Development of a Structural Model of the Role of Media Literacy on Personal Values with the Mediation of Cognitive Flexibility of Women in Tehran

This research was carried out with the aim of developing a structural model of the role of media literacy on personal values with the mediation of cognitive flexibility, and in terms of its practical-developmental purpose, and in terms of data collection, it is descriptive-survey. The statistical population of the research is the women of Tehran, and in this research, Morgan's table was used to select the sample size, and 107 people were selected by simple random method according to the desired statistical population. In this research, the tools of data collection are Tamman's pattern questionnaire (1995), Schwartz's personal values, Dennis's cognitive flexibility, and SPSS and SmartPLS 3 software were used for data analysis. The results of the research showed that media literacy had an effect on the personal values of women in Tehran with an intensity of 0.228 and cognitive flexibility on the individual values of women in Tehran with an intensity of 0.505, but the role of media literacy on the level of cognitive flexibility of women in Tehran and literacy The media on personal values with the mediating role of cognitive flexibility of Tehran women was not confirmed according to the significance level which is higher than 0.05. The findings of the present study can increase cognitive flexibility and reduce the negative effects of the media through the promotion of individual values and its components