Vol. 22 No. 3 (2022)
Published: 2022-09-15

Behavioural effects resulting from reliance on television program sites in the order of social values among the audience of the city of Baghdad

Zainb Hussein Swadi , Assist. Prof. Dr. Hayder Ahmed Allaw

This research is summarized in identifying the behavioural effects of the audience of the city of Baghdad in their dependence on the sites of various television programs. The aim of the research is to identify the behavioural effects that watching TV program sites have on social values, and this research started from a main hypothesis: The first hypothesis: Constant monitoring of TV program websites determines certain behaviours that tend to imitate symbols and public and well-known personalities. The research reached a number of results, the most important of which are:(1) The research sample prefers watching TV program sites on the following sites, as Facebook came in the first place with a rate of (73.5%), followed by YouTube with a rate of (65.3%), followed by Instagram in third place with a rate of (57, 5%). (2) The ease of obtaining information is one of the most important motives of the respondents in relying on the websites of television programs, with a percentage of (21.66%). (3) The most important behavioural effects, which got the first three ranks from the point of view of the research sample. In the first place came a paragraph (most television program sites allow the individual to access pages that include comments with bad content, which affects the behaviour of individuals, but in the second place most television program sites work I want to publish topics that make me participate in solving some social problems through my conversation with others. In the third place, some of the contents of TV program sites do not match my priorities in caring for the problems of society). (4) The research correlation test shows that there are no statistically significant differences in the behavioural effects of watching TV programs on social values according to the gender variable.

Pages: 1099-1112

Keywords: Television program sites, Audience of the city of Baghdad

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