تاثیر رسانه های تصویری در ترویج مصرف گرایی روستایی (مطالعه موردی:روستاهای دهستان تبادکان شهرستان مشهد)
محورهای موضوعی : مطالعات برنامه ریزی شهری و منطقه ای
حمداله سجاسی قیداری
1
(استادیار، گروه جغرافیا، دانشگاه فردوسی مشهد، مشهد، ایران)
حمیده محمودی
2
(دانشجوی دکتری جغرافیا و برنامه ریزی روستایی، دانشگاه فردوسی مشهد، مشهد، ایران)
علیرضا داورزنی
3
(دانشجوی کارشناسی ارشد جغرافیا و برنامه ریزی روستایی، دانشگاه فردوسی مشهد، مشهد، ایران)
کلید واژه: مناطق روستایی, مصرف گرایی, رسانه های تصویری, تبلیغات رسانه ها, محتوای رسانه ها,
چکیده مقاله :
یکی از خصیصه های بنیادی انسان نیازمند بودن و بر همین اساس مصرف کننده بودن است که عوامل متعددی به آن دامن می زنند. در این میان رسانه های ارتباط جمعی امروزه نقش بسیار مهمی در شکل دادن به نگرش ها و تمایلات مردم به مصرف در جامعه ی معاصر دارند. تغییرات در سطح مصرف گرایی در جوامع متفاوت از یکدیگر می باشد که به نظر می رسد در جامعه روستایی شدیدتر از سایر جوامع انسانی باشد. لذا تحقیق حاضر به بررسی تأثیر رسانه های تصویری بر مصرف گرا شدن روستاییان می‌پردازد. پژوهش حاضر از نوع کاربردی و روش انجام تحقیق توصیفی– تحلیلیاست که در 10 روستای دهستان تبادکان شهرستان مشهد انجام شده است. حجم نمونه با استفاده از فرمول کوکران 210 نفر تعیین شد. اطلاعات استخراج شده از پرسشنامه با استفاده از روش‌های تجزیه و تحلیل آماری در دو نرم افزار SPSS و GISو مدل ویکور مورد بررسی قرار گرفت. یافته‌ها نشان می‌دهد که در روستاهای نمونه از بین 6 شاخص مصرف گرایی در شاخص لذت گرایی بیشترین و در شاخص تجمل گرایی کمترین میانگین را دارا بوده و در بین روستاهای نمونه روستای خوش هوا دارای بیشترین و روستای اندرخ دارای کمترین میانگین شاخص مصرف گرایی بوده اند همچنین بین شاخص های مصرف گرایی و متغیر رسانه تصویری بیشترین همبستگی، متعلق به شاخص لذت گرایی و در مراتب بعد شاخصهای تظاهر فردی و مدگرایی می باشند. در عین حال تبلیغات رسانه های تصویری هم موجب تغییر مصرف گرایی در روستاهای نمونه گردیده است. همچنین بر اساس نتایج حاصل از رتبه بندی مدل ویکور دو روستای خوش هوا و علی آباد بیشترین و دو روستای اندرخ و فرخند کمترین میزان مصرف گرایی را دارا بودند.
Mass media has a very important role in shaping the values and attitudes and willingness of people to consume in contemporary society. Changes in the level of consumerism in society are different from each other that seems to be more severe in the rural community of other human communities. The present study examined the influence of visual media on the consumer's rural society. This research was applied in nature and descriptive-analytic in method and was conducted in 10 villages in Tabadakan city of Mashhad. The number of participants was 210 heads of households and information extracted from the questionnaires and analyzed using SPSS and GIS softwares and VIKOR model. The findings show that in the surveyed villages regarding the 6 Indicators, indicator hedonism consumerism in the study had the highest and the luxury had the lowest index. And in the selected villages, the village Khoshhava had the highest average and the village of Andrkh had the lowest average index of consumption. Also, with respect to the indicators consumerism and visual media, the highest correlation was seen in hedonism and individual protests and fashion had the second rank in correlation. According to the results of the rating analysis of the VIKOR model, two villages khosh hava and Ali Abad had the most and two villages Andrkh and Frkhnd had the lowest consumption.
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Halfacree, K. (2010). Reading Rural Consumption Practices for Difference: Boltholes, Castles and Liferafts. Culture Unbound, Vol 2, 241–263.
Hamilton, C. (2010). Consumerism, self-creation and prospects for a new ecological consciousness, Journal of Cleaner Production, 18 (6), 571-575.
Jalali, P. (2004). Media Analysis Methods. Tehran: Center for Media Studies. (In Persian)
Lahsay Zadeh, A. (2000). A neo-consumerism culture and the need to plan for it. Public Culture, 22, (46), 1-10 (In Persian)
Malmir, M., & Nosrati, R. (2013). A semiotic analysis of consumption patterns in TV commercials. Anthropological Researches in Iran, 3 (2), 65-84. (In Persian)
Marsden, T. (1999). Rural Futures: The Consumption Countryside and its Regulation. Sociologia Ruralis, 39 (4), 501–526.
