Document Type : Original Article

Authors

1 Ph.D. Student in Communication Sciences, East Tehran Branch, Islamic Azad University, Tehran, Iran

2 Tehran Iran

3 faculty member

4 Faculty Member, Tehran East Branch, Islamic Azad University, Tehran, Iran

Abstract

The present article tries to explain the relationship between concepts and social relations in Iranian society with Jung's psychological concepts and Jung archetypes by analyzing the novel "This Dog Wants to Eat Roxana" as a representation of social experience? Accordingly, using a conceptual model influenced by Jung's theories and using the method of psychoanalytic critique, archetypes; The self, the anima and the animus, the mask, the shadow, the numbers, the color, the wise old man and finally the individual unconscious are analyzed in the characters of the novel. Roxana falls with Kaveh arguing over her shirt. A shirt that represents the archetype of the mask and the mother. Kaveh is looking for her mother's arms, which she was deprived of when she was 3 years old, in this shirt. Kaveh who is looking for his anime not in Roxana (his wife) but in his mistress (Rahela). During the story, he removes the mask from his self-awareness, which begins with Roxana's fall, and faces his shadow (Mehran Bangi). The fall of Roxana leads to the revelation of Kaveh's shadow. In fact, Roxana's emotional relationship with Kaveh (Mehran Bangi) and Kaveh and Rahela (betrayal) lead to her downfall and death. A body left by Roxana who is attacked by a dog (Rahela's shadow). Raheleh's shadow is Kaye Kaveh's accomplice in Roxana's fall as a traitor. It is through the acceptance of these patterns that the individual subconscious and ultimately the pattern of social relations is manifested in Kaveh's social life.

Highlights

حاجی محمد علی، بابک. (1398) بررسی تأثیر بازاریابی محتوا بر قصد خرید کالای لوکس (مورد مطالعه: چرم مشهد)، پایان نامه کارشناسی ارشد، استاد راهنما: حسین نوروزی استاد مشاور: رضوانی، موسسه آموزش عالی الکترونیکی - مجازی مهر البرز، دانشکده مدیریت.

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کرد کتولی، علی. (1398) مدل تعامل سازمان صداوسیما با کارآفرینان رسانه‌ای حوزه‌ی تولید و توزیع محتوا با مطالعه‌ی تجربه‌های پیشین، پایان نامه کارشناسی ارشد، استاد راهنما: سیاوش صلواتیان استاد مشاور: داتیس خواجه‌ئیان، دانشگاه صداوسیمای جمهوری اسلامی ایران، دانشکده ارتباطات و رسانه.

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Brinkman Lisanne, (2018) The effect of content marketing in online retailing, A study on the effect of content consumption and its intensity on customer engagement, Faculty of Behavioural, Management and Social Sciences, M.Sc. Business Administration, Marketing Management

Buttle, F. (1996). Relationship Marketing, Theory and Practice. London: Paul Chapman publishing. Cacioppo, J. T. & Petty, R. E. (1979). Effects of message repetition and position on cognitive response, recall, and persuasion. Journal of personality and social psychology, 97-109.

Calder, B. J., Malthouse, E. C. and Schaedel, U. (2009). An Experimental Study of the Relationship between Online Engagement and Advertising Effectiveness, 23, 321–331.

Chen Loua & Quan Xieb (2020) Something social, something entertaining? How digital content marketing augments consumer experience and brand loyalty, Pages 376-402 | Received 07 Nov 2019, Accepted 24 Jun 2020, Published online: 02 Jul 2020, https://doi.org/10.1080/02650487.2020.1788311

Faiz Bakhsh, Shahin. (2019). The effect of content marketing on the amount of sales on the Instagram network, supervisor: Reza Shafee, advisor: Mohsen Ramezani, University of Kurdistan, Faculty of Humanities and Social Sciences. (In Persian).

Farastkhah, Masoud. (2015). Qualitative research method in social sciences with emphasis on grounded theory (Grand Theory GTM), Tehran: Aghat Publications. (In Persian).

