فهرست مطالب

مجله جهانی رسانه - نسخه فارسی
پیاپی 25 (بهار و تابستان 1397)

  • تاریخ انتشار: 1397/09/10
  • تعداد عناوین: 7
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  • عادل آذر، هوشمند باقری قره بلاغ، محمد کشاورز صفحات 1-21
    با گسترش نفوذ فناوری اطلاعات و ارتباطات در حوزه های مختلف، بازاریابان از رسانه های اجتماعی برای تبلیغ محصولات خود استفاده می کنند. از این رو، مسئله اصلی پژوهش حاضر واکاوی پیشایندها و پیامدهای نگرش دانشجویان نسبت به تبلیغات رسانه های اجتماعی از دیدگاه دانشجویان دانشکده مدیریت، دانشگاه دولتی شهر سمنان است. با این هدف از جامعه موردنظر، تعداد 325 نفر به روش در دسترس انتخاب شده اند. جهت سنجش اطلاعات از پرسشنامه 22 گویه ای با طیف 5 گزینه ای لیکرت استفاده شد. این مطالعه از لحاظ هدف کاربردی، از نوع تحقیقات توصیفی و با روش پیمایشی است. برای تجزیه و تحلیل داده های پژوهش از مدلسازی معادلات ساختاری استفاده شد. نتایج به دست آمده، حاکی از آن است که سهولت استفاده درک شده تاثیر مثبت و معناداری بر عادت رفتاری و نگرش نسبت به تبلیغات رسانه های اجتماعی دارد. همچنین عادت رفتاری تاثیر مثبت و معنی دار بر وابستگی روانی دارد. با این وجود بین عادت رفتاری و نگرش رابطه معناداری یافت نشد. سرانجام،بین نگرش نسبت به تبلیغات رسانه های اجتماعی و پاسخ های اطلاعاتی و رفتاری تاثیر مثبت و معناداری یافت شد.
    کلیدواژگان: تبلیغات، رسانه اجتماعی، نگرش، پاسخهای اطلاعاتی
  • آلبرت بغزیان، محمد حقیقی، منصور امینی لاری، عبدالرضا قهرمانی صفحات 22-42
    در این پژوهش تلاش کرده ایم با مطالعه نقش فناوری نوین تجارت الکترونیک در قالب مدل های تبیینی، امکان بهره گیری موثر در ایجاد بازار جهت تعامل بنگاه ها و همکاران رسانه ای بر خط را ارزیابی کنیم. در این راستا با مطالعه مدل های پیشین در این زمینه و با شناسایی عوامل اثرگذار در بازار سازی رسانه های بر خط، مدلی مفهومی برای نشان دادن اثر تجارت الکترونیک بر بازارسازی ارائه می شود. برای پاسخ به سوالات پژوهش پرسشنامه ای به صورت محقق ساخته تدوین کردیم، که این پرسشنامه از نظر پایایی و روایی در سطح مطلوبی قرار داشت. پرسشنامه ها میان افراد دست اندکار در زمینه رسانه های بر خط و تجارت الکترونیک و کارشناسان این حوزه توزیع و برای آزمون فرضیه از مدلیابی معادلات ساختاری با رویکرد حداقل مربعات جزیی استفاده شد. یافته ها نشان می دهد تجارت الکترونیک به طور مستقیم و غیر مستقیم از طریق رسانه های دیجیتال بر خط، تاثیر مثبت و معنی داری بر بازارسازی دارد. همچنین تجارت الکترونیک تاثیر مثبت و معنی داری بر رسانه بر خط دارد و رسانه های بر خط نیز تاثیر مثبت و معنی داری بر بازار سازی دارند.

    کلیدواژگان: تجارت الکترونیک، بازارسازی، رسانه بر خط
  • عظیم زارعی، داوود فیض، محمد اسدی صفحات 43-65
    یکی از راه های توسعه ی یک کسب وکار، بزرگ شدن بازار هدف آن است و در کنار مشخصه های مختلف بازار هدف، مشخصه های جغرافیایی به عنوان یکی از تاثیرگذارترین معیارهای انتخاب همواره مدنظر کسب وکارها بوده است. در این فرایند نیز افزایش گستره ی جغرافیایی بازار معمولا به عنوان اولین راهبرد مورد توجه قرار می گیرد. زمانی که این افزایش گستره از مرزهای جغرافیایی کشور مبدا فراتر می رود، مقوله ی ورود به بازار بین المللی و بین المللی شدن کسب وکار موضوعیت می یابد. سوال اصلی پژوهش حاضر این است که یک مدل بازارگرا برای ورود استودیوهای انیمیشن ایرانی به بازار بین المللی چه ابعادی دارد. در این پژوهش پس از مطالعه ی پیشینه ی نظری مقوله ی ورود به بازار بین المللی و معرفی جایگاه صنایع خلاقه و مشخصا صنعت انیمیشن در بازار بین الملل، مدلی پارادایمی برای ورود استودیوهای انیمیشن ایرانی به بازارهای خارج از مرزهای ایران ارائه شده است. پژوهش از نظر هدف توسعه ای کاربردی بوده و در زمره ی تحقیقات کیفی قرار می گیرد. ضمن اینکه روش مورد استفاده نیز روش کیفی نظریه مبنایی بوده است. مدل پارادایمی حاصل از تحلیل مصاحبه های عمیق، مشتمل بر پدیده اصلی (ورود استودیوی انیمیشن ایرانی به بازار بین المللی) ، علت ها (انحصار دولتی، پیشرفتت رقبا و جذابیت بازار) ، شرایط زمینه ای (پیشرفت تدریجی، سفارشی سازی، فعالیت مستقل، وابستگی به دولت) و مداخله گر (عوامل سیاسی، سیاستگذاری عمومی، رویکرد حرفه ای و تامین سرمایه) ، کنش ها و تعاملات (بازاریابی محصول، شناخت بازار، شبکه سازی خارجی، فرم و محتوای محصول، مدیریت استراتژیک) و پیامدها (توسعه بازار بین المللی، فروش خارجی و سودآوری) استخراج شده است.
