News Science Quarterly (NS)

News Science Quarterly (NS)

Presenting a Paradigmatic Model of Public Opinion Taste-Making in Mainstream Media (Case Study of 60 Minutes BBC Persian News Program)

Document Type : Original Article

Authors
Afroshe Azad Majd 1
Mohammad Reza Rasouli 2
Seyed Mohammad Dadgaran 3
1 Ph.D. Candidate, Department of Communication and Information Sciences, Science and Research Branch, Islamic Azad University, Tehran, Iran. E-mail: afroshemajd@gmail.com
2 Corresponding author.Associate professor ,(Communication Sciences), Journalism and Media, Faculty of Social Sciences, Communication and Media, Islamic Azad University, Central Tehran Branch, Tehran, Iran. E-mail: moh.rasouli@iauctb.ac.ir
3 Assistant Professor, Member of the Faculty of Broadcasting, Tehran, Iran. E-mail: mohamad_dadgaran@yahoo.com
10.22034/lrsi.2024.479095.1253
Abstract
Objectives: Controlling and directing public opinion is one of the special and important tasks of the media. in cases such as building trust, giving hope, and other than that, the importance of the issue was examined. some media, in order to achieve their goals, have started to circulate around an event and try to turn an event into a process and by highlighting the issue in the society, draw the mental concern of the audience towards that issue. According to their media policies and priorities, the media cover events and refrain from publishing issues. The present study is aimed at conceptualizing the taste of public opinion in the program of 60 minutes of media streaming “ BBC Persian”.
method: In this regard, using qualitative content analysis method and using three open, axial and selective coding techniques, the content of the news of the last quarter of 2017and the first quarter of 2018 was analyzed and a questionnaire was designed to address the views of the audience in this Particularly to be considered. Based on the analysis of the content of news and audience statements, a paradigmatic model was developed in which the taste of public opinion is influenced by a variety of factors.
Result: The results obtained from the quantitative part of the current research show that variables such as the content of news and reports, the correctness and accuracy of news and reports, the form and format of news and reports, saving time, neutrality in news and reports. honesty and transparency in news and reports, comprehensibility of news and reports and compatibility of content and news topics with the needs of the audience are among the variables or in other words media factors that play an essential role in shaping public opinion. However, political neutrality as one of the media factors did not show a relationship with public opinion taste formation, while in the structural analysis part of the model, it had a significant effect in predicting public opinion taste formation.
Conclusions: In conclusion, it can be said that in this research, in order to pay attention to the audience and the media as a unit, media and non-media factors have been paid attention to in shaping public opinion. In analyzing the effects of media factors, we have benefited from the theory of framing, and for the analysis of the effects of non-media factors, we have benefited from the theory of media consumption. In this regard, the BBC news network, by using media agents at a favorable level, has been able to succeed in shaping the public opinion, of course, except for political neutrality.
Keywords
BBC Persian
Taste Making
Public Opinion
Mainstream Media
 
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