Fernandes,T. & Esteves, F. (2016). Recognition in the Contexts of Search Engines and Native Advertising: A Federal Trade Commission Staff Report ines-explorationconsumers- advertising-recognition-contexts-search-engines-native [Google Scholar] https://www.ftc.gov/reports/blurred-

Haji Mohammad Ali, Babak. (2018) Investigating the impact of content marketing on the intention to purchase luxury goods (case study: Mashhad leather), master's thesis, supervisor: Hossein Norouzi, advisor: Rizvani, Mehr Alborz Institute of Electronic Higher Education, Faculty of Management. (In Persian).

Hennig-Thurau, T., C. F. Hofacker, and B. Bloching. 2013. Marketing the pinball way: Understanding how social media change the generation of value for consumers and companies. Journal of Interactive Marketing 27 (4):237–41. doi:10.1016/j.intmar.2013.09.005 [Crossref][Web of Science ®][Google Scholar]

Hollebeek, L. (2011a). Demystifying customer brand engagement: Exploring the loyalty nexus. Journal of marketing management, 27(7), 785-807.

Kurd Katuli, Ali. (2018) The interaction model of the broadcasting organization with media entrepreneurs in the field of content production and distribution by studying previous experiences, master's thesis, supervisor: Siavash Salvatian, advisor: Datis Khajehian, University of Broadcasting of the Islamic Republic of Iran, Faculty of Communication and Media. (In Persian).

Lang, A. (2000). The antecedents and effects of web site content localization. Society For Marketing Advances Proceedings, 161-162.

Li, F. & Nicholls, J.A.F. (2000). Transactional or Relational Marketing: determinants of strategic choices. Journal of Marketing Management, 16, 449-464.

Lieb, R. (2011). Content Marketing: Think like a publisher - How to use content to market online and in Social Media. 1st ed. Indianapolis: Que Publishing, 1-217.

Mehdi, Hassan. (2017). Designing a content marketing model in the sharing economy, supervisor: Meysam Shafiei Roudpashti, University of Tehran, Farabi Campus - Faculty of Management and Accounting. (In Persian).

Mira Mayrhofer,Jörg Matthes,Sabine Einwiller &Brigitte Naderer (2018) User generated content presenting brands on social media increases young adults’ purchase intention, Pages 166-186 | Received 28 Jun 2018, Accepted 13 Mar 2019, Published online: 28 Aug 2019, https://doi.org/10.1080/02650487.2019.1596447

Pansari, A. & Kumar, V. (2017). Customer engagement: the construct. antecedents and consequences. Journal of academic marketing science. 45, 294-311.

Powell, Ronald. R. (2000). Basic research methods for librarians, translated by Najla Hariri, Tehran: Islamic Azad University.

Pulizzi, J. & Barret, N. (2009). Get Content, Get Customers: Turn Prospects into Buyers with Content Marketing. Journal of Marketing, 57(3), 99–114. https://doi.org/10.2307/1251857.

Quan Xie & Chen Lou (2020) Curating Luxe Experiences Online? Explicating the Mechanisms of Luxury Content Marketing in Cultivating Brand Loyalty, Pages 209-224 | Accepted author version posted online: 24 Aug 2020, Published online: 11 Sep 2020, https://doi.org/10.1080/15252019.2020.1811177

Rang Wang &Sylvia Chan-Olmsted (2020)Content marketing strategy of branded YouTube channels, Pages 294-316 | Received 30 May 2019, Accepted 09 Jun 2020, Published online: 25 Jun 2020, https://doi.org/10.1080/16522354.2020.1783130

Rose, R. (2012). The field guide to content marketing. Digital clarity group.

Salehi, Azam. (2018). Analysis of the role of content marketing dimensions on the purchase and brand value creation of medicinal plant products with the mediating role of trust, liking and content sharing in social networks, guide: Azarnoosh Ansari, Shahid Ashrafi University of Esfahani, Faculty of Administrative Sciences and Economics. (In Persian).

