جستجوی مقالات مرتبط با کلیدواژه « media consumption » در نشریات گروه « علوم انسانی »

Extent and type of use of virtual social networks by the employees of the Islamic Revolutionary Guard Corps.

This research is descriptive and its survey method, questionnaire measurement tool and data collection method is a combination of library and field method. The statistical population of the research is made up of the employees of the headquarters of the Mustafafan Foundation of the Islamic Revolution, who are employed in the main building of the foundation in Tehran in 1401 and include 270 people. In the field survey, 159 people from among the employees of this organization were selected according to Morgan's table using simple random sampling method and answered the media consumption questionnaire. The validity of the research tool has been confirmed through face and content validity, and its reliability has been confirmed by calculating the Cronbach's alpha coefficient above 0.80.

The results of the research show that 29.4% of employees use social networks for one to two hours and 26.6% for two to three hours a day. 2% of employees have been using Telegram for more than 5 years. 34.9% of the studied employees visit Telegram every few days and 7.9% more than 10 times a day. The studied employees mostly use Telegram to receive news and the lowest rank is related to content production with an average of 1.91. 77% of employees visit Instagram regularly. The findings showed that employees mostly use Instagram pages to receive various trainings and the lowest rank is related to content production with an average of 2.09. 74.8% (119 people) of the studied employees did not answer the question about which people do you follow on Twitter, but in total, the highest statistics related to personalities or social-cultural user accounts (10.7%) and the lowest related to scientific personalities ( 3.1 percent). The studied employees mostly use Twitter to share personal experiences of others, and the lowest rating is related to sharing personal experiences with an average of 2.14. 47.7% of employees have been using WhatsApp between 6 months and 1 year and 3.9% have been using WhatsApp for more than 5 years. 36.2% of employees use WhatsApp every hour and 6.3% once a day.

The studied employees mostly use WhatsApp to communicate with family, relatives, friends and colleagues, and the lowest rating is related to content production with an average of 2.29. Only 12 people answered the question of being on YouTube, which indicates that they probably use this social network less. Among the studied social networks, the employees mostly use WhatsApp (average 2.91 on a measurement scale of 1 to 5) and the lowest rating is related to the use of Facebook, with an average of 1.59. In total, "the amount and type of social network use" and in general, the use of social networks by Mustafafan Foundation employees with a high average of 2.5 is close to the middle level of 3.

This study was designed and implemented to analyze the media consumption situation of Langrod athletes and its relationship with social intelligence and background variables. The present research method is a descriptive survey, and its measurement tool is a questionnaire. The statistical population of the research consists of all the athletes of Langrod city who followed at least one type of sport professionally in 1402. The statistical sample based on Morgan's table is 384 people. The results of the analysis of the research findings showed that more than 68% of the athletes studied in the city of Langrod do not read newspapers at all during the day and night, more than 72% of them do not read magazines at all during the day and night, more than 25% of them do not read at all. They do not read books during the day and night. 24% spend more than 5 hours daily on the Internet and virtual space. 43.3% of them follow news and sports information in media content. Also, the results showed a negative relationship between the femaleness of the studied athletes and reading newspapers, weekly newspapers, listening to the radio, going to the cinema, and going to the theater. Still, there was a positive relationship between reading books throughout the day and watching domestic and foreign television. A negative relationship exists between being single, reading books, watching domestic TV, going to the cinema, and listening to music. However, single athletes listen to the radio more than married people during the day and week. Also, a positive relationship exists between the number of children reading and weekly newspapers. However, a negative relationship has been observed between the number of children watching local TV, watching satellite day and night, watching satellite, going to the cinema, using the Internet and virtual space, and watching movies at home. Also, there has been a positive relationship between being employed by athletes and listening to the radio, using the Internet, and cyberspace.

The present study aimed to model the structural relationships between personality traits, security feelings, self-esteem, and extramarital relationships, as well as the mediating impact of media consumption among Tehran citizens.

