Investigating the Relationship between Using Media With Social Identity and Women's Lifestyle. Case Study: Female Clerks Working in Jiroft

Today, the use of social media (Internet networks and satellites) has become an integral part of urban life, so that this new technology has been able to lead to fundamental changes in social identity and lifestyle in cities.The current study tries to investigate the relationship between using media and women's lifestyles. The population of research includes employed women in Jiroft's government organization is reported 28000 in 1394. Participants are 400, calculated with the validity of 95 percent through Cochran formula. A combination of both random and cluster sampling was used as a sampling method. Within the theoretical framework a combination of theories of Velborn, Bordio and Rush was used to define social factors and also theories of Max Veber and Dorkim were used to clarify the influential factors of lifestyle. The result shows that among all the parables of the study media using has the most direct and positive effect on lifestyle. This effect is about 0/198 . Accordingly the variables of group identity ( with the impact of 0/155) and cultural use ( the impact of 0/186) have the most effect on lifestyle. The direct effect of other variables in structural equation modeling was not meaningful and was deleted in the revisioned model. Other variables effect on lifestyle through their impact on group identity.