The Effect of Consumer Media on the Indicators of Rural and Nomadic Lifestyle (Case Study: Youth (20-34 Years Old) in Gilane Gharb Province in 2017)

The present study was conducted with the aim of effecting consumer media on the Indicators of rural and nomadic lifestyle Gilane Gharb in 2017 by descriptive method. The statistical population consists of youths of 20-34 years old in rural and nomadic of Gilane Gharb. The multi-stage cluster sampling method was used and the sample size was 381 based on Cochran's formula. The data were collected using a questionnaire designed by the researchers and containing 172 questions. The research hypotheses were obtained: by calculating the Pearson correlation coefficient (-0.225) and (P<. /1), there is a negative and inverse relation between the amount of use of consumer media and consumer norms in rural and nomadic societies. This means that by increasing (or decreasing) the use of media, we see a decrease (or increase) in consumer norms in rural and nomadic societies. Using Pearson correlation coefficient and (P<. /1), there is a significant positive relationship between media consumption with rural and nomadic lifestyle indices in all dimensions. By increasing the consumption of media, the lifestyle of rural and nomadic ones becomes more modern. There is a significant relationship between the type of media used by the media and the lifestyle of the rural and nomadic populations by calculating the variance analysis sig (0/020) and (P<. /1), the value of F = 1/473 indicates the difference between the means. This means that the type of media program used affects the lifestyle of the village and the nomadic.