نشریه رسانه های دیداری و شنیداری
پیاپی 30 (تابستان 1398)

Celebrities are one the resources that media resort to them to attract audiences and more likely they love to be seen and earn money in the media. Thus, there is a mutual relationship by which each side tries to achieve its goals. But in this interaction, there are problems and issues that create costs for both parties. In this paper, in the theoretical section, two Driessens and Nayar theories were proposed. Then, with the objective sampling method, 15 experts in communication, media and cultural fields were interviewed and the most important themes related to the present and desirable status of IRIB interaction with Celebrities were classified and analyzed by MAXQDA software. The results of this study indicate that to improve and enhance the interaction of celebrities and IRIB, based on the model presented in this study, a clear policymaking could be designed to educate and introduce young faces; And in terms of material and intellectual properties in the field of artistic activities such as stage, environmental advertising and cyberspace, define and formulate a new system of reciprocal rights for national faces and the media.

IRIB as a main actor in science popularization process, is responsible for joining public sphere with science through which scientific discourse is institutionalized. Studies on media science have shown that scientific programming on Iran TV results from the interaction of many contextual components. In this essay, the causal conditions, the context, the media strategies and consequences have been identified and a Paradigmatic model for scientific programming proposed. The research method of this research is the grounded theory, and the data were gathered by theoretical sampling through the unstructured, deep interviews with 12 experts who were involved in the process of producing and organizing scientific programming. Findings of this essay suggest that IRIB pattern in science representing, is deficit model. The reasons led to this model, are the whole knowledgeable media, the misconception of the level of public perception of science, sophisticated science, the limited resources allocated to science programs, the lack of culture supporting science and the lack of stability and distinction between the missions of public or specialized TV channels. So through the deficit model for science popularization, extreme specialization, extreme simplification, science stereotyping or consequentialism were chosen as the media strategies in science communication. These approaches result in ideological science, fusion of science and pseudoscience, highlighting the local science achievement, failure to bring science to the public sphere, pure science popularization and the lack of interactive communication between media, public and scientists. Therefore, it is necessary for IRIB to transfer from generalization approach to public engagement in science thorough participation model.

Studying character is one of the most important elements of script writing for cinema and television and this article investigates the characterization techniques in Fargo movie and its adaptation for a television series. The process of adaptation from movies to television series has not been discussed aptly in film and television studies. Research methodology of this article is based on Ken Dansiger’s deconstructive approach in breaking the three-act screenplay rules. To this end, at first, classic theories of characterization and dominant conventions are analyzed. Then, the techniques used in Fargo series are investigated. These techniques include: adding new characteristics to the characters to make them more attractive for the audience, expansion of relations between main and side characters, expansion of flat characters into 3D ones, making side characters as main ones, adding or deleting side characters, and introducing new characters. As the findings of this article show, “making side characters as main ones” is the most prominent and useable technique in the process of character expansion for transforming a movie script into a television series one.

The experience of broadcasting election debates in Iran show that these debates failed to express the views and plans of the candidates and instead candidates attacking each other and debasing their competitors. In this essay, after classifying the types of interactions between the debaters, the causal conditions and the context that has led to such approaches has been identified and a Paradigmatic model for management of TV debates is proposed. The research method is the grounded theory, and the data were obtained through a semi-structured, deep interview with 14 people who were familiar or involved in the process of planning, producing, and organizing debates. Findings of the essay suggest that although personal characteristics of the debaters are influential in choosing the approach of persuasion or action of attack and defend, the sudden change of political space during the election, the short duration of electoral propaganda, the presumption of the lack of impartiality of the debating organizer towards  some of the candidates and viewers, the inadequate structure and the rules of the debate are factors that led the debaters to focus on the pattern of attack and defend and rise the tensions among debaters. In order to manage the actions of debaters, TV debates should be converted to media events with specified rules and structure.

The use of philosophy is, in fact, a "competitive advantage" for filmmakers. Matrix is one of the films that has used this advantage. The matrix has crossed the boundaries of reality and fantasy and more than being a science fiction or adventure, it's actually a philosophical film. This paper tries to answer this question: From the perspective of one of the philosophical schools called "skepticism", why Matrix is a philosophical film? And how these philosophical concepts are presented by aesthetic aspect of the film. This research focuses on how the use of philosophical content in the film becomes more transparent for filmmakers. The research method in this paper is a combination of qualitative content analysis, image analysis and case studies to analyze and adapt the concepts of skepticism philosophy to film, with a narrative approach. The findings of the research are visible in three axes; Plot, characterization, and mis-en-scene. These findings show eight philosophical concepts in the Plot section; the Plato cave, brain in a vat, utopia, simulacra, the dream world and the originality of perception, the red or blue tablet in the imaginary or real-world, the dialogue as a philosophical act, and the matrix as philosophical doubt. In a philosophical analysis of characterization, Neo is seen as Socrates and Descartes in the film, and we have “philosophical Doubt Mis-en-scene” in form of film. The results of this study show that based on the ancient philosophical literature and as well as the credibility of the views of some contemporary philosophers, Matrix is a philosophical film and can be analyzed and interpreted by the "School of skepticism".

