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.

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.

Background and Objectives: The Satellite is in the position of emerging cultural evolution and it impacts on lifestyle and culture in various types. The aim of current study is to comparison of lifestyle aspects and spiritual growth among satellite and TELEVISION AUDIENCEs’ students.Materials and Methods: The sample of current research includes 52 viewers and 48 non-viewer of satellite. They were selected through available consecutive sampling in Kohdasht city from male and female student of Human Department of Azad, Payame Noor and Applied Science and Technology universities in 2014-2015. They respond to two research instruments such as; lifestyle Questionnaire (Lali et al.2012), Spiritual assessment inventory (Hall & Edwards, 1996). The analysis of data was done through independent t test using SPSS 18 software.Results: The results indicated that the spirituality’ total score is significant difference in subscales of realistic acceptance, instability and disappointment (p<0.05). In addition, there is no difference between two groups in total scores of lifestyle (p<0.05).Conclusion: Findings revealed that satellite programs could influence on spirituality in society. Therefore, it should implement an effective strategy to decrease the devastating effects of the satellite.

This research aims to study the reading of Afghan immigrants residing in Iran of their representation on the Islamic Republic of Iran Broadcasting (IRIB) programs. To study the issue, the reception analysis approach has been reviewed. The research method is qualitative and research data has been gathered through in depth interviews with 18 Afghan immigrants. Based on the analysis of the interviews, the Afghan immigrants are dissatisfied with the way of representing them in Iranian TELEVISION channels up to the recent decade. Based on oppositional reading of interviewees on IRIB programs, Afghan immigrants are depicted negatively in TV news and series and they are dissatisfied with this depiction. Based on negotiation reading, the interviewees believe that their representation in Iranian TELEVISION was very little and marginal or they have been misrepresented before the 2010s but the focus of Iranian TELEVISION on Afghan immigrants has increased. They see the representation of Afghans has differed during recent decade because of Iranian T. V attention to the Afghan battle men who battled in Syria, and due to the increase of educated Afghans migration to Europe, besides the increasing diversity of media, especially the social media. However, the results signify the relative dissatisfaction of Afghan immigrants living in Iran with their representation in some programs of the Iranian TELEVISION channel, especially T. V news and series.

This paper by referring to the new media space which in different factors influencing the competition between active media have made the today media AUDIENCEs as segmented AUDIENCEs, has considered Persian satellite TV networks as one of active elements in this space which through using entertainment based programs such as different kind of shows as a form or genre of TV programs, have attracted some of Iranian AUDIENCEs. In this paper by introducing main Persian TV channels and main entertainment programs broadcasted at 3 satellite TV networks, the factors influencing on attraction of the AUDIENCEs to these 3 networks have been analyzed. Some suggestions according to the analyses have been suggested to media & cultural policy makers. Focus on entertainment, using structural decorations, focus on considerable presence of women at programs, focus on problem solution, focus on pop culture and art products, managing the schedule of broadcasting program are the main methods used in these networks to attract the AUDIENCEs.

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 present study aims to explore the AUDIENCEs’ motives and reasons in watching satellite TELEVISION. The study is an applied one and the employed research method is survey. The statistical population of this study includes all the students in Islamic Azad University, non-state university and Sama educational center in the Qaemshahr city who watched the Persian language satellites. The sample of study consists of 310 AUDIENCEs of satellite channels selected by non-randomized purposeful sampling method. The researcher-developed questionnaire was employed to collect data, and considering the normality of the data, parametric tests such as t-test were employed to analyze the data. The findings show that the AUDIENCEs watch satellite TELEVISION mainly for entertainment, cognitive, social and identity reasons. In terms of the gender and the motives of AUDIENCE in watching satellite TELEVISION, the results of the study showed that there is a difference between male and female AUDIENCEs in the type of motives and the depth of satisfaction in a way that female AUDIENCE watch satellite TELEVISION for identity, cognitive, and social reasons more that male AUDIENCE. In terms of the age of AUDIENCE, the findings indicate that the highest use of satellite TELEVISION for entertainment purposes belongs to the AUDIENCE over 42 years old, for informational and cognitive purposes, it refers to students below 22 years old, for social motives, AUDIENCE below 22 year old, and for identity purposes, below 22 year old had the highest rate.

This paper by introducing a new concept of "exteriorism" in media AUDIENCE studies, intends to study the "exteriorists" who has been consciously boycott Iranian state TV. According to the authors, the experience of exteriorism is unique and different in any Countries and societies. This qualitative study was conducted by using of In-depth interviews and within the methodological frameworks have studied the grounded theory. Data was collected through 29 semi-structured In-depth interviews. Upon completion of coding and categorizing interviews data in this methodology, presents a theoretical model about exteriorists of Iranian state TELEVISION. This study aimed to identify perceptions within the meaning of exteriorists as a preface to pull them out, by considering 118 concepts through individual in-depth interviews that formed a theoretical analyzing. Based on results, three main typology of exteriorists experiences as follows; "Resistance and protestation", "Avoid of vulgarity" & "unhappiness of entertainment". Innovation in this paper is achieving recognition of the AUDIENCE by negation logic & The authors believes that media policy making needed to same deep recognition like this.

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.