مطالعه‌ ارتباط بين جهاني شدن فرهنگي و مديريت بدن مطالعه موردي: زنان شهر كرمانشاه

Relation between Cultural Globalization and Body Management Case study: The Women of Kermanshah 1

امروزه جهاني شدن با مختصات نوپاي خود پديده‌اي است كه موجب پيدايش زلزله‏اي‌ در جغرافياي سياسي شده است و تمامي ساختارهاي كلان فرهنگي و اجتماعي را تحت‌الشعاع خود قرار داده است. از جمله پيامدهاي ژرف جهاني شدن مي‌توان به تاثيرات آن بر ساحت فرهنگ اشاره نمود. لذا امروزه نظريه‌پردازي در حوزه‌ تاثيرات جهاني شدن بر تغيير فرهنگ جوامع و زندگي افراد مورد توجه قرار گرفته و بخشي از اين نظريات در زمينه‌ تاثيرات آن بر نگرش و رفتار افراد جامعه است. اين تحقيق به بررسي ارتباط جهاني شدن فرهنگي و مديريت بدن زنان پرداخته است. در ابتدا، مطالعات پيشين بررسي شده و سپس با استفاده از نظريه‌ گيدنز و رابرتسون فرضيات تحقيق به آزمون گذاشته شدند. اين مطالعه به روش پيمايش و با استفاده از ابزار پرسشنامه انجام گرفته است. جامعه آماري آن، زنان و دختران شهر كرمانشاه بودند. روش نمونه‌گيري مورد استفاده، تصادفي سهميه‌اي چند مرحله‌اي بوده است و حجم نمونه‌ براساس جدول لين، با سطح معناداري 95 درصد و خطاي 4 درصد برابر با 597 نفر برآورد گرديد كه براي اطمينان بيشتر و به منظور كاهش ميزان خطا، نمونه تا 600 نفر افزايش داده شد. شايان ذكر است كه متغير جهاني شدن فرهنگي به عنوان متغير مستقل، شامل: مصرف وسايل ارتباط جمعي، ميزان آگاهي از جهاني شدن، نگرش نقش جنسيتي، سبك زندگي و ميزان بازانديشي بوده است. يافته‌هاي تحقيق نشان‌دهنده‌ آن است كه بين متغيرهاي: بازانديشي، سبك زندگي مدرن، استفاده از فناوري‌هاي نوين اطلاعاتي و ارتباطاتي، سبك زندگي دوستانه، آگاهي از جهاني شدن و نگرش نقش جنسيتي با متغير وابسته‌ مديريت بدن ارتباط معنادار و مثبتي وجود دارد. همچنين، براساس نتايج رگرسيون چند متغيره، متغيرهاي: استفاده از فناوري‌هاي نوين اطلاعاتي و ارتباطاتي، سبك زندگي مدرن، سبك زندگي دوستانه و بازانديشي در مجموع توانستند 2،52 درصد از تغييرات متغير مديريت بدن را تبيين كنند.

Introduction Having appeared recent modernity and globalization growth and then technologies development related to body the body management 2 has found more place than before. The body and its management are cultural subjects and relate to social values and norms and if the cultural elements change in cultural globalization, the social members" behaviors" change in this field, too. In fact, consumption nature and body nature of consummation in modern community and globalization era have made the management behaviors such as making up, diet, aesthetic surgery, etc. frequent among women and an important social problem. Materials & Methods In this study the quantitative and measurement method was used and the necessary data were collected by questionnaire. The universe included the girls and women aged 18 – 65 residing in Kermanshah of them 600 ones were selected as sample by virtue of Lin"s Table and significance rate of 95 percent. Also the method was multistage quota random sampling. The face validity and construct validity methods (Factor analysis technique) were used to assess the findings" validity. Discussion of Results & Conclusions By virtue of the findings from the study"s inferential statistics the two variables: traditional mass media and traditional life style had no relation with body management. Perhaps it can be said that the relation between traditional mass media and body management was refused because the former such as internal television and radio are directed by governmental and official organizations so they cannot ignore general official cultural norms. Concerning the relation between traditional life style and body management it seems the people with traditional life style use the traditional mass media more so are influence by global messages in relation to the body. On the other hand, the study findings indicate that there is positive and strong relation between new informative and communicative technologies and body management. It seems that new informative and communicative mass media are effective on body management due to vast publicities concerning make-up and fusionism. Even some satellite channels, internet sites and periodicals have been established in relation to body and its management. By virtue of other study findings modern life style and friendly life style have a positive relation with body management. The people who follow modern life style welcome the modern and global measures in relation to body beauty because body management is one of the modern life style elements. The Friendly life style influences the body management due to its modern direction. Also the findings indicated that the inspection variables and globalization knowledge have positive relation with dependent variable; in this regard it can be said that the people with high inspection potential review their traditional patterns of body management. Also the people aware of different global affairs know more or less the frequent global norms concerning body beauty and observe them. Finally considering the study"s sex attitude is based on equality and modernism it had a strong and positive relation with body management. Based on multivariable regression findings the four variables: new informative and communicative technologies, modern life style, friendly life style and inspection defined 52.20 percent of the dependent variable"s changes.