Socio-Cultural Strategy

Socio-Cultural Strategy

Identify effective communication and media fields On the development of social partnerships in non-governmental organizations and charities

Document Type : Original Article

Authors
mohammad reza ghorbany 1
Faezeh Taghipour 2
Mansoureh Pourmiri 3
1 PhD student in Social Communication Sciences Isfahan Islamic Azad University (Khorasgan), Iran
2 Associate Professor, Department of Communication Sciences, Faculty of Management, Islamic Azad University, Isfahan Branch (Khorasgan)
3 Assistant Professor, Department of Communication and Business Sciences, Faculty of Humanities Islamic Azad University, Isfahan Branch (Khorasgan), Iran
10.22034/scs.2023.397756.1444
Abstract
This article has been done in order to identify effective communication and media fields in the development of social partnerships in NGOs and charities using the method of qualitative content analysis with an inductive approach. The data of this research has been collected through semi-structured interviews with 22 experts and managers active in the media and NGOS fields and by purposeful and theoretical sampling. In this research, a total of 574 core categories were obtained from the analysis of 839 conceptual codes from the conversations, and by categorizing these categories, it was possible to identify "background conditions". Based on the findings of this research, effective communication and media fields in the development of social partnerships in NGOS and charities have been presented in both external and internal departments of popular institutions.The fields of "intra-organization" include: scientific development and expansion of the educational system in the environment of NGOS activities, Iranian and Islamic cultural capacities effective in the development of good affairs and the ruling discourse of the government regarding the activities of NGOS and charities. Among the fields of "external organization", we can include such things as; Organizations and management structure of NGOS, media structure and advertising in charitable institutions and the role of motivational factors and reference groups in attracting donors and volunteers to cooperate with NGOS and charities. Meanwhile, based on the research findings, about each of these Related analysis and interpretation items are also provided.
Keywords
NGOs
charities
social capital
social partnerships
communications and media
Subjects
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  • Receive Date 18 May 2023
  • Revise Date 25 June 2023
  • Accept Date 06 July 2023