Quarterly Scientific Journal of Audio-Visual Media

Quarterly Scientific Journal of Audio-Visual Media

Design a framework to assess the effect of the content of national media programs on consumption culture

Document Type : Research Paper

Authors
Majid Mohammadzamani 1
Shahla Bagheri Meyab 2
Sayyed Mojtaba Emami 3
1 Ph.D. candidate in Cultural Policy, Department of Sociology, Faculty of Humanities, Kharazmi University, Tehran, Iran.
2 Associate Professor, Department of Sociology, Faculty of Humanities, Kharazmi University, Tehran, Iran. (Corresponding Author)
3 Assistant Professor of Public Policy, Department of Public Administration, Faculty of Islamic Studies and Management, Tehran, Imam Sadiq (AS) University, Tehran, Iran
10.22085/javm.2021.256335.1641
Abstract
The national media has a wide effect on the consumption culture of its audience. Therefore, during the process, the possible effects of the products of this media are identified before production to control and reduce the undesirable effects, which is called effect assessment. In order to assess the media content effect, in the first step, the effect assessment framework must be designed. Therefore, this study seeks to provide a framework for assessing the effect of national media programs on consumption culture.
The effect assessment framework of the present study is presented in the form of a checklist. For this purpose, first the model of the content media effects was introduced and then by theme method, the dimensions of consumption culture with respect to religious and Latin sources were presented. Then, using the implication method, the initial list of checkpoints which are the possible media effects on consumption culture, was produced. This initial list consisted of 51 checkpoints, which according to the proposed steps of Stufflebeam in checklist design, were classified into 14 floors and 3 macro-floors and then described and its use and validity were approved. Then, the proposed process of effect assessment with reference to the checklist was mentioned
Effect assessment of national media programs with the focus of the checklist produced in this study can increase the attention of managers, programmers and supervisors in the national media to the effects of content on consumption culture and help them reduce undesirable effects and reinforce the desired effects.
Keywords
media effect
effect analysis
. consumption culture
. national media
implication study method
checklist
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