Investigating the Effects of Mass Media on Rural Women (Case Study: Kharaji Village, Chaharmahal and Bakhtiari Province, Iran)
Author: Ayda Alahdini Vandi, Ali Hajinejad and Aboozar Paydar, Baluchistan
Abstract: Today, mass media, having entered the heart of the families, are able to highly affect all aspects of the life of family members. Rural women as one group of the consumers of the mass media programs are affected in different ways. This is a descriptive-analytical study enjoying an applicable nature aiming to explain the effects of mass media on rural women using a case study in Kharaji village, Iran. This study was conducted on all rural women above 15 (N=255), 131 of which were selected using Cochran’s formula. Data were analyzed through factor analysis using the statistical package of SPSS. Results of the analysis showed that six identified factors accounted for a total of 82.6% of the variance of the effects of mass media on rural women in Kharaji. The six factors identified are as follows in order of importance: social capital (18.923), cultural capital (16.692), empowerment (15.606), consumerism (14.774), fashionism (9.403) and local customs (7.202).