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A Rough Data Envelopment Analysis (RDEA) Model to Evaluate the Performance of Persian Language Satellite Networks Based on Youth Lifestyle Indicators

Document Type : Research Paper

Authors

1 Department of cultural management And planning ,Fars Sieince and Research Branch ,Islamic Azad University,Fars,Iran

2 Associate Professor of Management, Economics and Management Faculty, Shiraz Branch, Islamic Azad University, Shiraz, Iran

Abstract

Introduction

Television and satellite channels, in addition to other forms of social media, have facilitated the rapid and widespread transmission of foreign lifestyles, social relationships, culture, art, beliefs, and values to Iranian society. As a result, satellite networks with their diverse capabilities have become capable of affecting all aspects of human life, particularly altering the daily lives and lifestyle choices of people from all sectors of society, particularly the youth. Thus, the aim of this study is to evaluate the effectiveness of Persian-language satellite networks in shaping the lifestyles of young people and from the perspective of Bourdieu's indicators by means of the data envelopment analysis model.

Materials and Methods

The research method employed is case-driven and context-specific. In order to implement the model, a library study was initially conducted to evaluate the impact of TV and satellite networks on youth lifestyles according to Bourdieu's perspective. Based on the opinions of experts in the field, the input and output indices of the study were determined. To account for the non-deterministic nature of many indices, the Rough DEA model was used, which converts non-deterministic variables to intervals using the "α" level and results in an interval data envelopment analysis model. Using the MRA ranking method, the efficient intervals were ranked and compared. Then the efficiency of each evaluated network was determined through a sensitivity analysis performed at different "α" levels. Finally, each of the networks was ranked.

Discussion and Results

Based on the data collected and analyzed, the "Man o To" network was found to have the greatest influence on the lifestyles of young people. The "Persian BBC" network ranked second, followed by the "Nasim network" in third place, and finally, the "GEM" network placed last. These results suggest that there are significant differences in the impact of satellite networks on the lifestyles of young people, and that the "Man o To" network has been the most effective at shaping the lifestyle choices of this demographic.

Conclusions

Based on the research findings, it is recommended that the administrators of domestic Persian-language satellite media produce high-quality and appealing content in the fields of information, news, entertainment, and educational programming. This strategy will help boost the lifestyle indicators among the youth. Additionally, it is suggested that individuals with greater social capital and trust consume media resources from these aforementioned fields.

Keywords

References
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New Media Studies
Volume 9, Issue 34 - Serial Number 34
August 2023
Pages 364-319
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