The present study is of applied type and in terms of timing has been of periodical type, and employed a correlational design based on structural equation modeling. The target population consisted of all married individuals in Tehran from 2023 to 2024 who referred to private and state counseling centers in the first six months of the year and sought counseling due to their spouse's extramarital affairs. A multistage random cluster sampling method was used to select samples. In this way, first of all, 50 centers in Tehran were identified, and from among these 50 centers, 30 counseling centers were randomly selected, in every center, 18 clients were selected as statistical samples. Altogether, 540 participants were selected. To  assess extramarital affairs; personality traits, security feelings, self-esteem, and media consumption rate; various questionnaires were used: The Commitment Violation Scale (CVD) by Drigotas et al. (1999) to assess extramarital relationships; The NEO Personality Inventory (NEO-PI) to assess personality traits; The Security Scale (2009) to assess security feelingThe Rosenberg Self-Esteem Scale (1965) to assess self-esteem; The Media Consumption Questionnaire by Mahmoudian, Koochani Isfahani, and Moghaddas (2015) to assess media consumption.

The results achieved via using the model indicated that personality traits had the most significant overall impact (-0.27) on extramarital relationships. The variable of personality traits showed a total impact (-0.27) in a reverse manner (direct) had an impact on extramarital affairs. The variable of security total impact (-0.22) reversely (direct) impacted the extramarital relationships.  Based on the model introduced in this research, the variance in extramarital relationships demonstrated an R-squared value of 0.821. In general, 82% of the variance of extramarital relationships has been forecasted based on the relationship between the variables of personality traits, security feelings, self-esteem; and media consumption rate. Finally, the structural equation modeling also confirmed the goodness of fit of the model, and experimental data of the research supports the conceptual model.

The study findings suggest that personality traits, security feelings, and self-esteem mediated by media consumption may predict extramarital relationships

The current research was designed and implemented with the aim of studying and analyzing the relationship between social intelligence and media consumption (separated by written, visual and audio media) among the athletes of Langrod city. The method of the present research is correlation, its technique is a survey and the measuring tool is a questionnaire. The statistical population includes all the athletes of the city of Langrod and the statistical sample is 384 people according to Morgan's table. The results of the analysis of the research findings showed that more than 68% of the athletes studied in the city of Langrod do not read newspapers at all during the day and night, more than 72% of them do not read magazines at all during the day and night, more than 25% of them do not read at all. They do not read books during the day and night. 24% of them spend more than 5 hours a day on the Internet and virtual space. 43.3% of them follow news and sports information among media content. According to inferential results, there is a positive and significant relationship between the amount of reading a magazine (weekly or monthly) with the processing of social information and the general state of social intelligence. A positive and meaningful relationship has been observed between the amount of book reading during the day and night, with the processing of social information, social awareness and the general state of social intelligence, and the increase in reading books during the day and night strengthens the different dimensions of social intelligence of Langrod athletes. . Also, a positive and significant relationship is observed between the amount of reading books per week, processing with social awareness and the general state of social intelligence. There is a positive and significant relationship between the amount of listening to the radio during the day and during the week with social skills. There is a positive and significant relationship between watching TV (domestic networks) around the clock and during the week with social skills and the general state of social intelligence, and between watching satellite (foreign channels) around the clock and during the week with social skills, but with Social awareness has a negative and significant relationship. . There is no significant relationship between going to the cinema during the week, month and year with social intelligence and its dimensions. There is a positive and meaningful relationship between going to the theater during the month with social information processing and the general state of social intelligence. There is a negative relationship between spending time on the Internet and cyberspace day and night, with social information processing and social skills, and with social awareness, and in general with the general state of social intelligence, a negative and significant relationship is observed.

