Document Type : Original Article
Authors
1
Ph.D. student in Media Management, Kish International Campus, Islamic Azad University, Kish, Iran
2
Department of management, Nar.c., Islamic Azad University, Naragh, Iran
3
Department of Industrial Design, Yadegar Imam Khomeini Islamic Azad University, Tehran, IRAN
Abstract
This study, aiming to model the perspective pattern of proponent and opponent media on the global presence of Iranian cinema based on national interests, was conducted using a mixed-methods (qualitative-quantitative) approach. In the qualitative phase, semi-structured interviews were held with 12 academic and cinema experts (snowball sampling) and through thematic analysis, 4 organizing themes and 17 basic themes were extracted. Opponents' criticisms included: negative portrayal, weakening of national identity, influence from Western politics and festivals, and negative impact on domestic cinema. Proponents' support included: introducing Iranian culture, cinema growth, international opportunities, quality enhancement, and public diplomacy. National interest-based strategies encompass: improving global image, developing the industry and supporting domestic productions, strengthening cultural diplomacy, and expanding markets. The consequences involve: enhancing national image and culture, developing the industry and economic capacities, strengthening international collaborations, and raising cinematic standards. In the quantitative phase, a researcher-made questionnaire was distributed among 400 experts and filmmakers, and the structural model was confirmed via confirmatory factor analysis.
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