Purpose: This study was conducted to identify the factors affecting the promotion of media literacy and its impact on the Islamic lifestyle in the audience of the Islamic Republic of Iran Radio and Television.
Materials and Methods: The main method of the present study is the survey method, which data collection was done using a researcher-made questionnaire and its analysis was performed using SPSS and LISREL software. The statistical population of the research in the qualitative part included academic and organizational experts who were interviewed using a total of 23 people using purposive non-random sampling method and data adequacy and saturation principle. In a small part of the statistical population, including all senior managers, including the organization's deputies, center managers, general managers, general managers of provincial centers and deputy general managers in provincial centers in the Islamic Republic of Iran Broadcasting "which according to the latest statistics The financial resources of the Radio and Television Organization were 868 people who were selected as the subjects using Cochran's formula table and through random sampling of 266 people. The sample size of statistical operations was performed on 290 subjects.The data collected through maxqda software in the qualitative section and the analysis of interviews, the effective factors were determined and then based on the analysis of the final confirmatory factor.
Findings: The research findings indicate that the effective factors in promoting media literacy of the audience of the programs of the Islamic Republic of Iran Broadcasting include: religious beliefs, educational programs, personal competence; Technological skills; The support of managers and social skills was identified.
Conclusion: Thus, while developing a structural model, the factors affecting the promotion of media literacy of the audience (pivotal phenomenon), the degree of appropriateness of the proposed model was determined and the fit of the model was approved.