Special Issue INTERNATIONAL JOURNAL OF HUMANITIES AND January 2016 CULTURAL STUDIES ISSN 2356-5926

Audience satisfaction survey with the performance of Iranian and hamshahri

Firooz Dindar Farkoush Faculty member and assistant professor at 's Azad University East,

Mohammad Sharif Malek Zadeh Faculty Member University of justice, Iran

Abstract

This study aimed to Audience satisfaction survey with the performance of Iranian newspapers and hamshahri done. In this study, the survey method And the survey has been used. The target population included all Iranian newspapers and hamshahri readers who are already active in the range Tehran In other words, the paper studied the. In other words, if Credits of citizens and non-official Iran reported over the last 470 thousand copies each consider We can approximate population size in Tehran to equally consider. So based on the standard table Morgan (1970) 384 people were selected as sample. To access the sample multistage cluster sampling method was used. The questionnaire was designed. Cronbach's alpha was 84/0. To test the hypothesis research normality of the data from one sample T-test was used. In conclusion, the results show that Iranian newspapers newspapers and hamshahri audience with the performance of critical and revealing, health news and information, comprehensive, source credibility and authors, spread news, the censorship, the reliability of the happy medi um. Keywords: Iran Press News, readers' satisfaction.

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Special Issue INTERNATIONAL JOURNAL OF HUMANITIES AND January 2016 CULTURAL STUDIES ISSN 2356-5926

Introduction

In today's world, the mass media and new information and exchange of ideas with the transfer of information and public opinion in the way of the progress of culture and civilization has claimed a big role, so that many scientists, the current era of human life "age of communication" name have .Any attempt to understand the mode of operation of mass media in our lives, we must begin with recognition of the fact that the mass media are an integral part of society and our individual lives. (Lord, 1350, p. 20) In the present developed societies, human beings always try to stream all their affairs and social issues in order to directly or indirectly own special role to play in group life. For this reason, social awareness is one of the most important characteristics of modern times And this awareness that makes people interested in individual and social life and he drew her attention to the freedoms and responsibilities. Due to the increasing influence of the media, especially the press on the audience, studying the audience's taste for attracting more of them is necessary There explicit or implicit continuous desire to make active use of the media more than it Passively monitoring, is positively good to be seen; It is also commonly assumed that a wider audience will be greater this activity, the amount of the Belief , influence and media deception will be stronger And Restorations than. It is also considered as a positive point, however, advertisers and advertisers may have different opinions. Basically, open communication, it will send additional feedback to the active audience, so it will be more reciprocal relationship between senders and recipients. (Pur Kareem, 1381, p. 25) As in the above mentioned role of the audience is very important in the development of the activity of the newspaper,The media according to customer preferences and using it in line with its competitors newspaper can to fight and get out of the long head race; In this study, we are trying to evaluate satisfaction the audience of Iranian newspapers and hamshahri performance pay. The necessity and importance of research -Provide an appropriate model for reform mentality and newspaper production process - Newspapers in the form of news releases, reports, interviews, articles, notes and entertainment values and norms dictate to the community; Therefore, it is necessary to gauge to what extent developing the material is prepared based on the prevailing values of society;

Goals: The overall goal: to evaluate satisfaction with the performance of Iranian newspapers and Citizen's audience. Detailed objectives:

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Special Issue INTERNATIONAL JOURNAL OF HUMANITIES AND January 2016 CULTURAL STUDIES ISSN 2356-5926

1. Study Audience satisfaction with the performance of Iranian newspapers and Hamshahri Regarding Approach Critical and revealing 2. Study Audience satisfaction with the performance of Iranian newspapers and Hamshahri Regarding Health Information and News 3. Study Audience satisfaction with the performance of Iranian newspapers and Hamshahri Regarding Comprehensive 4. Study Audience satisfaction with the performance of Iranian newspapers and Hamshahri Regarding Credibility of the source and authors 5. Study Audience satisfaction with the performance of Iranian newspapers and Hamshahri Regarding Speed news release 6. Study Audience satisfaction with the performance of Iranian newspapers and Hamshahri Regarding Comprehensive Credit the amount of censorship 7. Study Audience satisfaction with the performance of Iranian newspapers and Hamshahri Regarding trustworthy

Hypothesis

Hypothesis 1: Audience OF the performance of Iranian newspapers and Hamshahri Regarding Approach Critical and revealing satisfied. Hypothesis 2: Audience OF the performance of Iranian newspapers and Hamshahri Regarding Health Information and News satisfied. ypothesis 3: Audience OF the performance of Iranian newspapers and Hamshahri Regarding Comprehensive S satisfied. Hypothesis 4: Audience OF the performance of Iranian newspapers and Hamshahri Regarding Credibility of the source and authors satisfied. Hypothesis 5: Audience OF the performance of Iranian newspapers and Hamshahri Regarding Speed news release satisfied. Hypothesis 6: Audience OF the performance of Iranian newspapers and Hamshahri Regarding Credit the amount of censorship satisfied. Hypothesis 7 : Audience OF the performance of Iranian newspapers and Hamshahri Regarding trustworthy satisfied.

