Objective: The present study was conducted with the aim of promoting social capital through the mediation model of audience media literacy.

Method: This study was qualitative and grounded theory. This approach was based on an inductive method and was used with the aim of filling the gap between research and a theoretical idea. 19 people were selected using the theoretical sampling method until reaching the saturation point. The type of data was explained by implementing and analyzing the extracted data in three stages and based on the theories of social capital and media literacy, and MaxQuda software was used. Line-by-line analysis was used for open coding, and along with the expansion of concepts and categories, open, axial, and selective coding was performed.

Findings: The study findings were obtained in five dimensions including contextual conditions (audience conditions, media communities, access, etc.), causal conditions (method and extent of use, functional skills, separation of media industries, consumption regime, psychological security, leisure time, and audience identity), intervening factors (factors related to the audience, media factors, and environmental factors), strategies (media impact, targeted media advertising, development and media literacy relationship, etc.), and consequences (sense of security, media competition, social participation, etc.). Conclusion: Based on the research findings, media literacy indicators were identified and categorized, and a media literacy mediation model for audiences was designed and presented in order to promote social capital.