چکیده:
The aim of the present research is to 'investigate generational differences (mothers and daughters) in the use of mass media (satellite and internet) and awareness of gender identity' in the city of Qazvin. Given the research objective, the researcher, by accepting two hypotheses—firstly, that the gender identity represented for women and girls in the media differs from existing realities, and secondly, that a combination of capitalist, patriarchal, and religious ideologies prevails in the mass media in Iran—has limited the discussion solely to media audiences and their reactions. To examine this issue, Anthony Giddens' 'reflexive project,' McQuail's 'uses and gratifications theory,' George Gerbner's 'cultivation analysis' regarding the extent and diversity of media effects, and Marshall McLuhan's 'theory of change in the socialization process' regarding the difference in attitudes of daughters and mothers toward gender awareness and the type and amount of media use have been utilized. This research was conducted using a survey method with a questionnaire tool and cluster sampling among female high school students (second period) and their mothers in the city of Qazvin during the 1393-1394 academic year. The sample size is 300 people (150 students and 150 mothers). One of the important findings is that there is a significant difference between the type, amount, and motivation of media use (satellite and internet) and awareness of gender identity between the two groups of mothers and daughters, such that daughters use the internet more than mothers and mothers use satellite more than daughters. The findings show that each daughter uses the internet for an average of 0.8 hours (52 minutes) per day, while each mother uses it for an average of 0.6 hours (36.6 minutes) per day. Conversely, the amount of internet use by daughters is higher than mothers. Each daughter uses the satellite for an average of 0.6 hours (34 minutes) per day, and each mother uses it for an average of 1.0 hour (60 minutes) per day. Additionally, each daughter uses the satellite for 0.5 hours (37 minutes) per day.
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