Document Type : Scientific Research Manuscript

Authors

1 Assistant Prof., Department of Social Communications, Faculty of Social Sciences, University of Tehran

2 PhD Student of Cultural Policy-Making, Institute for Social and Cultural Studies, Ministry of Science, Research and Technology

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 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.

Keywords

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