Commercial advertisements are nowadays of significant importance among the myriad of media and cultural analyzers as an interdisciplinary subject. The aim through this article is to represent and interpret the body discourses within the advertisements broadcasted by Channel One of the Iran National Television by means of representing and categorizing the texts derived from those advertisements. To do so, seventy-two commercials were selected in a targeted manner in the year of 1395 (corresponding to 2016) in which three discourses on “joy and pleasure”, “health” and “body dignity” has been represented via use of the capabilities of discourse analysis and theoretical context of interpretive sociology. Under the joy and pleasure discourse, “good feeling”, in health discourse “health and peace of body” and “higher dignity or prestige” have been recognized as the core issues. Having conducted a thorough study of advertisement discourse in the field of body, it was figured out that such discourse is structured upon a larger biological and bodily discourse where the core of these discourses is a “consumer-oriented human”. According to the results, it seems that each of the above-mentioned discourses are under influence of various and divergent theories emerged commensurately from governing policies on the media. Media and government are representing individual discourses and eventually empowering them.

In this research we are intended to find cost reduction strategies and factors related to the costs as one of the approaches to deal with financial problems of IRIB. In this research, in depth interviews are conducted with media practitioners and experts and then based on qualitative content analysis, first research themes were extracted from data obtained from interviews and then in a coding process each of these themes were assigned a code and at last they were placed in axial coding system. Titles were extracted in two categories of increasing cost factors and cost reduction strategies and 70 ways to reduce costs in eight categories were obtained. In this study we found that Outsourcing the production process and turning inside work forces into private contractors, and codification of outsourced production  with ranking and assessment of producers, applying absorption system to develop human resources in order to increase labor productivity, applying technology management system, allocating the budget to cost units and controlling major projects and programs of relevance to control the costs and standardization of organization processes are the main strategies to reduce costs in the IRIB.

The importance of childhood in finding identity and young audience’s attempt in decrypting signs in other culture encouraged our research team to study the performance of IRIB Children Network programs in the 2nd half of the year 1396, based on Lotman semiotics in creation of other as an anti-hegemonic action and establishing the self culture. Our study shows that western dialectic has targeted and forced itself to the Islamic semiotics shield. Our study presumes the western culture as a pod culture and our weakness in creating the Other is not being recognized as a cultural collaboration. The philosophy of the Network is based on self and also other instead of polarized Self vs Other and its using a mixture of Self and Other. Based on Umwelt theory, children productions have a conservative approach to society and its issues, traditions and history. On the other hand imported media emphasis is on social adherence, wealth, power and lifestyle. One of the most influential anti-hegemonic methods to encourage patriotism is cultural translation of imported Medias. In this case repetition and creativity was used effectively but it was necessary to create cultural Self and Other as an approach to attract and deflect, so that the aired media could have shown the traits of our cultural foundation.

Language in its social function, discourse, plays a very important role in determining social power. Since metaphor is a very common phenomenon in the language and governs the conceptual system, it can play a prominent role in this regard. Since in the presidential and parliamentary elections, society exposes to a rivalry of discourses to change power relations more than ever, in this research, we want to study the metaphors used in Iran's television debates of Iranian presidential candidates in 2016, within the framework of the Charteris-Black's "Critical Analysis of Metaphor" approach (2004). Three hypotheses were investigated in this study and the findings confirmed all three hypotheses: 1)A common experimental ground with voters, their logical and emotional persuasion, to legitimize one's own views and to delegitimize competing perspectives, are among the most important motivations for applying and choosing metaphors in these debates; 2) In these debates, the domains of journey, conflict, and building are the most frequent conceptual domains for metaphors; 3) Despite the similarities in the use of political currents from the source domains of metaphors, there are differences In the calling of entities from these domains which reflect the ideological differences of these currents.

One of the most common techniques in television advertising is using celebrities who endorse a product. The aim of this study is to investigate the effect of using celebrities as endorsers on purchase attitude with regard to the mediating role of attitude to brand and advertising. This research is an applied one in goal and a descriptive one in nature. The statistical population of this study consisted of those people of Yazd city who were exposed to television broadcasting. A sample of 420 people was selected from this community using Cochran relationship and available sampling method. Questionnaire was used for data collection and its validity and reliability were confirmed. Structural equation modeling and SPSS and PLS software were used for data analysis. The findings of the study show that celebrity endorsement features have a positive and significant impact on attitude toward advertising. Also, attitude towards advertising has a significant effect on attitude to brand. Advertising attitudes also play a mediating role in the relationship between endorsement and brand attitudes. In fact, the principled and scientific use of celebrity endorsers in advertisement can influence the attitude of audience.