Sashi, C.M. (2012). Customer engagement, buyer-seller relationships, and social media. Management decision, 50(2), 253-272.

Sheth, J. N. & Parvatiyar, A. (1995). The evolution of relationship marketing. International business review (4)4, 397-418.

Soltani Navid, Mohammadreza. (2015). Identification and prioritization of content marketing readiness components in Iranian companies, supervisor: Hamidreza Irani, consultant: Hamidreza Yazdani, University of Tehran, Farabi Campus - Faculty of Management and Accounting. (In Persian).

Vivek, S. D., Beatty, S. E. & Morgan, R. M. (2012). Customer engagement: exploring customer relationships beyond purchase. Journal of marketing theory and practice, 20(2), 127-145.

Wuebben, R. (2011). Content Marketing: Think like a publisher - How to use content to market online and in Social Media. 1st ed. Indianapolis: Que Publishing, 1-217.

Ya You &Amit M. Joshi (2019) The Impact of User-Generated Content and Traditional Media on Customer Acquisition and Retention, Pages 213-233 | Received 28 Apr 2019, Accepted 06 Mar 2020, Published online: 22 Apr 2020, https://doi.org/10.1080/00913367.2020.1740631

Keywords

Main Subjects

 
Ashley, C., Noble S. M., Donthu, N. & Lemon, K.N. (2011). Why customers won't relate: obstacles to relationship marketing engagement. Journal of Business Research, 64, 749–56. Babbie, E. R. (2010). The practice of social research.
Brinkman Lisanne, (2018) The effect of content marketing in online retailing, A study on the effect of content consumption and its intensity on customer engagement, Faculty of Behavioural, Management and Social Sciences, M.Sc. Business Administration, Marketing Management
Buttle, F. (1996). Relationship Marketing, Theory and Practice. London: Paul Chapman publishing. Cacioppo, J. T. & Petty, R. E. (1979). Effects of message repetition and position on cognitive response, recall, and persuasion. Journal of personality and social psychology, 97-109.
Calder, B. J., Malthouse, E. C. and Schaedel, U. (2009). An Experimental Study of the Relationship between Online Engagement and Advertising Effectiveness, 23, 321–331.
Chen Loua & Quan Xieb (2020) Something social, something entertaining? How digital content marketing augments consumer experience and brand loyalty, Pages 376-402 | Received 07 Nov 2019, Accepted 24 Jun 2020, Published online: 02 Jul 2020, https://doi.org/10.1080/02650487.2020.1788311
Faiz Bakhsh, Shahin. (2019). The effect of content marketing on the amount of sales on the Instagram network, supervisor: Reza Shafee, advisor: Mohsen Ramezani, University of Kurdistan, Faculty of Humanities and Social Sciences. (In Persian).
Farastkhah, Masoud. (2015). Qualitative research method in social sciences with emphasis on grounded theory (Grand Theory GTM), Tehran: Aghat Publications. (In Persian).
Fernandes,T. & Esteves, F. (2016). Recognition in the Contexts of Search Engines and Native Advertising: A Federal Trade Commission Staff Report ines-explorationconsumers- advertising-recognition-contexts-search-engines-native [Google Scholar] https://www.ftc.gov/reports/blurred-
Haji Mohammad Ali, Babak. (2018) Investigating the impact of content marketing on the intention to purchase luxury goods (case study: Mashhad leather), master's thesis, supervisor: Hossein Norouzi, advisor: Rizvani, Mehr Alborz Institute of Electronic Higher Education, Faculty of Management. (In Persian).
Hennig-Thurau, T., C. F. Hofacker, and B. Bloching. 2013. Marketing the pinball way: Understanding how social media change the generation of value for consumers and companies. Journal of Interactive Marketing 27 (4):237–41. doi:10.1016/j.intmar.2013.09.005 [Crossref][Web of Science ®][Google Scholar]
Hollebeek, L. (2011a). Demystifying customer brand engagement: Exploring the loyalty nexus. Journal of marketing management, 27(7), 785-807.
