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.

T.V program makers send a prevailed meaning trough image and sound to Audience as the central message. However, the final received messages are those the viewer perceived. The process of understanding the perception of Audience of TV programs and its use in everyday life by theory of reception analysis shows that the Audience is not alone in the opposite of media. On the contrary the perception is surrounded by a circle of social relationships which influence on the interpretation of texts. So the Audience’s perception is a social process rather than individual. This paper trough an experimental research and with an emphasis on the results of “Discourse Reception Analysis of Highly Popular T.V Serials among Females” explain that the perception of Audience from media texts are more impressed by the social relationships rather than sent messages from program makers.

Resistance litreature in Iran got a serious development by the forced war. That one of the results was the appearance of the " Holy defence poem". The holy defense poem is a representation of thoughts & emotions, the alot of people of Iran in an area of the history. That you can notice the effect on the readers. Among these aspects, use of some special topics, as the readers like & also a direct address to a group of readers. In this reaserch with analyzing 100 poems with the holy defence theme with the " library picking card " way. first of all recognizing & derivation of direct readers ( who are directly mentioned by the poet ) gets proceed & then with seprating the readers into 2 groups of "Afaghi" & "Anfosi" checked adverably. The "Afaghi" readers go by 6 indivisual smaller groups named as "Ghodsi", "National & popular", " Worldwide", "Figurative", "Legendary", " Semantic & implicit" readers, it shows the right effect of readers on the dynamic poem in this area of time. The outcome of this reaserch represents that martyries, devotees and alturists are figuratuve ingredients and saintly men like Imam Zaman, Imam Hosein and Imam Khomeini are the indivisuals that the poet directly mentioned their name. Which shows the poets attention to the special & common readers.

The present study was conducted with the aim of identifying the application style of the national media (TV) by the elderly in Isfahan. Compared to other provinces, Isfahan is one of the six provinces with a higher share of the elderly population and identifying the desires, needs, and interests of the elderly in relation to national media is essential. This study was conducted to identify the thoughts, tendencies, interests, and content and time preferences, needs, and expectations regarding the provincial TV network using a semi-structured interview technique in the statistical population of elderly residents of Isfahan during the years 2010-2011.The results of the study showed that the Isfahan network has a diverse range of elderly Audiences: selective, ceremonial, utilitarian, observer, participatory and non-participatory, involved and non-involved, analytical and resistant. These Audiences watch television with various goals, including increasing information, learning skills, having fun, escaping from life's problems, and filling their free time. The results of the study indicate that films, various types of competitions, TV series, news, and lectures in the serious program group are of interest to the elderly Audience. Also, informing the elderly news of the province, helping to improve the lifestyle, helping to strengthen the spirit, and improving the culture of behavior with the elderly are among the expectations of the Isfahan elderly Audience from the provincial network.   

The Audience of the modern theater is relatively passive, compared with the Audience in the past. Throughout the performance, the Audience sits motionless in the dark auditorium watching a performance in which he has no role. Historically this passivity is new, because in the theatre of Ancient Greece, the middle Ages and Renaissance the Audience had a much more important role. In ancient Greece the dividing lines between the Audience and actor were not clear. The spectator was actually a participant in the action as in Athens in the 5th century BC all aspects of life had a forensic nature. In the middle Ages there was a close relation between the Audience and the actors- ordinary men- after the church lost control over the production of plays. And the Audience of Renaissance theatre who was physically close to the actor showed extremities of emotion. But as time went on Audience participation was limited to clapping. As the social distance between the Audience and the actor increased, the gap between them widened. This was manifested in the separation between the auditorium and the stage. Neither Realistic theatre which attempted to create a real world on the stage, nor the epic theater which tried to distance the Audience from the action could eliminate the ever-widening gap between the Audience and the actor. The emergence of the theater of the absurd was a final blow to the relation between the Audience and the actor. The Audience could not identify with an iconographic figure inhabiting a meaningless world and speaking a distorted language. Anti-theatrical tendencies in contemporary theater jar the Audience out of the action and make the theater lose its ritualistic effect. Hence the failure of different Audience-involving techniques.

This paper will examine the problematic of public science that scientific magazines in Iran set it to be their communication agenda. The problem, however, is that after 140 years of public science there is no solid evidence that can suggest they have been effective. To solve this problem, this paper will apply and will address the concept of calling to Audience by public scientific texts, as a process through which the producers of public scientific contents form the linguistic structure of their messages. This concept originates from a theoretical synthesis of two theories as follows: actor-network theory and theory of interactive science. Such concept consists of seven properties that can contribute to its explanatory merits as well as to operationalize measuring effectiveness. The significance of such conceptualization lies in its applicability in providing hard evidence through this research that can support solutions for effective communication when scientific contents are concerned. This is because such materials should reach the general public for consumption in everyday use.