رسانه ملي و الگوي بهينه مصرف در ايران

National Media and the Pattern of Optimizing Consumption in Iran

The present article aims to examine the role of National Media in presenting the pattern of optimized consumption in Iran using a theoretical-analytical methodology based on different cultural and media studies. The research is of paramount significance due to the abnormal state of consumption and extravagance in the Iranian society and the reasons behind this anomaly with regard to the responsibility of the National Media. The process in which consumptionism emerged in Iran and its subsequent implications, as well as the role of media, particularly the National Media, in the rise or fall of this trend in the stream of programming and creating media content and messages, form the basis of the present article. Given the theoretical framework used in this research, analysis of findings is indicative of the significant role of media in offering a proper pattern of consumption. Introducing to audience the impacts of consumptionism, launching surveys and studies on consumption and the related issues, consulting people and elites, increasing the quality of programs content, paying attention to the media and cultural policies in terms of modifying consumption are among the suggestions the article offers for strengthening the role of media in improving the pattern of consumption. Keywords: Pattern-making, Cultural Consequences, National Media, Culture, Functions, Consumptionism, Roles.