Research Institute of Culture, Art and Communication Ministry of Culture and Islamic Guidance Journal of Culture-Communication Studies 2008-8760 14 21 2013 05 01 Islamic Norms of Modesty in Television and Cinema (Omparative Analysis of Policies Islamic Norms of Modesty in Television and Cinema (Omparative Analysis of Policies 55 79 3351 FA 00 00 00 00 Journal Article 2013 02 02 This paper presents normative theories of the media as a theoretical framework for the relationship between values and media for the recognition of Efaf[1]  in human communication, particularly in mass communications. Moreover, the declared policy on the issue of Efaf and Hijab in the national media and the Cinema division of the Ministry of Culture and Islamic Guidance were investigated through categorization according to the Islamic standards of Efaf using the grounded theory. The results emerged from the categorization of Islamic Efaf and self-analysis and comparisons of policies indicate that although the national media policies have focused on this issue in detail, but have not fully considered all the aspects of the Islamic Efaf and policies of the cinema towards this issue have deficiency in many categories. Finally, guidelines for development of efficient and comprehensive strategies are outlined. This paper presents normative theories of the media as a theoretical framework for the relationship between values and media for the recognition of Efaf[1]  in human communication, particularly in mass communications. Moreover, the declared policy on the issue of Efaf and Hijab in the national media and the Cinema division of the Ministry of Culture and Islamic Guidance were investigated through categorization according to the Islamic standards of Efaf using the grounded theory. The results emerged from the categorization of Islamic Efaf and self-analysis and comparisons of policies indicate that although the national media policies have focused on this issue in detail, but have not fully considered all the aspects of the Islamic Efaf and policies of the cinema towards this issue have deficiency in many categories. Finally, guidelines for development of efficient and comprehensive strategies are outlined. https://www.jccs.ir/article_3351_0b6ace9e8971cf36f1782aa982a708db.pdf