Relationship between demographic characteristics and consumption characteristics of virtual social networks (Case study: Bushehr families)

Document Type : Original Article

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Assistant Professor of Imam Sadegh Research Institute

Abstract

It should be noted that we all spend almost half of our time around the clock on mass media, which has had a significant impact on the institution of the family. The purpose of this study is to explain the relationship between the optimal status of media consumption and the demographic characteristics of Bushehr families. Accordingly, the main question is what is the relationship between the demographic characteristics of Bushehr families with the desired characteristics of the use of virtual social networks? In this regard, the combined method of expert interview and survey in the statistical population of Bushehr families with a sample size of 386 people based on cluster sampling method was distributed as a researcher-made questionnaire; After extracting the data based on descriptive and inferential statistics, 11 main hypotheses were tested. The results of the hypothesis test indicate that out of 11 independent variables in the test with respect to the desired media consumption indicators; 5 variables showed a significant relationship, including these 5 variables: gender, father's education, mother's education, age and father's employment. And 6 variables did not show a significant relationship in observing the consumption indicators of virtual social networks, in other words, they can not be generalized to the whole statistical community. Among these 6 variables are: marital status, number of children, mother's employment, place of residence, religion and ethnicity.

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