Identifying the role of television programs on promoting cultural development of rural women (case study: west Chiar districts, Chiar county)

Today, mass media play a multi-dimensional role –either positive or negative- in the evolution of communities. cultural dimension is one of thes dimensions, being intensely under the impact of television programs. Cultural development shapes the foundation of rural development, that enjoys diverse indexes in skill's system, knowledge system, ability system, promoting social capital, preserving and promoting cultural identity, and improving the culture of using cultural goods and places. The purpose of this study is explaining Identifying the role of television programs on promoting the cultural development of rural women, in west Chiar district. The research is descriptive- analytical, and conducted through survey. The study sample composed of all over 15 years old rural women, in West Chiar districts, 359 ones finally selected as the sample population, using Cochran formula. To evaluate the reliability of the research, we conducted a guide-study with 30 questionnairs. Cronbach's alpha coefficient was obtained more than 0.7, that confirmed the reliability of the questionnaire. T-test, regression and cluster analysis in SPSS were used for data analysis. Results showed that although women in rural districts of Western Chiar, spend in average 4 hours a day for Watching TV, the impact of these programs on cultural development of these rural women, was the mean 2.9 (lower than the average). Also, the results showed that 10 reserch variables, explained totally %73.4 of the variance of television effects on the cultural development of women in the rural districts of West Chiar. The most important of which, are respectively: considering the problems and challenges facing women, showing program with the subject of modern culture (low attention to the culture and demands of rural women), programs to promote women's rights and strengthening villager's participation.