رسانه ملي و شكل دهي به الگوي بهينه مصرف شهروندان در مسائل شهري: اتخاذ يك مدل نظري

National Media (IRIB) and Shaping Citizensʹ Proper Consumption Pattern: Adopting a Theoretical Model

The present article aims to study the role of National Media in shaping citizensʹ proper pattern of consumption and to offer a theoretical model for it. Given the interfaces between National Media, consumption and urban concerns, the article introduces mechanisms affecting urban issues (including improving urban life quality, realization of an electronic city) as the Electronic Governmentʹs main foundation and source of boosting citizensʹ social capital. The article focuses on the conceptual framework of cultural citizenship for sustainable development in urban issues. It further explores the relationship between media, consumption pattern and urban issues and finally offers an inclusive pattern for explaining the role of National Media in shaping citizensʹ proper consumption pattern. Based on this model, National Media can realize an optimized consumption pattern through improving mechanisms affecting urban structure, systematic representing of different issues, and conveying intended meanings using theories of highlighting, framing and cultivation. Keywords: National Media, Urban Issues, Consumption Pattern, Cultural Citizenship