Information, Medium & Society: Nineteenth International Conference on Publishing Studies

Abstract

Despite the fact that media organizations have become large organizations, the same intelligent human features are being developed, and new technologies are supporting the intelligent features and human functions of the media. But the question is how much and how humanistic the media is. To answer this question, given the exploratory and qualitative nature of the research, Grounded Theory has been used to explain the “extent of the nature of media humanism” by applying key conceptual elements of humanism to different theories of the media, The approaches of “Communication Studies”, “Communication Planning”, “Media Anthropology” and “Organizational Thinking and Organizational Thinking” were studied and the humanistic indicators of these approaches were extracted. Next, theories of media and mass communication (impact, normative, and critical theories) and their characteristics were examined. In the final step of the comparative study, attention is paid to the indicators extracted from the four approaches and the indicators of the media organization - which represent the humanism of the media. They are explored in communication theories. The findings show that in media and communication theories, the salient features of human systems, including holism, ritualism, myth, conclusions, and widespread interaction with the environment and self-regulation, can be identified. Summarizing these findings indicates that due to the aforementioned characteristics, the nature and behavior of the media corresponds to the seventh and eighth levels of systems, respectively human and social organization, and it can be acknowledged that the media is a humanoid phenomenon.