Document Type : Original Article
Author
Associate Professor, Department of Management, Payame Noor University, Tehran, Iran
Abstract
Objective: Identifying the entrepreneurial opportunity is the turning point of the activities that take place to turn an idea into capital. The present study aimed to provide a causal model for identifying entrepreneurial opportunities with respect to the role of media literacy and entrepreneurial awareness.
Methodology: The present study is applied in terms of purpose and descriptive in nature and is of correlational type which has been done in a survey. The statistical population of this study is 780 students studying in Shiraz Girls' Technical and Vocational School, of which 300 people were selected as a statistical sample through simple random sampling. The data collection tool is a questionnaire consisting of subscales of philosophical media literacy (2014), narrow entrepreneurial awareness and Murphy (2012) and identification of entrepreneurial opportunities Pohaka (2010). For statistical analysis, Pearson correlation coefficients, path analysis and confirmatory factor analysis were used in Amos and SPSS software.
Results: The results show that the five dimensions of media literacy have a direct and significant positive effect on the dimensions of entrepreneurial awareness (scanning and searching, collaboration and communication and evaluation and judgment). Also, the dimensions of media literacy have a direct and significant effect on identifying entrepreneurial opportunities. In the meantime, the effect of critical dimension (0.65 **) is more than other dimensions. Media literacy has an indirect effect on identifying entrepreneurial opportunities through the dimensions of entrepreneurial awareness (scanning and searching, and collaboration and communication). This effect is more on the dimensions of critical view (0.83 **) and conscious choice (0.61 **) than other dimensions. Among the dimensions of entrepreneurial awareness, the dimension of scanning and search has the greatest impact on identifying entrepreneurial opportunities.
Conclusion: The development of media literacy will increase the critical view and the spirit of cooperation of individuals. Media literacy provides the context for increasing the recognition of entrepreneurial opportunities. Entrepreneurial awareness reinforces this impact and creates the opportunity to gain more chance of identifying entrepreneurial opportunities by gaining useful and up-to-date information.
Keywords
- Media Literacy
- Entrepreneurial Awareness
- Entrepreneurial Opportunity Recognition
- Payamnoor University
Main Subjects
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