Pages: 12-18

Abstract

Many sociologists and scholars believe that mass media have a significant impact on all existing facilities of a society. The implications of this impact in terms of individual, political, economic, mental, social, ethnical, aesthetical, and cultural points of view are such that they keep no part of human mental existence untouched and intact. It is important to note that not only the message of the media but its type affects the individuals and the society. Contrary to the expectations, communication devices are not neutral phenomena and solely catalysts, but among the new technological tools and techniques, they have the greatest impact on human beings and are the creators of the new age. Accordingly, the effectiveness of Kermanshah’s written media on the promotion of the need for achievement and creativity is the objective of this study. Based on the obtained results, the need for achievement and creativity considerably affect the effectiveness of the communications.