فصلنامه مطالعات فرهنگی و ارتباطات

نویسندگان

1 استادیار گروه علوم اجتماعی دانشگاه مازندران

2 دانشیار دانشگاه تهران

3 دانشگاه مازندران

چکیده

ﻣﻘﺎﻟﻪ ﺣﺎﺿﺮ در ﺣﻮزة ﺟﺎﻣﻌﻪ  رﺿﺎﻣﻨﺪی » ﺷﻨﺎﺳﻲ ارﺗﺒﺎﻃﺎت و ﺑﺎ ﺑﻪ ﻛﺎرﮔﻴﺮی روﻳﻜﺮد « اﺳﺘﻔﺎده و ، ﺑﻪ دﻧﺒﺎل آن اﺳﺖ ﺗﺎ ﺿﻤﻦ ﺑﺮرﺳ ﻲ اﺑﻌﺎد اﺳﺘﻔﺎده و رﺿﺎﻣﻨﺪی زﻧﺎن از ﺗﻤﺎﺷﺎی ﺳﺮﻳﺎﻟﻬﺎی ﺗﻠﻮﻳﺰﻳﻮﻧﻲ، ﺗﺄﺛﻴﺮ ﭘﺎﻳﮕﺎه  اﺟﺘﻤﺎﻋﻲ ـ اﻗﺘﺼﺎدی ﺑﺮ ﻣﻴﺰان اﺳﺘﻔﺎده و رﺿﺎﻣﻨﺪی زﻧﺎن از ﺗﻤﺎﺷﺎی ﺳﺮﻳﺎﻟﻬﺎ را ﻣﻮرد ﺗﺠﺰﻳﻪ و ﺗﺤﻠﻴﻞ ﻗﺮار دﻫﺪ.  اﻳﻦ ﺗﺤﻘﻴﻖ، ﺑﻪ ﺷﻴﻮة ﭘﻴﻤﺎﻳﺶ اﻧﺠﺎم ﺷﺪه و داده  ﻫﺎ از ﻃﺮﻳﻖ ﭘﺮﺳﺸﻨﺎﻣﻪ ﻫﻤﺮاه ﺑﺎ ﻣﺼﺎﺣﺒﻪ ﺟﻤﻊ اﺳﺖ آوری ﮔﺮدﻳﺪه  .  383 ﭘﺎﺳﺨﮕﻮﻳﺎن ﭘﮋوﻫﺶ، 54ـ20 ﻧﻔﺮ از زﻧﺎن ﻣﺘﺄﻫﻞ ﺳﺎﻟﺔ ﺳﺎﻛﻦ ﺑﻮده1385 در ﻣﻨﺎﻃﻖ ﻳﺎزده ﮔﺎﻧﺔ ﺷﻬﺮ اﺻﻔﻬﺎن در ﺳﺎل  اﻧﺪ.  ﻧﺘﺎﻳﺞ ﻧﺸﺎن ﻣﻲ و 24 دﻫﺪ ﻛﻪ ﻣﻴﺎﻧﮕﻴﻦ ﺗﻤﺎﺷﺎی ﺗﻠﻮﻳﺰﻳﻮن در ﺑﻴﻦ زﻧﺎن، ﺳﻪ ﺳﺎﻋﺖ دﻗﻴﻘﻪ در روز ﺑﻮده و ﺑﻴﺸﺘﺮ زﻧﺎن، ﺳﺮﻳﺎﻟﻬﺎی ﺗﻠﻮﻳﺰﻳﻮﻧﻲ را اﻛﺜﺮ ا ﻣﻲ وﻗﺎت ﺗﻤﺎﺷﺎ   ﻛﺮده و آن را ﺟﺰء اوﻟﻮﻳﺖ اول در ﺗﻤﺎﺷﺎی ﺑﺮﻧﺎﻣﻪ ﺑﻮدﻧﺪ ﻫﺎی ﺗﻠﻮﻳﺰﻳﻮﻧﻲ ﻗﺮار داده  . رﺿﺎﻣﻨﺪﻳﻬﺎی ﻛﺴﺐ ﺷﺪه از ﺗﻤﺎﺷﺎی ﺳﺮﻳﺎﻟﻬﺎ، در ﺣﺪ ﻣﺘﻮﺳﻂ ﺑﻮده و ﺑﻴﻦ ﭘﺎﻳﮕﺎه اﺟﺘﻤﺎﻋﻲ  ـ اﻗﺘﺼﺎدی زﻧﺎن و ﻣﻴﺰان اﺳﺘﻔﺎده و رﺿﺎﻣﻨﺪی از ﺗﻤﺎﺷﺎی ﺳﺮﻳﺎﻟﻬﺎی ﺗﻠﻮﻳﺰﻳﻮﻧﻲ، راﺑﻄﺔ ﻣﻌﻨﺎداری ﻣﺸﺎﻫ ﺪه ﺷﺪه اﺳﺖ؛ ﺑﺪﻳﻦ ﺻﻮرت ﻛﻪ ﺑﺎ اﻓﺰاﻳﺶ ﺳﻄﺢ ﭘﺎﻳﮕﺎه اﺟﺘﻤﺎﻋﻲ ـ اﻗﺘﺼﺎدی زﻧﺎن، ﻣﻴﺰان ﺗﻤﺎﺷﺎی ﺗﻠﻮﻳﺰﻳﻮن و ﺳﺮﻳﺎﻟﻬﺎ ﺗﻮﺳﻂ آﻧﺎن ﻛﻤﺘﺮ ﮔﺰارش ﺷﺪه اﺳﺖ؛ و ﻧﻴﺰ ﻣﻴﺰان رﺿﺎﻣﻨﺪی آﻧﺎن از ﺗﻤﺎﺷﺎی ﺳﺮﻳﺎﻟﻬﺎی ﺗﻠﻮﻳﺰﻳﻮﻧﻲ در اﺑﻌﺎد ﭼﻬﺎر  ﮔﺎﻧﻪ) ﻛﺴﺐ آﮔﺎﻫﻲ، ﻛﺴﺐ ﻫﻮﻳﺖ ﺷﺨﺼﻲ، ﺗﻔﺮﻳﺢ و ﺳﺮﮔﺮﻣﻲ، و ﺑﺮﻗﺮار اﺟﺘﻤﺎﻋﻲ ی ﻛﻨﺶ ﻣﺘﻘﺎﺑﻞ  (اﺳﺖ ﻛﺎﻫﺶ ﻳﺎﻓﺘﻪ .  ﺑﺎ ﻋﻨﺎﻳﺖ ﺑﻪ روﻧﺪ رو ﺑﻪ اﻓﺰاﻳﺶ ﻣﻴﺰان ﺗﺤﺼﻴﻼت و اﺷﺘﻐﺎل زﻧﺎن در ﺳﺎﻟﻬﺎی اﺧﻴﺮ ﻛﻪ ﺑﻪ ﺗﻮاﻧﻤﻨﺪ  ﺳﺎزی و ارﺗﻘﺎی ﭘﺎﻳﮕﺎه اﺟﺘﻤﺎﻋﻲ ـ اﻗﺘﺼﺎدی آﻧﺎن ﻃﻲ ﺳﺎﻟﻬﺎی آﻳﻨﺪه ﻣﻨﺠﺮ ﺧﻮاﻫﺪ ﺷﺪ، ﺿﺮوری ﺑﻪ ﻧﻈﺮ ﻣﻲ ﺳﻴﺎﺳﺖ رﺳﺪ ﻛﻪ  ﺑﺮﻧﺎﻣﻪ ﮔﺬاران و  رﺳﺎﻧﺔ ﺳﺎزان   ﭘﺮ ﻣﺨﺎﻃﺐ ﺗﻠﻮﻳﺰﻳﻮن، ﺑﻪ ﺗﻮﻟﻴﺪ و ﭘﺨﺶ ﺳﺮﻳﺎﻟﻬﺎﻳﻲ اﻗﺪام ﻧﻤﺎﻳﻨﺪ ﻛﻪ ﭘﺎﺳﺨﮕﻮی ﻧﻴﺎزﻫﺎی زﻧﺎن ﺑﻮده و ﺑﺘﻮاﻧﺪ رﺿﺎﻳﺖ ﺧﺎﻃﺮ آﻧﺎن را در زﻣﻴﻨﻪ  ﻫﺎی ﺗﻔﺮﻳﺢ و ﺳﺮﮔﺮﻣﻲ، ﺑﺮﻗﺮاری ﻛﻨﺶ ﻣﺘﻘﺎﺑﻞ اﺟﺘﻤﺎﻋﻲ، ﻛﺴﺐ آﮔﺎﻫﻲ، و ﺑﻪ وﻳﮋه ﻛﺴﺐ ﻫﻮﻳﺖ ﻓﺮدی و اﺟﺘﻤﺎﻋﻲ ﻓﺮاﻫﻢ آورد .

