The Sociological Explanation of Changes in Priority of Value Sestems of the Youth (Case Stady: 15-29 year – old young people in Ardebil)

The present study aimed at the sociological explanation of the Changes in priority of youth value systems in the study of young people aged 15-29 in Ardebil. Theoretical framework and analytical model were presented using theorizing theories such as Inglehart, Simmel, Mead, and Weber. This research was carried out through a survey method. To improve the validity of questionnaire measures, face validity and reliability were also measured using Cronbach's alpha coefficient, which was more than 0.70 for all variables. The statistical population of the study consisted of all 15- to 29-year-olds in Ardabil city whose number was reported according to the statistics of Ardabil city of 193826 (95822 males and 98004 girls). 598 of them were selected by using cluster sampling method using Cochran's formula Multi-step as a sample. Data were analyzed by SPSS and Amos software. Findings indicate that independent variables have a significant effect on the use of mass media, religiosity, social networking and communication with reference groups on the dependent variable of value priorities. Also, the results of Friedman's test showed that economic value with the average score of 3.97 is the most important priority of youth value systems, and then social value with an average of 3.23 is in the second rank. The cultural value is also ranked third with an average score of 2.00. Ultimately, the political value with the average score of 1.12 is among the various factors in the last rank.