The Role of Satellite Advertising of Iranian Goods in Iranian Lifestyle from the Perspective of Media and Cultural Studies Students of Tehran, Allameh Tabatabai and Azad Universities

Kiya, Ali Asghar; Khalaji, Maryam

The Role of Satellite Advertising of Iranian Goods in Iranian Lifestyle from the Perspective of Media and Cultural Studies Students of Tehran, Allameh Tabatabai and Azad Universities

Document Type : Original Article

Authors

Ali asghar kiya

maryam khalaji

Soura University / Tehran / Iran

Abstract

The purpose of this study is the role of satellite advertising of Iranian goods in the Iranian lifestyle from the perspective of students of media and cultural studies. The method of this research is descriptive survey. The present study is a descriptive-survey type and the data collection tool is a questionnaire. The statistical sample includes 384 students of media and cultural studies from Tehran, Allameh Tabatabai and Islamic Azad universities. The sampling method was simple random. Hypotheses were tested for data analysis using SPSS software. Stepwise regression test was used to test the hypotheses. In this research, we have used theories of mediation, dependence, planting and magic bullets. The sample size is calculated according to Cochran's formula equal to 384 people. The results show that there is a significant and positive relationship between satellite advertising of Iranian goods and the lifestyle of Iranians. In such a way that watching satellite advertisements of Iranian goods has a role in religious teachings, responsibility, adherence to moral values, level of expectations and daily communication between family members and can change the audience.

Keywords

Media

lifestyle

products

advertising and satellite networks