Media programming for the elderly: a qualitative study in Yazd city

Document Type : Original Article

Authors

1 Associate Professor, Department of Social Sciences, Yazd University

2 PhD student in demography. Yazd University

Abstract

As an influential member, the media has an undeniable role in all areas of people's lives, among them, the elderly need a special view of the media. In this research, an effort was made to get to know the living conditions of Yazdi elderly people and to know their expectations and expectations, to provide suggestions regarding media programming. A qualitative research design was used to collect research data. The participants were 10 experts in the field of media and the elderly, who were selected by purposeful and theoretical sampling. The data was collected during a period of 3 months using a semi-structured interview tool. Data analysis was done with the help of qualitative content analysis method. During the analysis, 100 concepts in the form of 21sub-categories and 10 main categories, which include: the importance of material and support needs, the mission of radio and television towards the elderly, broadcasting an effective and entertaining program during the crisis , creative and interactive strategies program making, appropriate scheduling of program broadcasting, gender-oriented programming for the elderly, age-oriented programming for the elderly, programming for the non-native elderly, and programming encouraging active aging were extracted. In order to maintain the audience as one of the main goals of radio and television, it is suggested to recognize the different age and gender groups of the elderly and pay attention to the characteristics of each group, while valuing the wishes of the elderly audience and their interests. Building the audience should be very gradual and indirect

Keywords

References

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Socio-Cultural Strategy
Volume 12, Issue 3 - Serial Number 48
September 2023
Pages 859-898

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History

  • Receive Date: 22 November 2022
  • Revise Date: 28 January 2023
  • Accept Date: 29 January 2023

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