تأثیر سوادرسانه‌ای در بعد پردازش و تحلیل پیام‌های رسانه‌ها بر مصرف کالاهای فرهنگی (مورد مطالعه در زنان 15-39شهر شهرکرد)
محورهای موضوعی : فصلنامه زن و جامعه
مهری فاضلیان دهکردی
1
(کارشناسی ارشد جامعه شناسی عضو باشگاه پژوهشگران جوان و نخبگان دهاقان، ایران)
اصغر محمدی
2
(استادیار گروه جامعه شناسی و عضو هیئت علمی دانشگاه آزاد اسلامی واحد دهاقان، اصفهان)
کلید واژه: زنان, سواد رسانه‌ای, مصرف کالاهای فرهنگی, شهر شهرکرد, پیام‌های رسانه‌ای, پردازش و تحلیل پیام‌ها,
چکیده مقاله :
امروزه مسئله مصرف و بویژه مصرف کالاهای فرهنگی از چنان اهمیتی برخوردار است که به عنوان یکی از مسایل کلیدی و مهم در دستور کار برنامه‌ریزان و مسئولان فرهنگی جوامع قرار دارد. بر این اساس، هدف این مطالعه بررسی تأثیر سواد رسانه‌ای بر مقدار مصرف کالاهای فرهنگی در بین زنان (13-15) سال شهر شهرکرد بود. روش مطالعه از نوع پیمایش می‌باشد. جامعه آماری برابر با ( 39596) نفر بوده است که از این تعداد 380 نفر با توجه به فرمول کوکران و از روش نمونه‌گیری خوشه‌ای چند مرحله‌ای (سیستماتیک) به عنوان نمونه انتخاب شد. داده‌های پژوهش با استفاده از نرم افزار SPSS و AMOS (مدل تجربی) و آماره‌های رگرسیون چند متغیره و ضریب همبستگی تحلیل شد. یافته‌ها نشان می‌دهند رابطه آماری معناد‌اری بین دو متغیر پایگاه اقتصادی – اجتماعی زنان و مقدار مصرف کالاهای فرهنگی وجود نداشت و درعوض در بین پردازش و تحلیل پیام‌ها و مقدار مصرف کالاهای فرهنگی رابطه‌ای معنادار وجود داشت. مصرف کالاهای فرهنگی بر مبنای بعد (مقدار، نوع و گرایش به مصرف) و با توجه به سطح مصرف و انگیزه، عادت و رفتار بررسی شد که نشان داد انگیزه مصرف در زنان منجر به رفتار مصرف و گرایش و تنوع در مصرف کالاهای فرهنگی و تکرار در اعمال مصرف، منجر به ایجاد عادت در مصرف کالاهای فرهنگی آن‌ها می‌شود.
Today the issue of consumption and especially consuming cultural products is so important that is among the agenda of planners and persons in charge of the cultural issues therefor, this study was conducted to investigate the influence of media literacy on consuming cultural products among women aged 15-39 years old in Shahrekord. Mental and documental survey method is applied in this research. Population included 39596 persons. The sample size included 380 people selected by kocran and multi-stage cluster sampling (systematic). To analyze data, multi variable regression and correlation coefficient was used by Amos (experimental model) and SPSS. findings show that there was not a significance statistical relationship between women social economic base and consuming cultural products however there was a significance relationship between processing and analyzing messages and consuming cultural products. Consuming cultural products on the basis on dimensions including volume, type،tendency toward consuming and the level of consumption and motivation, habits and behavior have been investigated. It shows that the motivation of consuming among women results in consumption behavior, tendency, and diversity in consuming cultural goods and repeating consumption results in a habit in consuming cultural products
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