    کلیدواژگان: بازاریابی انیمیشن، صنعت فرهنگی، ورود به بازار بین المللی
  • بابک احمدپور ترکمانی، مصطفی ازکیا، باقر ساروخانی صفحات 66-92
    یکی از مهمترین کارویژه های دولت ها، حفظ، نگهداشت و انتقال ارزش های سیاسی حاکم است که این مهم از طریق عوامل مختلفی محقق می شود که شبکه های اجتماعی مجازی یکی از آن ها محسوب می گردد.
    هدف اصلی این تحقیق تعیین نقش شبکه های اجتماعی مجازی بر نوع جامعه پذیری سیاسی جوانان است. روش تحقیق حاضر بر اساس ماهیت داده ها از نوع کمی، به لحاظ زمان گردآوری جزو تحقیقات پیمایشی و بر اساس هدف جزو تحقیقات کاربردی است. جمعیت آماری، جوانان شهر تهران و شیوه ی نمونه گیری تصادفی چند مرحله ای است. حجم نمونه از طریق فرمول کوکران 458 نفر محاسبه شده و ابزار گردآوری داده ها به صورت کتابخانه ای و استفاده از پرسشنامه بوده است. نتایج تحقیق نشان می دهد که کاربر فعال به عنوان تاثیرگذارترین متغیر با میزان اثر 0. 412، و اعتماد رسانه ای با 0. 184 و متغیر میزان استفاده از فضای مجازی با 0. 174 و متغیر سابقه استفاده از فضای مجازی با0. 077 بر روی متغیر جامعه پذیری سیاسی تاثیرگذار بوده اند. متغیر نوع استفاده به لحاظ ماهیت ترتیبی از آزمون های غیرپارامتریک استفاده شد که معنادار بوده است. ولی متغیرهای زمینه ای و متغیر پایگاه اقتصادی- اجتماعی معنادار نبوده است. یافته های پژوهش حاکی از آن است که شبکه های اجتماعی مجازی در راستای جامعه پذیری سیاسی غیررسمی و به عبارتی مغایر با آنچه که جامعه پذیری سیاسی رسمی است، عمل می کنند. همچنین پیشنهاد می شود در راستای دفاع از فرهنگ سیاسی رسمی کشور، مدیریت و کنترل اینگونه رسانه در اختیار حاکمیت قرار گیرد.

    کلیدواژگان: جامعه پذیری سیاسی، شبکه های اجتماعی مجازی، کاربرفعال، دسترس پذیری رسانه ای، اعتماد رسانه ای
  • محبوبه طاهری صفحات 93-113
    فضای حاکم در هنر در دنیای پسامدرن، تغییر جهت داده به ‏نوعی که گفتمان هنر به ابعاد عمومی جامعه وارد شده ‏‏است. همچنین با گره‏خوردن به رشد فزاینده تکنولوژی، هنر در ارتباطات جامعه نمودی فعال‏تر یافته؛ چراکه عصر ارتباطات الکترونیک، نوعی ترادیسی یا استحاله در روابط و تغییر گفتمان است، به‏صورتی‏که کنش‏های هنری نیز شامل این تغییر است. یکی از این تغییرات، هنر بازتولید به صورت تبلیغات در فضای عمومی به‎‏عنوان هنر عمومی است. هنر که تا این زمان، ارتباطی بصری با محوریت هنرمند داشته، با امکاناتی که فناوری به آن اضافه کرده، رویکردی عمومی یافته است. از این رو فرصت ایده‏های خیال‏انگیز، آفرینش و معناها و کارکرد هنر را دستخوش تغییر کرده‏ است. بنابراین جهان‏دیجیتالی در حال تبدیل‏شدن به واقعیتی است که فضایی برای ارتباط دوسویه بین مخاطب و هنرمند تحت‏عنوان تعامل در هنر عمومی را فراهم‏ آورده‏‏ است؛ با فرض تجلی و نمود گفتمان هنری پسامدرن در هنر تعاملی تبلیغات خدمات‏عمومی، به صورت کنش‏متقابل در هنر، به تحلیل و مطالعه گفتمان هنری عصر حاضر در کارکرد این گرایش پرداخته ‏می‏شود.
    پژوهش حاضر، براساس هدف بنیادی-کاربردی و روش‏تحقیق بصورت توصیفی و تحلیلی است. گردآوری اطلاعات از طریق فیش‏برداری از منابع کتابخانه‏ای بوده و اطلاعات تصویری از نمونه‏های هنر عمومی و تبلیغات تعاملی است. روش جمع‏آوری نمونه‏ها به‏صورت نمونه انتخابی است. نتایج پژوهش با تحلیل دو نمونه تبلیغات تعاملی حاکی از آن است که: تبلیغات خدمات‏عمومی، فضای گفتمان هنر را به صورت هنر تعاملی نمایش می‏دهد. همچنین مشارکت مخاطبان، مشارکت‏اجتماعی هنر با ارتباط دوسویه درگفتمان کنش‏اجتماعی دموکراتیک در جامعه مدنی پست‏مدرن را بوجود آورده ‏است.

