A Study of Media Consumption among Tehran Universities Students and Its Relationship with Archaism

The movement of Archaism with excessive emphasis on the cultural and civilizational background of pre-Islamic Iran, has caused negative consequences in the cultural structure of the society. Therefore, this research, while examining the degree of Archaism, has also dealt whit it’s correlation with media consumption. The theoretical framework of this research is based on “cultivation” and “uses and gratification” theories. The statistical population in this study includes students of Tehran universities, 386 of them were studied by stratified random sampling method as a sample population. To collect data, survey method and questionnaire tool were used, and SPSS statistical software was used for its analysis. The validity of the questionnaire was determined by face validity method and its reliability was determined by Cronbach's alpha coefficient. The results indicate that in terms the degree of Archaism, 0.3% of students are at very low level, 7% at low level, 32.9% at medium level, 44.8% at high level and 15% at very high level. The results of the hypothesis test also show that there is a correlation between students' media consumption and their degree of Archaism. This correlation is a function of the dependence of these media on political system. In such a way, that it’s inversely related to domestic media (other than cinema) and directly related to foreign media.