فصلنامه زن در فرهنگ و هنر (پژوهش زنان)
سال چهاردهم شماره 4 (زمستان 1401)

The advent of social networks has brought about changes in various aspects of human life, and marketing is one of the areas that has been affected. With the emergence of influencers with the ability to influence the wide followers in social networks, brands' interest in influencer marketing is growing rapidly and today brands spend most of their advertising budgets on influencer marketing. In the present study, using the Elaboration likelihood model of persuasion (ELM) and Concepts such as Para-social interaction (PSI) and Electronic Word of mouth (EWOM), we investigated the effect of persuasion cues of women influencers on the intention to buy followers as the aim of the study. The case study of this study was beauty women influencers on Instagram. For this purpose, by identifying 4 prominent beauty influencers among Iranian users, the pages of these women influencers on Instagram were examined. The present research is applied in terms of descriptive nature and its method is survey and data collection tool is an online questionnaire. 396 questionnaires were collected by available sampling method. The collected data were analyzed using SPSS software version 3 and SmartPls software version 26. The results showed that persuasion cues related to expertise, Trustworthiness and experience with the variable mediated by source credibility and persuasion cues related to self-disclosure, social attractiveness, attitude homophily with the mediating variable of PSI have an effect on EWOM and ultimately intention to purchase followers. Contrary to the researcher's expectations, effective physical attractiveness has no effect on PSI and ultimately EWOM and intention to purchase followers.

Human-bird hybrid motifs have broad and sometimes conflicting meanings in many parts of the world. In the Islamic era, despite the prohibition of human and animal motifs, this motif is still used in works such as rings of the Seljuk period with a female-bird nature. The Seljuks were one of the first Muslim governments in Iran to achieve cultural prosperity. The ring, which has a special prestige in Islamic culture, reflects the hidden cultural features of this period. The issue is what identity the bird-with-female-head motif in the rings reflects in the Seljuk Semiosphere. In this regard, Semiosphere theory is used in the analytical method of cultural semiotics. The main question is, what is the belief in the representation of the bird-with-female-head phenomenon in the intercultural communications of the Seljuk semiosphere? This article has been done by a descriptive-analytical method. Four samples of rings with bird-female motifs with intertextual symbols on pottery and metal objects of this period were adapted, and the concepts of accompanying motifs were read with it. The result was that the motif of bird-with-the-head-of-woman on the Seljuk semiosphere rings was drawn in two ways. The Seljuks semiosphere of Iran consists of three Iranian, Islamic and Turkish sphere within themselves. They have reached a semantic and morphological agreement through intra-cultural dialogue. Companion designs often refer to the concepts of goodness, blessing and fertility, which reinforce the femininity of this type of ring.

This article focuses on the notion of “desire” in Yerma (1934), by Federico Garcia Lorca, the famous Spanish writer and dramatist. Yerma is one of the dramas in Lorca’s ‘rural trilogy’. Adopting the perspective of left thinkers and using Gilles Deluze and Fleix Guattari’s views on psychoanalysis, the writer discusses how the notion of “desire” through a deleuzian perspective is not associated with loss but power and can, thus, end up in change and “becoming.” To elaborate this process, the study has deployed a descriptive-analytic method to the text, and it has focused on the notions of ‘paranoid desire,’ ‘schizoid desire’ and ‘becoming woman.’ It is argued that Yerma, as a prototype of minority figures, is subjected to those strategies of ‘otherization’ which she cannot help tolerating due to an internalization of the family and social discourses of norms and stereotypes, which is still true to the lives of many women even these days. Yerma finds no way out of such stagnant life scripts but through a sudden outrageous rebellion against the system (and its representative—Juan). Such rebellion questions the dominant paranoid control exerted by every hierarchical system in society. These challenges pursue a type of “deterritorialization” of such systems and their meta-narratives by opening new horizons which introduce new types of relationships and orders which are far different from the mainstream culture and, thus, chaalenging, unsettling, and dangerous. In fact, they are new voices which can be heard.

