Author
Associate professor of Culture and Communication, Imam Sadeq University
Abstract
This article studies the evolution of role phantasm of “men in front of media”. They have been called in a historical order as audience, receiver, user and recently communicatee.
The author argues that the changing perception of “man in front of media” from a passive
Being to an active being is the result of some developments the most important of which is globalization.
The most prominent characteristics of communitee is its independence in “selection based on communicative needs”. Along with the developments in the future decades in the field of ICT, the ability of communicatee for selection will be reinforced and it will become a selector communicatee.
This article argues that because of the delay in developing countries in entering the age of
Gutenberg galaxy and Marconi galaxy, message senders in these countries have an audience –oriented view. As a result, they have not yet become communicatee.
This article concludes that audience phantasm in some developing countries may be harmful for meeting the need of communicatees by local media and make the productions of foreign media more attractive for local communicatees leading to undesirable change in their cultural traits.
Keywords
1. Alber, P. (1363 [1984 A.D]) Tarix-e Matboat-e Jahan (Persian Translation of The
History of Newspapers), Translated by Xojaste-h Hosang Far, Tehran: Pasargad.
2. ÂriyânPoor, A. (1352 [1973 A.D]) Zamineh-ye Jâmeešenâsi-ye Agbern va Nimkov
(Persian Translation of Introduction to Sociology of Agbern and Nimkov), Tehran:
Feranklin.
3. Atkinson, R. & Hilgard, E. (1367 [1988 A.D]) Zamineh-ye Ravânšenâsi (Persian
Translation of Fifty Years of Psychology), Translated by Mohammad Taqi Barâhani,
Tehran: Entešârât-e Rošd.
4. Beck, A & Bennett, B. (2002) Communication Studies: The Essential Introduction,
London: Routledge.
5. Bottomore, T. (1369 [1990 A.D]) Noxbegân va Jâmee-h (Persian Translation of Elites
and Society), Translated by Alirezâ Tayeb, Tehran: Entešârât-e Dânešgâh-e Tehran.
6. Ešrâqi, E. (1353 [1974 A.D]) “Ešâreh-i be Tafrihât va Nezâm-e Tafrihi-ye Dorân-e
Safaviye-h” (Persian Translation of An Overview of Hobbies and Leisure System in
Safavi Era), in Majaleh-ye Honar va Mardom, Vol. 12(140, 141): 28-35.
7. Gill, D. & Adams, B. (1384 [2005 A.D]) Alefbâ-ye Ertebâtât (Persian Translation of
ABC of Communication Studies), Translated by Râmin Karimiyân, Mehrân. Mohâjer,
Mohammad Nabâvi, Tehran: Markaz-e Motâleât va Tahqiqât-e Rasânehâ.
8. Hamshahri (1373 [1994 A.D]) “Mosahebe-h ba John Cockson” (Interview with John
Cockson), in Hamshahri, No. 459: 12.
9. Hosseinpoor, H. (1378 [1999 A.D]) Barrasi-ye Mizân va Elal-e Bahremandiye
Dâneš Âmozân-e Doxtar va Pesar-e Dabirestânhâ-ye Šahrestân-e Šâdegân az
Televisionhâ-ye Daron Marzi va Boron Marzi (Persian Translation of A Study of High
School Students of Sadegan`s Utilizing of the Interior and Exterior Broadcastings),
M.A. Thesis, Dânešgâh-e Alâme-h Tabâtabâi.
10. http://www.patentstorm.us/patents/6845247/claims.html
11. Hunke, S. (1361 [1982 A.D]) Farhang-e Islam dar Europe (Persian Translation
of Allahs Sonne uber den Abendland: Unser Arabische Erbe), Translated by Mortezâ
Rohbâni, Tehran: Daftar-e Našr-e Farhang-e Islami.
12. Hyunseo, H., Gun, H. & Sung, G. (2005) “ News discrepancy Perception and News
Credibility judgment: The Role of the Self as a Comparison Anchor in Judgmental
process of News Credibility”, in Proceeding of the Annual Meeting of the American
Association For Public Opinion Association, Fontainebleau Resort, Miami Beach,
2008/10/10.
