Developing an Optimal Media and Cultural Policy Strategy for Water Demand Management

Document Type : researcher

Authors
Ashraf Amini 1
Sadigheh Babran 2
Bita Shahmansoori 3
Mohammadreza Rasouli 3
1 PhD Student, Department of Communication, Journalism and Media, Islamic Azad University, Central Tehran Branch
2 Faculty Member, Department of Communication, Journalism and Media, Islamic Azad University, Central Tehran Branch (Corresponding Author)
3 Faculty member, Department of Communications, Journalism and Media, Islamic Azad University, Central Tehran Branch;
10.22034/scm.2025.549058.1953
Abstract
This study aims to develop an optimal media and cultural policy strategy for water demand management through a case study of the Islamic Republic of Iran Broadcasting (IRIB), proposing a context-sensitive and measurable framework for harnessing the public broadcaster’s capacity to influence citizens’ consumption behavior. The theoretical framework integrates core communication theories—agenda-setting, framing, social marketing, social norms, and the theory of planned behavior—with Fred R. David’s strategic management model, operationalizing a coherent cycle of strategy formulation, implementation, and evaluation. Adopting a qualitative design, the study collected data via fifteen in-depth, semi-structured interviews with senior managers, experts, and academics in media and policy at IRIB, selected purposively and continued to theoretical saturation. Data were analyzed using the SWOT technique to identify internal strengths and weaknesses and external opportunities and threats, and the SPACE matrix to determine the organization’s strategic posture. Findings indicate that internal weaknesses outweigh strengths, whereas environmental opportunities exceed threats, positioning the broadcaster in the “conservative” quadrant of the SPACE matrix. This configuration implies a need to reduce internal deficiencies while leveraging external opportunities. Accordingly, the recommended strategy is “conservative with focus,” comprising: (i) drafting a strategic roadmap and communication annex for water demand management; (ii) strengthening two-way engagement with audiences; (iii) developing creative, multi-format content (documentaries, animation, and multi-channel campaigns); and (iv) fostering cross-sector collaboration with the Ministry of Energy and water utilities. The proposed approach can shift the broadcaster from a reactive stance to an active policy actor in sustainable water governance .

Keywords

Subjects

 
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Society Culture Media
Volume 14, Issue 56
Autumn 2025
Pages 375-412

  • Receive Date 24 September 2025
  • Revise Date 30 September 2025
  • Accept Date 31 October 2025