The Effect of Personality Traits on the Impact of Media on the Basis of MMPI Personality Dimensions

Authors
masoud mehrabi 1
masoud geramipour 2
mohammad mehdizadeh 3
1 public relation expert
2 teacer kharazmi university
3 teacher.alameh tabatabaee university
Abstract
Current research is to investigate the relationship between personality and impressionability from media modeling of sport celebrities. This research studies the relationship between personality types and youth and teenagers impressionability of media modeling of sport celebrities using interdisciplinary and mixed methods. In this research, we are going to define the research problem based on the communication theories and audience research and psychology of personality theories. 
The independent variables in this research have been personality types, socio-economic status and demographic characteristics and the mediating variables have been media consumption, being active or passive audience and the dependent variable has been audience impressionability. Correlation method (path analysis) was used based on the research topic. The statistical population is youth and teenagers (ages between 15 to 35) of Tehran city in this research. Multistage sampling method was used to select within reach samples. 
Some of the most important results of current research are as follow: 
Research results show that there is a direct significant relationship between schizophrenic personality type and impressionability from media modeling of sport celebrities.
Research results show that there is a direct significant relationship between hysteric personality type and impressionability from media modeling of sport celebrities.
Research results show that there is a direct significant relationship between audience type and impressionability from media modeling of sport celebrities.

Keywords

 
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Society Culture Media
Volume 7, Issue 28
Winter 2019
Pages 113-144

  • Receive Date 19 February 2019