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Illustration of media and technology icons connected by arrows around a laptop, with Arabic text titles.

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گرچه تحولات در فناوريها نظام توليد و توزيع را در هر سازمان صنعتي دگرگون ميكند، اما تفاوت سازمانهاي رسانهاي با سازمانهاي صنعتي را بايد در ميزان ايـن شـتاب و تـأثير فناوري بر نظام ارتباطـات ديـد. شـتاب تحـولات فنـاوريهـاي جديـد و مبتنـي بـر وب باعث شده از صنعت رسانه به مثابة «صنعت در حـال ظهـور» يـاد كننـد. شـتاب تحـولات فناوريها بر فرايند توليد، مكانيسمهاي توزيع، و رابطة مخاطب با رسانه تـأثير مـيگـذارد. از اين رو، تحولات فناوري همواره سازمانهاي رسانهاي و خبـري را در موقعيـت رقـابتي شديد قرار ميدهد و امكان تدوين استراتژيهاي بلندمدت را منتفي ميكند. به سبب همين تغييرات شديد فناوري رسانهاي برخـي از كارشناسـان و پـژوهشگـران مديريت رسانه بر اين باورند كه امروزه مديران رسـانه حـداقل بايـد داراي شـش دانـش و مهارت باشند. در غير اين صورت، بهسختي قادر به تداوم فعاليت در سپهر رقابتي رسانهاي خواهند بود. بنابراين، سازمانهاي رسانهاي و خبري بـراي ايـنكـه در موقعيـت برتـري در رقابتهاي محيط پيچيده قرار گيرند بايد از شش توانمندي بـه منزلـة مزيـتهـاي رقـابتي برخوردار باشـند. البتـه مـيتـوان حـداقل دو ويژگـي (دوم و ششـم) آن را بـين مـديريت سازمانهاي رسانهاي و سازمانهاي صنعتي مشترك دانست. اما ساير ويژگيها صرفا ً مربوط به مديريت سازمانهاي رسانهاي است كه ً حتما بايد از آن برخوردار باشند: 1 .توانايي استفاده از پلاتفورمهاي گوناگون و متنوع رسانهاي: براي رقابت تنگاتنـگ در جذب و حفظ مخاطب در محيط پيچيدة رسانهاي، بسيار حياتي است كه سازمان رسـانهاي بتواند محتوايش را در پلاتفورمهاي رسانهاي گوناگون عرضه كند. به اين منظـور، سـازمان بايد هم خصوصيات و ظرفيتهاي هـر پلاتفـورم رسـانهاي را بشناسـد و هـم نسـبت بـه See more

#technology #media #illustration

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