The Role of Mass Media in Cherishing Social Values with Emphasis on the National Media

Exiology, system which is the most important and fundamental cultural constituent of every society usually reorganize itself as abstract and annexed manifestations through its gradual penetration and infusion into individual's personality structure, institutions, and social structures. It continues to exist like a stream in psychological and social contexts and in a dominant semantic and discourse sphere of society. Cherishing values and other relevant constituents depends mainly on certain factors, and means. Nowadays, mass media, especially visual media, is considered as the most distinguished canal for cherishing, reviving, strengthening, change, modification, and even increase of values. Using a sociological and communicative approach, the present paper tries to analyze and review the role of the national media in rereading, cherishing, disseminating, distinguishing and preserving Islamic values or the values approved by Islam. Special attention is given to the national media, which represents a public university and one of the cultural arms of Islamic system by referring to normative infrastructures and institutionalized expectations.