رسانه، جنسيت و مصرف گرايي

Media, Gender and Consumption

امروزه مصرف گرايي از موضوعات مهم پژوهش در جامعه شناسي و مطالعات فرهنگي?است و بررسي آن به عنوان يك مسيله ي علمي و در حال گسترش در ايران حايز اهميت است. بر اين اساس اين مطالعه به بررسي رابطه ي مصرف گرايي با رسانه هاي ارتباط جمعي پرداخته و با استفاده از نظريه و مدل ارتباطي اقناع به مطالعه ي نقش كانال هاي ارتباطي و جنسيت مخاطبين پيام در مصرف گرايي پرداخته است. روش استفاده شده به صورت پيمايشي و جمع آوري اطلاعات با ابزار پرسشنامه و نمونه ي مورد مطالعه 400 نفر از جوانان (29-18) ساكن در شهر شيراز بوده كه با نمونه گيري خوشه اي چند مرحله-اي انجام شده است. نتايج پژوهش نشان مي دهد بين ميزان استفاده از رسانه هاي جمعي و مصرف گرايي بر حسب جنسيت رابطه وجود دارد و در اين مـيان مـردان به دليل آنكه بيـشتر از رسانه هاي ارتباط جمعي استفاده مي كنند مصرف گراتر از زنان مي باشند.

Nowadays, consumption as a multidimensional phenomenon has become one of the significant research topics of sociology of culture and cultural studies. It is important to consider and investigate this phenomenon not only at an academic level but as an issue which has emerged and is wide spreading in Iranian society. To that end, this study is aimed at investigating the relationship between consumption and mass media. Therefore, by the following a persuasive communication model, the study will explore the role of communication channels such as radio, television, satellite, etc, as well as the gender of the audience (men and women) with respect to consumption. The research method conducts a survey and collects required data through questionnaires. The experimental group consists of 400 young people aged between 18 and 29 living in Shiraz. The sampling was conducted in a cluster form in multiple stages. The results of the research revealed that in terms of gender, there is a relationship between consumption and the level of affinity to the mass media showing in the meantime that men are greater consumers than women because they more in contact with mass media as compared to women.