Mass Media , Socio-economic Situation Audience and Agenda-Setting the Knowledge Related to Healthy Lifestyle ( Case Study : people over 40 years old in Kermanshah City )

Abstract

Introduction: We can study the history of research about diseases with emphasis on various parameters. One factor is verities or types of diseases and another factor is social conditions and contex, social situation and social actors (such as mass media ,family, and …). Nowadays, along with progress in human society, non-communicable diseases have become more common. So that, according to the World Health Organization, sixty percent causes of death are non-communicable diseases. With development the diseases discourse, we need to revise the fact of health and factors that affected on that. Now, for example, social conditions are important index for research about diseases. Then, following the "Health Transition" in the world, we need a new approach for study and research about health. This approach is adopting a healthy lifestyle and emphasizes the responsibility of individuals in this respect. Also, that approach concentered on acquiring knowledge in the field of health. The mass media is a primary source of information for knowledge related to healthy lifestyle and its roles among audiences is important for analysis the subject. On the base of this approach, researchers should attend to some factors that increase or decrease the levels and death of people's knowledge. With development of people's knowledge, we can analysis the development of peoples 'actions, especially in the field of health. The concept of "Health-based lifestyle" or "healthy lifestyle" helps to understand the differences among the peoples in the field of everyday life and describes the effects of mass media, in the determination of that .also, socio-economic situation of people, effects on their knowledge .Material & Methods: This research uses the Multiple Regression and Path Analysis. We study the role of mass media on agenda-setting the knowledge related to healthy lifestyle. In this respect, are presented three variables: Media Application, need of Orientation and Socio-economic Status. The research method is survey study. A cross-sectional survey was conducted among a population of 400 media's users in Kermanshah city, the people who are over 40 years old. Validity is measured by method of Face validity. Also, the reliability of the study was assessed by the Cronbach's alpha and Test-retest methods. In first section of paper ; we describe and examine the theoretical framework of study. For example, we explain the agenda-setting theory and knowledge gap theory. With uses from this base, we analyses the problem and design a instrument for understanding the conditions. In the last section of paper, we use from theoretical framework for understanding and interpreting of data and ends .Discussion of Results & Conclusions: Based on the results, the mass media has important role in the actions of users in the field of health . Type and amount of their use is affected on user's knowledge and their actions and lifestyle. Change in With the agenda-setting the knowledge related to healthy lifestyle enhances the audience's knowledge in this field. Of course, agenda-setting the knowledge related to healthy lifestyle varies and depending on the need for orientation in terms of health related behaviors. Also, peoples with higher socio-economic status, have higher levels of media using. Also in this condition, the audience’s need for orientation raise. Then, differences in these variables cause the uneven levels of the knowledge related to healthy lifestyle. On the other hand, need for orientation has observable role in the life style of users of mass media, because of the amount of using these devices. With attention to these variables, it is clear that understanding the health and agenda-setting the knowledge related to healthy lifestyle is a complex process. Peoples have various need for orientations in this respect and different factors affected on their knowledge, orientations and actions .

Keywords

• Mass Media
• Healthy Lifestyle
• Media Applications
• Need for Orientation
• Socio-Economic situations
• Kermanshah city