Zabihallah Sadafi; Sakineh Babaie
Volume 14, Issue 28 , September 2015, , Pages 109-136
Abstract
This paper is to explain the effect of Media Persuasion on youths' political socialization process. Therefore, based on the Path Analysis of Effective Factors in Media's Political Socialization Among Youths and the Theory of the V. Schramm in the form five Models- Model of Media's Political Persuasion, ...
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This paper is to explain the effect of Media Persuasion on youths' political socialization process. Therefore, based on the Path Analysis of Effective Factors in Media's Political Socialization Among Youths and the Theory of the V. Schramm in the form five Models- Model of Media's Political Persuasion, Model of Message’s Political Awareness, Model of Message’s Political Value, Model of Message’s Political Attitude, Model of Important’s Messages Political Selection- the Research Hypotheses Path is Considered. It is based on Surveys and Referring to Media's Political Messages Audience Among Youths. About 368 People of students of Islamic Azad University of Zanjan- using the Statistical Sample to Determine Sample Size Rules- were Selected Randomly and studied based on the Multi-Stage Cluster Sampling and Quota. Subsequently, using a questionnaire, the research Was conducted. The required data were collected and analyzed using the Statistical Package for the Social Sciences (SPSS). Findings Based on the Pearson Correlation Coefficient (r) indicates that the Process of Political Crises in cyberspace, especially in the area of social networks, was high among male students (compared to female students). Also, High Political Awareness of Media's Political Messages and High Political Attitude to Media's Political Messages were seen among male ones. Meanwhile, there are not significant differences between the Male and Female Students of Media's Political Socialization, Media's Political Persuasion of Political Messages, Political Value of Political Messages, Political Selection of Important’s Political Messages . In the Case of Multiple Regression (R) and Path Analysis of Factors Affecting Media's Political Socialization, for Goodness of Fit of the Theoretical Model, Based on the Value of Beta (β); 64% of the Change in Media's Political Socialization of Political Messages (R2), Depends on the Increasing of Media's Political Persuasion of Political Messages (+.54), increasing of Political Awareness in follow of Political Messages (+.26), Depreciation of Political Value of Political Messages (-.17), Increasing of Political Selection of Important’s Political Messages (+.17) and Increasing of Political Attitude to Political Messages (+.10), Between the Female Students (-.16) Residing in Housing Impersonal (-.12) With High-Volume Sampling of Households (+.12) in the Islamic Azad University of Zanjan .
Zabihallah Sadafi; Sakineh Babaie
Volume 13, Issue 25 , April 2014, , Pages 25-64
Abstract
This Paper is to study the sociological explanation of the factors affecting youth attitude to consumption onvirtual Social Networks, based on the Theory of Walter Benjamin and Model of Persuasive Communication Media on the Theory of Morris Rosenberg & Carl Hovland. The theoretical model in this ...
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This Paper is to study the sociological explanation of the factors affecting youth attitude to consumption onvirtual Social Networks, based on the Theory of Walter Benjamin and Model of Persuasive Communication Media on the Theory of Morris Rosenberg & Carl Hovland. The theoretical model in this Research assumes the effect of the Social networks as a communications network, and as a stimulus to encourage the youth behavior. In other words, the youth attitudes to consumption onsocial networks, as the dependent variable, affected by factors such as trust to advertisers, attitude to message source, attitude to message nature, recipient rate of the message, youth self-esteem and contextual variables. The size on the statistical population is 227,790 persons and consists of youth aged 18 to 29 years residing in the Zanjan urban zones. 368 persons on the statistical population with the help of rules to determine the sample size, are based on the Multi-Stage Cluster Sampling and Quota Sampling, and were selected as statistical sample. This need data was collected using a conducted questionnaire, and was processed by Statistical Package for Social Sciences. The results showed that from an attitude to message source, attitude to message nature, recipient rate of the message, self-esteem, there is no significant difference between boys and girls respondents. Nevertheless, trust to advertisers, the ratio of boys is more than girls in offering the media leisure style, and Show more attitudes to social networks. Multiple Regression Analysis and Path Analysis indicates that depending on the value of Beta (β), Sum of these, 64% Change of youth attitude to consumption onsocial networks (R2 =.64), dependent in order variables attitude to message source (+.64), recipient rate of the message (+.43), rate of trust to advertisers (+.20) and self-esteem (+.09) among youth (+.13) marital Status (+.17) residing in the Zanjan urban zones.
