فصلنامه مطالعات فرهنگی اجتماعی خراسان
سال نهم شماره 4 (پیاپی 36، تابستان 1394)

For some reason common or ordinary ceremonies in one geographical region affects from the nature of people’s ideology and then clarifies their viewpoints and cultural and civic incorporations. Among the past cultural and social characteristics of Boshruyeh region is the circulation of the culture of endowment and the plurality and verities of devotions. Doubtlessly one of the effective factors in the creation and circulation of this culture has been the religious beliefs and faith credence of people. Regarding the religious background of Boshruyeh in the era of Qajar and Pahlavi and the external entrance of Baha’ism in this territory, it is important to take into consideration the influence of this incidents in endowment culture and the plurality and verities of this devotions. This research by exploitation of descriptive-analytic methodology and qualitative-quantitative inspecting and analyzing of available documents and evidences and the endowments deeds and by using statistics and present figures, intended to respond to the research question and bring it to clarification that the said endowments apart from the quantitative and qualitative influences of intellectual and religious tendencies of two recent centuries, has been continued to its upswing natural growth.

In the architectural art of Qajar era، plastering and in the architectural art of first era of Pahlavi (1840-1941)، brickwork is so prominent. The Room of Arasteh is among the buildings of Qajar era which is located in Birjand and for its various designs and symbolic plastering is worth of inspecting and analyzing. The most famous decorations of this building includes; the herbal designs from various flower and palm، arabesque and arabesque frame leaves، the sun design، lion and dragon fight، strings of plaster، the figures of vaults and shady arcades. The Hosseinieh of Arasteh is among the buildings of first Pahlavi era in Birjand which contains very diverse bricklaying and outstanding brick stratifications like plug، cruciform، forked and religious plastered epigraphs and motifs of double lion. The question of the present research reveals that ever now no serious investigations has been accomplished concerning to this two historic buildings except some reports from cultural heritage organization and historical texture base center of Birjand city. This two historic buildings in spite of their rich architectural decorations has not been presented comprehensively and its decorations actually were not analyzed or inspected carefully. So the aim of the present article is the introduction of these two prestigious buildings but unknown in the Northeast’s cultural hub of the country and also the investigation of these two buildings motifs and purports. The findings of this research reveals that plastering designs of the Room of Arasteh derived from the Sassanid plastering art. The Hosseinieh of Arasteh according to its religious function، exploited from the motifs of religious purports such as epigraphs traditions and double lion design carvings in two sides of their inscriptions. Motifs like the sun design، the lion motifs and the lion and dragon fight are among the key designs of this two buildings which beside their historical background، hold symbolic and religious concepts. The data collection method is from library sect and directions is being taken from experienced craftsmen of South Khorasan and picture samples attained from the two buildings photography. The research methodology is descriptive-analytic and in some cases is in comparative model.

Demon is an ambiguous word in its existence or not existence، in its intellectual or portrait appearance and in its negative or positive impression، which in Persian culture various interpretations has been assigned to it. The opposition of good and evil forces، world division in two pols of brightness and darkness and the convection in permanent conflict between satanic and demonic phenomenon is a prevalent credence among all peoples and nations; a campaign which continues whenever the universe is working and the ultimate winning belongs to the brightness front. The vestige of such belief can be seen in legends، religions and also in modern world reflections. In public culture and literary texts concerning all poetic and prosaic works of Iran، this creature with different functions has founded its visibility with the opportunity to manifest، appear and exist. The present article has accomplished with the aim of researching the station of demon and its functions in Iran’s culture with an emphasis on the expressions of this word in the culture of South Khorasan people. The investigations of this paper indicate the perceptional resemblances of South Khorasan people with the other people from the other parts of Iran. Also this article shows that the people of this territory empowered with the light of prudence، procrastination and compromise to take into service the demons and to be immunized from their negative effects and damages.

Rocky Design or stone art، is one of the most ancient historical or artistic manmade works remained from mankind. This designs are among those artistic works which dispersed in various parts of Iran and each of them is the indication of universe antiquity. This research has been examined the study and inspection of Asu’s rocky designs. The Asu’s recent rocky designs located in mountainous region to 300 meters distant from south of Asu village of Birjand city in South Khorasan. The methodology for inspecting the rocky designs was in survey model which photography has been made from each one of the designs and then the planning has accomplished and in library method the comparative inspection of the designs with the other rocky designs has been proceeded. The main goals of the research includes the introduction and investigation of the designs of Asu’s rocky designs، anthropological studies about the designs، conformity of designs with ecological conditions (vegetable and animal covering)، parallel and comparative study of designs with the other places and suggested chronometer on the bases of evidences also exists. The obtained designs in this space contains 51 designs which includes the designs; animal، human، symbolic and tools which often were in the form of single image and sometimes in the form of a collection which in creation of those designs the knocking method has been used. With the accomplished investigations it can be discovered that the said designs from the qualitative and quantitative aspect can be analyzed and compared with the other newly found designs in the other regions of Iran and beyond Iran’s current borders.

Purports and concepts related to the event of Ashura is one of the most influential religious themes in Shiites، Islam and also the other religions. The authors of this article has examined the Ashura purports in the poems of Ibn Hisam Khoosfi and Sharif Razi and after a quick look over the influence of political-religious circumstances into the periods of Ashura poetry، the endoplasm and Ashura lamentations contents of two said poets has been examined and then analyzed the comparative inspection of both of them. The prevailing aspect or the pivotal discussion in the common contexts and endoplasm of this two poems is the favoritism of Imam Hussein (greeting to him) and his followers and companions. But what the distinguishing factor between this two poems is the common themes of them which itself largely produces from their means of livelihood، historical and cultural conditions. In the poems of Sharif Razi realism، historical objectivity and yet a kind of outrage and epical feeling is so obvious. But in the poems of Ibn Hisam، the poetic and abstract views and spiritual essence، intellectual and idealistic sprit، subtle but yet heavenly and divine space has been created. Generally the poem of Seyed Razi from the size of its contextual spirituality is so comprehensive that the poem of Ibn Hisam. Moreover in the poetry of Seyed Razi the historical and sociological indications can also be seen. The authors approach in finding and description of poetry themes was the content analysis and for this purpose، the linguistic، literary and specially historical and political descriptions also has been benefited.

Attracting and holding customers in the insurance industry of country، by regarding the activation of private insurance companies and information and communication expansion in international level، the possibility of comparing the services of different insurance companies in various places of world became so difficult. Also the intensity of competition in markets and perception of the importance of the customers’ preservation for organizations، gradually caused them to step towards the establishing and preserving long term relation between customers and for keeping the conformity with the opinions of researchers، the relational marketing is the most suitable choice for accomplishment of this affair. Therefore، companies should continually supervise and control the interaction between themselves and customers and by recognition and integral knowledge of the customers’ authentic needs and values to supply valuable services and goods for them and by attracting their satisfaction to establish loyalty among them. Beside that the relational marketing causes the companies to enjoy from the competitive advantages such as the decreasing of marketing costs، positive effect of chest to chest marketing، decreasing failure costs in marketing. The present research is a descriptive study which has been accomplished with correlational methodology of multi-variant Regression type and its statistical community is 152 people among the customers of insurance companies of Birjand city. The data collection instrument in this research has been questionnaires and also the data were analyzed by Regression method by the use of SPSS software. The research findings shows that with order of priority and importance، communications، aggression management، obligation and confidentiality has a positive and meaningful effect in the loyalty of the insurance companies’ customers.