The Impact of Mass Media on Representing the Transmission of Women's Socio-Cultural Values

Document Type : Original Article

Authors

1 PhD Student, Cultural Sociology, Science and Research Branch, Islamic Azad University, Tehran, Iran

2 Associate Professor, Institute of Humanities and Social Studies, University Jihad, Tehran. Iran. (Responsible author

3 Assistant Professor and Director of the Department of Social Sciences, Science and Research Branch, Islamic Azad University, Tehran, Iran

10.22081/scs.2022.72727

Abstract

The advent of new media, especially satellite television and social networks, has provided women with a new space for women's activism and representation of modern values. The cultural culture of women in Mahabad has been affected. Also, identifying other influential factors in this field is the most important goal of this article. The present study is based on a combined (quantitative-qualitative) method. Quantitative method was based on data collection through a researcher-made questionnaire with random sampling method and qualitative method was based on directional content analysis to validate quantitative results. The statistical population of the survey includes women aged 15 to 65 in Mahabad. Based on the Cochran's formula, 366 people were determined to have a sample size. The research findings indicate that there is a relationship between domestic and foreign satellite TV channels and women's cultural values. The results showed that in addition to the two basic factors, the use of domestic and foreign satellite TV programs other factors such as the weakness of domestic media, changes in the country's social system, capitalist and humanist thinking, virtual social networks and factors Social, economic, determines the cultural orientations of women in the city of Mahabad.

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