S. Mohammad Mehdizadeh; Hadi Khaniki; Hamid Azizi
Abstract
This article studies women’s reading of TV shows aired on Gem satellite channel. This is a qualitative research using unstructured interviews. The statistical society is all the female audiences of GEM TV-shows in the city of Kamyaran. To select the sample, the non-probability sampling ...
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This article studies women’s reading of TV shows aired on Gem satellite channel. This is a qualitative research using unstructured interviews. The statistical society is all the female audiences of GEM TV-shows in the city of Kamyaran. To select the sample, the non-probability sampling technique of snowball sampling was used and the sample size for the interviews was 26. For analyze the data, they were coded and the resulting codes were interpreted.The results show that the interviewees tend to compare the lives of the women in the TV shows with their own lives. More over most of the women believe that the TV shows do not really affect them. It seems that the subconscious effects on their thoughts are being ignored. In general, it can be said that the women want to change their relations with men, as well as share of power and gain independency.
Masoud Kousari; Farid Azizi; Hamid Azizi
Abstract
The purpose of this study is to investigate the representation of women in the advertisement of Persil washing powder. This qualitative study is based on the semiotics method in order to decode the cultural stereotypes in the advertisement of Persil washing powder. The results showed that the representation ...
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The purpose of this study is to investigate the representation of women in the advertisement of Persil washing powder. This qualitative study is based on the semiotics method in order to decode the cultural stereotypes in the advertisement of Persil washing powder. The results showed that the representation of women in advertisements is often associated with a set of cultural stereotypical pictures and images. In fact, despite the intended policies to eliminate cultural stereotypical images in advertisements, they are still full of pictures and images showing women are subordinate to men. In the advertisement women are represented as those, who don’t have their own identity and are always in need of paternal- men’s support. Results showed that female identity is always a reflection of prevalent stereotypes in Iranian society. In terms of these stereotypes, women belong to the home and its environment, and the stereotypes seek to intensify relations with media images. In a real word, the media are in the wake of naturalizing the constructed relations by the cultural codes in the society.