    کلیدواژگان: گفتمان، هنر عمومی، هنر تعاملی، تبلیغات خدمات‏ عمومی
  • ناصر ملکی، لیلا حجاری، مریم نویدی صفحات 114-128
    ارتباط و نقش مادر و کودک و هویت یابی او همواره ذهن پژوهشگران را به خود جلب نموده است. ژاک لاکان، روانکاو مشهور فرانسوی نیز در این خصوص، الگویی سه گانه را مطرح کرده است. این الگو که به نظم های سه گانه معروفند، عبارتند از؛ «نظم خیالی» ، «نظم نمادین» ، و «نظم واقع». با تجزیه و تحلیل این نظم های سه گانه که به عقیده ی لاکان به شکل گیری ضمیر نا خودآگاه می انجامد، می توان کنش و واکنش شخصیت ها را به خوبی تفسیر کرد. او همچنین معتقد است، که شکل گیری این سه نظم در ضمیر نا خودآگاه، متاثر از نقش «دیگری» در تکامل ذهنی انسان است. سریال امپراطوری بادها، شخصیتی را به تصویر می کشد که به گونه ای متفاوت این سه دوران را تجربه می کند، تا سرزمینی را بسازد که اکنون با نام کره از آن یاد می شود. در این مقاله، سعی بر آن است تا ضمن تحلیل این نظم های سه گانه و همچنین مفهوم «دیگری» در شکل گیری این نظم ها و تاثیر آن بر شخصیت اصلی داستان، نشان دهد که چگونه فضای مرد سالارانه ی این سریال مغلوب تحقق آرزوی مادر برای فرزند می گردد.

    کلیدواژگان: لاکان، نظم های سه گانه، مادر، امپراطوری بادها، کودک
  • شاهد بودن
    جان دورهام پیترز صفحات 129-150
    در این مقاله هدف محقق گره گشایی از مفهوم شهادت به منظور روشن ساختن مسائل مبنایی در مطالعات رسانه است. شهادت عملی بسیار پیچیده است که مسائل مربوط به حقیقت و تجربه، حضور و غیاب، مرگ و درد، دیدن و گفتن، و قابلیت اعتماد و ادراک – به بیان کوتاه مسائل بنیادی ارتباطات – را مطرح می کند. تاریخ طولانی سردرگمی ها و توصیه ها درباره شهادت درست که در فرهنگ های شفاهی و چاپی وجود دارند منبعی غنی برای تامل درباره برخی از ابهامات رسانه های شنیداری-دیداری است. مسائل فلسفی قدیمی (مانند وضعیت معرفت شناختی حواس) غالبا به طرق تعجب آوری در فعالیت های رسانه ای پدیدار می شوند. به نوبه خود، فعالیت های رسانه ای می توانند، در صورتی که به خوبی و شفاف دیده شوند، باعث شفاف شدن نگرانی های فلسفی قدیمی شوند.
    کلیدواژگان: شاهد، اصالت تاریخی، ارسال زنده، ثبت، حضور
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  • Adel Azar, Hooshmand Bagheri Gara Bollagh, Mohammad Keshavarz Pages 1-21
    Introduction
    By the increasing expansion of the Internet on various issues of life, the way of exchanging transactions through the Internet is taken attention Very much by organizations and their customers. On the other hand, in today's business world, most marketers are trying to gain a better understanding of the attitudes and emotions of their customers. Attitudinal structures are useful tools for understanding the behavior of buyers and consumers in the market. The effect of advertising on customers is largely due to the attitude of consumers towards advertising, because it is believed that a strong attitude toward advertising affects consumer behavior. The paucity of research in the field of social media advertising that integrates attitudes and advertising and the implications and attitudes of consumers towards advertising is a challenge for individuals to understand the trends and criteria associated with these structures. Therefore, the present study seeks to identify and investigate the effective factors on the attitude toward social media advertising and its impact on informational and behavioral responses of consumers. Theoretical Framework
    Attitude is considered to be the expression of goodwill or the rejection of an object, idea or person. Also, attitude is described as a person's position based on his or her own assessment of the tendency or orientation towards a person, personality or object and depends on the experiences and motivation of the individual. In addition, the attitude is based on the motivation of the particular stimulus in the form of an idea, person or product is different, so that the formation of a highly dependent on situation of wanted phenomenon. Therefore, the individual learns from his or her attitude and influences from advertising, because it stimulates individuals to move their thinking towards an optimal attitude (Raza et al., 2018). The general attitude towards advertising is defined as the emotional response of the audience members to advertising. In marketing management, the attitude towards advertising is very important, because the attitude of consumers is a major factor in influencing consumers' buying intent (Can & Kaya, 2016). If customers have a positive attitude towards social media advertising, this will lead to customer shopping behavior (Mir, 2015). The degree to which an individual believes that with using the system of mental effort will be free is called the perceived ease of use (Hansen et al., 2017). However, habitude is used as a result of cognitive processes or harassing acts that apparently cannot explain irrational and uncontrollable aspects of media addiction (LaRose et al., 2009). Psychological Dependence expresses the severity of the links between a person and the social media (Park et al., 2010). In this research, we tried to identify and examine the factors influencing the attitude toward social media advertising. The current research model is a new model based on the reformations made to the previous models and tested for the first time. In the present research, informational and behavioral responses are considered as two consequences and the effect of attitudes toward social media advertising is considered.
    Methodology
    Considering the fact that here in this research we are attempting to test the factors affecting the University of Semnan’s students’ attitude towards social media advertising, informational and behavioral responses of users, and develops applied knowledge about the attitude toward advertising and the impact between variables, in terms of purpose, is an applied research. Also, this research is conducted in real-world situations and regarding this fact is a field research, and because of the causal relationship between perceived ease of use, habitude and psychological dependence, based on the data collection, the research is a correlation type. The statistical population of this study is 325 MSc & Ph.D. Student at Semnan University. To determine the sample size, the Cochran formula was used for a limited population.
