Designing a qualitative model of the role of media consumption pattern on the lifestyle of the Iranian family

Subject Areas : Social Science Quarterly

morteza tavakoli ^{1 *} , mohammadreza rasouli ²

1 - Communication Sciences, Islamic Azad University, Central Tehran Branch, Tehran, Iran
2 - Vice chancellor for Education, Islamic Azad University, Central Tehran Branch

Received: 2020-06-02 Accepted : 2020-07-21 Published : 2022-11-22

Keywords: lifestyle, Media, consumption pattern, Family,

Abstract :

Introduction: We see the qualitative presence of the media in the individual and social life of human beings more than before. The impact of the media on social realities has been accepted. As a result, given the quantitative increase and the qualitative impact of the media, recognizing the impact of media consumption on lifestyle is one of the most central issues in the field of style. Life is more important than ever.Objective: The aim of this study was to design a qualitative model of the components of the media consumption pattern and its effect on the lifestyle of the Iranian family.Method: According to the purpose of the research, the type of research published is the purpose of development and the research method is causal. The qualitative sampling method in this survey is targeted. In order to study the subject of this research, using basic theories in the field of lifestyle and media consumption, the primary model of research has been obtained and after reviewing the theories and research literature, we interviewed 10 professors and experts in the field of culture. , Media and Lifestyle, and after analyzing the interviews, a comprehensive research model was obtained qualitatively.Results: Based on the results of the research, the main and sub-variables of the study were reviewed and categorized according to the concept and characteristics obtained from the interviews. According to the qualitative analyzes, the social identity variable was added to the main index of lifestyle and the variables of cultural consumption and cultural identity were added to the main index of media consumption pattern in the final model.