A Study of the Impact of Mass Media Usage on Modernism and Value Gap

Analyzing the role of media in the development of various aspects of modernism is essential to recognize and strengthen its positive function in the extension of corporate culture and ethics of citizenship and prevention of negative consequences of media consumption such as the creationofpassive and consumer society. The purpose of this study is to investigate the impact of multiple forms of media including radio, television, satellite, Internet, print media (newspapers and magazines), books, movies and music on attitude towards modernism and to analyze heterogeneous use of various media as the underlying factor of value gap. The results of this survey in Isfahan are as follows: The mean score of indicators of modernism is upper than average point.The use of television is relatively high and the use of other media seems moderate. Among different types of media, the use of satellite, print media, and music have positive and significant impact on modernism which the impact of satellite is more than others and explains %28 of the variance of modernism. The use of television has significant but negative impact on modernism (impact factor = 0.13). Young people and persons belonging to the upper class are more likely to use all types of media except for radio and television, but there is no significant difference between men and women. Consequently, certain groups of society get new values which is in conflict with the broader community. It is worthy of note that the value gap is more evident among social classes. Finally, socioeconomic status explains %70 of the variance of media usage.