Models of the Lifestyle Propounded by Persian-Language Satellite Television Channels: A Case Study on Manoto TV and Gem TV

Abstract

For many years, western countries have been attempting to offer western lifestyle as the correct model of life to people from all over the world, including Iran. Of the 32 satellite entertainment channels specifically aimed at promoting a particular lifestyle, Manoto TV and Gem TV, as the most important, popular, and influential channels with an entertainment and recreation function in promoting western lifestyle in societies, were analyzed using quantitative content analysis and the chi-squared test. According to the results, Manoto TV produced programs dealing with individual, family, cultural, social, and religious domains more than Gem TV, with the frequency of 300, 1103, 256, and 38, respectively. Among these domains, the majority of productions were related to the cultural domain, whereas religious programs ranked the last. "Shopping and consumption patterns" and "leisure" ranked first in the cultural lifestyle domain, with "clothing and makeup" showing the highest frequency. In the cultural domain, diversity, entertainment, and recreation were more important than other lifestyle components in program production. Presentation of western models in the purchasing and consumption management of individuals and society, with an emphasis on determining the type and extent of clothing and makeup, has encouraged the female audience to be nude or semi-nude, demonstrating the western media's efforts to promote nude and semi-nude clothing in the Iranian society as the correct lifestyle.

Keywords

• role model
• lifestyle
• satellite tv channel
• manoto tv
• gem tv
• entertainment