شناسایی راهبردهای پاسخ به بحران همه‌گیری کووید – 19 در فضای رسانه‌ای ایران

هدف: در آغاز هر بحرانی، اتخاذ راهبردهای مناسب، برای ایفای نقش رسانه‌ها به‌منظور مدیریت وضعیت اهمیت زیادی دارد. در وضعیت عالم‌گیری کووید 19، رسانه‌های رسمی و غیررسمی در ایران، برای برآوردن نیازهای اطلاعاتی مردم و همچنین کمک به حل بحران، راهبردهایی را در پیش گرفتند که مطالعه شیوه‌های واکنش آن‌ها به بحران در ماه‌های آغازین را لازم می‌سازد. با توجه به اینکه پیام‌های تولیدشده رسانه‌ها در موقعیت بحران، گویای راهبردهای آن‌ها برای حل بحران است، مقاله حاضر از نظریه ارتباطات بحران وضعیتی استفاده می‌کند.روش: در این مقاله محتوای خبری 7 ماه اول همه‌گیری، در دو رسانه تلویزیون (اخبار ساعت 21) و اینستاگرام، تحلیل محتوای مضمون شده است تا ضمن مطالعه تفاوت‌ها و شباهت‌های راهبردهای واکنش به بحران در این دو رسانه، شیوه مدیریت آن‌ها نیز در این موقعیت آشکار شود. در مجموع 257 خبر مرتبط با ویروس کرونا در پخش خبری ساعت 21، از شبکه اول سیمای جمهوری اسلامی ایران منتشر و 659 محتوای مرتبط با موضوع در صفحات نمونه اینستاگرام تولید شده‏ است که همه آن‌ها تحلیل مضمون شده‌اند.یافته‌ها: یافته‌ها حضور سه کلان مضمون را در هر دو رسانه نشان می‌دهد که عبارت‌اند از: شرایط مواجهه با بیماری، عاملان بحران همه‌گیری و راه‌حل‌های بحران.نتیجه‌گیری: تطبیق مضامین با راهبردهای واکنش به بحران نشان می‌دهد که هر دو رسانه از چهار راهبرد چاپلوسی، فاصله‌گذاری، رنج و سرافکندگی استفاده کرده‌اند. مطالعه حاضر، هم دلالت‌هایی برای مدیریت رسانه‌ها دارد و هم تلاشی است برای غنی‌ساختن ادبیات پژوهشی در حوزه ارتباطات بحران و جایگاه رسانه‌ها در پاسخ به بحران.

identifying crisis response strategies during the covid-19 pandemic in the sphere of iranian media

emerging crises such as the covid-19 pandemic raise many uncertainties and create information needs. media are the most available sources to fulfill this need. adopting appropriate strategies at the beginning of a crisis is a critical task the media can do to manage the situation. based on crisis communication studies, rapid response to a crisis is needed, so the response at the outset is beneficial. iranian formal and social media during the covid-19 pandemic adopted strategies to meet the information needs of the people and also to help solve the crisis, which makes it necessary to study their ways of responding to the crisis. understanding the strategies of these two types of media both creates a context for evaluating their performance in crisis conditions and reveals the power and management style of informal media in iran. a conceptual review of the published articles shows that no study has been reported with a direct focus on media management, especially traditional media. also, studies related to crisis response strategies mainly focus on commercial companies and so far no article has been published about the response strategies of the iranian media in the context of the covid-19 pandemic.because the media messages in crises are indicative of their crisis response strategies, this paper focused on the situational crisis communication theory. coombs (1955) suggested 5 types of strategies: nonexistence which includes four tactics (deny, clarification, attack, intimidation); distance by two tactics (excuse and justification); ingratiation which consists of three tactics (bolstering, transcendence, and praising others); mortification that is made of two tactics (remediation and repentance), and suffering.research methodologynews and content of the first 7 months of the epidemic on tv and instagram are analyzed to study both the differences and similarities of crisis response strategies in them and to reveal the way of media management at the mentioned time. a total of 257 news items related to corona virus have been broadcast by the first channel of the tv at 21.00, and 659 pieces of content related to the topic have been produced on instagram sample pages all of which are analyzed.  the method used in this research article is a thematic analysis that is a type of qualitative data analysis. to find themes, structural coding is used. first, the coded text was described and the basic themes were identified. then interpretative coding was done and the basic themes were divided into core themes or codes based on repetitive and distinctive features. finally, global themes have been identified. in the heart of the global themes, there is a distinct concept that is called the macro theme. the validity of the research has been achieved by using a large amount of news and instagram content in the research period which is named pluralism. the reliability of the research was measured in two stages of coding and the percentage of agreement was calculated during them. the percentage of agreement or pao reliability coefficient in this study was 0.91, which is favorable.findingsthe findings show the presence of three mega-themes in both media, which include the conditions of encountering the disease, the actors of the crisis, and the solutions to the crisis. in the news, iran has been represented in the face of the coronavirus from two perspectives, that is, the conditions of governance and underlying factors.