وسايل ارتباط جمعي، موقعيت اجتماعي اقتصادي مخاطبان و برجسته‏سازي دانش مرتبط با سبك زندگي سلامت محور

Mass Media , Socioeconomic Situation Audience and AgendaSetting the Knowledge Related to Healthy Lifestyle ( Case Study : people over 40 years old in Kermanshah City )

امروزه بيماري‏هاي عفوني و مسري جاي خود را به بيماري‏هاي مزمن و غيرواگير داده‏اند. بنابراين به رهيافتي نو در حوزه سلامت  نياز است تا فرد از اين بيماري‏ها در امان ماند. اين رهيافت، اتخاذ سبك زندگي سالمي است كه از يك سو بر مسؤول بودن فرد تأكيد مي‏كند و از سوي ديگر، نياز به كسب دانش كافي در حوزۀ سلامت را خاطر نشان مي‏كند. وسايل ارتباط جمعي به عنوان يكي از منابع اصلي كسب اطلاع، مي‏توانند دانش مرتبط با سبك زندگي سلامت محور را در بين مخاطبان ارتقا دهند. اين پژوهش، با آزمون رگرسيون چند متغير و سپس تحليل مسير مدل تحقيق، نقش رسانه‏ها را با حضور سه متغير كاربرد رسانه‏اي، احساس نياز به راهنمايي و موقعيت اجتماعي اقتصادي، در برجسته‏سازي سبك زندگي سلامت محور مطالعه كرده است. روش تحقيق در اين بررسي كمّي و در قالب پيمايش و پرسشنامۀ تحقيق تكميل شده است. سنجش اعتبار پرسشنامه به دو روش سازه‏اي و صوري و سنجش پايايي به روش‏هاي آلفاي كرونباخ و آزمون آزمون مجدد صورت گرفته است. جامعۀ آماري تحقيق، افراد 40 سال به بالاي شهر كرمانشاه است. روش نمونه‏گيري تحقيق، نمونه‏گيري خوشه‏اي چند مرحله‏اي و حجم نمونه 400 نفر است. براساس نتايج پژوهش، رسانه‏ها با برجسته‏سازي سبك زندگي سلامت محور، دانش مخاطبان را در اين زمينه ارتقا مي‌دهند. البته تأثير رسانه‏هاي چاپي بيش از رسانه‏هاي الكترونيك است و وقوع برجسته سازي نيز در بين مخاطبان، از جهت حس نياز به راهنمايي متفاوت است. همچنين برخورداري از موقعيت اجتماعي اقتصادي بالاتر، هم حس نياز به راهنمايي بيشتر را در بين مخاطبان برمي‏انگيزد و هم ميزان كاربرد رسانه را افزايش مي‏دهد. حاصل چنين اختلافي، تفاوت در برخورداري از دانش مرتبط با سبك زندگي سلامت محور است .

Introduction: We can study the history of research about diseases with emphasis on various parameters. One factor is verities or types of diseases and another factor is social conditions and contex, social situation and social actors (such as mass media ,family, and …). Nowadays, along with progress in human society, noncommunicable diseases have become more common. So that, according to the World Health Organization, sixty percent causes of death are noncommunicable diseases. With development the diseases discourse, we need to revise the fact of health and factors that affected on that. Now, for example, social conditions are important index for research about diseases. Then, following the "Health Transition" in the world, we need  a new approach for study and research about health. This approach is adopting a healthy lifestyle and emphasizes the responsibility of individuals in this respect. Also, that approach concentered on acquiring knowledge in the field of health. The mass media is a primary source of information for knowledge related to healthy lifestyle and its roles among audiences is important for analysis the subject. On the base of this approach, researchers should attend to some factors that increase or decrease the levels and death of peoples knowledge. With development of peoples knowledge, we can analysis the development of peoples actions, especially in the field of health. The concept of "Healthbased lifestyle" or "healthy lifestyle" helps to understand the differences among the peoples in the field of everyday life and describes the effects of mass media, in the determination of that .also, socioeconomic situation of people, effects on their knowledge .Material & Methods: This research uses the Multiple Regression and Path Analysis. We study the role of mass media on agendasetting the knowledge related to healthy lifestyle. In this respect, are presented three variables: Media Application, need of Orientation and Socioeconomic Status. The research method is survey study. A crosssectional survey was conducted among a population of 400 medias users in Kermanshah city, the people who are over 40 years old. Validity is measured by method of Face validity. Also, the reliability of the study was assessed by the Cronbachs alpha and Testretest methods. In first section of paper ; we describe and examine the theoretical framework of study. For example, we explain the agendasetting theory and knowledge gap theory. With uses from this base, we analyses the problem and design a instrument for understanding the conditions. In the last section of paper, we use from theoretical framework for understanding and interpreting of data and ends .Discussion of Results & Conclusions: Based on the results, the mass media has important role in the actions of users in the field of health . Type and amount of their use is affected on users knowledge and their actions and lifestyle. Change in With the agendasetting the knowledge related to healthy lifestyle enhances the audiences knowledge in this field. Of course, agendasetting the knowledge related to healthy lifestyle varies and depending on the need for orientation in terms of health related behaviors. Also, peoples with higher socioeconomic status, have higher levels of media using. Also in this condition, the audience’s need for orientation raise. Then, differences in these variables cause the uneven levels of the knowledge related to healthy lifestyle. On the other hand, need for orientation has observable role in the life style of users of mass media, because of the amount of using these devices. With attention to these variables, it is clear that understanding the health and agendasetting the knowledge related to healthy lifestyle is a complex process. Peoples have various need for orientations in this respect and different factors affected on their knowledge, orientations and actions .