The Impact of Visual Media in Promoting Rural Consumption (Case Study: Rural District of Tabadakan, Mashhad County)

Mass media has a very important role in shaping the values and attitudes and willingness of people to consume in contemporary society. Changes in the level of consumerism in society are different from each other that seems to be more severe in the rural community of other human communities. The present study examined the influence of visual media on the consumer's rural society. This research was applied in nature and descriptive-analytic in method and was conducted in 10 villages in Tabadakan city of Mashhad. The number of participants was 210 heads of households and information extracted from the questionnaires and analyzed using SPSS and GIS softwares and VIKOR model. The findings show that in the surveyed villages regarding the 6 Indicators, indicator hedonism consumerism in the study had the highest and the luxury had the lowest index. And in the selected villages, the village Khoshhava had the highest average and the village of Andrkh had the lowest average index of consumption. Also, with respect to the indicators consumerism and visual media, the highest correlation was seen in hedonism and individual protests and fashion had the second rank in correlation. According to the results of the rating analysis of the VIKOR model, two villages khosh hava and Ali Abad had the most and two villages Andrkh and Frkhnd had the lowest consumption.