Providing a Model Based on a Media Strategy for Adaptation to Water Shortage

Document Type : Research Paper


1 PhD Student of Communication, Isfahan Azad University (Khorasgan), Isfahan, Iran

2 Assist. Prof., College of Management, Faculty of Isfahan Azad University (Khorasgan), Isfahan, Iran


Social and economic development of societies is based on water. To achieve this, in the 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, first qualitative methodology was used based on Grounded Theory Methodology with Strauss and Corbin's Systematic Approach, and finally, in order to weigh 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 and Secrecy, 2. Trusting alternative media, 3. Lack of media democracy. Also the most important strategies with weighting are as follows: 1. Promoting social capital through the media; 2. Creating media trust; 3. Effective communication; 4. The scientific approach of the media and the use of media tactics.


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