نوع مقاله : مقاله پژوهشی
نویسندگان
گروه مدیریت، دانشکده علوم اقتصادی و اداری، دانشگاه قم، قم، ایران
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
Media economics, as an interdisciplinary field, has been profoundly influenced by digital transformation, emerging technologies, and changes in consumer behavior. This study aims to identify and prioritize the drivers affecting the future of media economics in Iran. A mixed quantitative-expert approach was employed, combining the fuzzy Delphi and COCOOSO methods for screening and ranking the drivers. Initially, 21 potential drivers were identified through a comprehensive literature review and interviews with 10 media experts. Subsequently, using the fuzzy Delphi method and a threshold value of 0.7, 10 key drivers were selected for the final analysis.
The selected drivers include digitalization of media, data analytics and artificial intelligence, transformation of media ownership structures, investment in technological infrastructure, platform economy, novel revenue models, media policy reform, social network growth, behavioral media economics, and political economy of media. Expert survey data were collected on a 10-point scale and analyzed using the COCOOSO method. The results revealed that digitalization of media, data analytics and AI, and transformation of media ownership structures hold the highest importance and priority in shaping the future of media economics. Other drivers also play significant but comparatively lower roles.
These findings indicate that the success and development of media economics in Iran largely depend on technological capacity, data management, and redefinition of ownership structures. This study provides an analytical framework and identifies key drivers, offering strategic guidance for policymakers, media managers, and investors, and emphasizes the necessity of a comprehensive approach integrating technology, policy, economic factors, and consumer behavior for the future of media economics
کلیدواژهها [English]
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