A Data-Based Analysis of Lifestyle Consumption of Married couples in Ardabil and Parsabad on the basid of Their Media Communication Experience
Subject Areas : Urban Sociological StudiesFarshid Khodadoost, 1 , Eghbaleh Azizkhani 2 , Soroush Fathi 3
1 - ph.D. student, Department of Sociology, Islamic Azad University-khalkhal Branch, khalkhal, Iran
2 - (corresponding author), Assitant professor, Department of Sociology, Islamic Azad University-khalkhal Branch, khalkhal, Iran
3 - Associate professor, Department of Sociology, Islamic Azad University-west Tehran Branch, Tehran, Iran
Keywords: "mass media, youth", "married adults", "data-driven method", "Lifestyle",
Abstract :
This study aims to study the lifestyle of married youth and adults in the cities of Ardabil and Parsabad based on their experience of media communication. The qualitative data-based research method was employed. The participants of the study were married youth and adults and were selected by purposive sampling until information saturation was obtained. The data were collected through semi-structured interviews. Data analysis was performed in three stages of open, axial and selective coding. The software used in this study was Maxiquida. The results led to the identification of 184 basic themes, 19 sub-themes and 10 main themes including; Passive lifestyle, communicative lifestyle, innovative lifestyle, cultural consumption, material consumption, leisure activities, health consumption, people's conditions, religiosity, and demographic dimension were obtained. Then, to determine the causal, contextual, pivotal, interventionist, strategies and consequences, a paradigmatic research model was developed. Using the findings of this study, it is possible to make good policies and decisions in the field of Islamic-Iranian lifestyle and in this regard, changing the policies of the radio can lead to the implementation of such a native style in the country.
