Study Channel One Role of Islamic Republic Broadcasting of Iran in Improving Pattern of Consumption

The main subject of this research is to study channel one role of Islamic Republic Broadcasting of Iran in improving pattern of consumption from Tabatabaee university social science faculty, students, point of views. Communicative and media technologies have ability to fill gaps and can motivate collective movements in social, cultural and economic areas. Previous researches focused on it and confirmed it. But our present research studied the problem among students. In this research, we have studied different dimensions of presence and arrival of media technologies especially TV. (First channel of Islamic Republic Broadcasting) on student's tendency towards improving their pattern of consumption by dividing different kinds of media. This research is a measurement research and questionnaire was used to collect information. Statistical society of the research includes students of Tabatabaee University, social science faculty. The sampling of research was done based on Kukran formula and random method. By considering the fact, today, mass media means are one of those events that have casted shadow on all aspects of human's life and directed it. So by considering the researches done on the effect of these events on audience, it indicates that mass media means especially TV are important and effective factors in quality procedure of individual and collective life and form behavioral reactions of people based on their goals and policies . Here among different kinds of opinions, we used the effect of communicative messages from high lighting view. Based on the research findings, 5 assumptions were confirmed and 4 assumptions were rejected. Also , about people's tendency towards improving pattern of consumption, findings show that most tendency was seen among people ( from 19 to 25) and based on gender, marital status, job status, education and salary , no difference is seen in tendency towards improving consumption pattern and their relation with individuals, tendency towards improving consumption pattern was on the average. Findings in part of two- dimensional tables show that increase in using media in general, has had average effect on people's view about improving their consumption pattern. Also, it was clear that with increase in using channel one programs, people's tendency towards improving consumption pattern, on average, raises. From other side, there is meaningful relationship between two variables one – training – programs on channel one and tendency towards improving people's consumption pattern that the relationship is on the average.