Journal of Culture-Communication Studies

Document Type : Research Paper


1 Assistant Professor, Communication Group, Faculty of Social Science, Tehran. University.

2 M.A. of Social Communication Science, Tehran University (Corresponding Author).


This purpose of this study is to measure the impact of “Agenda Setting” and “Interpersonal Communication” on Iranian attitude towards the United States (US gov. and US citizens separately). The study specifically guided based on two research questions: 1.How Iranian people think about the government and the people of the United States? and 2.If the socio-demographic factors and types of media being used are affecting their attitude towards the US government and US citizens? Theoretically, two communication theories, namely Network Agenda Setting and Reception Theory, were applied. Due to the nature of study, the researchers applied mixed method (quantitative online survey using validated questionnaire and qualitative method, using in-depth interview with purposefully selected respondents). Quantitative vise, the results of the study show that although the media has impact on Iranian perception towards US, however their perception is different from what media have tried to portray regarding the image of US gov. and US citizens. In comparison, personal communication has more influence on the perception of Iranian people toward the US gov. and its citizens. Qualitative vise, the result of the study highlighted that in some Iranian citizens’ mind, one should differentiate between the government of the US with its Citizen. The in-depth analysis of the results of the study reveals the media organization’s weakness in both recognition of audiences as an active user as well as applying new models of publicity such as network agenda setting or new persuasion tactics.


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