بررسی کارکرد تبلیغات محیطی در فضاهای شهری و تأثیر آن بر ارتقاء تاب آوری اجتماعی درشهر تهران

محورهای موضوعی : سیاستگذاری شهری

عباس محمدیان ¹ (دانشجوی دکتری علوم ارتباطات، دانشگاه آزاد اسلامی، واحد شیراز، شیراز، ایران.)
محمد رضا قائدی ² (دانشیار گروه علوم سیاسی، واحد شیراز، دانشگاه آزاد اسلامی، شیراز، ایران)
علی رضا بیابان نورد سروستانی ³ (استادیار گروه علوم سیاسی، دانشگاه آزاد اسلامی، واحد شیراز، شیراز، ایران)

تاریخ دریافت : 1401/11/27 تاریخ پذیرش : 1402/02/12 تاریخ انتشار : 1402/04/01

کلید واژه: تبلیغات, تاب آوری اجتماعی, محیط شهری,

چکیده مقاله :

تاب آوری اجتماعی، امروزه در توسعه و مدیریت شهری نقش مهمی دارد. این نوع تاب آوری تحت تاثیر شرایط و شاخص های مختلفی است که تبلیغات محیط شهری می تواند یکی از مهمترین آنها محسوب شود؛ چرا که تبلیغات از نظر بصری و ذهنی شرایط متفاوتی را برای شهروندان به وجود می آورد. در این تحقیق هدف، بررسی اثرات و کارکرد تبلیغات محیطی شهری بر ارتقاء تاب آوری اجتماعی در شهر تهران است. روش تحقیق توصیفی–تحلیلی و مبتنی بر داده های میدانی است. ابزار گردآوری داده ها پرسش نامه بوده که در سطح جامعه آماری(8694000 نفر) در مناطق مختلف جمع آوری شده است. بر اساس فرمول کوکران حجم نمونه به تعداد 384 نفر تعیین شد. روایی ساختاری و محتوایی ابزار تایید و همچنین پایایی نیز با آلفای کرونباخ بالای 70/0 تایید شد. نتیجه نشان داد که کارکرد تبلیغات محیط شهری بر تاب آوری اجتماعی مثبت است. بگونه ای که تبلیغات محیط شهری بیشترین تاثیرگذاری را بر تاب آوری اجتماعی از طریق بهبود اطلاع رسانی به شهروندان با میزان برابر با 601/0؛ بهبود برند آگاهی شهروندان با میزان 580/0 و کاهش هزینه های شهروندان، با 541/0 نشان می دهند. نتیجه همچنین نشان داد که با توجه به وضعیت نامناسب تاب آوری اجتماعی در شهر تهران، آگاه سازی انسان شهری با آموزش؛ تبلیغات محیطی سالم؛ ارتقاء قدرت سازماندهی تبلیغات؛ توانمندسازی مقابله با خطر و آسیب پذیری و حکمرانی خوب با سیاستگذاری مطلوب، 5 شاخص موثر در ارتقاء جامعه تاب آور با توجه تبلیغات محیط شهری محسوب می شوند.

چکیده انگلیسی:

