Clustering Lifestyle Based on Media Consumption: A Study in Isfahan Metropolis

Sharifi, Saeed; Mazaheri, Mohammad Mahdi; Etebarian, Akbar; Shahtalebi, Badri

Clustering Lifestyle Based on Media Consumption: A Study in Isfahan Metropolis

Document Type : .

Authors

Abstract

With the mounting increase of the media consumption being experienced, the way the new media is being used has become an indicator to stratify individuals in the metropolises. The present study, conducted in the metropolis of Isfahan by a survey method answers this question: What media consumption is responsible for such stratification? The population of the study consisted of a total of 1908968 people, all citizens of Isfahan Metropolis. 959 persons from this population were chosen as the sample of this study and multi-staged cluster sampling was conducted. Data collection instrument was a questionnaire made by the researcher whose reliability was estimated by Cronbach's alpha coefficient (0.85). The data was analyzed by two-stage cluster analysis based on information criterion (AIC) and chi-square test. The most important results showed that two clusters of media consumption are separable from each other. In the first cluster, change of cell phones, cell phones’ performance and new features, non-verbal communication and network programs, virtual network activities and intensive use of the Internet gained high scores. The second cluster including verbal use of cell phones and the electronic performance of daily activities approached the average

Keywords

References

ارنبرگ، اندرو و پاتریک باروایز (1378). تلویزیون و مخاطبان آن، ترجمة فرهاد رادپور، تهران: مرکز تحقیقات صدا و سیما.

امام جمعه زاده، سیدجواد و دیگران (1392). «بررسی رابطة سرمایة اجتماعی و مصرف‌گرایی سیاسی در بین دانش‌جویان دانشگاه اصفهان»، جامعه‌شناسی کاربردی، دورة بیست‌ و چهارم، ش 1.

بحرانی، شعله، مریم سروش، و مریم حسینی (1390). «مقایسة جنسیتی رابطة رسانه‌ها، هویت و سبک زندگی در بین جوانان شیراز»، مطالعات ملی، دورة دوازدهم، ش 3.

بشیر، حسن و محمدصادق افراسیابی (1391). «شبکه‌های اجتماعی اینترنتی و سبک زندگی جوانان: مطالعة موردی بزرگ‌ترین جامعة مجازی ایرانیان»، تحقیقات فرهنگی ایران، دورة پنجم، ش 1.

پراتکانیس، آنتونی و الیوت ارونسون (1378). عصر تبلیغات، ترجمة کاووس سیدامامی و محمدصادق عباسی، تهران: سروش.

پستمن، نیل (1378). نقش رسانه‌های تصویری در دوران کودکی، تهران: اطلاعات.

خواجه نوری، بیژن و مهدی کاوه (1392). «مطالعة رابطة بین مصرف رسانه‌‏ای و احساس امنیت اجتماعی»، پژوهش‌های راهبردی امنیت و نظم اجتماعی، دورة دوم، ش 2.

خوانچه‌سپهر، شیرزاد و عرفان ناصری (1389). «نقش بازنمایی رسانه‌ای الگوهای مصرف در شکل‌گیری نگرش‌ها و رفتارهای مصرفی مخاطبان»، پژوهش‌های ارتباطی، دورة هفدهم، ش 1.

دالگرن، پیتر (1380). تلویزیون و گسترة عمومی، ترجمة مهدی شفقتی، تهران: سروش.

کوهی، کمال، محمد عباس‌زاده، و علی خواجه بی‌شک (1393). «بررسی تأثیر رسانه‌های داخلی و خارجی بر میزان پای‌بندی به سبک زندگی دینی در بین شهروندان 15-65 سالة شهر تبریز»، پژوهش‌های راهبردی امنیت و نظم اجتماعی، دورة سوم، ش 1.

مقدس، علی‌اصغر، عبدالعلی لهسایی‌زاده، و اسفندیار غفاری نسب (1387). «تأثیر فنّاوری‏های ارتباطی و اطلاعاتی بر سبک زندگی: مطالعة موردی افراد مهاجر و بومی طایفة دهدار فارس»، مجلة جهانی رسانه، ش 5.

هرسیج، حسین و دیگران (1391). «بررسی تأثیرات مصرف رسانه‌‌ای بر هویت اجتماعی دانش‌جویان دانشگاه اصفهان»، جامعه‌شناسی کاربردی، دورة بیست‌ و سوم، ش 3.

Bellina, L. and E. Missoni (2009). ‘Mobile Cell-phones (M-phones) in Telemicroscopy: Increasing Connectivity of Isolated laboratories’, Diagnostic Pathology, 4: 19.