    Findings and Results Some of the primary results indicate that the perceived ease of use has a positive and significant effect on the habitude and attitude towards social media advertising. Also, the habitude has a positive and significant effect on psychological dependence. However, no significant relationship was found between habitude and attitude. Finally, there was a positive and significant relationship between attitude toward social media advertising and informational and behavioral responses.
    Conclusions and Suggestions
    The attitudes of consumers and their behavior are in strong relationships.  This means that the impact of advertising on consumer attitudes has a number signals for consumer behavior how to act. As a result, people who have a more positive attitude toward social media advertising are more likely to click on ads. This means that users have a positive attitude towards social media advertising and are considered it to be a good phenomenon. Several studies have shown that consumers' attitudes toward advertising are the intermediary between the beliefs of consumers about advertising and their behavioral responses.  In addition, there is a strong relationship between attitude and behavioral responses to Internet advertising. Therefore, to the extent that the attitude towards Internet advertising is more positive, the probability of responding to a positive behavior toward advertising will increase. Therefore, research findings are recommended to social media users who are more focused on attracting attention to advertising texts and to receive relevant information from social media ads. According to research findings, social media users are advised to focus more attention on advertising text messages and to receive relevant information from social media ads. Also, social media users are advised not to miss the lack of attention in the media that are less prioritized. Therefore, it is suggested that when social media users find a good attitude toward social media ads, they are more likely to engage in advertising messages and obtain information about advertised products or brands.
  • Albert Boghosian, Mohammad Haghighi, Mansoor Amini lari, Abdolreza Ghahramani Pages 22-42
    Introduction and statement of the problem: The emergence of modern communications and information technologies and its integration with the media industry has led to the emergence of digital media as new tools in the marketing system. Thereby We intend to present a conceptual model for demonstrating the effect of e-commerce on market development by studying the previous models in this field and identifying the factors influencing the market making of online media. We distributed questionnaires among people working on online media and e-commerce and experts in this field. we used the structural equation modeling with the partial least squares approach to testing the hypotheses. Some of The findings showed that e-commerce has a positive and significant impact on the market making development both directly and indirectly through online media. Theoretical
    background
    In the world of new digital market making, new business models are introduced and new trends are emerging. New e-commerce technology will increase the labor market by expediting or improving tasks such as ease of transactions, linking buyers and sellers, and organizing and developing business, and significantly reduce the cost of doing so. Putting online advertisements on online media websites brings the benefits of a high volume of potential customer visitation. On-line media is a digital media that includes photos, videos, and music that are streamed on the Internet or provided for free or at no charge for royalty-free or copyrighted material.
    Most online businesses use multiple revenue models, and almost all online media sites use revenue-generating advertising models, subscription rights, and pay-as-you-go links. But the main source of media revenue is the link line of advertising and payrolls, and they have the right to contribute less to the revenue of these networks (Turban et al. , 2018). Businesses use online media as a way of helping to connect employees and customers with information (Duval et al. , 2009). On-line media marketers typically focus on content creation efforts that can draw audiences' attention on platforms and encourage readers to share it across media networks (Bergler et al. , 2015). The main purpose of the present research is to study the role of e-commerce in on-line market marketing. we study the role of media as a mediator in the relationship between e-commerce and market making.
    Methodology
    The present research has been conducted essentially based on explorative research approach.   This is because it addresses a problem that has not been or rarely been addressed before.   In this type of research, instead of testing the hypothesis, the goal is to discover patterns and ideas that will contribute to a deep understanding of the subject.   To this effect, we use a mixed research methodology that combines the methods, approaches, and techniques of research, and aims at overcoming inherent biases and possible defects that might be encountered through the research process.
    Findings and results of the data analysis: We used two general models to examine the research hypotheses.   The findings of the first model showed that e-commerce has a positive and significant effect on market marketing directly and indirectly through online media. Also, e-commerce has a positive and significant impact on online media and online media has a significant positive impact on market development.
    The findings from the second model showed that the business model has a direct and significant effect on market making development. The path coefficient of the models for getting to market (= 319) and the value of T statistic was (4 946 > 1. 96) indicates the significance of this coefficient at a significant level of 95% The coefficient of the partner's path to market is (= 272/0) and the t-statistic is 4/386, which indicates the path coefficient is significant. This finding shows that the index of contributors has a significant and direct effect on market making development.
    The results of this research indicate that e-commerce has created a massive transformation in the field of business and web-based or online market making with the formation and creation of online media. In addition, the results of the model analysis with the confirmation of the output of the significant coefficients of the variables and the estimated path showed that most of the indicators studied in the model affect market making. As the results show, the variables of the fitted model are estimated at a significant level in the path coefficient.
    Conclusion
      With the increasing use of digital and online media, business and market, making improvement through this mass media have given fresh impetus to the industry.   Moreover, by using these new tools, customers have become loyal to the firms and each other as business partners; because this kind of web-based media marketing is, in fact, a powerful tool for media organizations to reach the target audience. The results of our study indicate that e-commerce tools can affect the online marketplaces of the new media.   Therefore, the online media can have a larger market share by strengthening their position in each of the e-commerce domains.
    In all times and all new frontiers, the online media market making process, of course, expands with the business benefits and some disadvantages. Providing the correct business management model for electronic business will boost the work, and neglecting it will lead to job losses. The components of the conceptual model of research with regard to the specific variables expressing online media represent the new achievements of the use of e-commerce technology in the development of reorganizational market making.   This is something that the researchers, according to the background researches and studies in this field, pay less attention to, and most small-sized organizations still do not use online media. Nowadays, many market advisers suggest how people choose the right business media marketing to bring prosperity and productivity both to the firms and to the online business partners. Prominent
    results
    we provide a platform for more comprehensive online media research. One of the areas that can be studied and analyzed is choosing how to build online media markets. Another issue that can be studied in future research is the analysis of effective and efficient e-commerce factors on the performance of the market making for online media companies in the country. The criteria and objectives of this research alone can be the subject of future research. In addition, the impact of digital trading on the choice of online media marketing can be studied.
