قابلیت‌های بازی‌وارسازی در افزایش درگیری مخاطبان با رسانه‌های نوین: مطالعه موردی آی‌پی‌تی‌وی صداوسیما

نویسندگان
سیاوش صلواتیان 1
کیانوش کریمی 2
1 عضو هیات علمی دانشگاه صداوسیما
2 دانش آموخته مدیریت رسانه
چکیده
تلویزیون جمهوری اسلامی ایران به عنوان تنها رسانه فراگیر داخلی در چند سال اخیر با ورود فناوری‌های نوین رسانه‌ای و تغییر در مدل‌های ارتباطی در صدد راه‌اندازی رسانه تعاملی آی‌پی‌تی‌وی بوده است. اما این کار هزینه‌های زیادی به همراه خواهد داشت لذا این امر نیازمند روشی برای تضمین موفقیت آن است. این پژوهش درصدد شناسایی قابلیت های بازی‌وارسازی برای افزایش درگیری مخاطبان با آی‌پی‌تی‌وی است. پژوهش حاضر ابتدا با استفاده از روش فراترکیب و دلفی(در3 دور متوالی) سعی در شناسایی سرویس‌هایی که بیشترین قابلیت بازی‌وارسازی را دارند و همچنین شناسایی قابلیت‌های بازی‌وارسازی برای افزایش درگیری مخاطبان به آی‌پی‌تی‌وی داشته است. در ادامه پژوهش برای قابل لمس‌ کردن قابلیت‌های احصا شده سعی شده است با استفاده از روش مصاحبه عمیق، نمونه‌های کارآمدی از بکارگیری این قابلیت ها را بیان دارد.برای دست‌یابی به هدف اصلی در این پژوهش سه هدف فرعی نشانه‌گذاری شد. در طی روند پژوهش در گام نخست لازم بود سرویس‌های که بیشترین قابلیت بازی‌وارسازی را دارند مشخص شوند بدین منظور، در دور دوم دلفی و بر اساس نظر کارشناسان از میان بیش از 35 سرویس اصلی آی‌پی‌تی‌وی 12 سرویس انتخاب شدند. در دور سوم و نهایی دلفی پژوهشگر درصدد دست‌یابی به هدف فرعی دوم یعنی شناسایی قابلیت‌هایی از بازی‌وارسازی که توانایی درگیر ساختن مخاطبان به رسانه آی‌پی‌تی‌وی را دارند برآمد. که از میان 24 قابلیت بازی‌وارسازی 13 قابلیت با نظر کارشناسان انتخاب شدند.مانند امتیاز، مدال، مرحله و... در انتهای پژوهش سعی شد به هدف فرعی سوم دست یافته شود. لذا با استفاده از روش مصاحبه با کارشناسان حوزه بازی‌وارسازی نمونه‌های کارآمد استفاده از قابلیت‌های بازی‌وارسازی جهت درگیری مخاطبان با رسانه آی‌پی‌تی‌وی شناسایی شدند.
کلیدواژه‌ها
بازی
بازی‌وارسازی
درگیری
صداوسیما
آی‌پی‌تی‌‌وی

عنوان مقاله English

Gamification Capabilities to Increase Audiences Engagement with the Media: A Case Study of IRIB IPTV

نویسندگان English

Siavash Salavatian 1
Kianoosh Karimi 2
چکیده English

Background and Aim: Islamic Republic of Iran Broadcasting (IRIB), as the only local pervasive broadcasting service in Iran, has faced with serious challenges by the advent of new technologies and changes in media communication models in recent years. For this purpose, IRIB is going to lunch the IPTV in order to achieve the new media technologies and keep its situation in the media consumption baskets of Iranian families. However, employing a scientific method is needed to guarantee success due to the high costs of this work.. Therefore, with regard to a research vacuum in this field, this study aimed to recognise the capabilities of Gamification to increase audience engagement in IPTV.

Methods: the preset study first tried to recognise the IPTV services with the highest gamification capability using three consecutive research methods including documentary studies, Delphi (in three consecutive rounds) and interviews. Then, capabilities of Gamification with the highest ability to gamify those services and practical examples of how to gamify these services were presented.

Results: In result of documentary and delphi (three consecutive rounds) studies, 12 IPTV services with gamification capability and 13 gamification capabilities with integrated ability with those services were selected by experts who were involved in study of community surveyed. Finally, in order to being more tangible, profound interviews were made with gamification experts and practical examples of integrated Gamification Capabilities with the IPTV services presented.

Conclusion:Th implementation of gamification technology in Iran’s IPTV media can act as a incentive technology in order to attract, engage and hold the audiences. It is also able to change Iran’s IPTV media as an affordable media with reference to its high launching costs. This technology can also be a tool to guarantee success of this media among media competitive environment.

کلیدواژه‌ها English

gamification
Engagement
IRIB
IPTV
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تعامل انسان و اطلاعات
دوره 4، شماره 3
پاییز 1396
صفحه 17-33