Document Type : Research/Original/Regular

Authors

• Maryam Ghasemi ¹
• Samaneh Miralijani ²

¹ Assistant Prof. of Geography and Rural Planning, Ferdowsi University of Mashhad,Mashhad, Iran

² Geography and Rural Planning, Faculty of Geography ,University of Tehran, Tehran, Iran.

Abstract

Nowadays, globalization has had a tremendous and undeniable impact on all aspects of life, with the rapid dissemination of ideas through new media technologies - satellite - adding to the diversity of cultural components and their diversity and impacts across geographical areas. Has left. The present study investigates the rural girls' acceptance of satellite serials and strategies to reduce their negative effects. The research method is descriptive-analytical and the type of research is applied. The statistical population of the villages has the highest satellite receiver in Miami suburb of Mashhad and the rural girl analysis unit and questionnaire research tool. In this study, 160 girls and 24 local informants, and a total of 184 participants, completed the questionnaire. Data were analyzed by SPSS software. The results showed that the dominant pattern of using satellite TVs included entertainment programs and the most popular among rural girls were: music and dance, Persian dubbed serials, cooking and movies. It's cinematic. From the girls' point of view, the best satellite networks were PMC and GEM TV, respectively. The most important strategies for reducing the negative impact of satellite TV from rural girls' perspective include: Improving and diversifying domestic TV networks with a mean of 3.9, planning to fill leisure time for young rural girls by expanding cultural institutions in the Rural areas with a mean of 3.8, reinforce religious beliefs among young rural girls with a mean of 3.7.

Highlights

Background & Purpose

 The most significant aspect of globalization, according to Giddens, is the globalization of communication, which is the root of the globalized space's unification (Ameli, 2004). One of the tools that aided in the globalization of culture is satellite television. These satellites are capable of delivering live programs to hundreds of television channels throughout the world at the same time. Due to the poor performance of national media networks in Iran, many individuals welcome satellite shows to satisfy their desire for variety in taste (Mollai & Amir, 2020). The variety of these television shows at various times of the day has attracted a significant female viewership (Mehrparvar, 2017). For a variety of reasons, rural girls are largely absent from school. They spend much of their free time at home and on home media such as television, satellite, and home tv shows, influenced by globalization. They do not have as much to do with agriculture and animal husbandry as they did in the past, and they spend much of their free time at home watching media such as television, satellite, and home TV. shows (Aghajan Begloo et al., 2013). According to what has been indicated, the research's primary question is: What is the consumption pattern of satellite channel programs among girls in the Miami rural district?

Numerous studies and researches have been conducted to date on the effects of media and satellite programs, including Maleki (2021), Mollai and Amir (2000), Mohammadi (2017), Mehrparvar (2017), Ilzaki (2015),The majority of research has focused on the urban community, while the country's rural community, as a transitioning society, is undergoing significant changes and alterations. Although several studies used women as the unit of analysis, girls, particularly rural girls, have gotten less attention.

Method

It is a descriptive-analytical study in terms of methodology and applied in terms of purpose. The population consisted of villages with the highest number of satellite receivers in Mashhad's Miami rural district. The unit of analysis is rural girls who have a satellite device at home. Using Cochran's formula, 160 rural girls were voluntarily selected to complete the research instrument. The data collection instrument was a researcher-made questionnaire on the Likert scale. The validity of the instrument was evaluated by a panel of experts, and the content of the questionnaire was verified in the pre-test stage. Cronbach's alpha coefficient for rural girls' acceptance of satellite T.V. series, reasons for rural girls' acceptance of satellite T.V. series, and strategies to reduce the negative effects of satellite T.V. series were 0.94, 0.91, 0.81, respectively, which indicates the optimal reliability of the research instrument.

Results

 22.5 percent of females say they don't watch domestic television. They watch satellite programs and series for an average of 6.3 hours every day. Music and dance were the main priority (with an average of 3.38), and dubbed serials were the second priority (with an average of 3.25) for rural females when it came to watching satellite programs. The rural girls' level of acceptance of satellite series (3.33 on the Likert scale) is higher than the average (p ≤ 0.05). From the perspective of rural girls, GEM TV is the best satellite channel, followed by PMC (p = 0.00). Exploratory factor analysis showed that three factors account for 66% of the variance in rural girls' acceptance of the following satellite series. The first factor, the "attractiveness of satellite serials," with 49.03, is five times more important than the next.

 Table 1. The most important reasons for the rural girls' acceptance of satellite TV series (n = 160)

 Conclusion

Girls, who experience various deprivations in rural locations, represent a significant audience for satellite channels. The findings indicated that rural girls primarily watch entertainment programs such as music and dance, dubbed series, and cooking. Additionally, the best channels for girls were PMC and GEM TV. The acceptance degree of rural girls for satellite series is 3.3, which is greater than the theoretical mean. The primary reasons rural girls embrace satellite serials are 1) their attractiveness. 2) the weakness of domestic serials; and 3) the village's living conditions. Contrary to Amiri et al. (2012), the current study does not take a negative view toward technological advancements. Consistent with Maleki (2021), this study believes that governments should recognize the right of citizens to pick what they need to see and hear. The domestic media's seeming indifference to the audience's preferences increases the popularity of foreign media, and the government's controls and monitoring in this regard are ineffective. As a result, media planners and programmers have a responsibility to expand the diversity and attractiveness of domestic media programs while attempting to better understand the media needs of rural girls.

Ethical considerations

Compliance with research ethics: This study was carried out following the ethics code for human research, such as getting informed consent and maintaining confidentiality, as well as adhering to the principle of confidentiality and anonymity of the individuals.

Funding: The present study was not sponsored by any institution.

Authors' contribution: The first author wrote the article, evaluated and interpreted the findings, while the second author gathered data and entered it into the software, as well as corresponding with the journal

Conflict of interest: This research is not in conflict with personal or organizational interests.

Acknowledgments: We appreciate the rural girls from Miami who assisted researchers by completing the questionnaire.

Keywords

• Satellite TV
• Negative Effects
• Rural Girls
• Miami County

20.1001.1.23452692.1401.10.3.1.4