نشریه رسانه و فرهنگ
سال پنجم شماره 1 (پیاپی 9، بهار و تابستان 1394)

This article seeks the hermeneutical (inter-textual) explanation of media representation effect in spatial transformations. Therefore it seeks new spatial entities which are the results of this relationship. In postmodern era، the media are the main actors in identifying and interpreting environmental issues and according to plurality of identities and multiplicity of spatial experience، now we don’t live with spatial dictations rooted in absolutism of Euclidian patterns of space. Uncontrolled fields of media، turmoil and meanings diversity and images in contemporary art and poetics and elegant fantasies، hyper-reality and formation of mass consumption society and signs crisis، are all the results of advertisement and this has led to a crisis of semiotic representation in contemporary city. The article studies the results of technology Gestell from the perspective of Heidegger''s ontology. Therefore it does not refer to the function of discourse and space، but refers to the nature of this discourse.

Permeable territorial boundaries and shakable autocracies seem to be main characteristics of temporary globalization. This phenomenon is coexistent with recent information revolution; since telecommunication and information project (internet) was able to facilitate connecting every computer all over the world to others along with its evolutional trend, without necessarily being limited to any boundaries or governance of states. Therefore, the virtual space is created to provide a frame in which subjects can interact with each other free of existing social norms and structures. On this basis, the present paper addresses the question: How virtual space affects identities of subjects? This article aims to investigate how virtual space alters subjects’ characteristics in identity context. Theoretical framework of the paper is inspired by Goffman's self-presentation theory. Based on this framework, virtual space has provided the subject with an environment to act and present himself – an environment in which a subject carries various social, political and cultural masks. The hypothesis examined by the present study is: meta-territorial virtual space has provided a scene for presenting ideas and semantic characteristics which lead to interactions and contrasts between various cultural ideas. This phenomenon creates a battlefield of identity struggles amongst subjects due to high number of subjects and plethora of communicational lingual actions – however not necessarily Habermasian communicational actions – amongst them; hence causing them to be perplexed. The present paper is of critical analysis type. Also authors try to present solutions to confront identity perplexity of subjects in cyber space.

Advertisement is an important communication tool. The success and failure of many organizations and companies lies in the quality of their promotional activities. Obviously, continuity and development of selling products and services is possible when an advertising design absorbs customer. According to effective advertisement, more attention should be paid to psychological needs and taste of the customer. The appropriate and artistic content of the message in promoting goods and services can make the business more successful. The authors believe that another important factor in advertisement is ethics. In this article we represent secrets of successful advertisement based on the proposed pattern. These information absorbs more electronic customers. The proposed pattern has been validated and improved by questionnaire which is filled in by experts in the field of information technology and electronic commerce.

According to development of different uses of cyber space, consequential sociocultural changes are happening. Facebook is an example with more than one hundred thirty million clients. Security is one of the most important goals and values of a society. More important is the feel of security. One reason why Iranian users chose foreign social networks is the sense of security. This study, as for its objective is applied research, in terms of data collection is a descriptive (non-experimental) field study and in terms of the relationship between the variables considered, implies a causal relationship. The research method is survey type. In this research first the sense of security and comfort from electronic transactions is studied as the most important threat for social networks in cyberspace to attract users. It's done by the content analysis of interviews with experts, professors and activists of related areas. Then Electronic Data was collected by questionnaire. Benefitting from new software we found out that there was a meaningful relation between gender, age, use of social networks and user's sense of security.

This study depicts the content of social networks like Facenama, Cloob, Facebook and Google plus. The question here is what variables exist in Iranian content and themes in comparison with non-Iranian networks In this study, we used content analysis method which is an investigative method used to expand on evident content of messaging. Overall, this study indicates that the content is much about actual images, neutral images, entertainment, notifications, exaggeration and hyperbole, attention technique, clarity of speech and human values.However, we concluded that there is a meaningful relation between style and content as well as orientation of context and principles in both Iranian and non-Iranian networks.

With regard to the effective role of the clergy and cinema in the society, it is very important to understand and explain the relationship between them in its various dimensions. In this way, the issue of the representation of public attitudes to the clergy in Iranian cinema has been studied in this article. Hence, three related movies "Under the moon light", "Marmoulak", "Gold & Copper" were analyzed with Qualitative content analysis method. The results of this study show that there are three categories for public attitudes to the clergy in the samples: positive attitude, negative attitude, and the elements of attitude change (persuasion and Cognitive dissonance). The negative attitude to the clergy is represented frequently as prejudices and stereotypes. Main Themes represented in this field are summarized in these terms: Clergymen have achieved great power and wealth after the Islamic Revolution in Iran; instrumental usage of the cleric clothing by clergymen; Keeping out from the context of society; and clergymen are traditional.