Global Media and Cultural Identity (Case of Study: Kashan University Students)

Today, in addition to special opportunities providing through globalization of media, it increases interpersonal and cross-cultural relations and makes changes in culture of people and in their identity. Because the dominant aspect of media is cultural area, as a result it involves more power and rate in forming cultural identity of its audience. The present study investigates the influence of Global Mass Media such as Internet and Satellite TV on Cultural Identity of students at Kashan University. The theoretical discussions are based on Mark Poster, Stuart Hall and John Tomlinson in New Communication Media, Globalization and Cultural Identity area. The empirical research method is Survey and statistical population is the students of Kashan University in 2014-2015. The statistical sample size by Cochran’s formula is evaluated about 250 persons. The obtained results indicate that there is significant relationship variable such as “Duration and extent of use of the Internet”, “Duration and extent of use of the Satellite TV”, “Using Scientific sources (in Persian) of Internet” and “Using various programs of Satellite TV” with “Cultural Identity of Students”. Also in multi variable analysis “Using Scientific sources (in Persian) of Internet”, “Duration and extent of use of the Internet” and “Duration and extent of use of the Satellite TV” have the most influence on “Cultural Identity of Students”, respectively.