Document Type : Original Article
Authors
1
PhD student in Media Management, Faculty of Management and Economics, Science and Research Branch,, Islamic Azad University, Tehran, Iran
2
Professor of Management at Allameh Tabatabai University, Visiting Professor at Faculty of Management and Economics, Science and Research Branch, , Islamic Azad University, Tehran, Iran
3
Professor of Management, Faculty of Management and Economics, Science and Research Branch,, Islamic Azad University, Tehran, Iran.
10.30510/psi.2022.344649.3518
Abstract
Iran, in the path of progress in the context of new development paradigms, has introduced the concept of resistance economy and presented it as a capable strategy; Supporting the Iranian brand can be done with the help of media that have a persuasive role; And the national media is one of these media, whose supporting role was examined by analyzing the nature of the discourse of supporting the Iranian brand in downstream documents, which included the rules of the commercial administration of this institution. For this purpose, the method of critical analysis of discourse with Fairclough approach, and in a more comprehensive analysis of documents, the instructions of "Joop and Norris" have been used. In the critical reading of the documents, it was found that although in the lexical description of the text of these documents, the findings indicated that the criteria were set to support the Iranian product (brand), but at the level of interpretation and explanation, it was determined that it is necessary. These documents should be reorganized with a new approach in order to reduce their revenue-generating policies with a jihadist view and to pursue the importance of the role of brands in advancing the policies of the resistance economy more seriously; However, if analyzed with an empowerment approach that believes in the consolidation and internalization of social activities, new relationships can be presented that, by arousing the innate sensibilities of society to strengthen the national spirit, replace the Iranian brand choice with other choices. .
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