نوع مقاله: مقاله پژوهشی
نویسندگان
1 دانشجوی دکتری مدیریت رسانه، دانشکده مدیریت و اقتصاد، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران.
2 استادیار گروه مدیریت رسانه، واحد قائم‌شهر، دانشگاه آزاد اسلامی، قائم‌شهر، ایران.
3 استادیار گروه مدیریت رسانه، واحد دماوند، دانشگاه آزاد اسلامی، دماوند، ایران.
چکیده
کلیدواژه‌ها
عنوان مقاله [English]
نویسندگان [English]
In the present study, the main purpose of the researcher is to study the different advertising methods of print and digital media and their impact on parties and advertising policies, as well as the social status of candidates in Mazandaran province in order to achieve the goals of the revolution. The main variables are "media policies, social variables and electoral pattern". The research method of this research study grounded approach method (grounded theory approach) and interview with 20 experts using snowball method and for statistical sample, cluster and random sampling method was used. The statistical population is all people over 18 years old in Mazandaran province in 1397, whose number according to official statistics were 2,628,918 people. The statistical sample of this study were 748 people. In this study, the effect of print and digital media advertising policies was confirmed with a coefficient of 48%, their interaction on individuals was rejected, the significant effect of party affiliation on determining media advertising policies to achieve the goals of the revolution with a coefficient of 35% and the effectiveness of the propaganda methods used by the parties was rejected. As a result, the use of different media by parties, groups and candidates and the use of appropriate propaganda methods as well as the presence of credible candidates can have a significant impact on voter participation in achieving the goals of the revolution.
کلیدواژه‌ها [English]
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