THE ROLE OF MEDIA REPRESENTATION OF CONSUMPTION MODELS IN FORMATION OF AUDIENCE CONSUMPTIONBEHAVIORS AND ATTITUDES

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SHIRZAD KHANCHEH SEPEHR; NASERI ERFAN

مرکز اطلاعات علمی Scientific Information Database (SID) - Trusted Source for Research and Academic Resources

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Paper Information

Journal: Journal of Communication Research Year:2010 | Volume:17 | Issue:1 (61) Page(s): 119-147

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Title

THE ROLE OF MEDIA REPRESENTATION OF CONSUMPTION MODELS IN FORMATION OF AUDIENCE CONSUMPTIONBEHAVIORS AND ATTITUDES

Author(s)

SHIRZAD KHANCHEH SEPEHR | NASERI ERFAN | Issue Writer Certificate

Keywords

USE AND GRATIFICAN THEORYQ2

TVQ2

LIFE STYLEQ2

CULTIVATION THEORYQ2

LAVISH CONSUMPTIONQ3

Abstract

Television is one of the influential factors in shaping consumption culture in any society. Research findings in the two past decades show that television programs (series and commercials) mostly expose a luxurious style life, hence, elements of LAVISH CONSUMPTION. The present article uses CULTIVATION THEORY to explore media effects, and employs Use and gratification Theory to analyze the audience's treatment of the media message. According to CULTIVATION THEORY, the content of TV programs could, in long term, shape the audience' s values and attitudes. The study found some mechanisms in the content of TV series and commercials that could shape lavish style of consumption in the process of programming. These mechanisms are as follows: Scenario, atmosphere and representation. However, based on the Theory of Use and gratification, it could be argued that the messages might not have direct and equal effect on the all of audiences.The research findings show that there are some elements in the content of TV programs which could ground the luxurious consumption attitude in the audience; however the audience, depending on its psychological attributes, gives different responses to the messages, and therefore, will be differently affected.

Cites

THE INVESTIGATION OF RELATIONSHIP BETWEEN VISUAL MEDIA AND LIFESTYLE (CASE STUDY: YOUTH OF AHVAZ CITY)

References

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APA: Copy

SHIRZAD KHANCHEH, SEPEHR, & NASERI, ERFAN. (2010). THE ROLE OF MEDIA REPRESENTATION OF CONSUMPTION MODELS IN FORMATION OF AUDIENCE CONSUMPTIONBEHAVIORS AND ATTITUDES. JOURNAL OF COMMUNICATION RESEARCH (PAZHOOHESH VA SANJESH), 17(1 (61)), 119-147. SID. https://sid.ir/paper/152837/en

Vancouver: Copy

SHIRZAD KHANCHEH SEPEHR, NASERI ERFAN. THE ROLE OF MEDIA REPRESENTATION OF CONSUMPTION MODELS IN FORMATION OF AUDIENCE CONSUMPTIONBEHAVIORS AND ATTITUDES. JOURNAL OF COMMUNICATION RESEARCH (PAZHOOHESH VA SANJESH)[Internet]. 2010;17(1 (61)):119-147. Available from: https://sid.ir/paper/152837/en

IEEE: Copy

SEPEHR SHIRZAD KHANCHEH, and ERFAN NASERI, “THE ROLE OF MEDIA REPRESENTATION OF CONSUMPTION MODELS IN FORMATION OF AUDIENCE CONSUMPTIONBEHAVIORS AND ATTITUDES,” JOURNAL OF COMMUNICATION RESEARCH (PAZHOOHESH VA SANJESH), vol. 17, no. 1 (61), pp. 119–147, 2010, [Online]. Available: https://sid.ir/paper/152837/en

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