Relationship between the Extent of Using Media (TV) and the Audience's Attitudes

This article is based on a research carried out by the authors in 2006 in the IRIB Research Center.The study aims at examining the effect of TV exposure on the audience’s agreement or disagreement with the ideas expressed in TV (political, economic, social, sports, and religious) programs.Of the interesting findings of the study are the following:The more the level of exposure, the less audience’s agreement on the issue.The more the social and economic status of the audience, the less agreement on the issue.Data in this study were analyzed through statistical methods of T-Test, one-way variance analysis, Pearson's Correlation, and Multivariate Regression Analysis.