تاثير رسانه بر رفتار انتخاباتي

Elections in Islamic Republic ofIran and the Role of National Medium

The present article addresse s the significant role of media as a part of social, political and cultural structure in society and as the most important communicational bridge to influence public opinions-particularly the recent presidential elections, the subject ofthe article. It attempts to answer the two important following questions: a) what is the effect of media on electoral behavior? b) In what way/ways media could influence public opinions? The methodology used in the study is based on discourse analysis. Theories and viewpoints addressed in the article include media limited influence, satisfaction ofthe media, injecting, and highlighting techniques. The article also points to the media direct propaganda in Iranian ele ctions after 1979 Islamic Revolution. Other points offocus in this article include the power of all kinds ofmedia (television, radio, press, journals and internet) in terms of influencing people, their functions in elections, and the level they influence public opinions. The findings show that, since today media are indivisible part of people lives-so much so that they are accessible and widespread everywhere- they are decisive and effective in shaping electoral and political behaviors of individuals. Furthermore, given the constructive functions ofmedia in communitiesʹ political developments, we sh ould adopt proper strategies and policies in reinforcing Islamic-local culture transactions and improving citizensʹ electoral behavior, and pass down political development in the electoral behavior to the future generations.