Proposing a Model for Analyzing Effects of Media Literacy Components on Improvement of Social Skills and Moderating Impact of Cultural Capital Based on Structural Equations Model Approach

Abstract

The objective of the current paper is to analyze the relationship between media literacy and cultural capital and social skills among residents of Isfahan City. The research methodology is based on descriptive correlation technique. The statistical population of the present research comrpises all citizens of Isfahan City (1,796,967 persons). Using Cochran's sampling formula, 384 individuals were selected as sample size via stratified sampling method. Research tool consists of three questionnaires two of which were standard scales and the third one was designed by the researcher. The questionaires include: Karaman&Karatash’s Standard Questionnaire of Media Literacy (2009), Oldmeadow et al’s Standard Questionnaire of Social Skills, and the researcher-made questionnaire of cultural capital based on Bourdieu’s theory whose validity was confirmed via both content and factor analyses. Based on Cronbach’s alpha coefficient, reliability coeficients of Media Literacy Questionnaire, Scoial Skill Questionnaire, and Cultural Capital Questionnaire were respectively estimated to be 0.876, 0.896, and 0.913. Data were analyzed at two levels: descriptive (mean and frequency table) and inferential (structural equations modeling). The research results indicated that possession of media literacy affects social skill with an effect size of 0.37 and cultural capital moderates the relationship with an effect size of 0.17. On the other hand, the research results showed that experience and analysis and reaction affect social skills with an effect size of 0.68 but cultural capital moderates the relationship with an effect size of 0.2. Results of the third hypothesis demonestrated that judgement and observed hidden message influences social skills with an effect size of 0.53 and cultural capital moderates this effect with an effect size of 0.2. Finally, the relationships among variables were depicted, and based on research findings, recommendations were made to improve media literacy, social skills, and cultural capital of Isfani citizens. DOI: 10.5901/mjss.2016.v7n3s3p376