A Study of the Impact of Media Consumption on the Social Identity of Isfahan University Students

Abstract

In this paper the impact of media consumption on social identity among students of Isfahan University is studied. Among different social groups, students are subject to wider identity changes. The variety of their behavior, manners, clothing, fashion, etc. illustrates these changes. A deeper understanding of the impact of media on Students’ social identity can help us better understand their political and social behavior. This study applied survey method to collect and analyze data about media consumption and social identity. Sample size includes 188 male and female students of Isfahan University, who filled out our research questionnaire. The results of the study show that there is a significant relationship between quality and quantity of media consumption and respondents’ social identity. While using printed and audio-visual media has a positive impact on national, religious, group, and gender identities, and encourages them, it has a negative impact on ethnic identity. Contrary, using electronic media strongly affect the social identity of students, and have negative impact on other dimensions of social identity.

Keywords

• Keywords: Social identity
• Mass Media
• Media Consumption