    Keywords: E-commerce, Market making, On-line Media
  • Azim Zarei, Davoud Feiz, Mohammad Asadi Pages 43-65
    Introduction
    Developing a business can be achieved through increasing the size of its market and the main characteristic determining a market’s size is geography. Increasing market geographical range of scope throughout of borders of the country of origin brings international market entry into conceptualization area. However, creative industries including film, publication, fine arts, performing arts, and etc. are disciplines have been considered as instances influencing on economic development and participating in the international market is a speculative aspect of their flourishment. The animation industry is one of the most prevalent sectors in the creative economy that has considerable potentials to become an effective actor of cultural industry internationalization. As so in other sectors, the animation industry has been considered on behalf of artistic approach rather than an industrial one. The main point of parity in industrial approach is the importance of the concept of economic value which is less considered as a factor in artistic approach. Another concern in international market entry of Iranian animation industry is the role of government. Similar to many other industries in Iran and the general economic background of this country in governmental meddling in the market, animation industry as a critical sector of cultural tools in public propaganda has been affected significantly. Lack of understanding audience as a consumer, the expectation of project financing from public institutions, non-artistic supervision of financiers on project content, and lack of understanding the importance of economic value in business are the main factors affecting the problem from governmental side. On the other side, animation producers and studio executives, lack of professionalism, global market outsiders, and unfamiliarity with global animation business setting are non-governmental factors of the problem. Main dimensions of these factors are identified and categorized in this research and main areas of strategic emphasis are discussed.
    Methodology
    Here we are not trying to test the existing models of internationalization of the animation industry as there is not a dedicated one. The first step to developing such a model is to identify the main dimensions of the research question. Accordingly, this is a qualitative research and its approach situates us somewhere between deduction and induction, i.e., abduction. Abduction means selecting or inventing a hypothesis that explains a particular empirical case or set of data better than any other candidate hypotheses, as a provisional hypothesis and worthy candidate for further investigation. The research strategy is Strauss’s Grounded Theory that develops a paradigm model including causes, contextual conditions, intervening conditions, actions and interactions (strategies), and consequences being modeled around the basic phenomenon. Causes are normally only valid in a particular set of conditions. The most particularly important point for developing an action-based theory is an identification of promoting and restricting conditions affecting possibilities of actions and reactions. Contextual conditions include time, place, and duration while intervening conditions are about the social, political, and cultural environment. Actions and interactions are processes and have sequence and so it is more proper to ask about sequences and temporary courses of action. Additionally, they are goal-oriented and are usually performed for particular and specific reasons for which reason one may refer to strategies or tactics. Methods of gathering data are observation, in-depth interview with animation industry experts, and studying studio documents and case studies. Interviewees were animation directors, animation producers, studio executives, and related governmental institution managers like the Institute for the Intellectual Development of Children and Young Adults and Iranian Animation House. Scripts of interviews have been analyzed through open, axial, and selective coding with paradigm grounded theory approach of Strauss and Corbin. Data in open coding are broken down analytically to extract concepts from interviews. The concepts have been refined and differentiated into categories through axial coding and finally with selective coding propositions are developed and paradigm model is formulated.
    Findings
    The main phenomenon of research was international market entry for an Iranian animation industry. According to paradigm model developed after analysis of interviews this phenomenon has causes including governmental monopoly, progress of competitor countries, and attractiveness of international markets. This means private studios find international market potentially more profitable and dynamic for generating economic value. In domestic market they have to obey restrict regulations of public institutions on content and compete with governmental producers on achieving broadcast time in IRIB the only television distribution channel available for achieving audience. On the other side, poor quality of TV domestic contents leads to the most portion of audience being inclined to overseas satellite Persian language channels that have identified Iranian video consuming potential and is utilizing it with the support of open business settings of their home countries including Turkey, South Korea, and Arab nations of Persian Gulf side. There are conditions affect actions and interactions including political issues, public policies, professional approach necessity, and financing as intervening conditions and gradual progress, independent production, and dependency to government as contextual conditions. In public policies, as the most important contextual condition, government policies in culture sector and the type of its support and export drivers are the main subjects of importance. Non-financial supports like technical training, business knowledge, professionalism, and commercial negotiating courses for studios, providing studios with software and hardware facilities like render farms based on renting, tax facilitating policies, reducing content supervising, promoting cultural sponsorship culture among investors, regulations reforming, are reducing government intervention in market in order to making real market are the most important supporting policies. Among intervening conditions, gradual progress is the most important and shows that internationalization model of Iranian animation industry seems to have the most tendency to Uppsala model. International networking as the other intervening condition restricts the path to the revised Uppsala model where the factors of insidership and outsidership determined the company’s success probability in international market. Actions and interactions for achieving the main phenomenon are product marketing, market study, foreign networking, product form and content, and strategic management. Marketing strategy is the most important and critical phase of animation industry internationalization. As it has been discovered in literature, the most critical and differentiating competitive advantage of global factories is marketing and branding. For Iranian animation studios that mainly should plan their activities on gradual internationalization, B2B marketing would be more critical than B2C. This is mainly because their customers in initial steps of entering foreign market are channels, sale agents, or big producers. Finally, consequences of these strategies would be international market development, foreign sales and profitability. It must be considered that a studio is an economic firm and the most important factor for a firm is profitability that comes mainly from audience. Even if the firm has cultural concerns and wants to deliver ethical, religious, or nationalistic messages, the prerequisite for the message to be heard is that the product being consumed by the consumer, here the audience.
