Javad Afsharkohan; Mojtaba Hooshmandi Yavar
Abstract
Although the news texts are produced by media professionals but the main subject of this article is how audiences understand and grasp them. In the other words, how the texts are understood and decoded? This research is based on a theoretical framework developed by Stuart Hall and Laclau and Mouffe'. ...
Read More
Although the news texts are produced by media professionals but the main subject of this article is how audiences understand and grasp them. In the other words, how the texts are understood and decoded? This research is based on a theoretical framework developed by Stuart Hall and Laclau and Mouffe'. To examine this idea, a mixed method has been used. In order to recognise how audience confront the 20:30 news program, in-depth interviews were done, and for measuring their political attitudes a questionnaires have been used. The research findings show that the audiences, who have broader access to different discourses, decode the news programs 20:30 differently. Based on their political tendencies towards conservative and liberal attitudes as well as some variables such as cultural capital, structural position and subject position in which they are located, they will decode the texts differently.
Mahdi Montazerghaem; Reza Kavand
Abstract
Thisstudyseeks toanswer to thisfundamental questionwhich howyoungaudiences of specific Persian languagesatellitechannels are engagedinreadingthe communicative messagesfromsuch channels and what kind of messages of such channels’ reading they do? To answer thisquestion,thestudy uses Stuart Hall’s ...
Read More
Thisstudyseeks toanswer to thisfundamental questionwhich howyoungaudiences of specific Persian languagesatellitechannels are engagedinreadingthe communicative messagesfromsuch channels and what kind of messages of such channels’ reading they do? To answer thisquestion,thestudy uses Stuart Hall’s perception analysisapproachand encoding-decoding model. Thisapproach relies on theprinciple thatbased on their social and culturalcontexts, the audienceswhen are faced with themass mediamessages, actively perceive and read media texts. According to this viewmedia texts have the polysemic capabilityand based ontheir cognitive, social, and identical contexts, individuals perceive specific meaningfromthese texts. Thestudyusesdiscourse analysis method and in-depthinterview technique,and it shows at the end which cultural and identical circumstance of studied audiences is sorely effective in the way of acceptance and receive of messages. Withregard to theparticular circumstancesofsatellite TV in Iranandalso the hybrid cultureandidentityof Iranian immigrantswho are mostlyproducers of Persian language satellite channel programs, the results are containing particular theoretical implications.
Jamal Mohammadi; Marysm karimi
Abstract
This research is an attempt to study the interpretations and decodings of a soap opera called Faseleha by women of Elam. The theoretical approach of this research is that which has been developed in cultural studies to study television audiences. The main question is this: which ideas and values are ...
Read More
This research is an attempt to study the interpretations and decodings of a soap opera called Faseleha by women of Elam. The theoretical approach of this research is that which has been developed in cultural studies to study television audiences. The main question is this: which ideas and values are dominant and taken for granted in Faseleha, and how do audiences (here, women of Elam) interpret and decode the preferred reading of the text and which discourses are available for them and inform them in this process. In the first section, we have used semiology to to illuminate the preferred reading of the text and, in the second section, we have studied women readings by way of focused group interview. The findings showed that the audiences read Faseleha very differently and actively, they are not passive consumers.
Jamal Mohammadi
Abstract
This research is an attempt to explain how audiences read and decode the dominant or preferred reading of television soap operas ( here, one of them named : Parvaz Dar Hobab ). The main problem of this research is that in what way TV soap operas prefer or make dominant some meanings, ideas and values ...
Read More
This research is an attempt to explain how audiences read and decode the dominant or preferred reading of television soap operas ( here, one of them named : Parvaz Dar Hobab ). The main problem of this research is that in what way TV soap operas prefer or make dominant some meanings, ideas and values and how audiences interpret and decode these meanings and ideas and values. From this viewpoint, a soap opera is an articulation constructed of different, and sometimes contrast, elements which are unified around a nodal point. In other words, a television soap opera is an articulatory discourse which is constructed through some technical, social and ideological codes by hegemonic system. In a TV soap opera, as a discourse, some ideas and meanings are preferred over the others. The question is that how social subjects, who have an objective position in the social structure, read and decode these dominant ideas and meanings? In this research, in the first part we have used the semilogical- structuralist method to explain the preferred reading of TV soap operas, and in the second part we used focused group interview to study women readings. To mention one of the conclusions of this research, we can say that this soap opera attempts to hide that social nihilism which is the main factor of addiction. Most of the audiences have an oppositional reading of this problem.