media policy

With the spread of the Coronavirus in Iran and almost simultaneously around the world, universities were forced to operate online and use distance education. The efficiency of universities in these critical situations depends to a large extent on their communication and media policies to advance their educational and research goals. To review the media and communication policy of the University of Tehran and the University of Cape Town, the content of their official websites from March 2020 to January 2021 was evaluated. This paper, using a combination of qualitative and quantitative content analysis, examined the content of these websites in connection with the Corona pandemic and evaluated their  communication strategy in conveying their messages. Both universities have prioritized medical and emergency services which show the importance of students' and staff’s health for both universities but the social responsibility were  more evident in Tehran University with its deeper commitment to its social missions. In terms of communication strategy, Cape Town University adopted a "supportive and egocentric" strategy to provide the necessary news and refrain  from publishing the comments of audiences, and the University of Tehran took a "supportive and selective" strategy intending to provide the most news with selective comments. 

In the contemporary day, where digital technologies profoundly impact all facets of human existence, effective policymaking in digital media is crucial. Considering the substantial influence of these media on public opinion, political and social communications, as well as their profound effects on cultural and economic aspects of societies, the imperative for a meticulous and exhaustive assessment of the policies implemented in this area is more evident. Given the intricate and multifaceted characteristics of digital media policymaking, the application of soft operational research methodologies can provide more thorough and agreeable outcomes. This research investigates the methodologies of soft systems and cognitive mapping as analytical instruments for assessing digital media policymaking. This methodology enables the identification of current concerns and issues, while also assessing capacities and potential for enhancement, thereby offering a thorough and pragmatic framework for effective policymaking in this domain. The data necessary for constructing the conceptual model of this research were obtained by examining prior studies and conducting comprehensive interviews with experts and specialists in digital media. In analyzing the present condition of the media and communication sector, a significant observation, akin to various social and cultural domains, is the occurrence of cultural lag, wherein the rapid progression of communication technologies has surpassed the capacity of society and policymakers to adjust and formulate suitable content strategies. This research indicates that modifications in the "content" domain are crucial for effective policymaking in digital media.