THE SOCIAL ORIGINS OF ASSOCIATION- PATTERNS OF TEHRANI AUDIENCES WITH THE PERSIAN SPEAKING SATELLITE CHANNELS

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SHAHABI MOHAMMAD; JAHANGARDI M.

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Journal: Journal of Iranian Cultural Research Year:2008 | Volume:1 | Issue:2 Page(s): 23-55

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Title

THE SOCIAL ORIGINS OF ASSOCIATION- PATTERNS OF TEHRANI AUDIENCES WITH THE PERSIAN SPEAKING SATELLITE CHANNELS

Author(s)

SHAHABI MOHAMMAD | JAHANGARDI M. | Issue Writer Certificate

Keywords

PERSIAN-SPEAKING SATELLITE TELEVISIONSQ3

SOCIAL ORIGINSQ3

MEDIA USAGE AND GRATIFICATIONS APPROACHQ3

TEHRANI AUDIENCESQ3

Abstract

The present paper answer two basic questions: what are the association patterns of the Persian-speaking satellite television channels amongst TEHRANI AUDIENCES? What are the SOCIAL ORIGINS of these patterns? To answer these questions, we have adopted the research tradition of "the uses and gratifications" in it's structural-cultural variant. In order to identify the uses patterns of such televisions, we initially interviewed 32 audiacnes. Content analysis of the interviews resulted in identifying 60 most-frequently-stated gratification items to be used as part of a large scale questionnaire survey of 400 viewers who were accessed via snowball sampling. Employing an exploratory factor analysis with Varimax rotation, we constructed and named ten gratification scales as follows: dissatisfaction with the national television programs, getting political information, cross-cultural comparison (instructional usage), escaping from everyday life difficulties, lifestyle guidance, facilitating social interaction, familiarity with global and Iranian (underground) popular culture, information on tourism and emigration issues, seeking social status, and finally seeking unedited information on sport events. A series of correlation tests on these ten factors as dependent variables and all the study's independent variables showed that the Blumler's conceptualization of the social character of media gratifications explains the usage patterns of PERSIAN-SPEAKING SATELLITE TELEVISIONS in Iran. Accordingly, different people turn to such televisions for different purposes and that the prevalent pattern of such usage is mainly of facilitatory, rather than compensatory character.

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APA: Copy

SHAHABI, MOHAMMAD, & JAHANGARDI, M.. (2008). THE SOCIAL ORIGINS OF ASSOCIATION- PATTERNS OF TEHRANI AUDIENCES WITH THE PERSIAN SPEAKING SATELLITE CHANNELS. IRANIAN JOURNAL OF CULTURAL RESEARCH, 1(2), 23-55. SID. https://sid.ir/paper/136887/en

Vancouver: Copy

SHAHABI MOHAMMAD, JAHANGARDI M.. THE SOCIAL ORIGINS OF ASSOCIATION- PATTERNS OF TEHRANI AUDIENCES WITH THE PERSIAN SPEAKING SATELLITE CHANNELS. IRANIAN JOURNAL OF CULTURAL RESEARCH[Internet]. 2008;1(2):23-55. Available from: https://sid.ir/paper/136887/en

IEEE: Copy

MOHAMMAD SHAHABI, and M. JAHANGARDI, “THE SOCIAL ORIGINS OF ASSOCIATION- PATTERNS OF TEHRANI AUDIENCES WITH THE PERSIAN SPEAKING SATELLITE CHANNELS,” IRANIAN JOURNAL OF CULTURAL RESEARCH, vol. 1, no. 2, pp. 23–55, 2008, [Online]. Available: https://sid.ir/paper/136887/en

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