Tehran Public Insight towards Local Mass Media

This paper aimed to investigate Tehran public insight towards mass media that have permission to publish inside the country. Three groups of Socio-economic status (SES) as leisure, middle and working in Tehran formed the research community. Systematic sampling was performed for 384 residents of district 11 in Tehran which were put in three groups of socio-economic status. Data collecting was through questionnaire. Findings showed that the insight of the majority of participants to mass media is disappointing. Moving from leisure class towards working class, radical insight is declined and reform insight is increased. Trust in the media is very low and this dissatisfaction in leisure class is more and it has the lowestrate in working class. The results of this section is confirmed based on knowledge gap theory so that people with higher socio-economic status access to information faster than people with lower socio-economic status and this may lead to create knowledge gap between people

Keywords:

local mass media , socio-economic status (SES) , insight to the media , trust in themedia , Tehran , knowledge gap