The current stage is the field of media competition and the survival of any media depends on its ability to gain the trust of the audience. The purpose of the current research is to know the level of trust of the youth of Tehran in the news of the national media of the Islamic Republic of Iran and the social factors affecting it. The statistical population consists of young people aged 18-35 years old in Tehran, 384 of them were considered as the sample size using the Cohen-Morgan and Karjesai table, and sampling was done using the stratified random method of proportional distribution. To collect data, survey method and researcher-made questionnaire tool were used, and SPSS statistical software was used to analyze it. To determine the validity of this questionnaire, the face validity method was used and for its reliability, Cronbach's alpha coefficient was used, and considering that the said coefficient was more than 0.7 in all cases, its reliability was confirmed. The results of the research indicate that 13.8% of the respondents rated their trust in radio news as very low, 24.2% as low, 37.8% as medium, 20.8% as high, and 3.4% as very high. have done, these findings also show that there is a direct correlation between the degree of religiosity, trust in the political system, media consumption and trust in media performance with the degree of trust in national media news, in explaining these relationships it can be concluded that due to the establishment of the government Religion in Iran and the dependence of the media on the political system, people who have a higher level of religiosity, have more trust in the political system, consider the performance of the media as reliable and use it, and have more trust in the news of this media.

The purpose of this research is to investigate the role of information technology on the lifestyle of the people of Izeh city. In this research, a survey method and a questionnaire were used to collect information. The statistical population in this research is all the citizens aged 18 to 60 of Izeh city with the estimated sample size of 384 people using Cochran's formula and quota and random sampling method was used to obtain the research sample. The theoretical framework of the research is based on the lifestyle theories of Bourdieu, Adler, Simmel, Weber, etc. and the theory of social changes. The analysis of statistical data showed that there is a direct and significant relationship between media consumption (use of the Internet) and types of lifestyle (leisure, consumption, social, cultural, economic, health and modern) of the people of Izeh city; But there is no significant relationship between media consumption and the traditional lifestyle of the people of Izeh.

Trust in the political system is the most important social capital of a government and the basis of its legitimacy. Political trust is a set of positive attitudes towards political issues that go back to the political regime and authority holders in society .political trust is a form of support for the political regime and those with political authority. Trust in the political system is not the same in all members of the society, its level is affected by various factors, including the role of the media in this field. One of the age groups among whom the issue of trust in the political system is of great importance is the youth. This stratum, as the main pillar of the Islamic system, is considered as one of its pillars, which can play an effective role in the continuation of the life of the Islamic Republic system and its ideals. A review of the political and social events in Iran in the years after the victory of the Islamic Revolution indicates that the supporters and opponents of this system have always tried to use the media in different ways to achieve their goals. Therefore, the development of the media increased. Its penetration rate has been seriously considered. Examining the activities of the foreign media indicates that they are also aware of the importance of the issue, in their plans, they seek to weaken the level of trust of this group in the political system. Regarding the role of the media in this regard, in the current research, the amount of media consumption by young people and its relationship with trust in the political system has been investigated, and the role of a wide range of domestic and foreign media has been discussed, while in other cases, only the role of one The media has been taken into consideration or that the media consumption has been examined in general and without considering the dependence of the media. the theoretical basis of this research is based on the theory of use and satisfaction. This theory is the development and generalization of the theory of selection and the limitation of influence and mass communication, which believes that the audience decides what program to choose and from which means of communication. This approach is looking for reasons and motivations that encourage the audience to use the media in different ways and in different forms and thereby satisfy themselves. In terms of nature, this research can be classified as descriptive research, in terms of objective, in the category of applied studies, and in terms of measurement and analysis method, it can be classified as quantitative research. The statistical population consists of young people aged 18-35 in Tehran, of which 384 people , were studied using the stratified random method of proportional distribution as a sample. Based on this, first Tehran city was divided into 5 main districts and then the said society was divided into sixty strata according to the place of residence, sex and age group, and then considering the sample ratio, the sample size was calculated for each stratum. To collect data, it is a survey method and a researcher-made questionnaire tool, and it consists of three parts, the first part is about questions related to demographic characteristics, the second part of the questionnaire is about items and questions related to media consumption, and the third part is about measuring the level of trust in the system. SPSS software was used for the political analysis. The validity of this questionnaire was done using the face validity method and its reliability was done through Cronbach's alpha coefficient. The results showed that the trust factor of the political system was 0.952. Considering that the value of Cronbach's alpha coefficient was more than 0.7, its reliability was confirmed. SPSS statistical software was used to analyze the data, for this purpose frequency distribution tables and central indices were used to describe the findings. To test the hypotheses, the Kolmogorov-Smirnov test was used to check the normality of the data, and due to its non-normality, Spearman's correlation coefficient was used as a non-parametric test. The research results show that there is a direct correlation between people's use of domestic media and the level of trust in the political system. And in relation to foreign media users, it is reversed. The results also indicate that the people under study use all kinds of domestic and foreign media, both collective and social, but it is expected that depending on the dependence of each of the mentioned media, the level of people's trust in the political system will vary. The test of the research hypotheses also confirms this point, because the more the respondents use domestic media that are under government supervision, the more their trust in the political system increases, while the more they use foreign media, The level of people's trust in the political system also decreases. In the interpretation of these results, it can be said that trust in the political system is the most important social capital of a democratic government and also the basis of its legitimacy. The Islamic Republic of Iran, which was formed on the basis of religious democracy, was elected by the people and its survival depends on the support and will of the people. Therefore, by using the media under his control, such as radio, television, press, etc., he is trying to increase the level of people's trust. On the other hand, the opposition-affiliated media also aim to reduce people's trust in the Islamic Republic system by using different methods. It is clear that according to the role of the media in the formation of attitudes and behaviors, the audience of each of the two categories of the mentioned media has been influenced by it and the level of their trust in the political system also changes. It should be noted that the data collection period of this research coincided with the inflammation caused by the unrest in the fall of 2022 in the country.

