Study of the role of media consumption pattern on lifestyle of Iranian family (With emphasis on the citizens of Tehran)

Document Type : Original Article

Authors

1 Department of Social Communication Sciences, Faculty of Communication Sciences and Media Studies, Central Tehran Branch, Islamic Azad University, Tehran, Iran

2 Department of Social Communication Sciences, Faculty of Communication Sciences and Media Studies, Central Tehran Branch, Islamic Azad University, Tehran, Iran (Corresponding Author) rasouli57@yahoo.com

Abstract

The functions of the media in lifestyle are clear and the impact of media on values and behaviors has been the subject of communication research. Lifestyle and media consumption interact, that is, although media consumption is influenced by lifestyle, but as an independent variable it can affect the dimensions of lifestyle. The purpose of this study was to investigate the role of media consumption patterns and lifestyle of Iranian families with emphasis on Tehran citizens. The research method is a combination (descriptive / descriptive) and applied in terms of purpose. In order to study the subject of this research, using the theories of lifestyle and media consumption, a basic model of research has been obtained. Got it. According to the results obtained from the structural equation model, it can be stated that the fit characteristics in this study fit the factor structure and theoretical basis of the research and indicate that the questions are in line with the theoretical structures of the research. All assumptions were confirmed by the t-test for the variables and indicated that all variables had an effect on the dependent variables. The highest impacts on lifestyle are related to media literacy, media access and cultural consumption

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