Kurd Katuli, Ali. (2018) The interaction model of the broadcasting organization with media entrepreneurs in the field of content production and distribution by studying previous experiences, master's thesis, supervisor: Siavash Salvatian, advisor: Datis Khajehian, University of Broadcasting of the Islamic Republic of Iran, Faculty of Communication and Media. (In Persian).
Lang, A. (2000). The antecedents and effects of web site content localization. Society For Marketing Advances Proceedings, 161-162.
Li, F. & Nicholls, J.A.F. (2000). Transactional or Relational Marketing: determinants of strategic choices. Journal of Marketing Management, 16, 449-464.
Lieb, R. (2011). Content Marketing: Think like a publisher - How to use content to market online and in Social Media. 1st ed. Indianapolis: Que Publishing, 1-217.
Mehdi, Hassan. (2017). Designing a content marketing model in the sharing economy, supervisor: Meysam Shafiei Roudpashti, University of Tehran, Farabi Campus - Faculty of Management and Accounting. (In Persian).
Mira Mayrhofer,Jörg Matthes,Sabine Einwiller &Brigitte Naderer (2018) User generated content presenting brands on social media increases young adults’ purchase intention, Pages 166-186 | Received 28 Jun 2018, Accepted 13 Mar 2019, Published online: 28 Aug 2019, https://doi.org/10.1080/02650487.2019.1596447
Pansari, A. & Kumar, V. (2017). Customer engagement: the construct. antecedents and consequences. Journal of academic marketing science. 45, 294-311.
Powell, Ronald. R. (2000). Basic research methods for librarians, translated by Najla Hariri, Tehran: Islamic Azad University.
Pulizzi, J. & Barret, N. (2009). Get Content, Get Customers: Turn Prospects into Buyers with Content Marketing. Journal of Marketing, 57(3), 99–114. https://doi.org/10.2307/1251857.
Quan Xie & Chen Lou (2020) Curating Luxe Experiences Online? Explicating the Mechanisms of Luxury Content Marketing in Cultivating Brand Loyalty, Pages 209-224 | Accepted author version posted online: 24 Aug 2020, Published online: 11 Sep 2020, https://doi.org/10.1080/15252019.2020.1811177
Rang Wang &Sylvia Chan-Olmsted (2020)Content marketing strategy of branded YouTube channels, Pages 294-316 | Received 30 May 2019, Accepted 09 Jun 2020, Published online: 25 Jun 2020, https://doi.org/10.1080/16522354.2020.1783130
Rose, R. (2012). The field guide to content marketing. Digital clarity group.
Salehi, Azam. (2018). Analysis of the role of content marketing dimensions on the purchase and brand value creation of medicinal plant products with the mediating role of trust, liking and content sharing in social networks, guide: Azarnoosh Ansari, Shahid Ashrafi University of Esfahani, Faculty of Administrative Sciences and Economics. (In Persian).
Sashi, C.M. (2012). Customer engagement, buyer-seller relationships, and social media. Management decision, 50(2), 253-272.
Sheth, J. N. & Parvatiyar, A. (1995). The evolution of relationship marketing. International business review (4)4, 397-418.
Soltani Navid, Mohammadreza. (2015). Identification and prioritization of content marketing readiness components in Iranian companies, supervisor: Hamidreza Irani, consultant: Hamidreza Yazdani, University of Tehran, Farabi Campus - Faculty of Management and Accounting. (In Persian).
Vivek, S. D., Beatty, S. E. & Morgan, R. M. (2012). Customer engagement: exploring customer relationships beyond purchase. Journal of marketing theory and practice, 20(2), 127-145.
Wuebben, R. (2011). Content Marketing: Think like a publisher - How to use content to market online and in Social Media. 1st ed. Indianapolis: Que Publishing, 1-217.
Ya You &Amit M. Joshi (2019) The Impact of User-Generated Content and Traditional Media on Customer Acquisition and Retention, Pages 213-233 | Received 28 Apr 2019, Accepted 06 Mar 2020, Published online: 22 Apr 2020, https://doi.org/10.1080/00913367.2020.1740631