13. Iravâni, M. & Xodâpanâhi, M. (1371 [1992 A.D]) Ravânšenâsi-ye Ehsâs va Edrâk
(Persian Translation of Psychology of Emotion and Perception), Tehran: Samt.
14. Jahan-e Islam (1370 [1991 A.D]) Rah Andazi-ye Television-e Mahvarei-ye Asia va
History of Newspapers), Translated by Xojaste-h Hosang Far, Tehran: Pasargad.
2. ÂriyânPoor, A. (1352 [1973 A.D]) Zamineh-ye Jâmeešenâsi-ye Agbern va Nimkov
(Persian Translation of Introduction to Sociology of Agbern and Nimkov), Tehran:
Feranklin.
3. Atkinson, R. & Hilgard, E. (1367 [1988 A.D]) Zamineh-ye Ravânšenâsi (Persian
Translation of Fifty Years of Psychology), Translated by Mohammad Taqi Barâhani,
Tehran: Entešârât-e Rošd.
4. Beck, A & Bennett, B. (2002) Communication Studies: The Essential Introduction,
London: Routledge.
5. Bottomore, T. (1369 [1990 A.D]) Noxbegân va Jâmee-h (Persian Translation of Elites
and Society), Translated by Alirezâ Tayeb, Tehran: Entešârât-e Dânešgâh-e Tehran.
6. Ešrâqi, E. (1353 [1974 A.D]) “Ešâreh-i be Tafrihât va Nezâm-e Tafrihi-ye Dorân-e
Safaviye-h” (Persian Translation of An Overview of Hobbies and Leisure System in
Safavi Era), in Majaleh-ye Honar va Mardom, Vol. 12(140, 141): 28-35.
7. Gill, D. & Adams, B. (1384 [2005 A.D]) Alefbâ-ye Ertebâtât (Persian Translation of
ABC of Communication Studies), Translated by Râmin Karimiyân, Mehrân. Mohâjer,
Mohammad Nabâvi, Tehran: Markaz-e Motâleât va Tahqiqât-e Rasânehâ.
8. Hamshahri (1373 [1994 A.D]) “Mosahebe-h ba John Cockson” (Interview with John
Cockson), in Hamshahri, No. 459: 12.
9. Hosseinpoor, H. (1378 [1999 A.D]) Barrasi-ye Mizân va Elal-e Bahremandiye
Dâneš Âmozân-e Doxtar va Pesar-e Dabirestânhâ-ye Šahrestân-e Šâdegân az
Televisionhâ-ye Daron Marzi va Boron Marzi (Persian Translation of A Study of High
School Students of Sadegan`s Utilizing of the Interior and Exterior Broadcastings),
M.A. Thesis, Dânešgâh-e Alâme-h Tabâtabâi.
10. http://www.patentstorm.us/patents/6845247/claims.html
11. Hunke, S. (1361 [1982 A.D]) Farhang-e Islam dar Europe (Persian Translation
of Allahs Sonne uber den Abendland: Unser Arabische Erbe), Translated by Mortezâ
Rohbâni, Tehran: Daftar-e Našr-e Farhang-e Islami.
12. Hyunseo, H., Gun, H. & Sung, G. (2005) “ News discrepancy Perception and News
Credibility judgment: The Role of the Self as a Comparison Anchor in Judgmental
process of News Credibility”, in Proceeding of the Annual Meeting of the American
Association For Public Opinion Association, Fontainebleau Resort, Miami Beach,
2008/10/10.
13. Iravâni, M. & Xodâpanâhi, M. (1371 [1992 A.D]) Ravânšenâsi-ye Ehsâs va Edrâk
(Persian Translation of Psychology of Emotion and Perception), Tehran: Samt.
14. Jahan-e Islam (1370 [1991 A.D]) Rah Andazi-ye Television-e Mahvarei-ye Asia va
Hojom-e vasie Farhang-e Qarb dar Manazel-e Milionha Xanevade-h (Persian Translation
of Installing Asia Set and the West`s Cultural Invasion in Citizens), in Jahan-e
Islam, No. 230:4.
15. Jahângardi, M. (1386 [2007 A.D]) Televisionha-ye Mâhvârei-ye Fârsi Zabân dar
Iran (Persian Translation of Persian Speaking Satellite Televisions in Iran), M.A.
Thesis, Dânešgâh-e Alâme-h Tabâtabâi.
