Explaining the Type of Audience Attitude toward the Content of Religious Medium (Islamic Republic of Iran Broadcasting) (Case Study)

Abstract

This article is written to theoretically and empirically explain analytical model. In the model, audience attitude toward the content of religious medium (IRIB) is defined as internal variable and the aspects of audience religiosity, his religious knowledge, and type of religiosity as external variables. Each of the variables formulated in research model has theoretical bases. Research method is survey. Data was collected using a handmade questionnaire which was reliable and valid based on test. The statistical population of the study consisted of Isfahan people (n=300). They were randomly sampled. In this study, the effect of aspects of audience religiosity, type of his religiosity and religious knowledge on his attitude toward the content of religious medium is examined in terms of several hypotheses. The analytical model of the study is designed using AMOS. Model fit indices show that Chi square index indicates numerical value of 3.28. Based on what Schumacher and Lomax (2009) suggest as acceptable (i.e. if it is between 1 and 5), it is a good value. In addition to the above index, other indices are also computed for respective model. One of them is Root Mean Square Error of Estimation (RMSEA). It is obtained 0.078 (i.e. <0.08).