    Originality: Lack of a relatively comprehensive model for international market entry of cultural industry leads to somehow originality for this work. Current few models are mainly focused on conditions and consequences. The topic of the study is another originality where considering cultural products from industrial point of view is not so usual among Iranian business and culture scholars. As a matter of research methodology utilizing qualitative approach and method for identifying dimensions of a cultural phenomenon and developing theory explaining it is somehow unique in cultural industry literature.
  • Babak Ahmadpour torkamani, Mostafa Azkia, Bagher Sarokhani Pages 66-92
    Political socialization means adapting and communicating with society and mostly refers to how a person adapts to society and culture since his birth. One of the important dimensions of socialization that is considered by governments is political socialization, which emphasizes the process of passing on the norms and behaviors of the established political system from one generation to another. In the process of political socialization, the goal is to increase individual and organizational productivity and enrichment in political society. one of these factors that play a role in people's socialization is Mass media. Nowadays, with the advent and expansion of the Internet and virtual social networks, a fundamental transformation has taken place in the process of political socialization. On the one hand, people in the community are faced with numerous and endless resources of information and communication, and on the other hand, they are freely involved in this field and produce content. Indeed, political systems attempt to transform and institutionalize official political culture for the people of the community. But with the advent of electronic media and the expansion of the use of virtual social networks, this equation has been confused. This trend has the greatest impact on young people, as young people are the most commonly used virtual social networks, as well as they are in one of the most sensitive periods of their political socialization life. Thus, the process of political socialization associated with virtual social networks may contradict the formal process of institutionalized political socialization, and then there are various instabilities for a community, that causes disorder and disruption of the functions of the existing political system. Therefore, it is important to examine the effect of factors affecting the political socialization of youth.
    Theoretical
    background
    The theoretical framework is a compilation framework derived from the theories of Giddens, Almond and Paul, Manuel Castells, Isabelle Ang and Elliott Katz, Harold Lasswell, Charles Wright, McCoyle, Robert Putnam, and Tickler. Because Almond has not been able to explain the impact of the new media on political socialization, we combined this theory with the Giddens theory to explain political socialization. And then, the theory of Isabelle Ang and Elliott Katz's theory of user activation in social networks and the theory of the community network of Manuel Castells has also entered a theoretical framework. In order to explain media trust, Putnam's social capital theory has been used, and the theory of communicational communication has been considered to explain the type and extent of the use of virtual networks. Finally, Tickler's theory has been used to explain the impact of the socio-economic base on political socialization.
    Myths:The present research method is based on the nature of quantitative data in terms of collecting time as a survey research. Multi-stage random sampling method is used. The sample size is calculated using the Cochran formula of 458 people. The questionnaires are completed by researchers. According to the results of this study, Cronbach's alpha coefficient is higher than 0. 75. Therefore, it can be said that the questionnaire of this research has a desirable reliability.
    Research procedure:Multiple regression results show that the active user variable, media trust, the amount and history of using networks were significant at 99%, while variables such as media availability and The socio-economic Status has not been meaningful.
    The results show that the greatest influence of independent variables on active user was (0. 412), media trust (184), usage rate (0. 174) and history of use (0. 077). But the variables of the socio-economic status and the variable of media availability were not meaningful. In general, it can be concluded that the user activation variable and the rate of use of virtual social networks have the most effect and history of using virtual social networks, which has had the least effect on the variable of political socialization.
    Conclusion
    The findings of the research indicate that with the formation and expansion of virtual social networks, individuals are producing content as free political actors, and their values and attitudes are influenced by this space. In other words, they are influenced by cyberspace and contributing to the production of the content of this space, which is the creation of multisite production and circulation of information. This trend has transformed the process of political socialization and has challenged it. Thus, according to the results of this study, virtual social networks act to form informal socialization.
    Therefore, it is suggested that in order to defend the official political culture of the country, the use of virtual media will be partly planned and carefully introduced to users. It also suggests other things such as: created a team to produce content tailored to the values and norms of the country, strengthening native social networks, aligning organizations and related organizations and reducing parallel work, reducing the cost of sending and receiving data on the use of native social networks, the technical strengthening of native social networks and the increase of technical capacity in such virtual networks and, finally, the protection of domestic ideas, theoretical and applied researches of universities and research institutes and their linkage to related organizations.
    Keywords: Political socialization, virtual social networks, active user, media availability, media trust
  • Mahboubeh Taheri Pages 93-113
    Introduction and Statement of the Problem: Postmodernism introduced the discourse of art into the public life of society. Along with the involvement of rapidly evolving technology in this discourse, this has created a more active image of art in the society. As a matter of fact, the age of electronic communication has seen a fundamental transformation in discourse relations which also affects artistic acts. One way in which these artistic acts have changed is the reproduction of art in form of advertisements in public spaces which is referred to as public art. Art, which was once an artist-centered act based on visual communication, has adopted a public approach with the help of technology. In addition to providing the opportunity for the manifestation of imaginative ideas, this will change the social function of art. Therefore, the digital world is turning into a reality in which the bilateral communication made possible between artist and audience will allow for interaction in the realm of public art. With the assumption that the postmodernist discourse of art is realized in the interactive art of public service advertisement to create bilateral artistic interaction, in what follows we shall analyze the contemporary discourse of art in the field of public service advertisement.
