University of Isfahan Journal of Applied Sociology 2008-5745 23 3 2012 09 22 A Study of the Impact of Media Consumption on the Social Identity of Isfahan University Students A Study of the Impact of Media Consumption on the Social Identity of Isfahan University Students 75 92 18271 FA Hosein Harsij Associate Professor, Department of Political Science, Isfahan University Reza Mahmoodoghli PhD. Student, Department of Political Science, Isfahan University Omid Isanejad Ph.D. Student, Department of Counseling, Isfahan University Mahmoodreza Rahbargazi PhD. Student, Department of Political Science, Isfahan University Journal Article 2016 06 14 In this paper the impact of media consumption on social identity among students of Isfahan University is studied. Among different social groups, students are subject to wider identity changes. The variety of their behavior, manners, clothing, fashion, etc. illustrates these changes.  A deeper understanding of the impact of media on Students’ social identity can help us better understand their political and social behavior. This study applied survey method to collect and analyze data about media consumption and social identity. Sample size includes 188 male and female students of Isfahan University, who filled out our research questionnaire. The results of the study show that there is a significant relationship between quality and quantity of media consumption and respondents’ social identity. While using printed and audio-visual media has a positive impact on national, religious, group, and gender identities, and encourages them, it has a negative impact on ethnic identity. Contrary, using electronic media strongly affect the social identity of students, and have negative impact on other dimensions of social identity. In this paper the impact of media consumption on social identity among students of Isfahan University is studied. Among different social groups, students are subject to wider identity changes. The variety of their behavior, manners, clothing, fashion, etc. illustrates these changes.  A deeper understanding of the impact of media on Students’ social identity can help us better understand their political and social behavior. This study applied survey method to collect and analyze data about media consumption and social identity. Sample size includes 188 male and female students of Isfahan University, who filled out our research questionnaire. The results of the study show that there is a significant relationship between quality and quantity of media consumption and respondents’ social identity. While using printed and audio-visual media has a positive impact on national, religious, group, and gender identities, and encourages them, it has a negative impact on ethnic identity. Contrary, using electronic media strongly affect the social identity of students, and have negative impact on other dimensions of social identity. https://jas.ui.ac.ir/article_18271_084a8c12836f7a03fb414006b21cdf48.pdf