چكيده فارسي :
مقدمه: سازمان تأمين اجتماعي بر پايه اعتماد اجتماعي و اعتبار عمومي با مشاركت خود منابع، سرمايه‌ها، ذخاير و اندوخته‌ها را شكل مي‌دهد و به همين سبب براي مانايي و پويايي به‌شدت نيازمند يك مدل مطلوب ارتباطات رسانه‌اي است تا بر پايه آن بتواند نسبت به حفظ و ارتقاء اعتماد اجتماعي و اعتبار عمومي و جلب مشاركت هرچه بيشتر شركاي اجتماعي خود يعني گردانندگان اصلي عرصه كار و اشتغال، اقدام كند. توجه به سياست‌گذاري رسانه‌اي به دلايل متعددي ازجمله تسهيل فرايندهاي مربوط به نظامات تصميم‌سازي، تصميم‌گيري اجرائي و نظارتي، فناوريهاي اطلاعات و ارتباطات و كيفيت ارتباط و تعامل سازمان تأمين اجتماعي با ذينفعان اصلي و شركاي اجتماعي براي سازمان تأمين اجتماعي ضروري است.
روش: اين تحقيق داراي رويكرد كيفي و كمي بوده و با استفاده از روش گراندد تئوري و ابزار مصاحبه و نمونه‌گيري هدفمند اقدام به طراحي مدل سياست‌گذاري رسانه‌اي سازمان تأمين اجتماعي ايران شد در مرحله بعد با استفاده از مدل‌سازي غيرخطي فازي و نرم‌افزار لينگو معيارهاي مؤثر بر موضوع، رتبه‌بندي و تحليل شد.
يافته‌ها: در اين پژوهش با استفاده از مصاحبه با متخصصان (كه حداقل 10 سال در عرصه رسانه‌ها و بخشهاي ارتباطي و رسانه‌اي سازمان تأمين اجتماعي كار علمي و يا عملي كرده باشند) و مرور ادبيات نظري، مدل سياست‌گذاري رسانه‌اي سازمان تأمين اجتماعي ايران ارائه شد سپس با استفاده از مدل‌سازي غيرخطي فازي و با به‌كارگيري نرم‌افزار لينگو معيارهاي مؤثر بر موضوع رتبه‌بندي و تحليل شد. مدل پژوهش شامل وروديها، پردازش، نتايج و پيامدها، تصوير سازمان و عوامل محيطي است.
بحث: نتايج پژوهش در بعد رتبه‌بندي و تحليل معيارهاي مؤثر بر مدل سياست‌گذاري رسانه‌اي سازمان تأمين اجتماعي ايران با استفاده از مدل‌سازي غيرخطي فازي و نرم‌افزار لينگو نشان داد مهم‌ترين معيارهاي مدل عبارت به ترتيب اولويت عبارت است از عوامل محيطي (با وزن 0/32)، نتايج و پيامدها (با وزن 0/25)، پردازش (با وزن 0/18)، تصوير سازمان (با وزن 0/13) و معيار وروديها (با وزن 0/12) است.
چكيده لاتين :
Introduction: Mass media plays a crucial
role in information distribution and
thus in the political market and public
policy making. Theory predicts that the
information provided by mass media
reflects the media’s incentives to provide
news to different types of groups
in society, and affects these groups’
influence in policy-making. A few empirical
studies have tried to assess the
effect of media on policy outcomes.
