Authors
1
PhD Student ,Deperment of medie management Isf.C., Islemic Azad Unirersity, Isfahan, Iran .
2
Assistance Professor, Department of Social Sciences, Faculty of Management, Payam Noor University, Tehran, Iran.
3
Associate Professor of,Department of Culture and Communication,Isf.C.,Islamic Azad University,Isfahan,Iran.
4
Associate professor Department of management, Isf.C., Islamic Azad University, Isfahan, Iran.
10.22034/fasiw.2026.248344
Abstract
The aim of the present study was to explain the audience trust-building pattern in BBC Persian media and compare it with the national media.The present study is a mixed (qualitative-quantitative) and applied research study. The statistical population includes all BBC Persian media audiences in Iran in 1404, equivalent to 10 million people who have access to this network through digital media (television, website, and social networks). For the qualitative part, purposive sampling was conducted and 72 key audiences who regularly watched BBC Persian programs were selected. In the quantitative part, using the available random sampling method, 384 people were selected from the BBC Persian network audience using the Cochran sampling formula. For the quantitative part, a comprehensive questionnaire with 20 closed questions on a 5-point Likert scale was designed to measure the level of audience trust in BBC Persian media and the factors affecting it (including transparency, impartiality, and interaction). For the qualitative part, semi-structured interviews with open-ended questions were conducted with 72 audience members. Each interview lasted between 45 and 60 minutes, and all interviews were recorded, transcribed, and coded. The research findings showed that factors that build audience trust in national media include transparency and honesty, impartiality in news, interaction and accountability, and credible news analysis. Factors that build audience trust in BBC Persian media include impartiality and transparency, in-depth and timely analysis, and communication with the audience.
Keywords
