Document Type : .

Authors

• afshin azadi ¹
• mehrdad matani ²
• Ali Falah ³
• Yousef gholipourkanani ⁴

¹ , IPh.D. candidate, Department of media management, Qaemshar Branch, Islamic Azad University, Qaemshar

² Assistant Professor Department of management, Qaemshahr Branch, Islamic Azad Unuversity

³ Assistant professor, Department of media management, Noor Branch, Islamic Azad University, Noor, Iran.

⁴ Assistant professor, Department of governmental management, Qaemshar Branch, Islamic Azad University, Qaemshar, Iran.

Abstract

The purpose of this study is structural modeling of the value chain of media productions in Iranian media diplomacy towards the Arab world. The present research is applied in terms of purpose and is quantitative in terms of research design and descriptive-survey in terms of data collection. The statistical population included all media experts in Tehran, including elites, university professors in the fields of communications and media, foreign policy officials, officials of the country's media organizations, and, if possible, Arab media students from the universities of Baghdad and Beirut. The sample size was selected based on Cochran's formula to 385 people. The research tool consists of a questionnaire of 41 questions. Its validity has been confirmed in a formal and content manner and its reliability has been proved based on Cronbach's alpha at the rate of 0.84. The collected data were based on the analysis of structural equations in LISREL software. The results showed that indicators (innovation, customer orientation, brand credibility, technology infrastructure, management, content, support, competitive advantage, service quality, value creation, marketing, human resources and organizational communication) on media diplomacy with an impact factor They have been proportionate, effective.

Keywords

• Value chain
• media productions
• media diplomacy
• Iran
• Iraq
• Arab world