Semantic Analysis of Citizens Reactions to IRIB Environmental Contents A focus on recycled water

Giving information to public through media is a way of changing people’s environmental behavior, which if there should be interaction between media and audience, decreases unexpected reactions in citizens’ behavior and brings about a relatively predictable action within the society. This interaction in such an unusual field as using recycled water is more sensitive and significant. Using ground theory, the researchers interviewed 23 individuals and the data were collected within 107 concepts of which 39 key category and one core category were coded. The findings indicate that the subjects introduced institutional distrust as the reason for rejecting media news; perceptional risk and understanding the power of opportunist are considered as important causal conditions. In this study the core category is transformation of the validity of informal news and accepting purposeful risk of rumor.