The present study aimed to explore the impact of media consumption on pro-environmental behavior, with a focus on the mediating role of environmental awareness among sports science students in Sistan and Baluchestan province. The research method employed was of a descriptive-survey nature, with the statistical population comprising all sports science students in the province. A sample of 271 students was selected using the cluster sampling method. The data collection instruments included the standard media consumption questionnaire developed by Mahmoudian et al. (2015), the environmental awareness questionnaire by Si et al. (2022), and the pro-environmental behavior questionnaire designed by Van and Dave (2022). Face and content validity checks were utilized to ensure the questionnaires' validity. The data was analyzed using structural equation modeling with Lisrel software, confirming the suitability of the proposed model. The results revealed positive and direct effects of media consumption and environmental awareness on pro-environmental behavior. Additionally, the study demonstrated the positive and indirect impact of media consumption on pro-environmental behavior through environmental awareness among sports science students. Based on the findings, enhancing and promoting environmental awareness through the utilization of social and national media platforms emerges as a persuasive approach to encourage students to engage in extra-role behaviors for pro-environmental conduct.

Human beings has had a continuous and stable interaction with his environment since long ago. This relationship has undergone many changes during different periods. After the scientific and industrial revolutions or the modern era, man believed in the development and advancement of technology as an important factor to achieve happiness and well-being, and tried to dominate and control nature.The urban environment affects human feelings, life, and work and affected by it due to the conflict of all humans with the environment, if this effect is destructive, environmental problems will arise. This study aimed to investigate the environmental citizenship of residents aged 18 and older in Shiraz and its relationship with some social and cultural factors. Using the survey method, a structured questionnaire used for data collection. The study sample was 1045 residents of Shiraz that selected using a multi-stage cluster random sampling method. The factor analysis and Cronbach's alpha used to evaluate the validity and reliability of the questionnaire, respectively. The results showed that the variable of attention to national benefits and its dimensions (the territorial, the political, and the historical dimensions), rate of media consumption, and age have a positive and significant relationship at the level of 99% with the environmental citizenship variable. There is a significant difference between the environmental citizenship according gender, education level and marital status. Women, married people and Ph.D. Education had stronger environmental citizenship than other people. Totally, the independent variables explained 24 Percent of the changes in the dependent variable of environmental citizenship. Paying attention to national interests has led to an increase in people's sensitivity towards the environment and preserving its values is considered important for citizens.

In the recent decades of citizenship rights to become one of the most complicated social and political issues and has attracted the attention of many thinkers and politicians. On the issue of awareness of citizenship rights and its factors, several studies have been conducted with different results in Iran, that combine and summarize our results will lead to a clearer understanding of this important fact. Meta-analysis aimed to identify points of differences and similarities of research in this field and identify the most important factors influencing the awareness of citizenship rights in Iran.

