Media Consumption and Youth Social Identity (Case Study: Shiraz University Students)

During the history, people social identity has been changing but in recent decades, the pace of changing is getting more and more. In fact, the rapid pace of change of people Social identity is such that they revise and reconstruct it constantly. In this way, new communicative and informative media have the most significant impact in changing people social identity, because they are sending cultural-social-informative codes to the people constantly. For this reason, this research is trying to analyze the impact of new media on people social identity. In this way, by social survey method the required data among 431 Shiraz university students have gathered. The results have shown that people who use internal media have higher rate in national and religious identity and vice versa, their global identity reduces. Nevertheless, people who use external media and internet have higher rate of global and ethnical identity and their national and religious identity reduce. This trend means that tendency toward internal media causes higher rate of national-religious identity and tendency towards external media and internet lead to transnational and local identity.