Review of Role and Status of Audience Media Literacy Level Vs Life Style Offered by Persian Language Satellite Networks (Case Study: Manoto and Gem TV Networks)

Media literacy is one of the appealing subjects in communication field. Through increasing the audience knowledge, media literacy makes it possible for us to build cognitive and critical frameworks and have a critical view towards the media and the stories published by them. Media literacy is the ability to access, analyze, evaluate, and create media so that they can interpret the meaning of messages they cope with. On this basis, media literacy includes an expository and preferential system affected by mental and ethical judgment, which formulates an individual’s encounter with media messages and causes the audience feel more responsibility when using and choosing messages. In this article, the researcher has been after identifying the media literacy level of the audience versus the life style presented by Persian language satellite networks “Manoto” and “Gem TV”. The research has been conducted in District 20 of Tehran in the Iranian year 1393 (March 21, 2014-March 20, 2015). The statistical population is 319,305 persons from among whom 384 people have been chosen as sample based on the Cochran formula. The research has used descriptive survey method as well as documentation and library and quantitative methods. Simple random sampling method has been used in this research. The necessary information was gained through questionnaire and interview, which consisted questions related to independent and dependent variables. The information acquired through descriptive and inferential statistics were analyzed by SPSS software. At the end, out of the four hypotheses suggested, the first one dealing with the media literacy level with an approach to components of critical thinking and soft war; the second, third and fourth hypotheses on media literacy with variables of body management, consumerism and leisure time had meaningful relationships and were confirmed.