Consumption of new mass media on generational values (Study case: 18-32 year olds in Tehran)

Value as a social phenomenon has played an important role in human life since the formation of early societies. An important change in the family institution in Iran is the change in the value system of people. The goal of the current research is to determine the generational values & factors affecting them among the youth of Tehran. The research method is a survey, the statistical population is women and men aged 18-32 in Tehran. The sample size is estimated to be 400 people. The sampling method is cluster sampling. SPSS software was used to analyze the data. The findings show that the variable mean of youth generational values is 79.15 and its average value is estimated at 70, which respondents are lower than the average value. Also, according to the findings of the research, the variables of using satellite TV are (0.297), using internet sites (0.189), using social networks (0.388), and new leisure behaviors (0.347). ) and materialistic tendencies (0.381) had a significant and direct correlation with generational values. The multiple regression coefficient shows that the explanatory coefficient is estimated at 42.5% and it is explained by the remaining 4 variables in the model. based on the results of the research, it can be said that the tendency of the youth towards modern and material values has increased over time due to the separation of the youth from the values of the previous generation. in the meantime, the consumption of new mass media has been influential in changing the diversity and identity of the current generation, and a kind of break and rejection of the values of the current generation and the previous generations has been formed.