تلويزيون و تاثير آن بر هويت ديني، گروهي و جنسيتي ايرانيان (مطالعه نظريه كاشت در ايران)

TV and Its Effects on Religious, Group and Gender Identities of the Iranian ( Study of Cultivation Theory in Iran)

تلويزيون و تاثير آن بر هويت ديني، گروهي و جنسيتي ايرانيان (مطالعه نظريه كاشت در ايران)? ناصر باهنر ـ طاهره جعفري چكيده در اين نوشتار «نظريه كاشت» «جرج گربنر» را با اين مضمون كه تكرار برنامه‏هاي تلويزيون بر ذهن مخاطبانِ پر مصرف تاثير كاشتي مي‏گذارد، درخصوص مقوله‏هاي ديني، گروهي و جنسيتي هويت بررسي كرده و محتواي پيام‏هاي ارايه‌شده از تلويزيون و نگرش مخاطبان به هويت را با بهره‏گيري از روش تحليل‏محتواي تصوير و پيمايش، تحليل و تبيين كرده‏ايم. نتايج رگرسيون چندمتغيره نشان مي‏دهد برخلاف اينكه تلويزيون ايران درباره هر كدام از مقوله‏هاي مورد بررسي هويت، پيام‏هايي را توليد و پخش مي‏كند، اما اين پيام‏ها در كنار ساير عوامل تاثيرگذارند و تلويزيون پس از ساير متغير‏هاي نظام اجتماعي عاملي تاثيرگذار بر نگرش مخاطبان درباره هويت بوده است. اين مقاله كه حاصل پژوهشي علمي ‏در مركز تحقيقات صداوسيماست، نشان مي‏دهد نظريه كاشت كه بر تاثيرهاي قدرتمندانه تلويزيون به‏ويژه بر بينندگان پر مصرف تاكيد دارد، در ايران اثبات نمي‏شود. واژگان كليدي تلويزيون، هويت، ايران، كاشت، تحليل‏محتوا، تاثيرسنجي

The present paper examines the relation between the level of watching TV and the score of religious, group and gender identities of people. The presented results were taken from a scientific study conducted at the IRIB research center by using two methods including analysis of contents and surveying. The studied statistical community in the contents analysis section included comic programs, TV serials and news. In the surveying section, people above 19 years old in 5 large cities of the country (presented in the methodology) were studied. In this paper, George Gerbnerʹs Cultivation Theory is examined from the viewpoints of religious, group and gender issues based on the fact that repetition of TV programs has a cultivation effect on the minds of those who watch TV most of the times. The results of multivariable regression shows that although in some of the identity aspects in comedy, news and serial programs some messages were repeatedly broadcasted from IRIB and the watchers were exposed to those messages, the messages were beside other influential factors. The results further show that TV was an effective factor on the identity score of addresses in the studied level after other variables of social system. Moreover, despite Gerbnerʹs theory, TV in Iran has no cultivation effete on the minds of the addresses and people influenced more by other variables of social system.