Masoud Kousari; S. Ahmad Askari
Abstract
The research investigated the issue of TV ads in the context of cultural studies and from the critical- cultural perspective. This study has focused on the family in order to read culture among the advertisements, so family from both the gender and generational relations has been analyzed. ...
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The research investigated the issue of TV ads in the context of cultural studies and from the critical- cultural perspective. This study has focused on the family in order to read culture among the advertisements, so family from both the gender and generational relations has been analyzed. The main focus of the research is on the policy of representation of TV commercials across the country about couple bilateral relations and parent-child generational bilateral relations in Iranian families, in this way the power structure in the family can be understood. Using qualitative methods, this research has done based on the general principles of semiotics and followed the principles of “first order implications” that is centered mostly in syntagmatic axis and “second-order implications” assigned to Roland Barthes that has replaced in the axis of succession. This research shows that TV ads in “subjective aspect of power” with showing mental images consistent with male-dominated system, and in “objective aspect of power” with showing stereotypes that in the first step men(sexual) and in the second step parents (generational) make the final decision, leads to reproduction of power gap and inequality in family relationships.
mehran Sohrabzadeh
Abstract
Comparative study of different post-revolutionary generation has been broadly applied by social scientists; among them some believe there is a gulf between generations, while some others endorsing some small differences among generations, emphasis that this variety is natural. Avoiding being loyal to ...
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Comparative study of different post-revolutionary generation has been broadly applied by social scientists; among them some believe there is a gulf between generations, while some others endorsing some small differences among generations, emphasis that this variety is natural. Avoiding being loyal to any of these two views, the present study attempts to compare three different post-revolutionary academic generations using theory of “generative objects” which explores generations’ view about their behaviors, Beliefs, and historical monuments. Sampling was carried among 3 generations; firstly ones who were student in 60s and now are experienced faculties in the university, secondly ones who are recently employed as faculty members, and finally who are now students in universities. Results show that in all 3 generations there are essential in-generation similarities, while comparatively there are some differentiations in inter-generative analysis.
