نقش رسانه هاي جمعي در اصلاح الگوي مصرف

The Role of Mass Media in Reforming Pattern of Consumption

Given the expansion of communicative technologies and increasing influence of mass media on individualsʹ lives, particularly their role in shaping and leading main cultural and social phenomena such as new life styles and consumption patterns, the present article mainly deals with the media mechanisms influencing the audienceʹs attitudes and behaviors. Drawing on the interactions between culture and economy, and introducing pattern of consumption as a subject embedding cultural and economic components, as well as stressing on the significance and the necessity of observing the pattern of consumption as a religious and national duty, the article also examines media approaches to economic and cultural pattern-making and modifying individualsʹ economic behaviors. Keywords: Pattern of Consumption, Improving the Pattern of Consumption, Satisfaction, Mass Media, Life Style, Assimilation