Visual anthropology in globalization path(Case study: contemporary Iranian posters)

The culture of every society is not constant over different periods, and it transforms being affected by various factors including the effect of other cultures. Also, art inevitably transforms over time being affected by the culture. Therefore, study of art as a phenomenon that is affected by culture can be a step towards identifying the human and culture. Visual anthropology is a major subcategory of cultural anthropology, and it investigates the culture by means of image. Also, it investigates the humans’ thoughts, relationships, and situations by studying their culture. This research is a descriptive analytical study in which, data collection has been done by library method. It aims to investigate the visual relationships in the contemporary Iranian Graphics. For this purpose, the research has been performed by using the global anthropological concepts and theories introduced by the Indian anthropologist, Arjun Appadurai. It is assumed that the today’s phenomenon of globalization can make significant changes in moving towards homogenization or heterogenization to the global culture. The research population includes the posters exhibited in Silver Cedar Exhibitions in 2017 and 2019. Regarding the content of the contemporary Iranian graphics, the artists have paid attention to the national visual identity and companionship of national and transnational identities. This attitude provides a new viewpoint and structure in association of two different identities.