#مقاله ✍️ مقاله چهارم ▫️بهرخ گنجی و امید درویشی @فصلنامه آينده پژوهی رسانه

فصلنامه آينده پژوهی رسانه | United States America (US)

Create: 2021-10-18 Update: 2024-04-28 12:10:10

#مقاله ✍️ مقاله چهارم ▫️بهرخ گنجی و امید درویشی

یکی از مهم‌ترین موضوع‌ها در عرصه مخاطب شناسی، بررسی رفتار و سلایق مخاطبان است به ویژه در شرایطی که این دو خصیصه، تحت تأثیر رسانه‌های متنوع و جدید روز به روز متغیر و به چالشی برای رسانه‌های سنتی همچون تلویزیون، تبدیل شده است. بدین ترتیب و با توجه به اهمیت پژوهش در حوزه مخاطب شناسی به ویژه در عرصه جدید رسانه‌ای، پژوهش حاضر با هدف بهره‌گیری از روش فراترکیب، یافته‌های کیفی و مرتبط با مخاطب را از میان ۴۰ تحقیق پژوهشی (مقاله و پایان نامه) دریافت و ترکیب کرده و مورد تجزیه و تحلیل قرار داده است. نتایج پژوهش ما را به ۵١ زیر مقوله کلیدی تحت عنوان ویژگی مخاطبان امروز، چالش مخاطب برای تلویزیون و خواست مخاطب از تلویزیون رساند که در نهایت نتیجه گرفتیم؛ تلویزیون در رأس نظام ارتباطی باید در برنامه‌سازی تمام ویژگی‌های فردی، شرایط محیطی و اجتماعی مخاطبان را لحاظ کند و همگام با رسانه‌های جدید به نیاز او پاسخ دهد تا مخاطبانش حذف نشوند.

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فصلنامه آينده پژوهی رسانه

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آینده پژوهی رسانه

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فصلنامه آينده پژوهی رسانه

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