16. Karimi, Y. (1380 [2001 A.D]) Ravânšenâsi-ye Ejtemâi: Nazariyehâ, Mafâhim
va Kârbordhâ (Persian Translation of Social Psychology: Theories, Concepts and
Applications), Tehran: Arasbârân.
17. Littlejohn, W. & Karen, F. (2005) Theories of Human Communication, 8th edition,
London: Thomson and Wadsworth.
18. MacLuhan, M. (1377 [1998 A.D]) Bara-ye Dark-e Rasanehha (Persian Translation
of Understanding Media: The Extensions of Man), Translated by Saiid Azari, Tehran:
Markaz-e Tahqiqât, Motâleât va Sanješ-e Barnâmeh-iye Sedâ va Simâ.
19. Matute, H., Miguel, A., Vadillo, S. & Blanco, F. (2007) “Illusion of Control in
Internet Users and College Students”, in Cyber Psychology & Behavior, Vol.10 (2):
176-181.
20. Mc Quail, D. (1382 [2003 A.D]) Darâmadi bar Nazariyehâ-ye Ertebâtât (Persian
Translation of Mass Communication Theory: An Introduction), Translated by Parviz
Ejlâli, Tehran: Markaz-e Motâleât va Tahqiqât-e Resânehâ.
21. Mesbâh, M. (1381 [2002 A.D]) Tahâjom-e Farhangi (Persian Translation of Cultural
Invasion), Qom: Moaseseh-ye Âmozeši va Pažoheši-ye Imam Khomeini.
22. Mohseniyân Râd, M. (1368 [1989 A.D]) Negâhi be Jarayân-e Baynolmelali-ye
Barnâmehâ-ye Televisioni (Persian Translation of International Fluidity of Television
Programs), Tehran: Soroš.
23. Mohseniyân Râd, M. (1369 [1990 A.D]) Ertebâtšenâsi: Miyânfardi, Gorohi va
Jamii (Persian Translation of Communicatology: Interpersonal, Group and Collective),
Tehran: Soroš.
24. Mohseniyân Râd, M. (1384 [2005 A.D]) Iran dar Čâhâr Kahkašân-e Ertebâti:
Sayr-e Tahavol-e Ertebâtât az Âqâz tâ Emroz (Persian Translation of Iran in Four
Galaxies: Evolution of Communication from the Beginning to Now), Tehran: Soroš.
25. Niko, M. (1381 [2002 A.D]) Šenâxt-e Moxâtab-e Television bâ Roykard-e Rezâmandi
va Estefâde-h (Persian Translation of TV Audiences Analysis, Focusing on Uses and
Gratification), Tehran: Soroš.
26. Omid (1371 [1992 A.D]) Haftehname-h , No.99.
27. Pitea, F. (2002) http://www.geocities.com/them_addancinyyod/infinn.html
28. Qorbani, H. (1370 [1991 A.D]) "Mahvare-h va Resalat-e Ma" (Satellite and Our
Mission), in Resalat, No. 1675.
of Installing Asia Set and the West`s Cultural Invasion in Citizens), in Jahan-e
Islam, No. 230:4.
15. Jahângardi, M. (1386 [2007 A.D]) Televisionha-ye Mâhvârei-ye Fârsi Zabân dar
Iran (Persian Translation of Persian Speaking Satellite Televisions in Iran), M.A.
Thesis, Dânešgâh-e Alâme-h Tabâtabâi.
16. Karimi, Y. (1380 [2001 A.D]) Ravânšenâsi-ye Ejtemâi: Nazariyehâ, Mafâhim
va Kârbordhâ (Persian Translation of Social Psychology: Theories, Concepts and
Applications), Tehran: Arasbârân.
17. Littlejohn, W. & Karen, F. (2005) Theories of Human Communication, 8th edition,
London: Thomson and Wadsworth.
18. MacLuhan, M. (1377 [1998 A.D]) Bara-ye Dark-e Rasanehha (Persian Translation
of Understanding Media: The Extensions of Man), Translated by Saiid Azari, Tehran:
Markaz-e Tahqiqât, Motâleât va Sanješ-e Barnâmeh-iye Sedâ va Simâ.
