مجله جهانی رسانه - نسخه فارسی
پیاپی 30 (پاییز و زمستان 1399)

Television advertising, as a cultural product with a wide range of audiences, can be analyzed as an ideological text. On the one hand, to attract more audiences, these visual works must observe all kinds of restrictions and prohibitions, and on the other hand, to change the lifestyle of the audience and encourage them to consume their desired product, it must pursue the goal of changing society. Inspired by the special method of Richard Simon, and of course its modification and expansion, this study intends to analyze the television commercials of the national networks in the summer of 2020. From all the advertisements, according to the methodological presuppositions of the research, some of them are selected and analyzed to present a meaningful narrative. In this method, customer, product, and Commercial Advertisement Player are the three main roles that in this study, the presence of Commercial Advertisement Player role in advertising analyzed practically. In addition to analyzing the case study of the research, we also intend to pursue the types of Commercial Advertisement Player''s presence and its classification as a sub-objective.

This article examines some non-professional death videos on some Western news sites and it is an attempt to answer the following questions: What does the tendency to stage real death to get attention tell us about the place, the unprofessional war movie in the news? What truths do the dying bodies convey in these videos, and how do their truths shape the ways in which death-in-battle is seen in the news? This article discusses the framing of this news by studying three examples of non-professional films: The death of Gaddafi (2011), the beheading of ISIS (2014) and the Syrian civilian victims (2013). These three cases constitute a brief typology of the observation of the flesh and blood of death in the British press, and show how the news bases of these bodies are set up in order to create an emerging combination of rituals of originality. Digital forensics (technical confirmation of death event or narrative framing), and the revitalization of bodies and their truth. The results show that through these two mechanisms, news of death from war is less relevant to the institutional authenticity of the journalist involved and are more related to technical accuracy and emotional intensification. "Taste and decency" as a function of "normalization" adjusts the aggressive images to the cultural sensitivities of the West. Narrative framing validates dead or dying bodies from battle, not only by its informational value but also by its emotional value. While this preserves the ability to see the sanctifier for some deaths and destroys for others denies the universal right to dignity in death for non-Western victims and helps to reproduce the geopolitical relations of power between Western and non-Western peoples.

In Afghanistan, the first reports of the outbreak of coronavirus were in the headlines in February 2020. The rapid spread of the virus increased the speed of information and competition between different media in the country. In the meantime, the role of commercial TV channels seems to be more highlight due to their dominance of the media in the country. The momentary coverage of the virus geographically, outside China borders, and the growing number of victims and patients people in nearby and far countries, added to public concerns, especially due to the national conditions and facilities. The main issue in the approach of commercial channels to the news coverage of the crisis caused by the release of Corona is following the "Dresden Syndrome" method and ignoring the psychological consequences in their approach. Business channels focus on the "controversial" aspects of a news story, based on a policy of focusing on events containing "conflicts." This article, with a conventional approach in the method of qualitative content analysis, has studied the 6 o’clock news series of Tolo Private TV, as a pioneering commercial television in Afghanistan. Findings of this study show that the application of Dresden syndrome method in news coverage of the crisis caused by the spread of Corona virus in this media is in conflict with the social responsibility of the media which is to "calm down" and thus, the terms extracted from this research like: "Fear", "worry" and "frustration" can be studied.

