بررسی جامعه شناختی تبلیغات تلویزیونی و تاثیر آن بر نگرش کارکنان زن سازمان مرکزی دانشگاه آزاد اسلامی در مصرف کالای خانگی

فصلنامه زن و جامعه

مقاله 11، دوره 10، شماره 40، دی 1398، صفحه 1-18   

نوع مقاله: مقاله پژوهشی

نویسندگان

نرگس شادجو¹؛ باقر ساروخانی^{* 2}؛ مهرداد نوابخش³

¹دانشجوی دکترای جامعه شناسی، دانشکده علوم اجتماعی، دانشگاه آزاد اسلامی واحد تهران مرکزی،تهران، ایران.

²استاد، گروه جامعه شناسی، دانشکده علوم اجتماعی، دانشگاه آزاد اسلامی علوم تحقیقات تهران،تهران،ایران.

³استاد، گروه جامعه شناسی، دانشکده علوم اجتماعی، دانشگاه آزاد اسلامی علوم تحقیقات تهران، تهران، ایران.

تاریخ دریافت: 28 فروردین 1397،  تاریخ بازنگری: 18 آبان 1398،  تاریخ پذیرش: 20 آبان 1398 

چکیده

امروزه رسانه‌های جمعی از جمله رادیو، تلویزیون، روزنامه، ماهواره و اینترنت در امر تبلیغات نقش اساسی دارند. در این پژوهش با عنوان "بررسی تاثیر تبلیغات رسانه‌ای (تلویزیون) بر نگرش کارکنان زن سازمان مرکزی دانشگاه آزاد اسلامی بر مصرف کالای خانگی"، در مطالعات اکتشافی به اسناد و مدارک، کتاب ها، مجله ها و اینترنت مراجعه شد. هدف این پژوهش بررسی تاثیر تبلیغات تلویزیونی بر انتخاب کالاهای خانگی، تاثیر تبلیغات بر افزایش تمایل به خرید و مصرف و همچنین بررسی رابطه میزان تحصیلات و متوسط درآمد و توجه به تبلیغات بوده است. برای روش پژوهش، از روش پیمایشی استفاده شده است. برای ابزار پژوهش از پرسشنامه ای با طیف لیکرت استفاده شده است. جامعه آماری از کارکنان زن سازمان مرکزی دانشگاه آزاد اسلامی تشکیل شده و حجم نمونه با جدول مورگان تعداد 317 نفر و برای اعتبار بیشتر 350 نفر درنظر گرفته شد. از این تعداد ۱۴۴ نفر زن و ۱۰۶ نفر مرد بودند. همچنین در تجزیه و تحلیل داده ها از آزمون های آماری پارامتریک و ناپارامتریک استفاده شد. نتایج بررسی های انجام شده نشان داد که فرضیه های پژوهش در سطح کاملا معنی دار تایید شدند، با توجه به نتایج بدست آمده تاثیر تبلیغات بر مصرف کالای خانگی از نظر پاسخگویان مورد تایید قرار گرفت.

کلیدواژه‌ها

تبلیغ؛ مصرف؛ رسانه؛ مصرف کننده؛ کالا؛ توسعه فرهنگی

عنوان مقاله [English]

Sociological survey of TV advertising and its impact on the attitude of the staff of the Central Organization of Islamic Azad University (especially female employees) in consumption of household goods

نویسندگان [English]

narges shadjoo¹؛ bagher sarookhani²؛ mehrdad navabakhsh³

²master of the university

³head of the department

چکیده [English]

Today, mass media, including radio, television, newspapers, satellite and the Internet, play a key role in advertising. In this research, entitled "The Impact of Media Promotion (TV) on women's attitudes towards the consumption of household goods by the central organization of Islamic Azad University", was referred to documents, books, magazines and the internet in exploratory studies. The purpose of this study was to investigate the effect of television advertising on the selection of household goods, the impact of advertising on the increase in the tendency to purchase and consumption, as well as the relationship between education and average income and attention to advertising. A survey method has been used for research method. A questionnaire with Likert spectrum was used for the research instrument. The statistical population consisted of female employees of Central Organization of Islamic Azad University. The sample size was 317 with Morgan table and 350 people were considered for credit. Descriptive and inferential statistics were used to analyze the data. The results of the surveys showed that the research hypotheses were confirmed at the level of completely significant. According to the results, the effect of advertising on the consumption of household goods was confirmed by respondents.

کلیدواژه‌ها [English]

"Advertising", "consumption", "media", "consumer", " goods"

مراجع

-Asadi, Abbas & Abdi, Neda. (2011).The role and performance of women in Iranian TV commercials: Content analysis of the three Sima network commercials in October, November, December 2011, Women Research Journal, no: 6.(Persian).

