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.

Portraying women in the media is one of the main social and cultural issues especially on TELEVISION. TELEVISION commercials as a genre have ideas about goods and services, but it constructs a secondary discourse about society, culture and gender roles along the way. The main goal of this paper is to examine women’s readings of gender roles representation in Iranian TELEVISION commercials from the cultural studies perspective. To achieve this objective, focus group interviews were used to study women readings and then their readings was analyzed. The results showed that TELEVISION commercials are heedless of socio-cultural developments and the gender roles changes in different aspects in the society, but it represents dominant ideology in media and minimal status group of woman in Iranian society.Currently, different groups of women are engaged in different discourses and they will gradually engage in other discourses. If this trend continues by different groups of women and the misrepresentation or exclusion of women doesn’t stop in the media, the audiences with different readings will become the most rethinking groups.

The article examines the effects the TELEVISION exerts on modernism through its audience. In studying the audience factors such as the degree of exposure to the media, the content of exposure, the varying socio-cultural backgrounds play a central role in efficacy of the message. The above perspective has seldom been considered in domestic Iranian research. The basic question of this research is to understand how a type of audience activity influences TELEVISION impact's on modernism. Therefore, it is necessary that the relationship between TELEVISION and modernism be specified within the sample population. Then, one may go on studying the audience's role and position in such a process. This is a survey research, which includes a sample of 1047 taken from households residing in Tehran's 22 city districts. The findings show that TELEVISION impacts audiences differently, given their various socio-cultural groupings.

The rise of cultural studies in recent years has exerted far-reaching influence on the humanities researches, so much so that it can be claimed that this new methodology has revolutionized our conception of the object of the humanities scholarship. Cultural studies practitioners have reached beyond the conventional boundaries between high and popular art, thus covering new domains which in the past were considered to be outside the confines of the humanities scholar's work. Prominent amongst these new domains, are advertisements. It can be argued that beyond the "neutral" and "innocent" appearance of commercial advertisements, implicit discursive practices are exhibited that offer definitions of social reality and ultimately determine our subjectivity. Adopting an interdisciplinary cultural studies approach, this article analyses a typical advertisement from the national Iranian TELEVISION network (about Haier washing machines) with the purpose of illuminating the mechanisms of the construction of feminine identity in contemporary Iranian culture. As such, the images of women in this TV advertisement are investigated from a feminist perspective, while also drawing on some psychoanalytical, sociological and semiotic concepts. The final part of this article offers a conclusion about the potentialities of cultural studies in the humanities.

Since 1954 when the BBC Network started its first TV News Broadcast using the voice of an anchor along with picture, map and the description of pictures in short sentences, TV journalism has gone through a lot of ups and downs to enjoy its current achievements. The accomplishments should be attributed to the result of the technological innovations as well as the intelligence and with of those active in the field.Although the topic has a 45-year-history in Iran, due to such elements as non-indigenous technology, weakness in the expert framework, disregard for the concepts and tools of the modern media and …, we are somehow faced with historical backwardness. Now experts believe getting ahead in today's competitive media field requires thinking of creating change in such areas as theories and definitions, systems and organizations and technology and equipment as well as various styles, forms and methods of production. In this research article, which has been compiled using documentary, fact-finding and observation techniques, we have taken into consideration the models and text styles of TELEVISION News and then the comparison text of TELEVISION News and print media.To sum up there is difference between equipment and method of transferring data of TV news with other print media. Such important items belong to different kinds of productions as well as various forms of visual and audio concepts are being based on print. It plays a key role in the process of data transfer. We can claim Writing for TELEVISION news is the art of writing for picture.

This research aims to study “the role of TELEVISION in the behavior modification of the youth”. For this purpose, the survey method has been applied for this research and the data required for analysis have been collected using questionnaire. The collected data have been analyzed using descriptive and inferential tables of SPSS program. The statistical population of this research includes the total 68 students of the master’s program of communication science of the Islamic Azad University, who admitted to the university in 2010. Due to the small size of the statistical population, census-sampling method has been used.The results of this research show that parents cannot confront the negative impacts of TELEVISION. Young people are largely attached to and affected by TELEVISION. TELEVISION can be to some extent as an appropriate means for children’s spare time. It teaches them adult’s issues. It may disrupt children’s activities. TELEVISION may cause young generation to become interested in consumerism. Spending spare time is one of positive functions of TELEVISION that attracts the youth. The quality and attraction of TELEVISION can absorb young people. TELEVISION is effective in the learning of children and young people. It can also cause violation and aggressiveness of the youth. It is moreover effective in the selection of job by them, and it may make them to feel embarrassed.