Advertising in any field, especially business is considered as one of the elements of the communication in the contemporary world. Successful advertising is based on the principles such as the advertising psychology and the recognition of the target market; therefore, Facopa Company, which was founded in the thirties decade, is one of the most successful advertising agencies in Iran. Facopa that was considered an emerging phenomenon in Iran's newly established advertising by using the advertising campaigns was able to revolutionize advertising. Many advertising methods of this company were experienced for the first time in Iran. Rather than relying on the visual capabilities of advertising, Facopa had a tendency toward the advertising psychology that its wonderful effect can be seen in expected, inductive and persuasive advertisements, and so on. In this article, Facopa advertising campaigns are studied according to the topics such as advertising and communication patterns, advertising and psychological components. This research has been conducted by a descriptive and analytical method and a documentary method by flipping through Ettelaat Newspaper and collecting Facopa advertising campaigns. The aim is to recognize the field of advertising, the advertising psychology and its place in the history of advertising in Iran. Fakopa relied more on psychological knowledge and knowledge of the target market than on visual knowledge, and encouraged audiences to buy through indoctrination methods. Fakopa's success owes much to the controversial propaganda that both affected and affected his community; That is why Fakopa acts as a brand in the field of advertising psychology. Fakupa's study helps to understand the history of Iranian propaganda, which has been abandoned. Psychology conventionally has four functions: to describe, explain, predict, and change behavior, which encompasses all human psychological processes. All the various tasks, branches and trends of psychology fall under these four headings. By recognizing the existential nature of each person, psychologists find the power of their psychiatric treatment. Cognition, belief, indoctrination and prediction of human behavior is something that is influenced by advertising, so many consider advertising as a technique to use psychological methods to engage the audience.The psychology of advertising is to recognize the factors that cause people to be influenced by advertising and react accordingly. It should be known that not every message, with any quality, can be absorbed by the audience. Not all people receive the same message and do not receive it in the same way. Also, a message that is potentially receptive is not absorbed suddenly and suddenly in society; Therefore, paying attention to the principles and rules of social psychology along with understanding the culture and social traditions can make the work of propaganda much easier and more convenient than it is imagined.In designing advertising campaigns, it is very important to pay attention to the psychology of advertising; Because seeing an advertisement among a multitude of advertisements needs to attract the audience and convince them. Fakupa, as one of the first advertising companies with a style in Iranian advertising, was able to have a great impact on the recognition of domestic companies and their products with the help of psychological and marketing techniques, and on the other hand, with its innovations in the advertising industry, Be a constituency. A campaign that promotes an ad in several stages; The first step is Fakupa's clever approach. Staying in the mind of the audience with methods such as expected advertising and raising people's enthusiasm by holding a lottery is one of the most common techniques used by Fakupa. To achieve the target market, Fakopa has used a hierarchical model of persuasion that includes knowledge, interest, desire, and buying. In the linear continuum, the consumer moves through various mental states, from ignorance to consciousness, and then interest arises and a desire for the desired brand emerges. Eventually the consumer is motivated to take action, which is in the form of a purchase. It also uses three-step conceptualization of cognitive, emotional, and action by stimulating emotional actions. In many of his ads, he uses emotional and intellectual attractions in combination. Fakopa shines like a brand in the field of advertising of the Pahlavi period and created its own style and context by managing advertising campaigns. In this respect, Fakupa's innovations and achievements are unparalleled in their kind.In the present study, a descriptive-analytical method is used to analyze Fakopa campaigns. Content analysis helps to identify the components of advertising psychology and find these indicators in the advertising of the ten Fakopa campaigns. Data collection was done by flipping through the information newspaper of the decades 1336-1341 and pictorial samples of the book "230 years of commercial advertising in the Persian language press" (2013) written by Mohsen Mirzaei.Numerous books have been published in the field of advertising and marketing, and many academic researches have been done in the form of dissertations; But looking at the history of advertising in Iran is very neglected and this shortcoming can be seen in academic writings. The book "230 years of commercial advertising in the Persian language press" (2013) written by Mohsen Mirzaei in four volumes is a rare example in this field; A book in which Mohsen Mirzaei, in addition to an analytical review of the Iranian advertising space from the late Qajar period to the fifties, describes his personal experiences at the Fakopa Advertising Agency and has conducted several interviews with experts and colleagues at Fakupa. . The book "Psychology of Advertising" (2011) by Bob Phoenix and Wolf Gang Stroeb, translated by Mohammad Arabi in different chapters, deals with the importance of audience persuasion and the psychology of cognition. The book "Psychology of Business Advertising" (2013) by Max Sutherland and translated by Sina Ghorbanloo deals with the issues of advertising in the new era, modern media ads and the importance of psychology in marketing.