Population of the study almost scientific papers that are the subject factors awareness of citizenship rights in 2001 and 2021 were published. Finally, 22 papers selected and analyzed with the Comprehensive Meta-analysis software.

The results of the meta-analysis shows that first awareness of citizenship rights in Iran is average. Second of numerous factors, social participation and social - economic status and media consumption compared to other factors, a greater impact on awareness of citizenship rights in Iran. Third, the effect size analysis shows a significant effect of social participation, social - economic status and media consumption on awareness of citizenship rights were 0.32, 0.27 and 0.26 respectively. Considering the impact of these variables on the awareness of citizenship rights, the following suggestions can be made: introducing organizations, associations, associations, non-governmental organizations in different fields to citizens and explaining their various activities for increasing the level of people's participation; Using the capabilities of the Broadcasting Organization to produce programs on the subject of citizenship; and providing a suitable environment for demanding citizenship rights through television programs, text messages and the Internet system.

The article examines the status of Iranian Islamic lifestyle among Iranian families and the trends of its changes since the Islamic Revolution of 1979 until now, as well as the sociological analysis and explanation of socio-economic factors affecting these changes. A theoretical framework inspired by theories of Max Weber,Pierre Bourdieu ,Anthony Giddens and Ronald inglehart was developed and based on it, the four factors of socio-economic status such as media consumption, multiplicity of socialization resources, and geographical mobility were selected as independent variables. The research was implemented by survey method with a questionnaire technique. The study statistical population included all families living in Arak in 2019. The sample size based on Cochran's formula was 440 families selected by multi-stage cluster sampling and random sampling.Data processing was done using SPSS software.The results of T-test indicate a significant difference in the mean scores of Iranian Islamic lifestyle among families in the 60s and 90s in the level of value differences. The results of Pearson Correlation Coefficients analysis show therelation between independent variables economic and social status(649/0-), the media consumption rate(736/0-), geographical mobility(707/0-), the multiplicity of socialization resources(670/0-) and dependent variables(Iranian Islamic lifestyle) so that by increasings on them, the importance of Iranian-Islamic lifestyle among families decreases.

Adolescence is associated with changes in one’s life including his/her behavior, emotions, and mood. One of the issues less studied about adolescents is how they deal with and receive music. Adolescents raised in the religious environment experience challenges in the process of consuming music, with girls finding themselves in a more complex situation. The main purpose of this study is to study adolescent girls' perceptions of music consumption considering their well-being in the religious cultural context. Questions such as: how do they look at the music they consume, what factors affect their perception of it, how they think about music from a religious point of view and how they approach music according to their religious background, are among the research questions.  To answer and finding the factors affecting the reception of music by adolescent girls with religious cultural backgrounds, unstructured interviews were conducted with 23 adolescent girls who have grown up in religious cultural backgrounds and studying in schools with a religious educational approach.  Based on the analysis, 4 comprehensive themes on central issue of this research were identified and it was found that adolescent girls' perception of music is influenced by family, society and how they look at religion, even some see music in the same light as they view religious eulogies.

the relationship between media consumption and communication skills of sports students. The method of the present study was descriptive-correlational. The statistical population studied in this study consisted of all students of sports sciences of Islamic Azad University in the academic year 2018--2019 (6230 people) who used Cohen, Morgan and Georgian sample size determination table and relying on random-cluster sampling method. 362 people were selected as the research sample and the research results were prepared and adjusted based on the same number of questionnaires. Data collection tools included Ghasemi Communication Skills Questionnaire (2017) and Media Consumption of Mahmoudian et al(2015). It was approved by 0.77 and 0.74. In order to analyze the collected data at the level of descriptive statistics, frequency and percentage indices and in the inferential statistics section, Kolmorov-Smirnov test to investigate how to distribute the data and structural equation modeling test using SPSS and PLS statistical software. The results of statistical analysis showed that media consumption has a positive, direct and significant relationship with communication skills of sports students. The development of more media infrastructure in universities on the one hand and teaching how to use different types of media as a tool and strengthening the communication skills of people active in the field of sports should be considered by officials and practitioners in the field of higher education. The media will be in all aspects of the lives of sports science students.

