Document Type : Original Article
Authors
1 PhD Student in Sociology of Social Issues, Islamic Azad University, Khalkhal Branch, Khalkhal, Iran.
2 member of scientific board
3 Department of Sociology, Islamic Azad University, West Tehran Branch, Tehran, Iran
Abstract
The main purpose of this research is to analyze the consumption lifestyle of the youth of Ardabil province according to their experience of media communication. The research method is mixed (qualitative-quantitative). The research method was Grounded Theory in the qualitative part and survey in the quantitative part. The research participants in the qualitative part are experts, university professors, parents, and the statistical population in the qualitative part is the youth of Ardabil province, who were selected in the quantitative part by purposeful sampling (Snowball sampling) and in the quantitative part, they were selected through random stratified sampling. The data collection tool was done in the qualitative part through semi-structured interviews and in the quantitative part through a questionnaire. The analysis method was done in the qualitative part through theme analysis and MaxQuda software, and in the quantitative part it was done through structural equations and Smart PLS software. In the qualitative part, the results led to the identification of 184 basic themes. Then, in order to determine the causal, contextual, central, intervening, strategies and consequences categories, the research paradigm model was developed. In the quantitative part, the results led to the verification of the developed model. Therefore, using the findings of this research can help in formulating correct policies and decisions in the field of youth consumption lifestyle and also in adopting correct policies in the field of media communication.
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