-Dehghan Tarzajani,Mahmood.(2008).Advertizment Theories, the Faculty of Radio and Television Publication.

-Faryad.(2013).CulturalCapitalIndicators,http://www.Societ-amea.com.(Persian).

-Filip, Katler & Armestrang, Gari. (2008).MarketingPrinciple, mehdizare, Tehran, mehrjard.

-Fishbein, M.& Trafimow, D., Middlestadt, S. E., Helquist, M., Francis, C., &Eustace, M. A. (1995). Using an AIDS KABP survey to identify determinants of condom use among sexually active adults from St. Vincent.

-Fakouhi, Naser. (2011). History of thought and theories of anthusiology. Seventh Print, Release.(Persian).

-Lalemi, Shideh.(2007). Women's Advertising in Advertising, Quarterly Journal of Research and Evaluation, No. 52. (Persian).

-Mokhtari, Maryam & Rajai, Mohammad Sadegh.(2016). Women's Reveal in Commercial Advertising of Niriat as a Basis for the Formation of Their Identity, Journal of Cultural-Communication Studies, No. 35. (Persian).

-Madani, Shayesteh.(2017). An account of culture and consumption:shopping, http://anthropology.ir/node/22551. (Persian).

-Movahhad, Majid & Abbasi, Mohammad Taghi & Marhemati, Neda. (1998). Media, gender and consumerism (study of the relationship between the use of mass media and the consumerism tendencies of youth in Shiraz). Journal of Strategic Studies, Women's Cultural and Social Council, No.47. (Persian).

-Mosavi.(1997). Aesthetic distinctions and cultural capital, http://society-jamea.ir/.(Persain).

-Moon, Jan & Minoor, Mishel. (2001).Consumer behavior, (Abbas Saleh Ardestani), Tehran, Aan publication. (Persian).

-Postman, Nile. (1994). Technopoli, Sadegh Tabatabaee, Tehran, soroosh.(Persian).

-Pezhghan Tazerjani, Mahmoud, (2008). Advertising theories. Publications of the Faculty of Radio and Television.

-http://mwx.blogfa.com/page/51.aspx. (Persian).

-Shams, Azadeh.)2014).T.V. Management and Satelite in Family, Yadafarin, Tehran. (Persian).

-http://consumption.ir/2017/12/06/. (Persian).

-Hassan, Ali. (2015).Effects of TV Advertisemnet on Consumer Buying Behaviour:A Comparativbe Study of Rural-Urban and Male-Female Consumers,international journal of innovation and applied studies,Vol.11,No.3. (Persian).

-http://www.aftabir.com. (Persian).

-www.collegeprozheh.ir. (Persian).

-Kuman Bishnoi &Vinod, Sharma, Ruchi.(2009).The impact of TV. advertising on buying behavior: A comparative study of urban and Rural teenagers, JK journal of Management Technology,vol 1,pp.65-76.

-Rafipour, Faramarz. (1999). Mass Media and Changes in Social Values, Tehran, Faraketab. (Persian).

-Rasekh, Karematolah.(2011).Comprehensive culture of sociology and humanities, Islamic Azad University Jahrom. (Persian).

-Rasooli, Mohammad Reza; Nazemi Yeganeh, Fatemeh (2011). The Influence of Social Capital on How to Select News Resources. Journal of Sociological Studies of Iran, Year 1, No. 2.(Persian).

-Razaghi, Afshin. (2001). Theories of social communication, Tehran, Peikan Publication. .(Persian).

-Sadafi, Zabiholah & Colleques.(2013). Social psychological explanation of the causes and effects of media persuasion, Sciences & Research Tehran. (Persian).

-Sepehrnia, Rosita & Daloor, Ali & Salehi Amiri& Sayyid Reza. )2012). The study of the position of the cultural industries of the creator and its relationship with the promotion of cultural capital in Iran. Quarterly Journal of Innovation and Creativity in the Humanities, Volume 2, Number 1. .(Persian).

-Shadjoo,Narges&Sarookhani,Bagher&Navabakhsh,Mehrdad.(2015). Sociological study of media advertising (TV) and its impact on household goods consumption,Ph.D Thesis,Tehran,Islamic Azad university. .(Persian).

-Shams,Azadeh.(2014).Managment of TV. And Satelite in Family,Yadafarin ,Tehran.

-Talebi, Dalir & Akbari, Hosein.(2014). Media and Consumerism, Media and Culture - Research Institute of Humanities and Cultural Studies, No. 2 Torabi, AliAkbar. (1381).Advertisment Sociology, Foroozesh, Tehran. (Persian).

-Weininger, Elliot B. & Annette Lareau. (2007).Cultural Capital, in George Ritzer, Encyclopedia of Sociology, Oxford: Blackwell.