Background research: 1. "transfer values by Iranian television program" MA thesis rare as Arabs from Shahid Beheshti University. These findings, the process of delivering value to by various television programs in the form of news, drama and fiction films and done. Values delicately by the words, tools, objects, music, etc. between different parts of the program, according to the audience and the community in

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various ways, including: projection, identification, imitation, modeling, etc. . values are transferred to the inner self. (Arabs, 1372: 95) 2. "investigate the effects movies on community values (according to students' opinions Visitors") as an MA thesis: Gholamreza Forouhesh Tehrani of the Shahid Beheshti University (Faculty of Literature and Humanities) is. The issue examined in this study, the effect of movies on society. This means that a film is transferred to the community what kind of values And the transfer value in what ways and to what extent impact on the audience is. In this study, factors that affect the transmission of values by a film into three general categories: source of the message, variables related to the message and the audience is divided. About a starring role in the transmission source of the message to be worthy of attention and prominence actor from his role in the events of the film and the amount of information that is available to the audience knows. The variables related to the message, type the message and how to communicate (directly or indirectly) to and about the relationship between the audience, the characteristics of age, sex and attention. (Forouhesh Tehrani, 1373: 76) The theoretical framework of research: Use and satisfaction Theory Approach and satisfaction of Elihu Katz first article (1959) was described. He noted that more research communication until then focused on investigating the effects of persuasion campaigns has been on the audience. Katz said the aim of this study was to answer the media with what they are doing? Most of these studies have shown that the mass media have little effect on persuading individuals. So the researchers turned to variables such as the group that has had a greater effect. Katz opinion is that mass communications can turn to the question of what are the media? Save himself .Katz noted that the study is an example of Riley (1959) showed that children who are well integrated in peer groups, Adventure stories in the media for their group games, However, children who are well integrated in the group have the same connections are used to fantasize. This example illustrates an important aspect of the approach and satisfaction. This means that different people can have similar mass communication messages for different targets, use. (Trustee race, 1371, p. 72)

Ravandi theory: Based on theories RAVANDI tendency to use the mass media of various factors. These factors include psychological factors, economic, social, political and religious, Based on theories RAVANDI All of these factors contribute to the tendency of the media and some of the effects are direct or indirect effect. In psychology and personal characteristics such as age, sex, race, marital status, welfare and care And in the social sector classification include: community,

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family, group of friends, a place of education and etc. And the RAVANDI all these social factors in psychological tendency to mass media and direct impact is undeniable. (Tankard, 1384, p. 172). In the economic sector, after the division of society into three parts: upper, middle and poor, these groups tend to be different mass media knows And in the division of income, occupation, type of residence and type of residential area and separate divisions with audiences tend considers mass media In political, political groups after the division of society into different sections (right, left, moderate, reformist, etc.) associated with the individual political groups, such as his tendency to media (press, radio, television) considers. Finally, in the religious divide people into three categories: extreme, moderate and non-religious divides He believes the response of each group in the use of new media is different.

Methodology: In this study, the survey method And the survey has been used. The target population included all Iranian newspapers and hamshahri readers who are already active in the range Tehran In other words, the paper studied the. In other words, if Credits of citizens and non-official Iran newspaper reported over the last 470 thousand copies each consider We can approximate population size in Tehran to equally consider. So based on the standard table Morgan (1970) 384 people were selected as sample. To access the sample multistage cluster sampling method was used. The questionnaire was designed. Cronbach's alpha was 84/0. To test the hypothesis research normality of the data from one sample T-test was used Findings: Hypothesis 1: Audience of the performance of Iranian newspapers and Hamshahri Regarding Approach Critical and revealing satisfied. Table 1 statistics

Approach Critical and Number Average Standard The average revealing deviation deviation from the mean 384 2.8967 .54968 .02885

Table 2 t-group

A t test group 3=Condition Average t Degrees Significance The of level average freedom difference Approach Critical and revealing -3.581 383 .000 -.10331

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Special Issue INTERNATIONAL JOURNAL OF HUMANITIES AND January 2016 CULTURAL STUDIES ISSN 2356-5926

According to the results of the tests, t is -3.581 times the one-way And with 99% confidence And 1 percent error rate can be said, The news spread faster than average (3) is located. According to the chart, critical approach and revealing average (2.8967) is lower than average .And suggests that readers approach the critical and revealing in the two newspapers considered moderate.