کلیدواژه‌ها

عنوان مقاله [English]

A Study on Women’s Uses and Gratifications through Watching Television Serials

نویسندگان [English]

  • Mohamad esmaeil Reihani 1
  • Masoud Kowsari 2
  • Marzieh Haghooe Esfahani 3

1 Mazandarn University

2 Tehran university

3 M.a Mazandaran University

چکیده [English]

This study, conducted in the field of sociology of communication, seeks to investigate the different dimensions of women’s use and gratification through watching television soap operas (WUGSO), as well as to analyze the influence of socio-economic status (SES) on the degree of WUGSO. The Use and Gratification approach has been applied as the theoretical framework of this study. The research was conducted via surveys, and data was also collected through questionnaires along with interviews. The subjects of the study were 383 married women, all residents of Esfahan, and aged between 2054. The findings of the study showed that the average time spent watching TV was 3.24 hours per day. Many respondents regularly watched soap operas, which were indeed their first priority in their TV viewing patterns. Respondents were moderately gratified with watching soap operas. Furthermore, there was a significant and reverse relationship between SES of women and the degree of their use and gratification. For example, time for watching soap operas and also the degree of gratification among those who belonged to higher SES, was less than their counterparts in the lower SES.

کلیدواژه‌ها [English]

  • uses and gratification
  • gratification aspects
  • active audience
  • television serials
  • Women
  • Socio-economic status