نوع مقاله : مقاله پژوهشی
عنوان مقاله English
نویسندگان English
Media are important tools for communication and advertising. The experience of developed countries shows that the use of media plays a key role in realizing development. The oil and gas industry in Iran is economically active as a strategic sector, and the media can serve this industry to accelerate and facilitate the development process. The purpose of this research is to find the optimal model of mass media influence for the development of oil and gas industry in Bushehr province. Grounded theory research method and research participants are 3 groups of media and public relations experts including 16 media and industry experts. The data was obtained by semi-structured interview and the desired pattern is presented in three stages of open, central and selective coding. In this model, background conditions (30 percent) such as training and planning and the power of public relations management and causal factors (24 percent) including a global view based on national interests, using the power of the media and having a media connection to the plans have the highest role and according to The very small role of intervening factors (2 percent) such as infrastructure problems in the region and resistance to development without media controlling factors can be used to draw a transformational approach with 11 percent impact for the convergence of the media and the oil industry, in which responsible accountability, proper communication management With the media, authority in the issues of the society surrounding the industry and increasing the media literacy of the managers becomes necessary. The implementation of the model obtained in this research can lead to positive results such as attracting the target market for the oil industry due to Iran's economic sanctions, organizational excellence and sustainable development. We will face the confrontation of the industry with the local society and finally the bankruptcy of the oil industry and the change of the function of the media.
کلیدواژهها English
