Document Type : Original Article
Authors
1
PhD student, Department of Media Management, Islamic Azad University, Science and Research Branch, Tehran
2
Assistant professor, Department of Media Management, Islamic Azad University, Science and Research Branch, Tehran
3
Assistant professor, Iranian Research Institute for Information Science and Technology, Tehran, Iran
4
Associate professor, Department of Social Communications, Islamic Azad University, Science and Research Branch, Tehran
5
Assistant professor, Department of Media Management, Faculty of Social Science, Communications, and Media, Islamic Azad University, Central Tehran Branch, Tehran, Iran
10.22034/mcr.2024.423180.1048
Abstract
This article aims to address the following fundamental question: How and to what extent do various radio and television channels of Iran’s IRIB utilize social networks to advance their objectives and missions, and to attract audiences? What is the manner and presence of IRIB on six popular social media platforms in Iran: Telegram, Instagram, Twitter, Soroush, Baleh, and Eitaa? This research lacks a hypothesis as it is an exploratory type of research. The main theory guiding this research is media convergence theory. We have employed the quantitative research method of content analysis. The research indexes include the social media platform, type of page, date of creation, total number of posts, number of members, number of likes, number of reposts, number of views, number of daily posts, and number of comments.
The statistical population and sample size amount to eighty, which have been surveyed with full enumeration. Research findings indicate that IRIB does not receive favorable feedback from its activity on social networks. Although Soroush is associated with IRIB, none of its television or radio channels rank among the top three most influential Iranian media. Furthermore, the most influential IRIB channel, the sports channel (IRIB Varzesh), was only able to attract 112,000 members on IRIB’s own social network, Soroush. Among all domestic and international social media networks, Instagram emerges as the primary social network for IRIB channels. IRIB channels demonstrate notably low popularity on Twitter.
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