Localization of Implementation Indicators for New Technologies in the Media Industry: A Fuzzy Approach(مقاله علمی وزارت علوم)
حوزههای تخصصی:
Technology stands as one of the most pivotal elements driving change in the strategic landscape of the media industry and its destiny is fundamentally intertwined with technology. The rapid influx and progression of new technologies, particularly information and communication technologies within media organizations, have significantly impacted the societal and cultural dimensions of media existence over recent decades and has prompted significant foundational changes in the environment, structure and management approaches of media organizations. Consequently, identifying success factors in the implementation of new technologies within the media industry becomes imperative. To achieve this objective, dimensions, components and initial indicators were identified through reviewing existing studies, and to validate and indigenize the obtained indicators, a fuzzy Delphi method was employed, drawing on expert opinions. Ultimately, 166 relevant indicators were identified across eight influential dimensions: big data infrastructure, digital literacy of managers and employees, innovation in technology and content, technological capabilities of new media, media communication management, semiotics in the media industry, audience engagement and technology-based business strategy along with 33 components. These dimensions and components with incorporating relevant indicators can serve as a roadmap and guideline for any media entity intending to implement new technologies within its organizational framework.