A Semiotic Reading of Formation Process of Songs of Sellers at Bāzār of Rasht

The semantic system formed in the "Semiosphere" of markets, in addition to the elements organized around economic relations, also includes cultural signs and elements. It seems that the accurate knowledge and understanding of the formation of cultural phenomena, as well as the order established in the markets, is facilitated by emphasizing the cultural coordinates of these urban spaces. Therefore, the study of the market by emphasizing the cultural elements and signs in it provides a possibility for human interactions and transactions to be considered not only on the basis of economic relations, but also from a cultural perspective. In this article, the sonic-musical phenomenon of the songs of the sellers in the context of the big market of Rasht city has been studied under the title of "Jār-Āvā". The purpose of this article, in addition to disambiguating the terms formed around this audio-musical phenomenon and presenting a concept appropriate to its nature, is to investigate the formation process of these songs in the big bazar of Rasht city. Therefore, the main question is focused on the issue of how the process of the formation of "Jār-Āvā"s was realized in the context of the big bazar of Rasht city, from what channel and under the influence of what factors. The theory of cultural semiotics has been used as a theoretical framework and the findings of the research have been analyzed with a descriptive-analytical method. The results of this article show that the presence of peddling businesses on the margins of the bazar in the main text has led to the formation of a mentality arising from peddling in the semiospher of the bazar. Therefore, the presence of the phonetic act of Street Cries, as a marginal phenomenon that spread through the mentality of peddling in the market text, has created a phenomenon called "Jār-Āvā" in the cultural text of the market.