The Role of Family Values in Content Production for Social Health

Aim and Background:

Research has shown that management has an effect on the production of commercial advertising content on the Islamic Republic of Iran TV based on family values. In this regard, content management can affect the values and health of society. Therefore, the main purpose of this study was to investigate the role of family values in content production in the direction of social health.

Methods and Materials:

In this study, a combined qualitative and quantitative method was used. The statistical population of this research is composed of top experts and professors in the field of media and advertising, of which 14 were identified. In the qualitative stage, after collecting the subject literature and upstream documents (instructions) of related organizations, the necessary evaluations were performed by content analysis method. The research tools included interviews with experts and researcher-made questionnaires of value indicators in media commercials. For reliability of the questionnaire, Cronbach's alpha factor was used and each component obtained values ​​above 0.7 (acceptable score). For data analysis, two inferential (chi-square) and descriptive statistical methods were used using SPSS software version 25.  

Based on this study, 263 indicators were identified and after reviewing and removing duplicate indicators, 146 indicators were extracted and classified into 8 dimensions, 21 components and 146 table indicators. Then, with the help of Delphi Working Group in 2 stages, the indicators were screened and additional indicators were removed and finally 78 final indicators were extracted. For reliability of both questionnaires, Cronbach's alpha factor was used and each component obtained values ​​above 0.7 (acceptable score).

Television advertising - commercials - seems to be recognized as the most effective means of advertising and can play an important role in the values of society.