بررسی عوامل اجتماعی تاثیر گذار بر مصرف رسانه ای

The main purpose of this research is to investigate the impact of social factors (religiosity, socio-economic status, gender, and having cultural capital) on media consumption. The theories used have been the theory of emphasis and planting theory. This research is a type of scrolling; a design that is most used in survey research and the required data is collected by structural researcher questionnaire. The statistical population of this research includes all senior students and Ph.D. students of the Faculty of Humanities and Management of Mazandaran University. The sample size of 120 people was selected by random sampling method. Data were analyzed by SPSS software at descriptive and inferential levels. The results of the research show that there is a meaningful relationship between the use of media with cultural capital, gender, and socioeconomic status. And the only variable that did not have meaningful relationship with media consumption was the level of students' religiosity. In sum, independent variables account for 44 percent of the variation in dependent variables. And the remaining variations of the dependent variable are determined and explained by external variables.