    Theoretical
    Background
    The discourse of art in the postmodern age adopts a biased approach to public art, not least its components of polyphony and publicization. The indicators of interactive art which provide audience's participation in technological processes are widely manifested in public interactive advertisements. In fact, contemporary art is the art of communication and public presentation which exploits new media and technologies. A case in point is interactive posters which make use of features such as the public aspect of art, interaction, and audience's participation so that the audience is no longer a passive observer but a co-author of the work of art. Interactive posters can be regarded as perfect examples of public advertisement representative of the postmodernist discourse because they possess the public aspect which is of great social and political significance in the postmodern age.
    Methodology
    By adopting a descriptive approach, the present study seeks to analyze the notions of 'art performance' and 'audience interaction' in the field of public service advertisement. These notions are taken from a postmodernist approach to the completion of a work of art. For this analysis, two instances of public service advertisement, i. e. the Social Swipe and an interactive billboard for elimination of domestic violence against women, were selected by purposive sampling on the basis of their components of art publicization as well as their use of technology to provide audience interaction in creating the work of art.
    Results and Discussion
    In the examples of interactive posters, the artists follow their communicative purposes in the framework of identity-based and charity institutions to engage people in the civil activities of the society. On this basis, economic dominance which is the subject of advertising, along with the digital technology, allows for various types of perceptual and active interaction on the part of audience. This trend in the individual perception of the members of the society results from a highly creative interaction between human minds and international communications or cybernetics. Lack of decorative functions, focus on social issues, and use of the presence and identity of the audience are prioritized in this type of communication. The main mission of interactive public art is to continue discourse and dialog and provide participation. Therefore, an interactive approach to art in the field of public service advertisement will have numerous positive consequences for inviting people to participate in creating the work of art. The reason is that a definition of audience and interaction against the position of communications can be formulated through an affective approached and art has a discoursal function in the postmodern society. It is even possible to present new forms of interactive art in the field of social and public service advertisement with direct financial interventions and with the aim of affecting people's mind to arouse their awareness of these social problems. In these types of advertisement, therefore, participation is manifested in the moment and on the basis of the emotions and attention of the audience.
    Conclusion
    With the spread of postmodernist thought, artists are becoming more active in the field of public art. Accordingly, elitist perspectives cannot be imposed on the audience and, instead, art stands in direct interaction with the audience in a way that social function is prioritized over the art-for-art's-sake function of fine arts. This has freed the artistic from its dependence on the classic notions of aesthetics and decoration, thereby creating a participatory form of public art which contributes to social aims in the new discourse of our time. A major part of this new discourse is the connection of art and technology as well as audience participation in the completion and meaning-making of the work of art. Audience participation in the examples of interactive advertisement which present the artistic form through humanitarian aid has been enormously successful in establishing communications to arouse and encourage people's socialization by using new media because these advertisements use their participatory form to achieve the aims of public services. This will have positive consequences in the social field and change the nature of artistic form. Therefore, this interaction with social networks is a point of departure for offering a new definition of the role of the audience and the function of the work of art.
    Prominent
    Results
    The findings suggest that the interactive art used in public service advertisements will require audience participation which, in turn, brings about social participation in the completion of the work of art. Thus, the difference between culture and society is blurred and the traditional form of art tends towards decline. In fact, an important characteristic of the postmodern civil society is democratic mutual communication in social actions.

    Keywords: discourse, public art, interactive art, public service advertising
  • Nasser Maleki, Leila Hajjari, Maryam Navidi Pages 114-128
    Introduction and Problematic of the Research:A woman is basically responsible for the birth and growth of her children. The mother-child relationship shapes the manly or womanly, masculine or feminine, feelings of an infant. But the masculine self-centeredness of the boy occurs very early in infancy by rejecting his mother. This rejection is caused by a masculine sense of supremacy. A woman as a mother also gives birth to a daughter who has motherly potentialities. Similarly, the motherly feelings originate from the mother-daughter relationship. Nonetheless, the girl is able to give birth to sons who have fatherly potentialities. The femininity of a girl is shaped by her union with her mother; however, she grows into an independent person after they are separated. The boy's masculinity opposes this primordial form of unity, yet, the mother's psychological influence remains with the boy until his adulthood. A father's authority as someone who teaches and trains his son blocks the boy's way for independence. The mother nurtures the physical growth of the younger children and the father provides for the spiritual growth of the older ones. The father is the symbol of law and order. Although mothers usually spoil their younger children with too much care and attention, they lose their central role as soon as the infants grow and are exposed to the law and education of the father. Thus, the son learns that companionship with the father brings power and strength whereas that with the mother causes weakness. Eventually, masculine sense overtakes the feminine sensibility.
    The mother-child relationship and the process through which the child gains identity have always attracted the researchers to investigate into its nature. With the advent of psychoanalytic theories and criticism and their utility in the study of character and personality, the study of the characters in fictional works has also become quite a vogue among scholars. Among these psychoanalytic theorists and critics, Sigmund Freud and his concept of Oedipus Complex and Jacques Lacan and his theory of "three orders" and their effective roles in shaping the unconscious mind along with his ideas about the Other and Othering must seriously be taken into consideration when analyzing the characters' unconscious actions and reactions.
    Jacques Lacan has offered a pattern which is known as the three orders such as the "imaginary, " "symbolic, " and the "real". By analyzing these orders which according to Lacan shape the unconscious, one can study the characters' actions and reactions. He also believes that the formation of the unconscious mind is influenced by the role that the "Other" plays in the perfection of the "self".
    The Empire of the Winds TV series portrays a character who experiences these three orders in a rather different way to shape and construct a region which is now called Korea. By concentrating on the main character of the series as a suitable model for the Lacanian orders, these three orders have been investigated for a better understanding of his personality. In addition, by analyzing the role that the Other plays in the formation of the three orders, the authors have tried to show how patriarchic atmosphere of the series has been undermined by the mother's wishes and dreams for her son.
