The Comparison of Attention to News of Different TV Channels in Young Audiences: The Role of Gender and Tracking

Document Type : Research Paper

Authors

1 دانشیار، گروه روان‌شناسی، دانشکده علوم تربیتی و روان‌شناسی، دانشگاه شهید بهشتی تهران، ایران

2 دکتری روان‌شناسی، دانشکده علوم تربیتی و روان‌شناسی، دانشگاه شهید بهشتی، تهران، ایران

Abstract

News plays an important role in creating political, social and economic awareness that is necessary for the preservation of life and the development of society. At the same time, our country, Iran, has gone through many political, socio-economic crises and is now facing many challenges in this field, and every day, several news items are published in this field. It does and needs to act in a way that can compete with external news sources such as cyberspace. Therefore, it is necessary to know the factors that attract the attention of the audience in order to make the necessary plans in this field in order to increase the attention and tracking and then more convince of audiences. In this regard, the present study was conducted with the aim of determining that male and female audiences pay more attention to which television channels and how is the amount of attention paid by people who have more tracking compared to people with less tracking. Therefore, the research was conducted experimentally with the between and within subject designs. This study was experimental. The statistical population consisted of undergraduate and postgraduate students of universities in Tehran during 2018-2019, out of which 60 were selected first by cluster and then purposefully sampling. The tools include researcher-made Tracking Questionnaire of Iran broadcasting, Eye Tracking System, and piece of news that were performed on sample and data were analyzed by SPSS21 and mixed analysis of variance method. The results showed that women pay more attention to the news of channel 2 and 3 than men. On the other hand, men pay more attention to the news of 1 and the News channel. Also, the results showed that more tracking in men is associated with more attention to channel 1 and News, while in women, on the contrary, as the amount of tracking increases, their attention to channel 2 and 3 news decreases. Therefore, in order to increase the audience of news and convince them, the Broadcasting Organization of the Islamic Republic of Iran should consider whether the audience is male or female and the components of attracting people's attention.

Keywords


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