Iranian Association of Cultural Studies & Communication Society Culture Media 2322-3855 10 39 2021 08 23 The Role of Media and Narration in the Attractiveness of Military Service The Role of Media and Narration in the Attractiveness of Military Service 103 130 143941 FA Reza Bagheri Assistant Professor at University of Tehran Mahdi Bahmani Researcher at Technology Studies Institute Journal Article 2020 06 15 Background and Aim: Military service can be one of the most important events in a person's life. For some reason, military service in Iran is not very attractive to young people. The purpose of this paper is to investigate the effect of various factors on increasing or decreasing the attractiveness of military service and recognizing the capacity of cultural institutions to create culture and help increase the attractiveness of military service.<br />Research Method: The present article, by conducting 16 qualitative interviews with social science experts, communications and military officials, deals with pathology and provides solutions to increase the attractiveness of military service.<br />Results: Various objective and subjective factors are effective in reducing the attractiveness of military service. In the meantime, the influence of mental factors is of special importance because public service in cyberspace has been attacked by many dissenting media and its distorted image is presented in society. In contrast, there has been no coherent media strategy by the authorities to increase the attractiveness of military service.<br />Conclusion: The objective measures taken to make military service attractive (albeit insufficient and small) should be illustrated and narrated using new methods of communication. The need to adopt a new comprehensive and interactive communication and media strategy, as well as the formation of a council called the Communication and Media Council with the participation of media and cultural activists in the relevant organs, are the main proposals of this research. Background and Aim: Military service can be one of the most important events in a person's life. For some reason, military service in Iran is not very attractive to young people. The purpose of this paper is to investigate the effect of various factors on increasing or decreasing the attractiveness of military service and recognizing the capacity of cultural institutions to create culture and help increase the attractiveness of military service.<br />Research Method: The present article, by conducting 16 qualitative interviews with social science experts, communications and military officials, deals with pathology and provides solutions to increase the attractiveness of military service.<br />Results: Various objective and subjective factors are effective in reducing the attractiveness of military service. In the meantime, the influence of mental factors is of special importance because public service in cyberspace has been attacked by many dissenting media and its distorted image is presented in society. In contrast, there has been no coherent media strategy by the authorities to increase the attractiveness of military service.<br />Conclusion: The objective measures taken to make military service attractive (albeit insufficient and small) should be illustrated and narrated using new methods of communication. The need to adopt a new comprehensive and interactive communication and media strategy, as well as the formation of a council called the Communication and Media Council with the participation of media and cultural activists in the relevant organs, are the main proposals of this research. https://www.jscm.ir/article_143941_a05c942f96c156e1cbba2bfb498fd545.pdf