فصلنامه رسانه
سال بیست و سوم شماره 3 (پیاپی 88، پاییز 1391)

This article have investigated the theoretical approaches has been utilized in the consumption and lifestyle issues as well as it have tried to study different views of some social and cultural theorists about consumption such as Thorstein Veblen, Pierre Bourdieu, Douglas, Isherwood, Jean Baudrillard, Zygmunt Bauman and so on. Also the case study which has been done in the article has indicated the prevalence of consumption culture and pathological analysis of it especially among youth. The results have shown that the consumption among Iranian youth has been just a moment for consuming and the consumption has been seen as an opportunity for compliance, conformity, pleasure and euphoria. The consumption is a kind of strategy for wasting time, sharing the experience with others, self-expression and being distinctive.

In this article we have tried to introduce different scenarios. These scenarios have been about Information Technologies (IT) which may have an impact on the consumption and lifestyle of Iranian citizens. The results of the national research “Pilot of Foresight of the best Technologies in Iran 1404” (PAMFA) and the effect of four main future study scenarios including world products, IT highway, local products and national intranet and consumption on the lifestyles of citizens. We have tried to indicate some scenarios about the lifestyle of Iranian citizens. This article have defined the first and the third scenarios as two scenarios which have intensified the gaps in lifestyles. The second and forth scenarios may create some collections of global and local lifestyles. In these circumstances, supporting local lifestyle and interacting different lifestyles could be the best policy making.

This paper has investigated the IRIB narrative of middle-class lifestyle in Iran indeed we have tried to study media life of middle-class emphasizing on T.V. For this purpose the “Creeping Death of a dream” has been chosen as a series for studying the middle-class lifestyle. The results have shown that the series have shown the lifestyle of middle-class with Bias and stereotyping. In this series the modern middle-class introduced as a people with west scurry mind who adopt and imitate of the western models; hence they are different from the traditional middle class as "traditionalist" people. The main idea of this series has been” returning to the traditional and indigenous roots” of the traditional middle class also in this series the west scurry of the modern middle-class has been rejected. Therefore the Creeping Death of a dream indeed indicates the creeping death of the modern middle-class lifestyle.

Capitalism is seen as a kind of cultural affair in the world, and the existence of the capitalism may depends on the usage of media. Media bourgeois have become more authoritarian and it includes all the Petite bourgeoisie in the world. The cultural models of capitalism are related to the consumption. In this article the theory of Roland Barthes about mythology and the especial method of it have been investigated. Therefore this study has utilized the mythology method; also the myths which are existed in Tele Shopping advertising have been determined. The results have indicated that the popularity of the consumption in the Tele Shopping advertizing has been related to the myths which satisfy people upon their consumption as well as it helps them to feel they have been integrated together. The religious, artistic and family experiences which may be lost during the time have been replaced with the pleasure of consumptions and goods. The consumers exalt their cultural satisfaction with the pleasure of buying and the ownership of goods. The religious, artistic and family experiences- which may be lost during the time- have been replaced with the pleasure of consumptions and goods. The consumers exalt their cultural satisfaction with the pleasure of buying and the ownership of goods.

The main goal of this article has been the representation of the lifestyle patterns in T.V Series. Also we have tried to investedgate how much the messages of the series matched up with IRIB policies. Two series named “TaranehMadari” (Mother Song) and “Delnavazan” (Uplifting) has been chosen, the non-probability sampling method as well as the content analysis method has been used in this article.the results indicated that these two series represented the combined lifestyle. In most cases, the meaning and the content of these series do not match up with the policies of the IRIB.

People especially youth use the soup operas every day and it has become the part of their life. This research analyzes the consumption and usage of these soup operas satellite series among youth of the city of Marivan. The qualitative method has been used in this research as well as three techniques such as In-depth interviews, observation and participant observation for collecting data. The In-depth interviews with 25 youth lived in Marivan has been done for this research as well as the researcher watching the soap opera with some of the people. The results have indicated that people watching and selecting TV series actively. The soap operas which have been aired on Farsi 1 and PMC Family satellite TV channel are more popular between the people. The youth decoded the series according to their available discourses as well as their identity and social situations. They create a new kind of lifestyle according to these soap operas so they can be distinguished from other people. Most of the people believe the main function of these soap operas have been deconstruction of the norms.

This article analyzes the semiotics of the series which have been aired on two Persian TV satellites including “Farsi 1” and “PMC Family” the main purpose of the article is to introduce the lifestyle also the main problem of this research is: “hat kind of the lifestyle is presented to the audiences of the satellite television series?” Theoretical and conceptual approaches to lifestyle have been used in this paper as the theoretical study. The finding indicaed that these two TV channels have presented some characters such as immoral behavior, illicit relations, pregnancy before marriage, the desire to live in an affluent life and the avoidance of simple living.