Seyyedeh Maryam Tabatabaei Nadoushan1
The topic of this article is “the role of national media in the creation of cultural contexts for the consumption of national productions among youth.” This research has a “cultural” approach to the issue of “consumption” and attributes people’s lifestyle, particularly the selection and purchase of commodities to society’s “consumption culture”; one which is influenced by various factors. Culture building factors may be historical, economic, political, media-related, etc..
Relying on sociology and communications sociology resources, this study explains the effect of media on the consumption culture and also focuses on the cultural and social advantages of consuming national productions. Moreover, it investigates the responsibilities of the national media in the creation of cultural contexts and the deepening of cultural belief in consuming national productions. Given that the consumption of national productions is among the fundamental indexes of supporting national production, and that youth’s tendency to consume foreign commodities, is one of the obstacles to the realization of this goal, this study emphasizes the area of youth in media planning and programming.
Key Words: culture, consumption of national productions, national media, youth