علی فلاح

Media literacy is a topic that is concerned with the audience's power of understanding of the way in which media works and how they make sense thereof, and seeks to make this analysis a habit and a task for the audience. In this regard, present research provides a model for promotion of public relations with an emphasis on media literacy among managers and employees of Mazandaran Gas Company. In this paper, the data were sorted out through three stages after introduction of the concept media literacy using the qualitative method of grounded theory and holding 15 in-depth, semi-structured interviews with the academics and experts of the field, and following a content analysis. Based on the findings, the model is made up of five components: 1. The elements promoting media literacy at three macro (i.e. formulation of educational rubrics, changing educational methods, culture building with media literacy potential, adopting a problem-oriented approach, creating a national Internet, coherence and consistency in policy making and planning, and media content monitoring), intermediate (i.e. group interaction with colleagues and management training), and micro (i.e. technological knowledge, cognitive knowledge, media knowledge, and content production); 2. Decisive factors (categories of macro, intermediate, and macro level factors); 3. Interfering factors (including government intervention, lack of legislation or regulations); 4. Strategies (including policy and planning strategies, educational strategies, and culture- and discourse building strategies; 5. Consequences (i.e. economic, social, cultural, political, technological, communication, environmental, and individual-behavioral consequences).

Purpose: Today, the media has an effective role in human life and based on this, the present study was conducted with the aim of providing a pattern of media influence on the spread of life insurance culture. Methodology : This study in terms of purpose was applied and in terms of implementation method was qualitative. The study population was the managers of Iran Life Insurance Company in 1400 year, which based on the theoretical saturation principle number of 15 people were selected by purposive sampling method. To collect data were used from semi-structured interviews, which their validity was confirmed by the triangulation method and their reliability by Cohen's Kappa coefficient method was obtained 0.78. Finally, the data were analyzed by open, axial and selective coding method based on the grounded theory in Maxquda software. Findings : The results of the analysis showed that the pattern of media influence on the spread of life insurance culture had 79 indicators in 24 sub-categories and 6 main categories; so that the main category of causal conditions included 3 sub-categories of media management development, strengthening insurance culture and dynamic interactions, the main category of contextual conditions included 3 sub-categories of media patterns diversity, media awareness and cultural capabilities of mass media, the main category of intervention conditions included 3 sub-categories of media transparency, media space and audience characteristics, the main category of the central phenomenon included 3 sub-categories of media structural requirements, media management requirements and media forces requirements, the main category of strategies included 3 sub-categories of evaluation of positioning process, evaluation of target media selection process and evaluation of media channels and the main categories of outcomes included 3 sub-categories of competitive advantage, development of culture insurance and market and design practical strategies. Finally, the pattern of media influence on the spread of life insurance culture based on grounded theory was drawn. Conclusion : The results indicated the identification of many categories and indicators in the pattern of media influence on the spread of life insurance culture. Therefore, in order to spread of life insurance culture, it is necessary to provide the ground for improving the identified indicators and categories.