The Vulnerability Problem of Children's Socialization in Transactional Media Space (Case Study of Families in Zanjan)

This paper describes children's socialization problem in transactional media space by case study of zanjan's families. In the theoretical model of research, we assumed the vulnerability problem of children's socialization in the space of satellite and internet networks as dependent variable, which based on ask aizen’s and martin fishbein’s theories, it depends on the factors like attitude to commercial messages, the motiva-tion of following commercial messages, selection of important commercial messages, economical value of commercial messages, media persuasion of commercial messages and familie's background variables. Emphasizing on the parent's poll in zanjan's families, we addressed to the mentioned subjects. Therefore, the statistical population was 135,502 persons above 18 years old, that we selected 368 persons composed of 219 married and 119 single ones. Using statistical rules, our samples determined 100 fathers and 119 mothers, based on multistage cluster sampling and quota sampling. The data were collected using conducted questionnaire and were processed using statistical passage for the social sciences (SPSS). Based on Pearson correlation coefficient (r), the data gathered from father's questionnaires indicate children highly tend to commercial messages. Also, children have a high motivation to follow commercial messages. However, there is no significant difference between mother's and father's idea about children's vulnerability in the internet and satellite networks. Also, there is not economical value of commercial messages, selection of important commercial messages, and media persuasion of commercial messages.