Document Type : Research Article
Authors
1
Department of Cultural and Media Management, SR, C., Islamic Azad University, Tehran, Iran.
2
Department of Communication Sciences, Ta, C., Islamic Azad University, Tabriz, Iran.
3
Department of Industrial Engineering, Gac, C., Islamic Azad University, Gachsaran, Iran.
Abstract
The present study aimed to design a model for evaluating media advertising content with an emphasis on the role of the national broadcaster in rural development in Iran. In terms of purpose, this study is applied, and in terms of approach, it is a qualitative study conducted using the meta-synthesis method. The research corpus consisted of scientific articles, theses, research reports, and other valid domestic and international documents published between 2000 and 2024 in the fields of media advertising evaluation, advertising planning, rural development, development communication, social advertising, and media policymaking. A systematic search was conducted in national and international databases. Out of 1,742 identified records, 41 sources were selected for final analysis after removing duplicates and screening them based on the inclusion and exclusion criteria. Data analysis was performed based on Sandelowski and Barroso’s seven-step meta-synthesis model, and the quality of the selected studies was assessed using the CASP checklist. The data were analyzed through open, axial, and selective coding. To enhance trustworthiness, peer review, constant comparative analysis, and inter-coder agreement were employed. The findings indicated that the proposed model for evaluating media advertising content within the framework of sustainable rural development in Iran can be explained based on 347 initial codes, 132 final concepts, 27 subcategories, and 8 main categories. The results also showed that the evaluation of media advertising content in the context of rural development is influenced by a combination of cultural, communicative, policy-related, and developmental factors. This underscores the necessity of aligning advertising messages with the cultural characteristics and actual needs of rural communities, while also ensuring media justice and communicative effectiveness. Accordingly, the proposed model can serve as a decision-support framework to assist media planners in evaluating and prioritizing advertising content on the basis of explicit indicators in support of rural development goals.
Keywords
Subjects
