Studying Media Literacy of Isfahan Press Audience and Presenting a Solution to Increase It

International Journal of Social Communication Sciences

مقاله 2، دوره 02، شماره 05، مهر 2012، صفحه 21-32   

نوع مقاله: Scientific-research

چکیده

The present study was conducted to study media literacy of Isfahan press audiences and providing a solution for increasing. The population of this research includes all audience of Isfahan local press at the age range of 25 - 44 years old and people in this population were selected randomly. The methodology of this paper is survey and data was collected by researcher- made questionnaire and interview techniques. The questionnaire included three sections: A-demographic characteristics, (gender, age, education and marital status) B-investigation of media literacy level including three parts: One, raising the awareness of consumption style. Second, studying skills and critical watching. Third, social analysis. Four, investigating the relationship between job’s audiences with media literacy. Five, investigating the relationship between parties and political tendencies with media literacy. SPSS software was used for data analysis. The data was collected in the level of descriptive statistics by drawing tables and graphs and determining the frequency, percentage of mean and standard deviation and was collected in the level of inferential statistics using Pearson correlation, regression, t-test for one variable and finally the path analysis was used to show the effectiveness of each independent variable and the reality of their effects on level of awareness. Results showed the relationship between sex and education with people’s media literacy in Isfahan, but there is no significant relationship between marital status and age, and also there is strong relationship between political parties and local media audience. The overall level of local press audience media literacy is above medium level.

کلیدواژه‌ها

media literacy؛ Audiences؛ local press؛ consumption style؛ Skills

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