Social resilience plays an important role in urban development and management today. This type of resilience is influenced by various conditions and indicators, of which advertising in the urban environment can be considered one of the most important; Because advertisements visually and mentally create different conditions for citizens. In this research, the aim is to investigate the effects and function of urban environmental advertising on the promotion of social resilience in Tehran city. The research method is descriptive-analytical and based on field data. The data collection tool was a questionnaire that was collected at the level of the statistical population (8,694,000 people) in different regions. Based on Cochran's formula, the sample size was determined to be 384 people. The structural and content validity of the verification tool as well as the reliability were confirmed with Cronbach's alpha above 0.70. The result showed that the function of urban environment advertising is positive on social resilience. Such that the advertising of the urban environment has the greatest impact on social resilience through the improvement of information to citizens with an amount equal to 0.601; They show the improvement of citizens' brand awareness with 0.580 and the reduction of citizens' expenses with 0.541. The result also showed that due to the poor state of social resilience in Tehran, awareness of urban people with education; healthy environment advertising; improving the power of organizing advertising; Empowerment to deal with risk and vulnerability and good governance with favorable policies are 5 effective indicators in promoting a resilient society according to urban environment advertising.Extended AbstractIntroduction:Environmental advertising is one of the most widely used advertising media, which includes a wide and diverse range of public arenas in urban spaces. This media, in addition to its positive aspects, if it is not properly organized, as one of the most important causes of visual pollution, it creates adverse effects on the quality of the urban environment and the mental comfort of citizens. Environmental advertising is a means of implementing marketing strategies that we face on a relatively large scale every day. In this regard, a lot of money is always spent on designing and implementing such advertisements, especially billboards in the city. In this research, the city of Tehran has been selected as a case study. Tehran metropolis has a special position due to its centrality and various economic and social characteristics. The topic of environmental advertising in this city also has a great place and all kinds of advertising can be seen in this city in different ways. Advertisements in Tehran have different visual and mental effects, which can be well imagined in the life of this city. A large part of environmental advertising in this city can be related to social resilience; Because social resilience happens as a result of knowledge, awareness, social capital and indicators like this. Considering that social resilience is one of the important issues in Tehran metropolis, various indicators and functions in this field should be studied and studied. Urban environmental advertising is also one of these important and basic issues. In this research, the aim is to investigate the effects and function of urban environmental advertising on the promotion of social resilience in the city of Tehran, so that effective strategies or indicators can be identified in this field by using the knowledge of the effects.Methodology:According to its nature, the research method is descriptive-analytical and applied in terms of purpose. The statistical population of the research includes the citizens of Tehran. According to the statistics of 2015, there are 8,694,000 people. Based on Cochran's formula, the statistical sample for the statistical population at the individual level was calculated as 384 people. The sampling method is at the citizen level, which was done randomly. There are two types of information collection methods: library (documents) and field (survey). The research collection tool is a questionnaire. For analysis, the data are summarized, coded and categorized and finally processed to provide the basis for analyzes and connections between these data in order to answer the questions. The collected raw data was entered into SPSS software and finally the data was analyzed. The structural and content validity of the questionnaire was confirmed, as well as reliability, with Cronbach's alpha coefficient greater than 0.70. The table below shows Cronbach's index and middle coefficient for different sections.Results and discussion:The test results of social resilience indicators show that all indicators were significant at a level less than 0.05. Examining the significance direction using the test mean confirms that the mean values for all social resilience indicators are lower than the test mean (3) and therefore it can be concluded that the social resilience of Tehran city has been assessed inappropriately. In this context, the maximum average values related to the index of participation in public benefit activities with a value of 2.356; Cooperation in neighborhood development programs with a value of 2.350 and the index of collective action and participation of citizens in neighborhood decision-making with a value of 2.221. The minimum average was also related to the index of residents' trust in each other with an average of 1.652. Comparing the minimum and maximum average indicators confirms the poor state of social resilience.The result showed that the correlation between urban environmental advertising and promoting social resilience is equal to 0.932, which is a direct correlation. But with all the effects of urban environmental advertising, they have the ability to explain 93% of the changes (variance) of tourism development, and 7% of the changes are explained by other factors or indicators. The improvement of information to citizens with an amount equal to 0.601 units predicts the variable of social resilience, which in fact includes the most impact of urban environment advertisements on social resilience. Also, they show the improvement of citizens' brand awareness with the amount of 0.580 units, which means predicting 58% of social resilience changes. Reduction of citizens' expenses, as the third effect of urban environmental advertising, predicts changes in social resilience with 0.541 units. The lowest impact of urban environment advertising on social resilience is related to two indicators of increasing communication between citizens and decision makers with an explanation of 0.074 and empowering citizens in the field of crises with an explanation of 0.129. In general, the effects of urban environment advertising on social resilience are positive, and urban environment advertising can have significant effects in promoting resilience and improving urban conditions.The result of the research showed that in order to promote a resilient society against urban environmental advertising, several strategies or indicators are effective, which are awareness of urban people with education; Advertising for a healthy environment, organizing advertising; Empowering citizens and good governance with favorable policies are among the most important.Conclusion:In general, the result of the research confirms that advertising of the urban environment can be a suitable strategy to promote social resilience, which is effective in various aspects, such as improving the knowledge of citizens, informing citizens, realizing transparency in urban management, and reducing social vulnerability. And... it can be realized in the urban environment.

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