Document Type : Original Article

Author

• Mahboobeh Alimohammadi

PhD of Social Communication, Faculty of Communication Sciences Allameh Tabataba’i University, Tehran, Iran.

Abstract

The ability of the media to advance human life through mental manipulation and guidance, which can be called “guidance”, has been considered by thinkers since the advent of mass media. Questions about the ability to lead or educate the audience by media outlets such as radio and television have led to differing views. How the media and the audience interact is one of the main components of these views. Despite the diversity of these views, what casts doubt on the ability of the media to educate individual thought and action today is the “knowledge of the audience” and its impact on how one interacts with the media. e. Identifies the factors affecting this balance. The findings of this study show that the “knowledge” of the audience, which is a function of biological, environmental, and personal experiences, increases his power and moderates the balance in his favor, allowing him to resist individual reading in the face of targeted media messages in various ways.

Keywords

• media
• audience
• media-audience interaction
• media power
• audience recognition