The Relationship of Cultural Consumption and Social Behaviors in Isfahan

The present study investigated the relationship between the consumption of cultural goods and social behaviors and was carried out in the city of Isfahan. The study was a correlation study. The research population consisted of all the residents of Isfahan between the age of 15 to 70 of which, using quota sampling technique, 400 persons were selected as the sample. The research questionnaire consisted of two parts – part one measured the consumption of cultural goods with six questions which were related to usage of radio, television, the internet, written media, the mobile (or cell) phone. Part two of the questionnaire included 38 questions that measured social behaviors which consisted of the preservation of the environment, abiding by law, human relations, and the preservation of cultural heritage. The questionnaire had face validity, and its reliability was measured via Cronbach’s alpha, which was 0.85 for consumption of cultural goods, and 0.82 for social behavior. Research findings indicated that there was a positive correlation between human relations and listening to radio (r=0.12). There were no significant relationships between the use of television and any components of social behavior, Also, the correlation between internet usage and the preservation of cultural heritage were significant (r=0.22). Reading of the printed media was significantly related to human relations (r=0.15), abiding by law (r=0.24), preservation of the environment (r=0.15), and the preservation of cultural heritage (r=0.19). The use of the cell phone was also significantly related to the preservation of cultural heritage (r=0.20). There was also a positive relation between social behaviors (r=0.15), human relations (r=0.23)), the preservation of the environment (r=0.11) and the level of participation in socio-religious activities.