Migone, A. (2007). Hedonistic Consumerism: Patterns of Consumption in Contemporary Capitalism, Review of Radical Political Economics, 39 (2), 173-200.
Mirfardi, A. (2015). Challenges and opportunities in science production and scientific theories in Sociology. Journal of Strategic Policies, 3 (9), 1-20 (In Persian)
Mousavi, Y., & Ahmadi, T. (2012). The impact of urban commercial advertising on consumerism in Tehrani women. Journal of Socio-cultural Development Studies, 1 (4), 4, 99-124. (In Persian)
Movahed, M., Abasi Shoavazi, M., & Marhamati, N. (2010). The media, gender and consumerism: the relationship between mass media and consumption tendency of young boys and girls in Shiraz. Strategic women Studies, 12 (47), 7-40. (In Persian)
Nick Kholq, A. (2005). Rural sociology. Tehran: Chap Khosh Publication. (In Persian)
Niromand, L. (2012). The impact of TV commercial advertising on consumerism of viewers. 7 (16), 91-104 (In Persian)
Niromand, L., Tajik, I., Malikian, N., & Shah Kuhi, S. (2012). The relationship between watching TV commercials and consumerism. Media Studies, 7 (17), 51-62 (In Persian)
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Valkenburg, P.M. (2000). Media and Youth Consumerism. Journal of Adolescent Health, 27(2), 52–56.
Wheeler Winston Dixon. (2008). Hyperconsumption in Reality Television: The Transformation of the Self through Televisual Consumerism. Quarterly Review of Film and Video, 25(1), 52-63.
Williamson, J. (1987). Decoding Advertisements: Ideology and Meaning in advertising,. The Cambridge Journal of Anthropology, 4 (2), 16-34.
Zahid Zahedani, S., & Sorush, M. (2001). Consumption patterns and identity of young urban girls: a study on girls in Shiraz. Cultural Studies and Communication, 4 (11), 77-109. (In Persian)
Malek Mohammadi, H. (2002). On the Edge of the Headland of Consumerism. Tehran: Center for Islamic Revolution Documents. (In Persian)
Jahaniyan, N. (2009). Inclusive and Sustainable Cosnumption in Development of Islamic Teachings, Journal of Islamic Economics, 9(34), 67-96. (In Persian)
Beickmohammadi, H., karimi ghotbabadi, F. & shokoohi, S. (2017) Analysis of the cultural development Indices (Case study: Counties of Province Fars). quarterly journal of the studies of human settlements planning, 12 (38), 53-68. (In Persian)
Omidvar, K., fanoodi, M., & narengi far, M. (2017). Assessing the role of environmental elements in sustainability of rural settlements by SWOT method (Case study: the central city Bardaskan). quarterly journal of the studies of human settlements planning, 12 (38),.37-52 (In Persian)
Veisi, F., salmani, M., & rezvani, M., (2016). Analysis Role of spatial factors in rural-urban labor seasonal migration, Case study: Sarvabad County. quarterly journal of the studies of human settlements planning, 11 (37), 21-40. (In Persian)
Elyasi, M., pardedar, F., torshizi, S., khoshfar, G. & denko, M. (2012) An Investigation of Factors Influencing the Consumption of Cultural Goods among the Youth. Journal management system, 2 (2) , 55- 76. (In Persian)
_||_Abdollahyan, H., & Hassani, H. (2010). Commercial advertising and consumerism: semiotic analysis of TV commercials in Iran. Communication Studies, 17 (2), 107-125. (In Persian)
Amidi, A. (1999). Sampling methods (for statistics). Tehran: Payam Noor University Press. (In Persian)
Anbari, M., Firuz Abadi, A., & Sorush, S. (2013). Impact of materialistic and intellectual competitions on rural consumerism. Journal of Social Studies in Iran, 7 (4), 110-136. (In Persian)
Assadourian, E. (2010). Transforming Cultures: From Consumerism to Sustainability. Journal of Macromarketing, 3(2), 186-191.
Dehghan, A. (2005). Communication theories. Tehran: Tehran University Press. (In Persian)
Etzioni, A. (2004). The Post Affluent Society. Review of Social Economy, 62(3), 407-420.
Godazgar, H. (2007). Islam versus Consumerism and Postmodernism in the Context of Iran, Journal of Social Compass, 54 (3), 389-418. (In Persian)
Haji Nejad, A., Fatahi, A., & Paydar, A. (2015). The application of decision making models and techniques in geography with an emphasis on rural. Tehran: urban and tourism planning. SID Publications, (1st Ed.). (In Persian)
Halfacree, K. (2010). Reading Rural Consumption Practices for Difference: Boltholes, Castles and Liferafts. Culture Unbound, Vol 2, 241–263.
