Document Type : Research Paper
Authors
1 Ph.D. student of Social Communication Science, Science and Research Branch, Islamic Azad University, Tehran, Iran
2 Assistant Professor , Department of Communications,,Islamic Azad University, Science and Research Branch,Tehran,Iran
3 Faculty Member and Assistant Professor of Communication Sciences in the Department of social communication science, Tehran Central Branch, Islamic Azad University, Tehran, Iran
Abstract
One of the sectors of society that, due to their lack of physical health, is always faced with many disabilities, whether in the use of public services or citizenship or active participation in society, these are disabled. Attitudes based on the discrimination of people with disables in society are based on assumptions about people with disables that are completely incompatible with their disability. Media is one of the tools that has been used to change people's attitudes. Especially, social media content is produced and selected by the community compare to media and newspapers are more attentive. This research is considered the role of media in changing the attitude of the citizens of Tehran based on the Elaboration likelihood model (ELM), that media explanation social network. This research is a descriptive survey and the statistical population of this research is citizens of Tehran (over eighteen). The results show that focus on central route content producing in the social network has an impact on cognitive attitudes, emotional attitudes and readiness attitudes for action. Also, focus on peripheral route content producing in the social network has an impact on cognitive attitudes and emotional attitudes, but it hasn’t impact readiness attitudes for action.
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