This survey aims at a sociological explanation of the causes and effects of media persuasion on the audience’s\ntendency toward the use of propaganda, commercial messages and ads, the Internet and satellite networks in their\ndecision-making and their economic actions. According to the theoretical model of the research, the Internet\nnetwork and satellites influence on the audience’s behavior as communicative networks and motives. In other\nwords, on the basis of the theoretical framework of K. Lewin’s “gate - keeping”, M. Rosenberg and Karl Hovland’s\n“communicative media persuasion”, H. Lasswell and Charles Wright’s “Advertising persuading” and “media\nmessages” , E. Aronson’s “social psychology” , M. Fishbein & I. Ajzen’s “reasoned action” theories, it can be said\nthat the audience’s decision- making and economic actions are under the influence of several factors: media\npersuasion, the audience’s use of ads and commercial messages, trust in advertisers, attitude toward the source of\nmessage, attitude toward the nature of message, attitude toward the attractiveness of the message, evaluation of\noutcome, expectation of outcome, consumerism, previous experience, imitation and learning, self-esteem and\ncontext variables. The size of statistical population was 227290 people over 18 years old chosen from the educated\ninhabitants of Zanjan City. Based on sample size determination rules, 381 people from statistical population- 190\nmales & 191 females- were selected through a multiple-stage cluster sampling and quota sampling. In the survey,\nthe required data was collected through questionnaire of R. Likert scale and was then processed through SPSS.\nAccording to Pearson’s correlation, there was no significant difference between men and women in terms of media\npersuasion, attitudes toward the source of message and attractiveness of message, consumerism, imitation, learning\nand self-esteem. However, men had more previous experiences, more trust in advertisers, evaluations and\nexpectations of outcomes than women. They had also more tendency to use ads and commercial messages of the\nInternet and satellite networks and were more decisive and convinced in their decision-making as well as their\neconomic actions. The goodness of fit within the theoretical model based upon an analysis of the multiple\nregression (R) and path analysis, indicates that in terms of the validity of beta, based on the total effects of the\nlatent and explicit endogenous variables, increase in media persuasion(+0.34), increase in attitude toward the\nsource of message(+0.28), increase in trust in advertisers (+0.18), increase in consumerism(+0.14), decrease in\nattitude toward the attractiveness of message(-0.12) had the most effective role in the un-employed (-0.22), men\n(+0.17) with a decrease in the household dimension, on their decision-making and economic actions. These factors, on the whole, explain the 60 percent change in dependent variables (R2=0.60).