19. Matute, H., Miguel, A., Vadillo, S. & Blanco, F. (2007) “Illusion of Control in
Internet Users and College Students”, in Cyber Psychology & Behavior, Vol.10 (2):
176-181.
20. Mc Quail, D. (1382 [2003 A.D]) Darâmadi bar Nazariyehâ-ye Ertebâtât (Persian
Translation of Mass Communication Theory: An Introduction), Translated by Parviz
Ejlâli, Tehran: Markaz-e Motâleât va Tahqiqât-e Resânehâ.
21. Mesbâh, M. (1381 [2002 A.D]) Tahâjom-e Farhangi (Persian Translation of Cultural
Invasion), Qom: Moaseseh-ye Âmozeši va Pažoheši-ye Imam Khomeini.
22. Mohseniyân Râd, M. (1368 [1989 A.D]) Negâhi be Jarayân-e Baynolmelali-ye
Barnâmehâ-ye Televisioni (Persian Translation of International Fluidity of Television
Programs), Tehran: Soroš.
23. Mohseniyân Râd, M. (1369 [1990 A.D]) Ertebâtšenâsi: Miyânfardi, Gorohi va
Jamii (Persian Translation of Communicatology: Interpersonal, Group and Collective),
Tehran: Soroš.
24. Mohseniyân Râd, M. (1384 [2005 A.D]) Iran dar Čâhâr Kahkašân-e Ertebâti:
Sayr-e Tahavol-e Ertebâtât az Âqâz tâ Emroz (Persian Translation of Iran in Four
Galaxies: Evolution of Communication from the Beginning to Now), Tehran: Soroš.
25. Niko, M. (1381 [2002 A.D]) Šenâxt-e Moxâtab-e Television bâ Roykard-e Rezâmandi
va Estefâde-h (Persian Translation of TV Audiences Analysis, Focusing on Uses and
Gratification), Tehran: Soroš.
26. Omid (1371 [1992 A.D]) Haftehname-h , No.99.
27. Pitea, F. (2002) http://www.geocities.com/them_addancinyyod/infinn.html
28. Qorbani, H. (1370 [1991 A.D]) "Mahvare-h va Resalat-e Ma" (Satellite and Our
Mission), in Resalat, No. 1675.
29. Rašidpoor, E. (1354 [1975 A.D]) Âiinehâ-ye Jibi-ye Mac Luhan (Mac Luhan`s
Pocket Mirrors), Tehran: Radio Televison-e Meli-ye Iran.
30. Resalat (1373 [1994 A.D]) “Nazarat-e Ayat-e Ezam darbareh-ye Mahvare-h”
(Persian Translation of The Idea of Great Ayatollahs about Satellite), in Resalat, No.
2484:4.
31. Rhys, R. (1946) Rhetoric in the Works of Aristotle, London: Oxford University.
32. Rostâiyân, B. (1380 [2001 A.D]) Estefâde-h Javânân-e Sâken-e Tehran az Television
va Râbete-h ân bâ Mizân-e Estefâde-h az Sâyer-e Rasânehâ ( Persian Translation of
Tehran`s Youth`s Using of Television and its Relation to Other Media Usage) , Tehran:
Markaz-e Tahqiqât-e Sedâ va Simâ.
33. Šahâbi, M. (1382 [2003 A.D]) “Angizehhâ-ye Estefâde-h az Video dar Miyân-e
Javânân-e Tehrani” (Persian Translation of Video Usage Motivations in Tehran`s
Youth), in Nâmeh-ye Pažoheš-e Farhangi, Vol.8 (5): 81-108.
34. Sâroxâni, B. (1370 [1991 A.D]) Darâmadi bar Dâyeratolmaâref-e Olum-e
Ejtemâi (Persian Translation of Introduction to Social Science Encyclopedia), Tehran:
Entešârât-e Etelâat.
35. Schramm, W. (1381 [2002 A.D]) Zendegi va Andišeh-ye Pištâzân-e Elm-e Ertebâtât
(Persian Translation of The Beginning of Communication Study in America A Personal:
Memoir), Translated by Qolâmrezâ Âzari, Zahra Âzari.
36. Schramm, W. (1982) Men, Women, Messages and Media: Understanding Human
Communication, New York: Harper and Row.