The movement of Archaism with excessive emphasis on the cultural and civilizational background of pre-Islamic Iran, has caused negative consequences in the cultural structure of the society. Therefore, this research, while examining the degree of Archaism, has also dealt whit it’s correlation with media consumption. The theoretical framework of this research is based on “cultivation” and “uses and gratification” theories. The statistical population in this study includes students of Tehran universities, 386 of them were studied by stratified random sampling method as a sample population. To collect data, survey method and questionnaire tool were used, and SPSS statistical software was used for its analysis. The validity of the questionnaire was determined by face validity method and its reliability was determined by Cronbach's alpha coefficient. The results indicate that in terms the degree of Archaism, 0.3% of students are at very low level, 7% at low level, 32.9% at medium level, 44.8% at high level and 15% at very high level. The results of the hypothesis test also show that there is a correlation between students' media consumption and their degree of Archaism. This correlation is a function of the dependence of these media on political system. In such a way, that it’s inversely related to domestic media (other than cinema) and directly related to foreign media.

The purpose of the present study was to investigate the cultural factors affecting addiction to addicted women (case study in Tehran).  

The research method in this research is applied in terms of purpose and in terms of method, it is a descriptive survey. The statistical population of the study is all drug addicted women in Tehran who were treated in addiction treatment clinics in Tehran, using 150 subjects as the sample size. In this research, a researcher-made questionnaire was used to collect the data necessary for research and examination of the hypotheses. Validity of the questionnaire was calculated using content analysis and its reliability was calculated by Cronbach's alpha method. Data were analyzed by SPSS software. In descriptive statistics, the table and charts are used to express the characteristics of the statistical population of the research.

The results of this study showed that cultural and educational facilities, media consumption, religious orientation and cultural capital are related to women's addiction.

As much as cultural and educational facilities, media consumption, cultural capital and ultimately religious orientation, the tendency towards addiction will be less.

This article aims to investigate the predictors affecting intergenerational social mobility among women in Dehloran city. The method of this research is a survey and the data collection tool is a questionnaire. The statistical population of the study includes all women in Dehloran city. The samples included 373 women who were selected using Cochran's formula. In terms of time, this research was conducted in 2019-2020. Research instruments include the standard scale of social capital by Goshal and Nahapiet (1998), Lotfi's Destiny Scale (2008), Hezar Jaribi's Social Justice Scale (2011), Foroutan's Gender Stereotypes Scale (2016) and a researcher-made questionnaire to measure the intergenerational social mobility and media consumption. The validity and reliability indices of the model measurement section show that the model has a desirable goodness of fit. The results of structural equation modelling have also confirmed the effect of the variables of social capital, media consumption, destiny, gender stereotypes and the sense of social justice on the intergenerational social mobility of women. The results of the study indicate that the media consumption variable has the greatest impact on intergenerational social mobility, then, variables of destiny, gender stereotypes, sense of social justice and social capital are ranked. Also, research variables were able to explain 30.9% of the intergenerational social mobility changes.

The present study was designed and conducted to compare the rate of media consumption among men and women in Tehran. The research is applied in terms of purpose and descriptive-comparative, which has been done by survey method and questionnaire measurement tool. The statistical population includes all citizens living in Tehran, which according to the latest census in 2016 and based on statistics available on the website of the Statistics Center of Iran is 8,693,706 people. Research questionnaires were distributed through a google form among a sample of 396 people, distributed, collected, and after the necessary controls, data were analyzed using SPSS. The findings showed that men read newspapers less than women around the clock. The results showed that the difference between the reading rate of the magazine (weekly or monthly) during the day and night and also during the week by men and women was not significant. There is a significant difference between the reading rate of books by men and women in Tehran, and according to the results, women read more books during the day and during the week than men. The difference between the rate of listening to the radio during the day and night by men and women in Tehran was not significant, but according to the results, more men than women listen to the radio during the week. . The amount of TV watching per day was not significant based on gender, but this difference was significant for watching TV during the week and men watch more TV during the week than women. There is no difference between men and women using satellite, day and night. According to the findings, more women than men go to the cinema during the week, month and even year. Women go to the theater more than men every month. However, the difference between the amount of time spent on the Internet and cyberspace by men and women in Tehran was not significant and gender in the use of the Internet, of course, among the citizens of Tehran studied, had no effect. The results also showed that women listened to music more than men around the clock. Men are more likely than women to watch movies at home day and night.

