The pattern of utilizing artificial intelligence within the framework of strategic media management

Document Type : Research Paper

Authors

1 Department management

2 Director of the New Media and cyber Space Studies Department of the IRIB

3 sndu

4 SNDU

Abstract

Given the complex and chaotic environment of media, the use of strategic management to navigate this space is essential. In this context, the application of artificial intelligence in media is not merely a selective and voluntary policy; rather, it emerges as a strategic necessity. This technology assists media companies and content creators in improving content quality and enhancing audience satisfaction. The aim of this research is to present a model for the application of artificial intelligence within the framework of strategic media management.

This study adopts a qualitative approach and employs a grounded theory methodology alongside the extraction of categories from the themes and concepts of higher-level documents, scholarly resources, and expert opinions. The statistical population of this research includes experts and specialists in the field of artificial intelligence and media. By conducting interviews with 12 individuals and reaching theoretical saturation, their perspectives were collected and subsequently utilized in the research processes.

Based on the findings of the research, in each stage of strategic planning—namely "design, formulation, implementation, and evaluation"—it is possible to appropriately and correspondingly utilize several models of artificial intelligence along with relevant tools and capabilities. This approach aims to navigate the process of strategic media management and achieve desirable outcomes by considering internal and external environmental factors, contextual conditions, higher-level documents, and media requirements. Therefore, leveraging these models enables the successful implementation of the "Media Transformation Document, New Media Governance, enhancement of agility, insight, and wisdom in conditions of cognitive and hybrid warfare."

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References

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