Brito, Pedro Quelhas (2008). ‘Conceptualizing and Illustrating the Digital Lifestyle of Youth’, LIAAD/ INESC-Porto Faculdade de Economia da Universidade do Porto, Portugal.

Castells, M. (1996). ‘The Rise of Network Society’, The Information Age: Economy, Society and Culture, Vol. 1, Blakwell: Oxford.

Cosmas, S. C. (1982) ‘Lifestyles and Consumption Patterns’, Journal of Consumer Research, No. 8.

Daud Usman, Farooq Umer and Anwar Faiza (2011). ‘Impact of Advertisement on the Lifestyle of Pakistani Youth’, Interdisciplinary Journal of Research in Business, Vol. 1, No. 7.

Dedeoglu, Ayla Ozhan and Elif Ustundagli (2011). ‘Consumers’ Lifestyle, Social Identity and Consumption Practices in the Context of Communities of Practice’, Business and Economics Research Journal, Vol. 2, No. 2.

Giddens, Anthony (1984). The Constitution of Society: Outline of the Theory of Structuration, Berkeley: University of California Press.

Haub, Carl and Kaneda Toshiko (2013). ‘World Population Data Sheet United Nations Population Division’, World Urbanization Prospects: The 2011 Revision, (New York: UN, 2012),(Washington, DC: Population Reference Bureau, 2013).

Johnson, Clarence and William Allan Kritsonis (2007). ‘National School Debate: Banning Cell Phones in Public Schools: Analyzing a National School and Community Relations Problem’, Online Submission, National Forum of Educational Administration and Supervision Journals, Vol. 25, No. 4.

Jun, Lu Yu (2012). Effects of Sedentary Lifestyle on the Development of Back Pain in Children and Adolescents, submitted in partial fulfillment of the requirements for the Degree of Master of Public Health at the University of Hong Kong.

Kellner, Douglas (1995). Media Culture, Cultural Studies, Identity, and Politics between the Modern and the Postmodern, London and New York: Routledge.

Koonings, Kees and Dirk Kruijt (2009). Megacities: the Politics of Urban Exclusion and Violence in the Global South, London & New York: Zed Books.

Matthews, C.E. et al. (2008). ‘Amount of Time Spent in Sedentary Behaviors in the United States, 2003-2004’, American Journal of Epidemiology, Vol. 167.

Neumann, Grit and Wilhelm Kirch (2009). Network EuroLifestyle, Thieme; Auflage.

Ohtaka, Hiroshi and Yoshiaki Fukazawa (2013). ‘Modeling Dependability of IT Services Associated with Social and Economic Infrastructure Including Healthcare, Pervasive and Mobile Sensing and Computing for Healthcare’, Smart Sensors, Measurement and Instrumentation, Vol. 2.

Riesman, David, Nathan Glazer, and Reuel Denney (2001). The Lonely Crowd: a Study of the Changing American Character, Yale University Press

Ruffin, Fayth A. (2008). ‘Professionalizing Business District Management for the Twenty-first Century’, Journal of Place Management and Development, Vol. 1, No. 1.

Thomas, Kevin M. and Christy D. McGee (2012). ‘The Only Thing We Have to Fear 120 Characters’, Tech Trends: Linking Research and Practice to Improve Learning, Vol. 56, No. 1.

Vermunt, J. K. (1991). ‘Life-style and Demographic Behavior: An Application of Latent Class Analysis’, Maandstat Bevolking, 39(11).

Vyncke, Patrick (2002). ‘Lifestyle Segmentation: From Attitudes, Interests and Opinions, to Values, Aesthetic Styles, Life Visions and Media Preferences’, European Journal of Communication, 17(4).

Walther, J. B. and M. R. Parks (2002). ‘Cues Filtered Out, Cues Filtered in: Computermediated Communication and Relationships’, The Handbook of Interpersonal Communication, M. L. Knapp and J. A. Daly (eds.), CA: Sage.

Wells, W. D. and D. J. Tigert (1971). ‘Attitudes, Interests and Opinions’, Journal of Advertising Research, No. 11.

Whang, L. S.M. and G.Chang (2004). Lifestyle of Virtual World Residents: Living in the On-line Game “Lineage”, Cyber Psychology & Behavior, Vol. 7, No. 5.

Wohlwend, Karen E. (2009). ‘Early Adopters: Playing New Literacies and Pretending New Technologies in Print-Centric Classrooms’, Journal of Early Childhood Literacy, Vol. 9, No. 2.

Yilmaz, Harun (2011). ‘Cyberbullying in Turkish Middle Schools: An Exploratory Study’, School Psychology International, Vol. 32, No. 6.