Nowadays with the growing media coverage and all aspects of life, one can see their impact on the most sensitive issues, such as fertility. The main aim of this paper is to investigate the effect of media consumption on the fertility behavior of women aged 15-49 years old in Ahvaz. To achieve the appropriate theoretical framework, demographic transition, modernization, and Caldwell and Giddens theorie were employed. 

Methods and Data: 

The sampling method was the proportional stratified randomized method and the sample size was based on Morgan's table with 0.05 error, and 384 people. The data gathering method was survey using questionnaire tool. 

The findings of this study indicate that there is a reverse relationship between the consumption of foreign media and the use of new information technologies and the relationship with the fertility behavior variable. There is no significant relationship between internal media consumption and fertility behavior. 

The results of multiple regression coefficient indicate that the variable of consumption of new information and communication technologies and external media consumption explain 13% of changes in variance of fertility behavior. 

Key Message: 

The findings of this study show that new information and communication technologies in the first place and foreign media in the second place have an impact on fertility.

Social media is an integral part of social media. Social media is a big concept that has emerged with the advent of new technologies such as the Internet and mobile phones. Social media is based on the interests of individuals and groups because of the location of the Internet.

In fact, social media is based on public participation. In this article, the researcher seeks to design a strategic management of media consumption. For this purpose, in the first stage, using a qualitative study and interview, interviews were conducted with six media experts of Aparat (www.aparat.com), and finally, the components affecting the consumption of network media. Aparat is an Iranian video-sharing service, which began in 2011.  Frequently used domestic products were extracted in Iran and these factors were listed by the coding method. In the second stage, internal and external factors and strengths, weaknesses, opportunities, and threats were identified and categorized using the SWOT matrix method.

The results showed that in the section of strengths, the most important components include 1. Increasing the number of new domestic and foreign audiences, 2. Optimal classification and effective arrangement of materials, and 3. Promoting security and increasing information security. The most important components of weaknesses include 1. Weakness in establishing communicating with users through other tools, 2. The low level of participation in likes, sharing, direct, saving, commenting, etc. in each share of Apart posts, 3. Weakness in producing appropriate content. The most important components of opportunities include 1. More attention to thoughts general to social networks, 2. Availability of social networks among members of the society, and 3. Corona epidemic and society's tendency to use virtual space for daily affairs. The most important components of threats include 1. Increasing competitiveness among multimedia platforms, 2. Weakness in updating government laws and regulations in the field of social networks, and 3. Failure to import up-to-date technologies in the field of social networks.

Based on the results of the research it can be concluded that social media have a prominent role in guiding, directing, stimulating, and persuading the society members and users towards various social issues and events.

Media technologies have changed the mentality of societies. These changes, along with the rapid changes in technologies, have had different consequences for individuals. The most important of these differences are the differences in the epistemological attitudes of each generation. What is considered as the premise of this research is that the epistemological system of each period is constructable and the main factor for constructing each generation is the media that each generation uses. In other words, the agency of the media in generational change can be referred to as media socialization. In the theoretical literature section of this study, generational theories in sociology and generational studies literature from the perspective of media studies have been used. In order to answer the questions of this study, semi-structured interviews were used to collect data. The age range of the interview participants is 15 to 45 years old. To this end, interviews were conducted with 30 people to identify their attitudes and experiences towards generational differences and differences. The research findings identified 4 generations with the titles of “adaptable”, “risky”, “changeable” and “unlimited”. Also, the findings show that in each generation, communication and interactive tools have an effective role in shaping generational epistemology. As we move towards the use of interactive and global media, traditional and customary values fade and people live outside the boundaries and common epistemological order.