فصلنامه مطالعات فرهنگی و ارتباطات
پیاپی 42 (بهار 1395)

With the advancement of technology, the media’s influence has increased prominently over societies. Science popularization or science generalization in its new type was formed in western countries and seriously has been addressed in current 50 years.
Policy –makers have well perceived that they are forced to popularize science for improving political, social and economic status of their societies and they are also aware that the media is the best, most efficient and most available means for science popularization. This survey aims to address and explore the role of media in science popularization in Iran. The method of this paper is documentary and field research. This study investigates the role of media in popularization of sciences using “use and gratification theory” and Rogers’s “diffusion of innovations theory”. The findings emphasize on “the key role of media in science popularization” as a mediator of science and society. Generally, the media have the role of mediator in popularization and belief in science.

The aim of this study is to analyze of changes of household’s communication expenditures ,particularly in the context of age structure transitions and household living arrangements using secondary analysis of Household Income & Expenditure Survey data during 1984-2013. The Cross-classified Multilevel Model has been applied in order to handling of the pseudo panel model.
The results showed that the share of household communication expenditures has increased rapidly in recent decade. The results of pseudo panel model show that period and cohort have significant effects on of household Communication Expenditures. Age structure changes (percent of activity population aged15-64) have had positive effect on share of household communication expenditures. Also the results shows that socio-demographic characteristics of head of household (such as age, gender, type of job and level of education), household living arrangements, household welfare index, percent of cohort university educated population, and cohort welfare index have significant effects on share of household communication expenditures. These results can be explained by Modigliani’s life cycle consumption theory, theoretical approaches on social distinctions and consumption pattern, demographic cycle theory and generational approach.

Foucault introduces a new way of analysis of the social world while he does not make clear how to conduct research. However, it does not mean that Foucault did not leave any space to do a Foucauldian social research (or as he wishes, doing genealogies). Indeed, the manner of Foucauldian social research is an ongoing method(s) which is produced both by Foucault and a researcher. The researcher must read Foucault and then draw out some basic points on which she or he can establish a concrete research method. While he mainly focuses on the internal side of discourse and is uninterested in non-discursive elements in archaeology, he then shifts to an overall view in his genealogical works in which discursive and non-discursive elements lose their significant differences, and they are mingled in each other in a discourse. In this article I will map Foucault’s main theoretical and methodological points and articulate them in my own method of doing a research. In so doing, I touch on general aspects of discourse and discourse analysis, then I will describe Foucault’s method, next I will illuminate how practically to do a discourse analysis.

Representation is not neutral and by maintaining special meanings in the depth of texts, it declares an interest for some specific individuals and groups. Through International scope which is an arena of conflict of interests among governments, international organizations and companies, perhaps the film industry, as a set of systems of representation, act like this arena. This study has explored the animation Wall-E to analyze its representation system and to explore its myths. To do so, qualitative methodology is applied and as its conceptual framework, representation theory, particularly theories of Roland Barthes are used. To analyze the data, semiology method is utilized. According to the outcomes of this study, in this film’s codes, a kind of sophisticated modern myth is present. Because the well-known functions of myths is to let nature take its course and therefore to prevent criticism, but in this work, myth is observed to criticize myth and it is intended to serve capitalism’s values.

Many metropolises in contemporary Iran are experiencing an increasingly significant trend in recent years; people decide to leave their natal family without establishing one's family of procreation.
This fashion called independent living, according to unofficial statistics announced by National Youth Organisation in September 2011, approximates to 27 per cent of the youth in metropolises save to Tehran where it goes up to 30 per cent.
Using grounded theory, present research examines different aspects of this style of living and seeks an enriched description of this social phenomenon. Using deep interview, the research tries to approach the attitudes of the people who choose to live in this way and to reach their life trajectories. This makes the investigator find out their identifications, different strategies they and their families use to cope with the problems of this life style, the ending trends, and the influential variables effecting this act.
The article evaluates conditions and the context. Tehran/non-Tehran contrast, family challenge, family history and tension inside the family, university education far from one’s family can be categorized into context. Moreover, one’s various capitals and extending one’s horizons must be are included, too. And when disputes inside one’s natal family roar up and it seems impossible for the individual to continue cohabitation with the family especially when he/she lacks a prospection of marriage while the identification of the person is not family-oriented, conditions for the phenomenon are available.

The intensified competition and current economic situation of the country, force banks to utilize maximum of their ability to effectively use advertising to attract new customers and retain old customers. In this context, attention to issue of cultural variants can be very effective so this article, in addition to reviewing the subjective involvement of customers with advertising tools and contents, investigates the differences of the subjective involvement among Iranian ethnicities.
For this purpose, the questionnaire with content validity was used and reliability was 0 /88 by using Cranach's alpha. This questionnaire was prepared by using the literature and previous researches and also by considering the desired industry and culture of the state advertising.
The results indicate that advertising with functional content of bank and also contiguous marketing tools such as word of mouth advertising of banking industry whole space, takes higher priority in the subjective involvement of customers.
Also it was found that in term of subjective involvement with promotional tools, there are a lot of similarities between Turk and Lor ethnicities and at other end Fars and Kurds ethnicities. So in the term of promotional contents, there is near similar subjective involvement between Fars and Lor and in the other end Turk and Lor. However there is certain priority different between these ethnicities. In general, considering ethnic differences to providing proper promotional tools and contents in the banking industry current competitive environment are suggested.

When an earthquake occurs and its news spreads, on the spur of the moment, the militaristic imagination of notions and categories, objects and technologies, army officers and relief guards, a mass of victims and people damaged, spring to mind. However, of the moment, ironically neither prior notions nor categories are sufficient to fathom the reasons behind it, nor the objects have their previous meanings. Accordingly, we do not consider earthquake victims as the passive ones in advance, or linking them to such fictitious creativity that they, themselves were coping quite well with what had happened to them. Although nobody has been killed by the earthquake which has struck Abdanan last summer, it was important enough not to be ignored. Over the course of earthquake, we could both pondering ways individuals withstanding and their inability, their asthenia. At once watching both their endeavor to live and their grief and incapacitation. Paying attention to how the affairs were being reordered, likewise such an up growing traumas which based on our capabilities in hand, there was no way to be cured. Meanwhile, though the government acted munificently in the case of providing people with services and facilities, it did not has potency in counseling with people neither in the process of allotment nor in the field of specifying the requirements. Surprisingly, the goal was to settle people down. Those who were being put aside from the course of consultation.