Some key findings from this literature
suggest that access to mass-media
empowers people politically and,
as such, increases their benefit from
government programs. A review on
researches published on public policy
in media, reveals that the major subject
is the dominant role of government in
policy making. Ward (2008) describes
media and television policy under intensive
influence of government and
the atmosphere of political regime in
the country. He believes that the media
firms do not act in a vacuum, but they operate in political and historical
context which forms the nature of their
activities and shape the structure of
television and media. So, the political
regime has a considerable effect on media
industry and its operation. Graham
(1992) argued that social responsibility
of governments drives them to regulating
and controlling the television and
media industry and aims to select a
method to dominate the public regulation
on media market as a mechanism
for pervasive distribution of media
products with diversity and quality
necessary for society. Smith (2009) investigates
the media policy of British
government against television. He believes
that in past two decades media
policy of British government against
television has changed, and development
of digital broadcasting caused
to the emergence of a more complicated
system of policy in the country,
which involved new participators like
stakeholders, media owners and political
institutions and etc. Smith implies
that new media policy of British government
has changed from media government
to media governance. Throw
(2009) investigates governments’ approaches
toward media control, and
introduces Authoritarian, Communist,Social Responsibility and Libertarian
as approaches governments take, facing
with the media. Vivian (2008) in
a same perspective categorizes most
common approaches of governments
toward media in four liberalistic, totalitarian,
capital democratic, and social
democratic. In fact, he introduces
a political tendency of parties as their
approach to media policy
Mass media plays a crucial role in information
distribution and thus in the
political market and public policy making.
Theory predicts that the information
provided by mass media reflects
the media’s incentives to provide news
to different types of groups in society,
and affects these groups’ influence on
policy-making. A few empirical studies
have tried to assess the effect of media
on policy outcomes. Some key findings
from this literature suggests that access
to mass-media empowers people politically
and, as such, increases their benefit
from government programs. Considering
media policy making for a variety
of reasons, including facilitating decision-
making, decision-making, information
and communication technologies
and the quality of communication
and interaction of the social security
organization with the main stakehold-ers and social partners are essential for
the social security organization.
Method: Policy-making plays an important
role in the sphere of public media
and shapes the sphere of communications
in any society. The content and
structure of the media and particularly
their understanding about the role they
should play is under influence of the
dominant policy with regards to compiling
the rules and regulations pertaining
to the country’s media; This policy
determines the objectives and path for
the media manager and thus understanding
the policy is one of the most
fundamental issues which need to be
considered in media management. This
research has a qualitative approach and
using the Grounded Theory and interviewing
tool and Purposive sampling,
designed the media policy making
model for Iran’s Social Security Organization.
Findings: The Politics of Media Policy
provide a critical perspective on the
dynamics of media policy and offers
a comprehensive guide to some of the
major points of debate in the media today.
While many policy makers boast
of the openness and pluralism of their
media systems, policy-making plays an
important role in the sphere of public media and shapes the sphere of communications
in any society. The content
and structure of the media and
particularly their understanding about
the role they should play is under influence
of the dominant policy with
regards to compiling the rules and
regulations pertaining to the country’s
media; therefore, the complicated and
ever-changing governmental rules
and regulations have significant consequences
for the future of the media.
Basically, policy-making orients the
activities and objectives of the media
in a country. Media management is in
practice not possible without considering
the major policy that governs the
media sector. This policy determines
the objectives and path for the media
manager and thus understanding the
policy is one of the most fundamental
issues which needs to be considered
in media management. The present research
aims to conceptualize the idea
of policy making in media and offer a
theoretical framework to shed light on
the components and the nature of such
policy making. To reach this goal, in
this research, using interviews with
experts (who have been working in the
field of media and communication and
media sectors of the Social Security Organization for at least 10 years) and
reviewing the literature, the media policy
making model of the Iranian Social
Security Organization was presented.
Discussion: policy making model of
the Iranian Social Security Organization
was presented. Since no comprehensive
definition was found for media
policy through review the literature,
the first step was to use the scattered
findings about this subject and conduct
interviews with the related experts to
provide a common definition of media
policy that could also referred to the future
studies. As the result of interviews,
important criteria of the media policy
making model include inputs, processes,
and outcomes. Inputs are considered
from the perspective of organizational
capabilities and the nature of the
challenge. The process in this model
includes media policy actions that are
influenced by the image of the organization
and the environmental factors,
and the results and consequences are
categorized in six dimensions.
