Investigating the dimensions of the phenomenon of audience perception in Islamic societies

In this article, the conceptual model of audience perception is presented on how officials look at the audience and the media (case study of Iran). Audience is a concept that refers to a set of perceptions and views about media and audiences. This kind of view stems from the idea that the role and function of the media is the same as the pulpit.The model was extracted using research results conducted from 2005 to 2010 (Spanji, 1389). In this study, more than 10,370 views and words were extracted from the aforementioned officials. This view was converted into 371 propositions and then the propositions were analyzed in quantitative and qualitative ways.The three main components of the audience perception model in the form of two sub-sections are:1-a) The negative effects and functions of the media on people beyond the media, based on the mentality of the imaginary audience;B) patriarchal and functional expectations from the media to influence the audience, based on the perception of the audience;2- How to look at the media based on the mentality of the imaginary audience.Each of these two sections is also divided into subcomponents.