بررسی میزان تأثیرگذاری عوامل بر انتخاب رسانه‌ای افراد

Abstract

The purpose of this article is to examine the impact of various factors that play a role in people's media choices. Understanding these factors is crucial, as media plays a significant role in shaping public opinion and social behavior in the modern information and communication era. A quantitative research approach was employed, utilizing a random sampling method for data collection. The study’s statistical population consists of third and fourth-year students from three departments of the Faculty of Communication and Journalism, as well as faculty professors. To enhance the theoretical foundation, this research integrates choice and satisfaction theories. The findings indicate that younger individuals tend to prefer digital media and social networks, whereas older individuals are more inclined toward traditional media such as television and newspapers. Moreover, individuals who prioritize family values are more likely to engage with media that offers family-oriented content. Similarly, people tend to favor media that aligns with their political ideology.