This research has been carried out by a qualitative approach trying to study the relationship between fantasy based animations and children's imagination. To this aim, semi-standard interviews were conducted with 65 boys and girls aged 6 to 12 years. Children were studied in two separate groups and the interviews were analyzed, coded and categorized. The results indicate that Imagination of children who watched a lot of fantasy based programs, were focused on the atmosphere of their favorite animations and characters and their imaginations were mostly spent thinking or changing the stories of these programs. Also, the mental image of children in this group of the future of the world was a picture consisting of reality and fantasy, and there was a big gap between the real self and the ideal self of children. But children who watch only few fantasy-themed programs were more likely to think about the near and distant future and the causes of what happened. The mental image of children in this group of the future of the world was a reality-oriented image and there was a logical distance between the real self and the ideal self of children. As a result, the data obtained in the present study showed that children who watch a lot of fantasy-based programs, always imagine in the context of fantasy.

Entitled Hero is a term extracted from philosophy and Hegel's analysis on tragedy. Based on his philosophical instrument, Hegel analyzed "The Tragedy of Antigone" by Sophocles and presumed that there was a battle between two perceptions. Indeed, Hegel presented a new understanding of Hero by analyzing Sophocles' Antigone and claimed that the tragic battle was between two good powers rather than good and evil. Hegel's theory on the tragedy hero might be a start for the hero in the modern tragedy. Despite sharing some similarities with ancient Greece's tragedy, modern tragedy possesses exclusivities which discriminate it from classic tragedy. Asghar Farhadi's "About Elly" depict people who fight over an issue but it seems that these characters are only rightful heroes who think differently. In this research which has been conducted by descriptive-analytical method, using library resources and watching films, it has been attempted to analyze the tragedy of Greece, Modern tragedy and their differences, as well as to study the concept and role of hero on the basis of Hegel's views in "About Elly" film.

Interactive art is a branch of modern art based on the audience's interaction with the work of art, the artist and other audiences. In this artistic genre, the audience gets out of passivity and plays a role in the process of creating a work of art according to their thoughts and tastes. Thus, interactive art is a combination of the voices and thoughts of the audiences, who interact and talk with each other by sharing common experiences and within its planned framework. These features in interactive art are compatible with the ideas of Mikhail Bakhtin, which point to the importance of the audience and their participation in the production of the work. The purpose of this study is to evaluate the characteristics of interactive art and the position of the audience in it, in accordance with Bakhtin ideas.This study seeks to answer these questions: What is the relationship between interactive art and Bakhtin ideas? Based on this relationship, how is the role and position of the audience in creating interactive artwork explained? This research has a fundamental purpose and analytical-comparative method, and data analysis is qualitative. In expressing the results, it can be said that the participation and presence of the audience in interactive art is not just a mental event, but it is an integral part of the process of creating art, which also affects its output and an interactive work of art, depending on the participation and interaction of the audience and its recipients with the work, the artist and other audiences, has the characteristics of otherness, polyphony and dialogue.

“The Making of Exile Cultures” book that we will discuss here was published by the University of Minnesota Press. This research is a case study, a detailed and ethnographic study of television programs that are produced for immigrant Iranians and seen by the same individuals.This study examines how television seeks to help immigrants and expatriates in exile by engaging the interplay between the new and the old identity, individualism and traditionalism, and the fetishism of the lost motherland and acceptance of US consumerism. To transform exile into ethnicity and liminality into integration in the host community.This book deals with a variety of cultural studies, including television study, globalization analysis, cosmopolitanism, and multiculturalism. Naficy, By studying ethnography among immigrant and resident Iranians in Los Angeles, has found that television among them has become a part of public and private practice. And like a qiblah or temple that shows the sacred symbols of the motherland.