    Theoretical Framework:The article uses Jacques Lacan's psychoanalytic theory of the formation of the human psyche and the parent-child relationship. In Lacan's opinion, the human psyche is patterned according to three orders; these three orders are as follows: "imaginary order, " "symbolic order, " and the "real order". The "imaginary order" which is about the development of man's psyche occurs between the time of birth and the first six months of the age.   During this stage, man's psyche records the repressed images, dreams and desires and understands the surrounding world accordingly. The infant is one with the mother and cannot differentiate between his own imagination and the real world. That is why this phase is called imaginary order. In the next phase called "the symbolic order", the infant learns the language. He discovers everything through making differences. In this order, the father instead of the mother sits on the throne and rules. In this way, the patriarchal language is formed and the father is introduced as the guardian of laws and principles. Thus, the law of the father is interpreted as the transcendental signified (Evans, 1996, p. 84). The "real" order introduces realms and areas of life that man is unable to know and understand. In fact, the real order is the very universe prior to being fragmented by language, the scope that is outside the linguistic realm and does not yield to symbolization to be known easily. Hence, there is no access to it (Evans, 1996, 162). In Lacan's opinion, there is a central core in the real order that escapes symbolism and all the representations, images, and significations are attempts to fill in this gap. The real order is an order in which the nostalgia for a return to the mother is established. Therefore, it implies a permanent separation from the mother as well as being eternally conscious of this lack (see Farsheed, 2012, p. 141).
    Methodology
    In this research, we have deployed and utilized the psychoanalytic criticism of Jacques Lacan; that is to say, his theory of the three orders which acts as a means of identifying the process that involves character development. This theory has made it possible for the readers to understand better the actions and reactions of the characters, especially the protagonist of the series who has been compared to King Oedipus taking into consideration the theory of Oedipal Complex.   This study has to answer the following questions to accomplish its
    objectives
    1. How does each phase of the Lacanian three orders occur in the series?
    2. How does the protagonist demonstrate the three orders, and in what way his character is influenced by them?
    3. What is the term "Other" and how does it affect the character development of the protagonist?
    4. How does the series demonstrate both the terms patriarchy and matriarchy?
    5. How is the protagonist compared with Oedipus? Is he an Oedipal or anti-Oedipal character?
    Findings and
    Discussion
    The study of The Empire of the Winds series from Lacanian psychoanalytic perspective shows that the series has a central personage who undergoes a different experience of the three orders. He becomes a different person compared to other similar characters such as Oedipus by overcoming his otherwise catastrophic fate. In this way, his maternal instead of paternal authority as well as the wish for his growth is realized.
    Keywords: Lacan, The Three Orders, mother, The Empire of the Winds, Child
  • Witnessing
    John Durham Peters Pages 129-150
    Introduction
    In this article, I first elaborate the significance of witnessing as a good analytical tool for studying media events.   I will then proceed with this idea that audience can be the witness in media, of media or via media.   Essentially, the media claim that they provide testimony for our inspection, thus making us witnesses of the way of the world. I would then plan to investigate the complex concept of witnessing in order to illuminate basic problems in media studies.  
    Theoretically, I shed some light on the ideas of John Ellis who believes that witnessing is a distance mode of perception.   Ellis considers audiovisual media as major agents of catching events in a more detailed manner than people’s mind.   However, for Ellis Television is special among other media since through TV witnessing has become a domestic act. However, I go along with h Ellis’s logic. Ellis claims that witnessing is a key term in media analysis and it is freer of ontological burden. Nevertheless, I believe the baggage of witnessing is not ontological but it is at least historical. This burden has three main interrelated sources: law, theology, and atrocity.
    Methodologically, I then proceed with analyzing the witnessing term itself. As a noun, the term involves all three points of a basic communication triangle.   As a verb, it has a double aspect: the passive one of seeing and the active one of saying. In the next step, I will refer to the history of the unreliability of witnesses. My argument relies on the question of how witnesses have been put into different tests and experiments during the time to improve their reliability. I will then go back to ancient times when torturing and using body was a routine way in authorizing the witnesses and confessions. Since the body and pain were used excessively during history as tools for witnessing, the witness has become a literary genre after the Second World War. I will then point to another group who reacts differently to the fallibility of witnesses. They try to secure the validity of statements by raising trust among the members of a society. This group started their work in the Enlightenment Era, and to me, they paved the way for the early stages for the rise of modern science; because without trust, the scientists could never believe each other’s’ observations and this became the way the development of science took place.
    Some of the findings This paper also shows that the fact that the legal system prefers dumb witness lies within the origin of both scientific and journalistic ideas of objectivity. The paper claims that since distance is a ground of distrust and doubt, the communication situation of broadcasting is similar to that of witnessing: experiences are mediated to an audience, which has no first-hand acquaintance with them. My argument is that the veracity gap in mass communication is completely reasonable due to the hermeneutics of suspicion presented by critical theory. While media events studies seek the conditions, in which the willing suspension of disbelief is justified. Through this notion, the paper’s argument enters the realm of live broadcasting and its importance as it does not lose the present sense of an event and it can enrich this sense of the audience that “I was there!” The contrast between the life and the recorder is a structuring principle of broadcasting. It replays the contrast of fact and fiction. The paper presents four basic types of relations to an event in Table 1 as the following: Presence in time and space (being there), presence in space but absence in time (historicity), presence in time but absence in space (live transmission), and absence both in time and space (recording). Finally, he elaborates on the slim boundaries of fact and fiction. I then propose that facts impose moral and political obligations that fictions do not. In fact, pain separates facts from fictions, as we somehow feel responsible for hurt people in news but not in fiction. Facts are witnessed, fictions are narrated.
    Keywords: witness, Ellis, historicity, live transmission, recording, presence