Critique of social structures in women's fiction 1909-1931AbstractSimultaneously with the publication of the women's press in 1909, conditions were created for women to be able to use new language of expression such as poetry and fiction to express their views in addition to further critique of social structures. Leading research that is a qualitative method, using content analysis technique and with index emphasis on fiction texts published in the biographical press published between 1289 (the year of publication of the first women's newspaper) to 1311 (the last year of publication of the women's world newspaper) Is trying to answer the question of what issues have women addressed in their fictional writings? What was their most important demand and what did they introduce as the main cause of women's subjugation?A complete and non-selective enumeration of biographies in the period under discussion, including 167 issues of biographies, equals 4,401 (four thousand four hundred and one) press releases. The central theme of these fictional texts is women's rights in marriage - life and divorce, critique of forced marriage, early marriage (child marriage) and critique of polygamy. Also, the behavior of "ignorant mothers" has been introduced as the main cause of women's misery.

Cybernetics, social system of action, model variables, transitional, traditional, post-traditional situation, the current research with a documentary strategy and in a descriptive-analytical way, and based on the existing historical data about women in the Safavid era, attempts to redraw the status of these women based on The model variables proposed in the structural functionalism theory of Talcott Parsons, which connects the science of history with other departments of social sciences. The main research question is how women in the Safavid era were able to be effective in the social system of their era. The hypothesis of the research is that women played an effective role in the transition of the society from the traditional to the post-traditional state, and this role was achieved through passing from attributive, emotional, general and qualitative roles to acquired, trans-emotional and specific roles. oriented and functional, they have provided to some extent and have helped to transform the society of the Safavid era into a semi-transitional and dynamic society. The results show that this preliminary transition has caused the transfer of energy and information from systems and sub-systems with the role of women, instead of only through assigned and specific roles, etc. Acquiring and generalizing roles, etc. should also take place, and the foundations of a new configuration of the cybernetics system of the Safavid era should be created.

A strong, healthy teacher-student connection helps to create an environment conducive to personal and academic progress. Stroke is the point at which a healthy relationship starts to deviate from an unhealthy one in terms of behavior and words. Generally, strokes have been given in a conventional and non-literary manner, but the literary form of strokes has been advocated as a way to open up an opportunity for the creative use of language, as well as the construction of a relationship between language, culture, and literature. The purpose of this quantitative research is to determine students' preferences for literary and non-literary strokes. Gender disparities in preference for literary and non-literary strokes are investigated to account for males' and females' preferences. Despite growing up in the same biological and cultural environment, they may have opposing viewpoints. The convenience sample technique was used to choose 411 students (133 men and 278 females) from a variety of majors and stages of study. The data was collected using a researcher-made questionnaire with literary and non-literary strokes. Results suggested that female students tended to choose non-literary strokes, while male students favored literary strokes. The reason for female students’ preference for non-literary strokes and male students’ preference for literary strokes may be attributed to their personality traits, communication styles and social status. Other contributing aspects include the lack of intimate relationships between teachers and students of the opposite gender as well as differences in literary and non-literary language features.

What we call death in our dictionary, and which we often refer to bitterly, in the eyes of agriculturists was a connection of the deceased with the earth and the expectation of resurrection; Like a seed buried in the soil in the hope of rebirth. The remaining written and visual pieces of evidence of mourning rituals indicate that women played a more critical role in this way; as they played an important role in planting and harvesting agricultural products. Therefore, the present article, with the aim of explaining the role of women in mourning rituals and its relationship with agricultural rituals, seeks to answer these questions: Why the operatives of mourning rituals are primarily women? And is there any connection between these rituals (mourning and request for fertility from nature)? In this regard, this paper will analyze eight Persian paintings with the theme of mourning from the Ilkhanid to the Safavid period in a historical-analytical way using the iconographic approach. The results show that mourning rituals were inherently used to activate the forces of plants that are often embodied as plant gods/goddesses. During a transformation, this pattern has changed from a form of mourning for the goddess of fertility to mourning for the general public. The presence of women in the mourning rituals was also considered blessed and auspicious because of their liaison with mother-earth. Thus, based on the symmetry of mourning and agriculture, the presence of women in mourning and the performance of various rituals by them is justified.