Document Type: Research Paper
Associate Professor of Management and Planning of Cultural Affairs, North Tehran Branch, Islamic Azad University, Tehran, Iran
M.A. in Social Communication Sciences, East Tehran Branch, Islamic Azad University, Tehran, Iran
In this research, the views provided by subscribers of Hamshahri inhabited in Tehran was studied and used to understand the role of the media promoting civic skills in view of subscribers. Method was used in the research is field and Library; and was conducted correlation and applied in manner purpose respectively. The statistical community consists of subscribers of Hamshahri in three, ten and nineteen areas of Tehran. 360questionnaires were distributed among the people and357questionnaires were returned. In the next step, based on a conceptual model, questions and hypotheses of research were evaluated using a researcher-made questionnaire, extracted items in statistical sample (subscribers of Hamshahri in three, ten and nineteen areas of Tehran).In descriptive statistics section, data was presented in two background and main variables using tables of frequency, relative, mean, standard deviation and variance indicators; Kolmogorov-Smirnov test and Pearson-Spearman correlation test was used in Inferential section. The results of the statistical analysis suggest that there is a positive correlation between the two variables of the role of the media and the promotion of civic skills; and a direct relationship between the two variables. There is also a positive correlation between the role of the press and the citizens' familiarity in need of maintaining order and security in society, respect and observe others rights, people's familiarity with environmental damages and ways of reduction and prevention, educate citizens about the aggravated traffic problems and ways of reduction, their familiarity with enormous costs of the city administration and destruction of public property and the role of citizens participation in achieving sustainable revenues; and there is a direct relationship between the variables.