37. Severin, W. & Tankard, J. (1381 [2002 A.D]) Nazariyehâ-ye Ertebâtât (Persian
Translation of Communication Theories), Translated by Alireza Dehqân, Tehran:
Entešârât-e Dânešgâh-e Tehran.
38. Sewon, K. (1993) “Japanese Cultural Imperialism: The Impact of Japanese Direct
Broadcasting by Satellite on Korean Culture", in AMIC Mass Media and Cross Cultural
Communication Research Planning Meeting, Singapore, Jul 27-29, 1993.
39. Sola, I. et. al. (1973) Handbook of Communication, Chicago: Rand Mac Nally.
40. Sore-h (1371 [1992 A.D]) "Video va Bad ham Mahvare-h" (Video and Satellite), in
Sore-h, Vol. 14(12) : 18-24.
Sullivan, T., Hartley, J., Saunders.D, Montgomery, M. & Fiske, J (1994), in http://
en.wikipedia.org/wiki/Illusion_of_control
41. Tâlebinežad, M. (1368 [1989 A.D]) Ravânšenâsi-ye Ertebâtât (Persian Translation
of Communication Psychology), Tehran: Markaz-e Našr-e Dânešgâhi.
Pocket Mirrors), Tehran: Radio Televison-e Meli-ye Iran.
30. Resalat (1373 [1994 A.D]) “Nazarat-e Ayat-e Ezam darbareh-ye Mahvare-h”
(Persian Translation of The Idea of Great Ayatollahs about Satellite), in Resalat, No.
2484:4.
31. Rhys, R. (1946) Rhetoric in the Works of Aristotle, London: Oxford University.
32. Rostâiyân, B. (1380 [2001 A.D]) Estefâde-h Javânân-e Sâken-e Tehran az Television
va Râbete-h ân bâ Mizân-e Estefâde-h az Sâyer-e Rasânehâ ( Persian Translation of
Tehran`s Youth`s Using of Television and its Relation to Other Media Usage) , Tehran:
Markaz-e Tahqiqât-e Sedâ va Simâ.
33. Šahâbi, M. (1382 [2003 A.D]) “Angizehhâ-ye Estefâde-h az Video dar Miyân-e
Javânân-e Tehrani” (Persian Translation of Video Usage Motivations in Tehran`s
Youth), in Nâmeh-ye Pažoheš-e Farhangi, Vol.8 (5): 81-108.
34. Sâroxâni, B. (1370 [1991 A.D]) Darâmadi bar Dâyeratolmaâref-e Olum-e
Ejtemâi (Persian Translation of Introduction to Social Science Encyclopedia), Tehran:
Entešârât-e Etelâat.
35. Schramm, W. (1381 [2002 A.D]) Zendegi va Andišeh-ye Pištâzân-e Elm-e Ertebâtât
(Persian Translation of The Beginning of Communication Study in America A Personal:
Memoir), Translated by Qolâmrezâ Âzari, Zahra Âzari.
36. Schramm, W. (1982) Men, Women, Messages and Media: Understanding Human
Communication, New York: Harper and Row.
37. Severin, W. & Tankard, J. (1381 [2002 A.D]) Nazariyehâ-ye Ertebâtât (Persian
Translation of Communication Theories), Translated by Alireza Dehqân, Tehran:
Entešârât-e Dânešgâh-e Tehran.
38. Sewon, K. (1993) “Japanese Cultural Imperialism: The Impact of Japanese Direct
Broadcasting by Satellite on Korean Culture", in AMIC Mass Media and Cross Cultural
Communication Research Planning Meeting, Singapore, Jul 27-29, 1993.
39. Sola, I. et. al. (1973) Handbook of Communication, Chicago: Rand Mac Nally.
40. Sore-h (1371 [1992 A.D]) "Video va Bad ham Mahvare-h" (Video and Satellite), in
Sore-h, Vol. 14(12) : 18-24.
Sullivan, T., Hartley, J., Saunders.D, Montgomery, M. & Fiske, J (1994), in http://
en.wikipedia.org/wiki/Illusion_of_control
41. Tâlebinežad, M. (1368 [1989 A.D]) Ravânšenâsi-ye Ertebâtât (Persian Translation
of Communication Psychology), Tehran: Markaz-e Našr-e Dânešgâhi.
)
Send comment about this article