Socio-Cultural Strategy

Socio-Cultural Strategy

Identifying the role of radio and television programs in the cultural development of Tehran citizens

Document Type : Original Article

Authors
zohreh rahdar 1
Somayeh Tajik Esmaeili 2
mandana saneie 3
1 Doctoral student in Communication, Department of Social Communication, Faculty of Humanities, Tehran East Branch, Islamic Azad University, Tehran, Iran.
2 Faculty member of Social Communication Department, Islamic Azad University, East Tehran Branch, Tehran, Iran (Corresponding author).
3 Faculty member of Social Communication Department, Islamic Azad University, East Tehran Branch, Tehran, Iran.
10.22034/scs.2023.164185
Abstract
Abstract
The aim of this study was to identify the role of television programs in the cultural development of Tehran citizens. This research is of applied type as well as mixed (qualitative-quantitative). The statistical population of the study consisted of 30 elites in the field of media and culture who were selected using snowball sampling. Also, in the statistical surveys section, the opinions of 384 Tehran citizens over 18 years of age were used. A researcher-made questionnaire was used to collect information, the validity of which was confirmed by face validity and its reliability was confirmed by using Cronbach's alpha coefficient. In this research, 9 indicators were extracted through qualitative methods, which are: attitude, orientation, character, cultural consumption, personal security of citizens, product, communication, achievement and manpower. AHP technique was used to analyze and rank the identified factors. Based on the results, in making TV programs to promote cultural development, the most influential sources, cultural activities and products in the second priority, attitude in the third priority, communication tools in the fourth priority, human resources promotion in the fifth priority and trends in the last priority they got.
Keywords
Keywords: culture
cultural development
attitude
mass media
television
 
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  • Receive Date 16 August 2022
  • Revise Date 03 January 2023
  • Accept Date 03 January 2023