1 Assistant Professor of Sociology, Kurdistan University

2 M. A in Sociology


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.


Abâzari, Y. (1381 [2002 A.D]) “Foroopâši-e Ejtemâeei” (Persian Translation of Social
Collapse), in Majaleh Âftâb, Vol.- (19):-.
Bahrâmi Komeyl, N. (1388 [2009 A.D]) Nazariyeh Rasânehâ : Jâmešenâsi Ertebâtât
(Persian Translation of Media Theories: Sociology of Communications), Tehrân:
Bennett, T. (1386 [2007 A.D]) Farhang va Zendegi Roozmarreh (Persian Translation
of Culture and Everyday Life), Translated by Leilâ Joafšâni and Hassan Čâvošiân,
Tehrân: Axtarân.
Bennett, T. (1388 [2009 A.D]) “Farhang-e Âmmeh va Bâzgašt be Grâmši” (Persian
Translation of Popular Culture and Return to Gramsci), Translated by Jamâl
Mohammadi, Darbâreh Motâleât Farhangi, in Jamâl Mohammad, Tehrân: Našr-e
Bourdieu, P. (2002) Distinction, Trans By: Richard Nice, London: Routledge.
Chandler, D. (1386 [2007 A.D]) Mabâni-e Nešânehšenâsi (Persian Translation of The
Basics of Semiotics), Translated by Mehdi Pârsâ, Tehrân: Sooreyeh Mehr.
Fiske, J. (1380 [2001 A.D]) “Farhang-e Telviyzyoon” (Persian Translation of Television
Culture), Translated by Možgân Boroomand, in Arqanoon, Vol.19 (-): 125-143.
_____ (1994) Television Culture, London, Routledge.
Flake, U. (1956 [1977 A.D]) Darâmadi bar Tahqiq-e Keyfi (Persian Translation of An
Introduction to Qualitative Research), Translated by Hâdi Jalili, Tehrân: Našr-e
Hall, S. (1382 [2003 A.D]) Ramzgozâri va Ramzgošâe (Persian Translation of Encoding
and Decoding), Translated by Nimâ Malekmohammadi, in Simon During, Motâleât
Farhangi, Tehrân: Talxoon.
________ (1981) The Whites of Their eyes: Racist Ideologies and Media, London:
Moors, S. (1993) Interpreting Audiences: The Ethnography of Media Consumption,
London: Sage.
Morley, D. (1994) Television, Audiences and Cultural Studies, London: Routledge.
Râvadrâd, A. (1387 [2008 A.D]) “Masraf-e Rasânei-e Zanân” (Persian Translation of
Women`s Media Consumption), in Abbâs Kâzemi, Motâleât Farhangi, Masraf-e
Farhangi va Zendegi-e Roozmarreh, Tehrân: Entešârât-e Jahâd-e Dânešgâi.
Rezâei, M. (1387 [2008 A.D]) “Masraf-e Telvizyoon: Bâztolid-e Hežemoni yâ
Moqâvemat-e Nešânei” (Persian Translation of Media Consumption: Hegemony
Reproduction or Semiotic Resistance), in Abbâ Kâzemi, Masraf-e Farhangi va
Zendegi-e Roozmarreh, Tehrân: Entešârât-e Jahâd-e Dânešgâi.
Storey, J. (1385 [2006 A.D]) Motaleât Farhangi darbârey-e Farhang-e Âmeh (Persian
Translation of Cultural Studies and the Study of Popular Culture), Translated by
Hossein Pâyandeh, Tehrân: Našr-e Âgah.