In this article, after a critical review of major communication theories concerning the mass media effect, the researcher has tried to
formulate and present a theoretical and sociological model. In this model, two main elements, i.e. the audience and the mass media
organization, in social context, both interactional and together, have been considered. The application of this model to determine the mass
media effect on public opinion in Iran, esp. to expound the consequences of the 7th Presidential Election which may be considered as a practical event for public opinion formation, demonstrates that a
principal part of affecting public opinion is not related to the mass media function but to social context.
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