realism, avoidance of magnification, inclusion of political interests, pursuit of social and economic interests, awareness strategy, and persuasion strategy. In the content of the message, the attractiveness of the message, creativity, innovation, special effects, avoidance of repetition and duplicate content, and the use of attractions (logical and moral) are the main content components. The target audiences are Shiites and Muslims around the world, all religions and users, and the most important media are environmental media, domestic radio and television, social networks, and foreign media.
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