Identifying the Dimensions of Strategic Management of Media Consumption (Case study: Aparat Social Network)

Document Type : Research Paper

Authors

1 Ph.D. Candidate, Department of Media Management, Faculty of Management and Economics, Science and Research Branch, Islamic Azad University, Tehran, Iran. E-mail: boujarzadeh@gmail.com

2 (Corresponding author), Visiting Professor, Department of Media Management, Faculty of Management and Economics, Science and Research Branch, Islamic Azad University, Tehran, Iran / Professor, Department of Media Management, Faculty of Management, University of Tehran, Iran. E-mail: arbatani@ut.ac.ir

3 Assistant Professor, Department of Communication Science, Islamic Azad University, Tabriz Branch, Tabriz, Iran. E-mail: goopgoopi@gmail.com

Abstract

Objective: Social media is an integral part of social media. Social media is a big concept that has emerged with the advent of new technologies such as the Internet and mobile phones. Social media is based on the interests of individuals and groups because of the location of the Internet.
Materials and Methods: In fact, social media is based on public participation. In this article, the researcher seeks to design a strategic management of media consumption. For this purpose, in the first stage, using a qualitative study and interview, interviews were conducted with six media experts of Aparat (www.aparat.com), and finally, the components affecting the consumption of network media. Aparat is an Iranian video-sharing service, which began in 2011.  Frequently used domestic products were extracted in Iran and these factors were listed by the coding method. In the second stage, internal and external factors and strengths, weaknesses, opportunities, and threats were identified and categorized using the SWOT matrix method.
Results: The results showed that in the section of strengths, the most important components include 1. Increasing the number of new domestic and foreign audiences, 2. Optimal classification and effective arrangement of materials, and 3. Promoting security and increasing information security. The most important components of weaknesses include 1. Weakness in establishing communicating with users through other tools, 2. The low level of participation in likes, sharing, direct, saving, commenting, etc. in each share of Apart posts, 3. Weakness in producing appropriate content. The most important components of opportunities include 1. More attention to thoughts general to social networks, 2. Availability of social networks among members of the society, and 3. Corona epidemic and society's tendency to use virtual space for daily affairs. The most important components of threats include 1. Increasing competitiveness among multimedia platforms, 2. Weakness in updating government laws and regulations in the field of social networks, and 3. Failure to import up-to-date technologies in the field of social networks.
Conclusion: Based on the results of the research it can be concluded that social media have a prominent role in guiding, directing, stimulating, and persuading the society members and users towards various social issues and events.

Keywords

References

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Academic Librarianship and Information Research
Volume 56, Issue 2
June 2022
Pages 15-30

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