اعتباریابی و روایی سنجی پرسشنامه سواد تبلیغاتی از دیدگاه مخاطبین با رویکرد اجتماعی
محورهای موضوعی : مطالعات جامعه شناسی ورزشی
حمید قاسمی
1
(گروه مدیریت ورزشی، دانشگاه پیام نور، تهران، ایران)
نازنین راسخ
2
(گروه مدیریت ورزشی، پژوهشگاه تربیت بدنی و علوم ورزشی، تهران، ایران)
ولی نریمانی فر
3
(گروه مدیریت ورزشی، دانشگاه پیام نور، تهران، ایران)
کلید واژه: سواد بلاغی و سواد تبلیغی, سواد اطلاعاتی, معلمان تربیت بدنی, سواد هنری بصری,
چکیده مقاله :
این پژوهش با هدف تعیین اعتبار و روایی سنجی پرسشنامه سواد تبلیغاتی از دیدگاه مخاطبین و دراین تحقیق معلمان تربیت بدنی استان لرستان، تدوین گردید.روش پژوهش بر مبنای هدف کاربردی، بر مبنای راهبرد کمی و بر مبنای روش اجرا توصیفی مبتنی بر معادله ساختاری بوده است. جامعه آماری پژوهش شامل کلیه معلمان تربیت بدنی استان لرستان بود (N=200) و نمونه آماری به صورت کل شمار انتخاب شد. ابزار اندازه گیری پرسشنامه سواد تبلیغاتی مالمین (2010) از دیدگاه مخاطبان است که جهت اعتباریابی در جامعه ایرانی مورد سنجش قرار گرفته است. به منظور تجزیه و تحلیل داده‌ها از شاخص‌های توصیفی و آزمون‌های آماری، ضریب آلفای کرونباخ و پایایی ترکیبی برای تعیین پایایی و روایی همگرا، واگرا و تحلیل عاملی تأییدی برای تعیین روایی سازه استفاده شد.نتایج پژوهش نشان‌دهنده برازش مطلوب ابعاد مدل سواد تبلیغاتی از دیدگاه مخاطبین می‌باشد، به طوری که در خصوص روایی سازه و بر اساس میزان روابط و سطح معناداری، تمامی گویه ها رابطه معناداری با عامل‌ها داشتند و توانستند پیشگوی خوبی برای عامل خود باشند. یافته‌ها نشان داد پایایی مؤلفه‌های پرسشنامه براساس مقادیر آلفای کرونباخ و پایایی ترکیبی از وضعیت قابل قبولی برخوردار بود؛با توجه به تایید ابزار مذکور در مطالعه حاضر، می توان به بررسی وضعیت گویه ها، ترتیب و اولویت بندی آنها از دیدگاه مشتریان جامعه نام برده استفاده کرد و در نهایت معلمان به عنوان رابطان اجتماعی می توانند بر مبنای نتایج کسب شده برنامه ریزی برای تهیه و تدوین پیام های تبلیغاتی ورزشی و اثربخشی آن داشته باشند.
Validity and Reliability of an Advertising Literacy Questionnaire from the Viewpoints of an Audience using Social ApproachObjective:The aim of this study was to determine the validity and reliability of an advertising literacy questionnaire from the viewpoint of high school physical education teachers as the audience in the city of Drood.Methodology:The research method is applied in terms of purpose and employs a quantitative strategy and uses a descriptive procedure based on the structural equation method. The statistical population of the study consisted of all the K-12 and high school first and second grade teachers of Drood, Lorestan Province (N = 200). In addition, it should be noted that the total population method of sampling was conducted. The measurement instrument is Malmelin’s (2010) Advertising Literacy Questionnaire, which was appraised for validity in the Iranian society. Descriptive indices and statistical tests were used to analyze the data, while the Cronbach's alpha coefficient and combined reliability were used to determine reliability and convergent/divergent validity, and lastly the confirmatory factor analysis was performed to determine construct validity.Results:The results of this study showed a desirable fitting of the dimensions of the advertising literacy model from the viewpoints of the audience, such that in terms of construct validity and significance levels, all items had a significant relationship with the factors and were able to serve as good predictive factors. Furthermore, it was found that based on the Cronbach's alpha values and combined reliability, the questionnaire components had acceptable reliabilityConclusion: As a result of this confirmation in the present study, we can conclude that this questionnaire can be used to examine the state, order and priority of its items according to the customers. Finally, teachers as social contacts would be able to develop Sport advertising plans and evaluate their effectiveness based on obtained results. Keywords: Physical Education teachers, information literacy, visual literacy in the arts, rhetorical literacy, advertising literacy.
Aminiroshan, Z., Khoshbakht Ahmadi, E., & Azimzadeh, S. M. (2022). The role of social status of brand equity on customer invocations the brand of equatic complexes. Strategic Sociological Studies in Sport, 2(3), -. doi: 10.30486/4s.2022.1957642.1041 (in Persian)
Aufderheide, P., Firestone,C. ,& Kopp, K. (2010). Aspen institute report of national leadership conference on media literacy .retrieved 03 06,2015,from center for media literacy,retrieved from:http://www.medialit.org/reading-room/aspen-institute-report-national-leadership-conference-media-literacy.
