Media Influence Model Based on Audience Personality Identification

With the widespread expansion of mass media such as radio, television, internet, etc, the effect of these media on audiences from different aspects such as presenting various lifestyles, creating new preferences and interests, progressive modernization, children and adolescents education, along with media content effect on promoting public awareness has been discussed as a serious matter. According to previous research, media affect as always had the attention of administrators and scientists of media studies and governments. Several groups with various objectives have attempted to assess media effects such as types and methods of media effects on audiences. In this regard, from four media and media content affects models it has been established that audience personality has significant influence on media effects. Thus, by understanding audiences based on their personality types using Myers-Briggs Type Indicator, media content can be provided accordingly. The subject of presenting media content based on various personalities is of great value. This paper aims to present a model that displays media role in shaping public opinion and media influence on audiences based on their personalities.

Media, Personality, MBTI, conditional effects model