Audience's attitude change in the media war

Today¡ Medias are the main tools for influencing social and cultural developments and political changes in society. One of the effects of Medias is audience’s attitude change. News and information offered by the Medias represent the images of social facts but as the Medias want. In our country¡ using of the satellite channels is forbidden¡ but significant number of audiences¡ particularly in Tehran¡ is susceptible to receive satellite TV channels. In this study¡ given the dominance of the existence Medias¡ our purpose was to identify the impact of Medias selected by audiences in Tehran on their attitudes.
In this study¡ the opinions of 817 audiences of national media and satellite television channels in Tehran were examined by using questionnaires.
The results showed that the impact of media on the attitude of audience is high¡ and the impact of media on their behaviors is in moderate level. Also the media type selected by citizens has a significant effect on their religiosity¡ legality and the government. Also the results showed that the impact of media type selected by audiences on social behavior is different¡ so that the audiences of the national media have better religious behaviors & attitude¡ higher level of law observation¡ and they have more positive views about the government.
With regard to the media competition in the information society¡ it is necessary for national media to use more effective strategies in order to influence the domestic and foreign audiences. By satisfying domestic audiences and their needs¡ ht national media can prevent foreign Medias to change the attitude of audiences about the mentioned aspects.