عنوان مقاله [English]
Social and economic development of societies is based on water.To achieve this goal, in dry and semi-arid climate of Iran, adaptation to water shortage is one of the ways to facilitate water crisis management. The purpose of the present study is to provide a model based on a media strategy with regard to water shortage adaptation. For this purpose, qualitative methodology first was used based on Grounded Theory Methodology with Strauss and Corbin's systematic approach, and finally in order to weight the obtained causal conditions and strategies, the analytic hierarchy process [AHP] was used. According to the obtained results, the most important causal conditions with weighting are: 1. GateKeeping & Secrecy, 2. Trusting to alternative media, 3. Lack of media democracy, also the most important strategies with weighting are as follow: 1. Promote social capital through the media; 2. Create media trust; 3. Effective communication; 4. The scientific approach of the media and the use of media tactic
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