عنوان مقاله [English]
Every media organization aims to find the potentials of influencing the knowledge, attitude, action of its audience and ultimately persuade them. The media can only reach their cultural, social & political aims when they acquire skills & power in persuading their audience by recognizing the capacities & features of human, so as to adjust the process of communicating with them. The complex & dynamic dimensions of mysterious character of audience indicates the difficulty in initiating a persuasive influential connection. Therefore, it necessitates extensive studies in this regard. The present research has applied the methodology of systematic review of the sources and introduces 7 cases of characteristics (motivations, psychological features, previous beliefs, moral judgments, mood, mental schema & media literacy) which are most important features of the audience, known so far. The research also tries to present a multidimensional image of the audience while giving functional advices for establishing an influential persuasive communication.