Qualitative content analysis of television pathology on lifestyle, women's socio-cultural values

Subject Areas : Quarterly Journal of Woman and Society

Tahmineh Shaverdi ¹ (Tahmineh Shaverdi, Associate Professor, Department of Sociology, Social Sciences Research Institute, Institute of Humanities and Social Studies, University Jihad, Tehran, Iran. (Corresponding Author))
Zahra Khezri ² (Zahra Khezri, PhD Student in Cultural Sociology, Department of Social Sciences, Faculty of Literature, Humanities and Social Sciences, Science and Research Branch, Islamic Azad University, Tehran, Iran.)
Asmeh Ghasemi ³ (Asmeh Ghasemi, Assistant Professor, Department of Social Sciences, Faculty of Literature, Humanities and Social Sciences, Science and Research Branch, Islamic Azad University, Tehran, Iran.)

Received: 2021-06-05 Accepted : 2023-02-06 Published : 2023-04-21

Keywords: Lifestyle, pathology, Television, socio-cultural values, women audience,

Abstract :

Introduction and Purpose:
The ability of television in cultural currents and their impact on lifestyles has overshadowed many women's orientations in values, and this study aims to analyze the qualitative content of television pathology on the socio-cultural values of women's lifestyles.
Materials and Methods:
This research is a qualitative content analysis and the required information has been collected based on semi-structured interviews. The sampling method was snowball and information was obtained from 27 interviewees in the field of media experts and knowledgeable women.
Findings:
Findings indicate that there is a relationship between domestic and foreign television programs and socio-cultural values of women's lifestyle.
Discussion and Conclusion:
The results showed that the mere use of television programs can not be shifted as the main element shaping the socio-cultural values of women's lifestyles. In addition to this factor, other factors such as the weakness of domestic television, changes in the country's social system, capitalist and humanist thinking due to the globalization process, the diversity of virtual social networks and other socio-economic factors determine the value orientations of women's lifestyles in Mahabad.

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