Investigating the Impact of the Role of Mass Media in the Development of Life Insurance Culture (Case study: Iran Insurance Company)

Insurance development means improvement, completion, prevalence and maturity of insurance. The development of insurance with continuous increase and variety and coverage of various types of insurance for individuals, companies and society is not possible except by resorting to scientific methodology. Insurance, like other business services, includes management regulations, methods, and decisions, and the most logical way to deal with it is through strategic approach. In general, the insurance system in Iran is facing weaknesses, such as the lack of insurance culture. The mass media, in addition to promoting the dominant culture themselves, are constructive elements of culture. The role of culture-making lies in the nature of a medium, and these media are a complete mirror of the general culture of society. Therefore, the main purpose of this study is to investigate the impact of the role of mass media in the development of life insurance culture. The statistical population of the study includes all managers and employees of the export unit working in the branches of Iran Insurance Company in Tehran in 1399. Using Cochran's formula, 208 people were selected by purpose sampling. It was further found that according to the amount of beta obtained, it can be said that for one unit of increasing the size of mass media, the process of developing the culture of life insurance is also affected.