تلويزيون و تاثيرات فرهنگي در زمينه هويت گروهي و جنسيتي ايرانيان: مطالعه ي ميان فرهنگي نظريه كاشت

TV and Cultural Effects on Group and Gender Identity of Iranians: An Intercultural Study of Theory of Cultivation

In this study, the theory of cultivation developed by George Gerbner in the sense that repetition of TV programs leaves a ʹcultivatedʹ effect on viewers is examined in terms of group and gender identity. The messages conveyed by TV and the perception of viewers regarding identity are analyzed and explained by utilizing the methods of analysis of content and scrutiny. The results of multivariable regression show that although Iranian TV produces and airs programs on all topics related to identity, these programs are only effective along with other factors. Television has influenced its audienceʹs standpoint vis-a-vis identity, apart from other parameters of social system. This study is the product of a scientific research in the arena of intercultural studies at the Islamic Republic of Iran Broadcasting (IRIB) Research Center. It shows that the cultivation theory, which underlines the powerful impact of TV on viewers in some cultures such as the US, is not valid in the case of Iranian culture as it is in Canada and Iceland.