%0 Journal Article
%T Media Management: Passing from organizational management to communication culture strategy ---             :
%A Taher Roshandel
%A arbatani@ut.ac.ir - £¿£¿£¿£¿ £¿£¿£¿£¿£¿£¿ £¿£¿£¿£¿£¿£¿£¿
%A Hossein Mostaghimi - £¿£¿£¿£¿ £¿£¿£¿£¿£¿£¿£¿
%J Global Media Journal : Persian Edition
%D 2010
%I University of Tehran
%X In this paper, we pinpoint to media institutions which have traditionally, organizational structure. This structure makes the acquisition for organizational management which doesnt cover the socio-cultural functions of media. We notify these malfunctions by trend study & criticize these media trends for proper substitutes. We analyze the factors of media discourse as the materials of a scientific disciplinary whose output indicates the dimensions of a new discourse. This deduction promote the elements of a strategic plan (: media communication culture) to meet new needs. According to this new era, we trace three major functions: cultural reproduction, social computation & linguistical distillation roles for media. We propose a package of cultural & managerial regards to stabilize these roles.---                                                                                                                                                        .                                                                                                                                                   .                                                                                                                                                                                                                                                                                                                                                                                            .                                                                                                                                                                                                                                                                                                                                                                      .                                                                                                                                                                                                                           .
%K organizational management
%K media management
%K media communication culture
%K trend study
%U http://gmj.ut.ac.ir/maghale.aspx?id=77