This research has been done with the aim of studying the role of broadcast media in voting behavior in the first reform government using the perspective of dominant ideology theory. Regarding to the fact that after 1997 elections, the press and broadcast media have undergone significant changes and the country's political environment has also witnessed the conflict between reformist and conservative discourses. Then the present research seeks to provide an answer to this question: By considering the theory of dominant ideology, what effect did the media's advertising approach have on the voting behavior of the people during the first reformist government in Islamic Republic of Iran? Using the qualitative content analysis method, the prioritization of official media and media related to political currents in four national elections from 1998 to 2001 has been investigated. Based on the findings of this research, it can be claimed that holding a passionate election and maximum participation was the first priority of the political system and currents. The comparison of the election results and the approach of the media and the volume of advertisements confirms the theory of dominant ideology in the role of media advertisements in determining priorities and influencing minds. Also, the official media and the conservative movement emphasized the importance of elections in strengthening and strengthening the system, and the result of the election was less important for them than for the reformist movement.