نوع مقاله : مقاله پژوهشی
1 استادیار دانشکده علوم اجتماعی و فرهنگی، دانشگاه امام حسین (ع)، تهران، ایران
2 دکترای مدیریت رسانه، مدرس دانشگاه سوره، تهران، ایران
3 دانشجوی دکتری علوم ارتباطات، دانشگاه آزاد اسلامی واحد تهران مرکزی، تهران، ایران
عنوان مقاله [English]
The codification of Hispan TV's desirable practical policies is one of the basic requirements of mentioned alternative media which is established to strengthen the Iran's cultural diplomacy in Spanish-speaking countries, aiming at having more influence on the audience. Experts believe that if this media fails to come to a common understanding with the audience and fails to overcome clear cross-cultural differences, not only cannot be effective, but also it may become a counter-propaganda action and increase the wave of Islam phobia, Shia Phobia and Iran phobia. Despite the importance of this issue, no comprehensive research has been done so far, thus the researcher, by using grounded theory, interviewed with 20 media and diplomacy elites and specialists through semi-structured interview. During the interviews, 457 primary codes, 256 secondary codes, 60 concepts and 11 categories were obtained. The results of the research which performed in the form of 7 categories including; goals and priorities, content policies, structural policies, management strategies, distribution strategies, ecology and audience-study indicates that if Hispan TV wants to play an effective role in the cultural diplomacy, it must codifies its content policies based on media goals and priorities, considering the audience environmental conditions, and adopt desirable and appropriate structural, managerial and distributional strategies in intra-media programs and environment.