THE EFFECT OF ENVIRONMENTAL PROMOTION ON CULTURAL INTELLIGENCE OF MUNICIPAL EMPLOYEES OF DISTRICT SEVENTEEN

Анотація

Abstract. The most high and the highest level of involvement in society is the culture of that society. The basic principle of society is the identity and existence of that society, and the place of advertising in general is one of the most important and influential elements in the culture of every society, because today man is constantly exposed to urban advertising bombardment And with the expansion of the media, these ads are becoming more common. Given the increasingly interconnected world and organizations increasingly need more advertising and cultural diversity, they are vital and essential. That individuals have the knowledge and skills to effectively address the challenges and needs of a
community They are facing The result of diverse cultural environments is that people face values, assumptions, and desires and expectations that are fundamentally different from their own values and assumptions. It is believed that cultural intelligence explains why some people are more skilled in guiding culturally different environments than other people. In this regard, the research studies the impact of environmental advertising on cultural intelligence of municipal employees in
District 17 as An organization that operates at the Tehran metropolitan area. Data was collected from 86 employees of District 17 municipality by questionnaires. In order to measure cultural intelligence, questions from the standard uestionnaire provided by Ang were used to assess the performance of questions, which were based on the literature review of the field of performance, and both categories of questions were submitted to professors through a questionnaire. Validity It was confirmed and its reliability was 953/0 using SPSS software. The results of the Spearman correlation test showed that
there is a relationship between cultural intelligence of the municipal employees of the 17th district and the urban environmental propagation, there are aspects of cultural intelligence (metacognitive, cognitive, cognitive, behavioral) and communication function. The priority of the cultural intelligence dimensions of the municipal employees of the 17th district was obtained from the Friedman test as follows: Cultural Intelligence, Cultural Behavioral Intelligence, Metacognitive Cultural Intelligence, Cognitive Cultural Intelligence. Based on the results of the mean test of a statistical society, cultural
intelligence, metacognitive cultural intelligence, cognitive cultural intelligence, motivational cultural intelligence, and the amount of urban environmental advertising, there is a favorable relationship
Keywords: Environmental advertising, cultural intelligence, media.