This article studies the IMPRESSION of television modernism. Sociological studies in the field of the influence of television have paid little attention to the dissemination of the modern culture. The main issue in this research is that whether television has been an element of inculcation of the modern culture in people or not. Questionnaire and interview technique has been used in this survey as a method. The sample bulk included 1047 individuals form the families residing in 22 districts of Tehran. The result of the research reveals that television has been an element of dissemination of the modern outlook. This result turns more meaningful in view of the content of programs.

The main purpose of this research is to study the effective factors on growth of MEDIA literacy of MASS MEDIA addressees. The population in this research is all of the MA students at the department of Communication Sciences of Psychology and Social Sciences faculty of Islamic Azad University, Central Tehran Branch. The methodology used in this research is co-relational descriptive according to functional purpose and data collection. Data collection method in this research is using the questionnaire techniques and interview. Content and nominal justifiability were obtained by using the existing sources and experts' viewpoints and their authenticity is equal to 95% through experimental performance and calculation of Cronbach Alfa factor. The findings show that a variety of factors affect the MEDIA literacy of the addressees and this paper only discusses about finite number of them including educational level, financial and social base, rate of daily use of medium, MEDIA education and political and sectarian attitude of addressees that can be effective in increasing the MEDIA literacy of the addresses, provide a profound and true apperception of different visual and audio programs of MEDIA to the addresses and inform them about the multiplicity of MASS MEDIA and their varied programs.

This article seeks the hermeneutical (inter-textual) explanation of MEDIA representation effect in spatial transformations. Therefore it seeks new spatial entities which are the results of this relationship. In postmodern era, the MEDIA are the main actors in identifying and interpreting environmental issues and according to plurality of identities and multiplicity of spatial experience, now we don’t live with spatial dictations rooted in absolutism of Euclidian patterns of space. Uncontrolled fields of MEDIA, turmoil and meanings diversity and images in contemporary art and poetics and elegant fantasies, hyper-reality and formation of MASS consumption society and signs crisis, are all the results of advertisement and this has led to a crisis of semiotic representation in contemporary city. The article studies the results of technology Gestell from the perspective of Heidegger's ontology. Therefore it does not refer to the function of discourse and space, but refers to the nature of this discourse.

As a tool for communication, MASS MEDIA can be a source of conflict among people as they need to find a balance between protecting individual rights and valuing the right of citizens to be informed. Predicting civil liability for MEDIA seems to be a just solution to guarantee the aforementioned balance between rights and obligations while, simultaneously serves a permission for the continuation of their activity. The public nature of the MASS MEDIA and extensiveness of the damage make the compensation for probable damages to be difficult. Introducing insurances that cover civil liability increases willingness to condemning MEDIA when fail to meet the required balances. This is an important suggestion especially when considering the processes that happen in MEDIA courts that lead to the ignorance of addressing the underlying problems. Moreover, due to heavy amounts of compensation, occasionally paying them puts the economic life of the MEDIA in danger.

One of the important sections of MEDIA programs is the interviews which are given to different individuals from various groups. Undoubtedly, the interviewees have some rights that MEDIA should observe. The present article aims to look into the rights of interviewees.Some of these rights are as following: Freedom to take an interview, including the right to express readiness to start the interview and going on with the interview; avoiding violation of interviewee's privacy, including not disclosing his identity through releasing voice, image and other personal information; the right to dominate the interview in terms of copyright, the right to sell the content, the right to censorship and the right to prevent the release of some parts of the interview; and finally the right to use the contents as legal documents. The right of "announcing the rights of the interviewee" is a guarantee and a prerequisite to observing the abovementioned rights. Given laws and regulations as well as MEDIA common trends and practice, it is expected that various shortcomings and faults pestering MASS MEDIA would be removed through levying certain regulations monitoring MEDIA performance as well as through commitment to religious principles and professional moralities.

The most important mission of the MEDIA is education, information, sound analysis, reinforcement of epistemic beliefs, and correction of audience behavior. The purpose of the present study is to investigate and explain the ethical norms and values important in enhancing the effectiveness of the MASS MEDIA and striving to be part of the harm. What are some of the disadvantages in MEDIA efficiency and immunity? The present study uses a descriptive-analytical method and the ethical and psychological teachings related to the MASS MEDIA are analyzed and described. Effective on the effectiveness and immunity of the MASS MEDIA, the following can be extracted: 1. The need for a holistic approach to MEDIA content and tools; 2. Accuracy in information processing and analysis; 3. Observance of individual differences and cognitive capacities of the audience; 4. Observance of the principle of ontology; 5. Making use of good and excellent verbal and nonverbal communication; 6. 7. Commitment to honesty and truthfulness; 8. Observing justice and fairness in the MEDIA; 9. Observing the dignity and dignity of the audience; 10. Increased ability of self-control in the audience; increased resilience in the audience; 12. Representing the facts and not distorting it.

The National Identity is the feeling of belonging and commitment to the National community and if it is accompanied by different aspects of knowledge, the feeling of faithfulness to its components as well as unity and interrelationship among members of society will be added. This research aims to studyding the effects of cultural-scientific usage of MEDIA on finding the identification of teenagers which has been done through measuring method and using the questionnaires, interviews, and cluster and simple random sampling among 348 senior students of high schools in regions 3, 5, 8, & 16 of Tehran.Moreover to national identity and cultural-scientific usage of MEDIA, the research variables are based upon the adopted model of Giddens ideas including human relationships, fundamental trust, intellectual ability and democratic relationships.The data have been analyzed using of comprehensive and descriptive statistical methods. Upon information processing, the results of research show that the average of national identity among students is %84.23. Identification among boy and girl groups and among different fields and regions of education did not show any meaningful differences. Cultural-scientific usage variables of MEDIA with coefficient %23, intellectual ability with coefficient %18, directly and indirectly, and human relationship with coefficient %19, directly, and democratic relationships, with coefficient %34, indirectly, have influenced the national identity of teenagers.

This paper is to indicate the role of MASS MEDIA in nstitutionalization of public exercise in the country, applying viewpoints of experts and specialists of ICT and also to determine the function of MEDIA, specially radio and television, in improving the acquaintance of people about physical activities and public exercises as a key factor in enhancement of public health. Conclusions and gained information by performing this research is the result of using numerous resources including books, papers, disserta web pages.