Bahrami Khoshkar,E.(2016). The relationship between information literacy and media literacy of sports managers in Kerman province, Master Thesis in Physical Education, Shahid Bahonar, Kerman University (in Persian)
Chernin, A. (2007). The relationship between children's knowledge of persuasive intent and persuasion: The case of televised food marketing (Doctoral dissertation). University of Pennsylvania, United States - (UMI ublication No. AAT 3292015).
Davoodi,A.,& Rezazadeh, A .(2013). Modeling structural equations with PLS software, Jahad Daneshgahi Publishing Organization. Tehran (in Persian)
Ghent University .(2010). Advertising Literacy . Faculty of political and social sciences.
Habibi, A ., & Adnour, M .(2017). Structural Equation Modeling and Factor Analysis, Jahad Daneshgahi Publishing Organization. Tehran (in Persian)
Karimi, A., Bahrami, S., & Rasekh, N. (2022). study was to validate and standardize sport product advertising questionnaire using social media. Sport Management Studies, 14(71), 185-216. doi: 10.22089/smrj.2020.8362.2865. [Persian]
Kline, R. B. (2015). Principles and practice of structural equation modeling . Guilford publications.
Livingstone, S. & Helsper, E. J. (2006). Does Advertising Literacy Mediate the Effects of Advertising on Children? A Critical Examination of Two-Linked Research Literatures in Relation to Obesity and Food Choice . Journal of Communication, 56: 560-584.
Malmelin, N. (2010). Diverging responsibilities: reflections on emerging issues of responsibility in the advertising business , Business Strategy Series, 11(1), 43-53. 10.1108/17515631011013104
Mohamed salim., N.A & Abdullah. M.Y .(2017). Measuring Reliability and Validity of Instrument: The Dimensions of Advertising Literacy in Determining the Advertising Literacy Index ., Jurnal Komunikasi Malaysian Journal of Communication Jilid 33(1) 2017: 280-293
Mohamed Salim., N.A, Abdullah., M. Y & Ali Shahizan., M.N Ali.(2016). THE DIMENSIONS OF ADVERTISING LITERACY: A META-ANALYTIC REVIEW , International Journal of Business and Management Studies, CD-ROM. ISSN: 2158-1479 : 05(02):551–558. Universiti Kebangsaan Malaysia (UKM), Malaysia.
Moss, E., Rousseau, D., Parent, S., St‐Laurent, D., & Saintonge, J. (1998). Correlates of attachment at school age: Maternal reported stress, mother‐child interaction, and behavior problems . Child development, 69(5), 1390-1405.
Pashank,N.,Tabibi,S.J .,& Farhangi, A .A .(2018). Determining the indicators of advertising literacy of visual media managers in Iran, Quarterly Journal of Communication Research,25(1):105-128 (in Persian)
Potter, W. J. (2004). Theory of Media Literacy: A Cognitive Approach. Thousand Oaks , SAGE Publications, Inc. http://dx.doi.org/10.4135/9781483328881.
Ritson, M. & Elliot, R. (1999). The social uses of advertising: an ethnographic study of adolescent advertising audiences , Journal of Consumer Research, vol. 26, December 1999.
Robertson, T. S., & Rositer, J. R. (1974). Children and commercial persuasion: An attribution theory analysis . Journal of Consumer Research, 1, 13-20. doi: 10.1086/208577
Ross, R. P., Campbell, T., Wright, J. C., Huston, A. C., Rice, M. L., & Turk, P. (1984). When celebrities talk, children listen: An experimental analysis of children’s responses to TV ads with celebrity endorsement . Journal of Applied Developmental Psychology, 5, 185-202. doi: 10.1016/0193-3973(84)90017-0
Rozendaal E., Opree., S.J & Buijzen.,M. (2014) . Development and Validation of a Survey Instrument to Measure Children's Advertising Literacy . See discussions, stats, and author profiles for this publication at: https://www.researchgate.net/publication/269354738
Salehi, A., Norouzi Seyed Hossini, R., & Saffari, M. (2022). Relationship between brand equity of sports tourism destination and psychological factors of advertising messages (Case study: Mashhad aquatic Waves Land). Strategic Sociological Studies in Sport, 2(2), -. doi: 10.30486/4s.2022.1956119.1037 (in Persian)
Sohrabi, Z., & Moharamzade, M. (2022). Classification Sport managers through communication skills and cultural intelligence in sports organizations. Strategic Sociological Studies in Sport, 1(1), -. doi: 10.30486/4s.2022.1949711.1003 (in Persian)
Wilson, C. (2012). Media and information literacy: Pedagogy and Possibilities . Comunicar, 20(39): 15- .22
_||_Aminiroshan, Z., Khoshbakht Ahmadi, E., & Azimzadeh, S. M. (2022). The role of social status of brand equity on customer invocations the brand of equatic complexes. Strategic Sociological Studies in Sport, 2(3), -. doi: 10.30486/4s.2022.1957642.1041 (in Persian)
Aufderheide, P., Firestone,C. ,& Kopp, K. (2010). Aspen institute report of national leadership conference on media literacy .retrieved 03 06,2015,from center for media literacy,retrieved from:http://www.medialit.org/reading-room/aspen-institute-report-national-leadership-conference-media-literacy.
