National media and its impact on women's values ​​and actions in society (case study: women living in three areas of Tehran)

In this article, the issue of values and actions of women in three selected areas of Tehran in the north, center and south of the city has been studied. In recent years, we have seen differences between women's values and their actions. These differences are clearly visible in the first social institution, the family in Iran. Cultural values have gradually given way to economic values and new social actions have been formed. Some women have actions that are in line with their values and others show actions that are completely different from their values. In the theoretical literature of the research, the views of various thinkers and sociologists have been mentioned, the most important of which are the views of Anthony Giddens in the theory of structuring and the views of Erwin Goffman in the theory of drama and most importantly the views of Robert Merton. From Giddens's point of view, the importance of values can be understood, and from Goffman's point of view, the contradiction between values and actions can be understood. In the media sector, one of the five important media theories, namely planting theory; Chinese program or highlighting; Satisfaction; Receive and silent spiral is used. The research background also mentions some of the research that has been done in this field. This research is quantitative and has been done with a survey technique and a researcher-made questionnaire. The statistical population includes women living in three areas of Tehran in the north, center and south of the city. The statistical sample includes 390 people from which 130 people were selected by simple random sampling and Cronbach's alpha coefficient (0.84) was calculated. The results of testing the research hypotheses show that in some cases we see differences between the values and actions of women in the three districts of Tehran. Findings show that the factors of fear and anxiety, gender discrimination, decreased social acceptance, family attachment, weakness of moral values and religious beliefs affect women's values and finally their actions. National media can produce values by producing program content. Women to be effective and this influence can be implemented by using media theories Together, these factors have led to the formation of three types of women's actions, namely, consensual actions, innovative actions, and formative actions. LISREL test and confirmatory factor model showed that there is a significant relationship between value variables and types of women's actions.