Hamilton, C. (2010). Consumerism, self-creation and prospects for a new ecological consciousness, Journal of Cleaner Production, 18 (6), 571-575.
Jalali, P. (2004). Media Analysis Methods. Tehran: Center for Media Studies. (In Persian)
Lahsay Zadeh, A. (2000). A neo-consumerism culture and the need to plan for it. Public Culture, 22, (46), 1-10 (In Persian)
Malmir, M., & Nosrati, R. (2013). A semiotic analysis of consumption patterns in TV commercials. Anthropological Researches in Iran, 3 (2), 65-84. (In Persian)
Marsden, T. (1999). Rural Futures: The Consumption Countryside and its Regulation. Sociologia Ruralis, 39 (4), 501–526.
Migone, A. (2007). Hedonistic Consumerism: Patterns of Consumption in Contemporary Capitalism, Review of Radical Political Economics, 39 (2), 173-200.
Mirfardi, A. (2015). Challenges and opportunities in science production and scientific theories in Sociology. Journal of Strategic Policies, 3 (9), 1-20 (In Persian)
Mousavi, Y., & Ahmadi, T. (2012). The impact of urban commercial advertising on consumerism in Tehrani women. Journal of Socio-cultural Development Studies, 1 (4), 4, 99-124. (In Persian)
Movahed, M., Abasi Shoavazi, M., & Marhamati, N. (2010). The media, gender and consumerism: the relationship between mass media and consumption tendency of young boys and girls in Shiraz. Strategic women Studies, 12 (47), 7-40. (In Persian)
Nick Kholq, A. (2005). Rural sociology. Tehran: Chap Khosh Publication. (In Persian)
Niromand, L. (2012). The impact of TV commercial advertising on consumerism of viewers. 7 (16), 91-104 (In Persian)
Niromand, L., Tajik, I., Malikian, N., & Shah Kuhi, S. (2012). The relationship between watching TV commercials and consumerism. Media Studies, 7 (17), 51-62 (In Persian)
Paek, Hye-Jin., & Pan, Zhongdang. (2004). Spreading Global Consumerism: Effects of Mass Media and Advertising on Consumerist Values in China. Mass Communication and Society, 7 (4), 491-515.
Shojaee, M. (2004). Youth, Media and Identity. Ma’refat Publication. (In Persian)
Talebi Dalir, M., & Akbari, H. (2014). The media and consumerism. Institute for Humanities and Cultural Studies, 4 (2), 123-150. (In Persian)
Trentmann, F. (2004). Beyond Consumerism: New Historical Perspectives on Consumption. Contemporary History, 39(3), 373-401.
Valkenburg, P.M. (2000). Media and Youth Consumerism. Journal of Adolescent Health, 27(2), 52–56.
Wheeler Winston Dixon. (2008). Hyperconsumption in Reality Television: The Transformation of the Self through Televisual Consumerism. Quarterly Review of Film and Video, 25(1), 52-63.
Williamson, J. (1987). Decoding Advertisements: Ideology and Meaning in advertising,. The Cambridge Journal of Anthropology, 4 (2), 16-34.
Zahid Zahedani, S., & Sorush, M. (2001). Consumption patterns and identity of young urban girls: a study on girls in Shiraz. Cultural Studies and Communication, 4 (11), 77-109. (In Persian)
Malek Mohammadi, H. (2002). On the Edge of the Headland of Consumerism. Tehran: Center for Islamic Revolution Documents. (In Persian)
Jahaniyan, N. (2009). Inclusive and Sustainable Cosnumption in Development of Islamic Teachings, Journal of Islamic Economics, 9(34), 67-96. (In Persian)
Beickmohammadi, H., karimi ghotbabadi, F. & shokoohi, S. (2017) Analysis of the cultural development Indices (Case study: Counties of Province Fars). quarterly journal of the studies of human settlements planning, 12 (38), 53-68. (In Persian)
Omidvar, K., fanoodi, M., & narengi far, M. (2017). Assessing the role of environmental elements in sustainability of rural settlements by SWOT method (Case study: the central city Bardaskan). quarterly journal of the studies of human settlements planning, 12 (38),.37-52 (In Persian)
Veisi, F., salmani, M., & rezvani, M., (2016). Analysis Role of spatial factors in rural-urban labor seasonal migration, Case study: Sarvabad County. quarterly journal of the studies of human settlements planning, 11 (37), 21-40. (In Persian)
Elyasi, M., pardedar, F., torshizi, S., khoshfar, G. & denko, M. (2012) An Investigation of Factors Influencing the Consumption of Cultural Goods among the Youth. Journal management system, 2 (2) , 55- 76. (In Persian)