Hypothesis 2: Audience OF the performance of Iranian newspapers and Hamshahri Regarding Health Information and News satisfied.

Table 1 statistics

Health Information Number Average Standard The average and News deviation deviation from the mean 384 2.9209 .49978 .02588

Table 2 t-group

A t test group 3=Condition Average t Degrees Significance The of level average freedom difference Health Information and News -3.056 383 .060 -.07909

According to the results of the tests, t is -3.056 times the one-way And with 99% confidence And 1 percent error rate can be said, The news spread faster than average (3) is located.. According to the chart, critical approach and revealing average (2.9209) is lower than average .But since this difference was not statistically significant average, health news and information are moderate. Hypothesis 3: Audience OF the performance of Iranian newspapers and Hamshahri Regarding Comprehensive S satisfied. Table 1 statistics

Comprehensive Number Average Standard The average deviation deviation from the mean 384 3.5107 .73590 .03810

Table 2 t-group

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A t test group 3=Condition Average t Degrees Significance The of level average freedom difference Comprehensive 13.404 383 .000 .51072

According to the results of the tests, t is 13.404 times the one-way And with 99% confidence And 1 percent error rate can be said, The news spread faster than average (3) is located.. According to the table, the average sum of (3.5107) is higher than average. And suggests that readers know the sum of the two newspapers at an average level.

Hypothesis 4: Audience of the performance of Iranian newspapers and Hamshahri Regarding Credibility of the source and authors satisfied. Table 1 statistics

Credibility of the Number Average Standard The average source and authors deviation deviation from the mean 384 3.1890 .53613 .02776

Table 2 t-group

A t test group 3=Condition Average t Degrees Significance The of level average freedom difference Credibility of the source and 6.809 383 .000 .18901 authors

According to the results of the tests, t is 6.809 times the one-way And with 99% confidence And 1 percent error rate can be said, The news spread faster than average (3) is located. According to the table, the average sum of (3.1890) is higher than average . And that readers and authors of the papers in the average amount of credit resources know..

Hypothesis 5: Audience of the performance of Iranian newspapers and Hamshahri Regarding Speed news release satisfied. Table 1 statistics

Speed news release Number Average Standard The average deviation deviation from the

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mean 384 3.4115 .58217 .03014

Table 2 t-group

A t test group 3=Condition Average t Degrees Significance The of level average freedom difference Speed news release 13.652 383 .000 13.652

According to the results of the tests, t is 13.652 times the one-way And with 99% confidence And 1 percent error rate can be said, The news spread faster than average (3) is located. According to the table, the average speed news release (3.4115) is higher than average. And suggests that readers know the average velocity in the newspaper.

Hypothesis 6: Audience of the performance of Iranian newspapers and Hamshahri Regarding Credit the amount of censorship satisfied. Table 1 statistics

amount Censorship Number Average Standard The average deviation deviation from the mean 384 3.6327 .69596 .03604

Table 2 t-group

A t test group 3=Condition Average t Degrees Significance The of level average freedom difference amount Censorship 17.558 383 .000 .63271

According to the results of the tests, t is 17.558 times the one-way And with 99% confidence And 1 percent error rate can be said, The news spread faster than average (3) is located.According to the table, the average censorship (3.6327) is higher than average. And that the censorship of the newspaper readers have evaluated the upper limit.

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Hypothesis 7 : Audience of the performance of Iranian newspapers and Hamshahri Regarding trustworthy satisfied. Table 1 statistics

trustworthy amount Number Average Standard The average deviation deviation from the mean 384 2.9665 .53589 .02775

Table 2 t-group

A t test group 3=Condition Average t Degrees Significance The of level average freedom difference trustworthy amount -1.208 383 .228 -.03351

According to the results of the tests, t is 6.809 times the one-way And with 95% confidence And 5 percent error rate can be said, The news spread faster than average (3) is located. According to the table, the average reliability (2.9665) is lower than average, But since the test result is not significant, Can say that the reliability is moderate.

