The Role of outdoor advertising (billboards, television urban) on the participation of citizens in the implementation of the blue sky, the earth clean
Subject Areas : Family
Amir
Fallah
1
(Master of Social Communication Sciences, East Tehran Branch, Islamic Azad University, Tehran, Iran)
Somayeh
Tajik Ismaeili
2
(Assistant Professor, Department of Social Communication, East Tehran Branch, Islamic Azad University, Tehran, Iran)
Keywords: citizen participation, environmental advertising, blue sky, clean earth,
Abstract :
This research has been conducted to examine the role of environmental advertising (billboards and urban television) on the participation of citizens in the implementation of a blue sky and clean land. The theoretical foundations of this research are based on persuasion ideas, the theory of audience dependence, the Cohen socialization theory, the theory of cultural habits and the theory of highlighting, according to which, and finally, the theory of excellence and persuasion theories were presented collectively as the theory that the goals and The hypotheses and the research model are based on it. This research is a survey with the purpose of applying and using the method of researcher-made questionnaire. The questionnaires were distributed through cluster sampling method and distributed through the Cochran formula between 300 residents of Tehran, aged 18-60 years old, from five districts of north, south, east, west and center of Tehran. Cronbach's alpha test showed that the main indexes of this research have high reliability coefficients. The statistical techniques used are the frequency distribution table, columnar and circular graphs, central statistics and dispersion, correlation between variables, and bivariate regression, f test and t test, which was performed with SPSS software. The dependent variable is the citizenship participation research and the independent variable of that environmental advertisement. Findings show that highlighting, content and diversity of promotional messages affect citizen participation and have the greatest impact on the variable of message diversity. City billboards and televisions change the attitudes and insights of individuals and change their behavior according to the proposed pattern of clean blue sky.
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