Bahrami Khoshkar,E.(2016). The relationship between information literacy and media literacy of sports managers in Kerman province, Master Thesis in Physical Education, Shahid Bahonar, Kerman University (in Persian)
Chernin, A. (2007). The relationship between children's knowledge of persuasive intent and persuasion: The case of televised food marketing (Doctoral dissertation). University of Pennsylvania, United States - (UMI ublication No. AAT 3292015).
Davoodi,A.,& Rezazadeh, A .(2013). Modeling structural equations with PLS software, Jahad Daneshgahi Publishing Organization. Tehran (in Persian)
Ghent University .(2010). Advertising Literacy . Faculty of political and social sciences.
Habibi, A ., & Adnour, M .(2017). Structural Equation Modeling and Factor Analysis, Jahad Daneshgahi Publishing Organization. Tehran (in Persian)
Karimi, A., Bahrami, S., & Rasekh, N. (2022). study was to validate and standardize sport product advertising questionnaire using social media. Sport Management Studies, 14(71), 185-216. doi: 10.22089/smrj.2020.8362.2865. [Persian]
Kline, R. B. (2015). Principles and practice of structural equation modeling . Guilford publications.
Livingstone, S. & Helsper, E. J. (2006). Does Advertising Literacy Mediate the Effects of Advertising on Children? A Critical Examination of Two-Linked Research Literatures in Relation to Obesity and Food Choice . Journal of Communication, 56: 560-584.
Malmelin, N. (2010). Diverging responsibilities: reflections on emerging issues of responsibility in the advertising business , Business Strategy Series, 11(1), 43-53. 10.1108/17515631011013104
Mohamed salim., N.A & Abdullah. M.Y .(2017). Measuring Reliability and Validity of Instrument: The Dimensions of Advertising Literacy in Determining the Advertising Literacy Index ., Jurnal Komunikasi Malaysian Journal of Communication Jilid 33(1) 2017: 280-293
Mohamed Salim., N.A, Abdullah., M. Y & Ali Shahizan., M.N Ali.(2016). THE DIMENSIONS OF ADVERTISING LITERACY: A META-ANALYTIC REVIEW , International Journal of Business and Management Studies, CD-ROM. ISSN: 2158-1479 : 05(02):551–558. Universiti Kebangsaan Malaysia (UKM), Malaysia.
Moss, E., Rousseau, D., Parent, S., St‐Laurent, D., & Saintonge, J. (1998). Correlates of attachment at school age: Maternal reported stress, mother‐child interaction, and behavior problems . Child development, 69(5), 1390-1405.
Pashank,N.,Tabibi,S.J .,& Farhangi, A .A .(2018). Determining the indicators of advertising literacy of visual media managers in Iran, Quarterly Journal of Communication Research,25(1):105-128 (in Persian)
Potter, W. J. (2004). Theory of Media Literacy: A Cognitive Approach. Thousand Oaks , SAGE Publications, Inc. http://dx.doi.org/10.4135/9781483328881.
Ritson, M. & Elliot, R. (1999). The social uses of advertising: an ethnographic study of adolescent advertising audiences , Journal of Consumer Research, vol. 26, December 1999.
Robertson, T. S., & Rositer, J. R. (1974). Children and commercial persuasion: An attribution theory analysis . Journal of Consumer Research, 1, 13-20. doi: 10.1086/208577
Ross, R. P., Campbell, T., Wright, J. C., Huston, A. C., Rice, M. L., & Turk, P. (1984). When celebrities talk, children listen: An experimental analysis of children’s responses to TV ads with celebrity endorsement . Journal of Applied Developmental Psychology, 5, 185-202. doi: 10.1016/0193-3973(84)90017-0
Rozendaal E., Opree., S.J & Buijzen.,M. (2014) . Development and Validation of a Survey Instrument to Measure Children's Advertising Literacy . See discussions, stats, and author profiles for this publication at: https://www.researchgate.net/publication/269354738
Salehi, A., Norouzi Seyed Hossini, R., & Saffari, M. (2022). Relationship between brand equity of sports tourism destination and psychological factors of advertising messages (Case study: Mashhad aquatic Waves Land). Strategic Sociological Studies in Sport, 2(2), -. doi: 10.30486/4s.2022.1956119.1037 (in Persian)
Sohrabi, Z., & Moharamzade, M. (2022). Classification Sport managers through communication skills and cultural intelligence in sports organizations. Strategic Sociological Studies in Sport, 1(1), -. doi: 10.30486/4s.2022.1949711.1003 (in Persian)
Wilson, C. (2012). Media and information literacy: Pedagogy and Possibilities . Comunicar, 20(39): 15- .22