Result: Various views were raised in theoretical discussions that This study was designed variables between some of them, including the use and satisfaction of the theory of functions of the media named. Since the dependent variable of the study or in other words, is the topic of satisfaction, and satisfaction with issues related to In this study, we have always been the most important factors that lead to more satisfied audience to be examined. In general what is expected of media-and the correspondence of his expectations with what is going on in reality, satisfaction or dissatisfaction with the audience will follow. Among the variables affecting the rate of two newspaper readers Citizen satisfaction and Iran that were studied, As being comprehensive, fast news release, the reliability, the diversity of content, visual appeal and so named. According to research results, the newspaper and having two citizens from each of the different features that In addition to the uses and gratification theory, another topic that was discussed, the function of the media And two Iranian newspaper News of the functions of guidance, education, and news and social cohesion were studied. Including other variables that must be considered in the study of a newspaper, health news and information, be critical, credit references and censorship that Its values can be effective in audience satisfaction than any of the newspapers. Since the mission of the press as a medium and

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long-lasting, is insightful and revealing facts, Newspaper readers also expect the events, uncensored content from authoritative sources receive. On the other hand, always enlightening to hear from the newspapers that are critical commentary In this respect, two newspapers differ Iranian and hamshahri. Finally, both newspapers without discrimination and in general in terms of shaping the satisfaction and the desirability of variables analyzed. As the results show, the Iranian and hamshahri newspaper and comprehensive view of the average rate remained And in this regard have been able to draw the reader's consent. The speed and professionalism of these two newspapers to publish news from the perspective of well- qualified readers And are higher than average. In addition to this one-sided t-test results showed that The two newspapers in terms of reliability and visual appeal, Overall satisfaction also have been able to attract their audience. In other words, even though their average are lower than average But since the test result is not significant, we can say that in the middle of the course The results of these numbers makes clear the need to strengthen the two newspapers. Names of the two newspapers Overall satisfaction is also higher than average, and since the test is meaningful, We can say that these two newspapers have been able to attract their audience satisfaction. As mentioned, critical approach and revealing, health news, credit references and censorship, including items that are high or low they can greatly affect the rate of satisfaction. According to the results, the two newspapers critical in terms of approach and exposure are lower than average And the satisfaction of critical readers of these newspapers is very low. In addition to these readers believe that the accuracy of the information and news in the newspapers is lower than average. Censorship can also be seen in relation to such an outcome. Readers believe that these two newspapers to publish your content to a greater degree than average use of censorship It can directly affect your level of satisfaction. Of all the factors mentioned, readers and authors of the two papers above average credit resources have been evaluated and are satisfied with it. In connection with the functioning of the media, both newspapers audience of some sense from the perspective of successful and unsuccessful otherwise have done. Singers, the performance of these two newspapers in connection with the operation of guidance and social cohesion satisfactory estimate And it higher than average have evaluated News hamshahri and Iranian newspapers have been able to have a good satisfied with the performance of these directions. Two Iranian newspapers and hamshahri In terms of functions, and other elements of their readers' satisfaction and overall satisfaction were evaluated. The two newspapers in terms of social cohesion and guidance functions of the differences were not significant The results show that the satisfaction of the readers of these two functions are identical in the two newspapers. But the performance of education and entertainment news and function of these two newspapers have acted differently, The singers they have different satisfaction. News readers have stated that

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the newspaper has been successful in terms of both performance And a greater degree of satisfaction they have created. As the mean, hamshahri more successfully able to take steps to achieve these two functions. Readers are significant differences in terms of the comprehensiveness of the newspaper, the hamshahri distinguish between the two newspapers and Iran have not been studied. But the two newspaper audience believe that the speed of propagation of news in the newspaper Iran And hamshahri considerable differences. As a result of this difference is significant. According to the results of the paired t-test, the Iran newspaper has more satisfaction because of the speed of propagation of news and information to be obtained. To the satisfaction of professional readers is not significant . hamshahri newspaper from another dimension may be able to give readers more satisfaction. The newspaper in terms of visual appeal than the average newspaper is And considering the significance of this difference can be said that, visually appealing newspaper readers Citizen satisfaction is higher. In addition to what was said, according to newspaper readers rivals in terms of diversity of content in newspapers in a better position than Iran. In terms of exposure, health news and information, credit references and the authors and censorship, these two newspapers have varying degrees of satisfaction in the audience. The paired t-test results, the reliability of sources and authors in the hamshahri newspaper Iran Daily higher than estimate And the accuracy of the information and news and the censorship of these two newspapers have an assessment level. The clearly under what is observed charts the fourth quarter, Readers differences between the two reports in terms of censorship and accuracy of news and information that have been made After the paired t-test, the significant difference is not detected. In terms of audience satisfaction, and . hamshahri newspaper Iran News, The two newspapers were tested and compared. In general, according to the results of paired t could be argued that readers, Their satisfaction with . hamshahri newspaper, More Iranian newspapers have expressed their satisfaction And considering the significance level of the test is equal to 0.000 . This is a significant difference in the Citizen newspaper audience satisfaction, performance is better.

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References

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