The Effect of Media Literacy on Consumption of Cultural Products Focused on Processing and Analyzing of Media Messages

Today the issue of consumption and especially consuming cultural products is so important that is among the agenda of planners and persons in charge of the cultural issues therefor, this study was conducted to investigate the influence of media literacy on consuming cultural products among women aged 15-39 years old in Shahrekord. Mental and documental survey method is applied in this research. Population included 39596 persons. The sample size included 380 people selected by kocran and multi-stage cluster sampling (systematic). To analyze data, multi variable regression and correlation coefficient was used by Amos (experimental model) and SPSS. findings show that there was not a significance statistical relationship between women social economic base and consuming cultural products however there was a significance relationship between processing and analyzing messages and consuming cultural products. Consuming cultural products on the basis on dimensions including volume, type¡tendency toward consuming and the level of consumption and motivation, habits and behavior have been investigated. It shows that the motivation of consuming among women results in consumption behavior, tendency, and diversity in consuming cultural goods and repeating consumption results in a habit in consuming cultural products