An analysis of national media effective indices from rural areas residents’ perspectiveCase study: Villages of Rudsar County

Among the various dimensions and contexts of developments, rural development is a significant part of studies and development plans due to the main role of villages in the biological and demographic balance of communities and many researchers have demonstrated that rural areas are one of the best areas for effective use of communication technology. For this reason, the present study aims to discover and study the effective indices of the national media in Rudsar villagers based on the residents’ perspective in this area and to strengthen this relationship by providing appropriate solutions. Research method is descriptive analytical. After documentary studies, using the brainstorming technique and finally localization, 4components were identified and a number of variables were considered for each of them. Then, required data were collected through using questionnaire and rural households (38 numbers) and the indexing process was completed. Considering the villagers’ approach, it was found that the selected variables had a positive effect on the national media. After the personalization process and with the help of one sample t_test, the relationship between 27 indicators was found and the national media was measured and it was determined that there is a two-way relationship between the national media and the indices. Finally, it can be claimed that respected managers can use the effective indices of the national media to immigrate the shortcomings of this media and increase its advantages.