A Study of Effective Factors on Media Literacy Among Mass Media Addressees

International Journal of Social Communication Sciences

مقاله 2، دوره 01، شماره 02، آذر 2011، صفحه 13-20   

نوع مقاله: Scientific-research

چکیده

The main purpose of this research is to study the effective factors on growth of media literacy of mass media addressees. The population in this research is all of the MA students at the department of Communication Sciences of Psychology and Social Sciences faculty of Islamic Azad University, Central Tehran Branch. The methodology used in this research is co-relational descriptive according to functional purpose and data collection. Data collection method in this research is using the questionnaire techniques and interview. Content and nominal justifiability were obtained by using the existing sources and experts' viewpoints and their authenticity is equal to 95% through experimental performance and calculation of Cronbach Alfa factor. The findings show that a variety of factors affect the media literacy of the addressees and this paper only discusses about finite number of them including educational level, financial and social base, rate of daily use of medium, media education and political and sectarian attitude of addressees that can be effective in increasing the media literacy of the addresses, provide a profound and true apperception of different visual and audio programs of media to the addresses and inform them about the multiplicity of mass media and their varied programs.

کلیدواژه‌ها

addressees؛ Mass Media؛ media literacy؛ Media

مراجع

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