Document Type : Original Article
Authors
1 PhD student in Sociology of Economics, Ferdowsi University of Mashhad
2 FERDOWSI UNIVERSITY
3 Associate Professor, Faculty of Literature and Humanities, Ferdowsi University of Mashhad, Mashhad, Iran
Abstract
Urban elements try to convey messages to the audience by using different signs. These messages are sometimes the artist's goal and convey an explicit meaning; however, the implicit semantic implications of the elements cannot be ignored. Understanding these semantic implications by considering the context of the element helps identification of its visible and hidden discourses. This study aims to identify the semantic system governing the urban elements in Mashhad in Nowroz 2017. To this end, I examine city-level elements using conceptual framework a la John Fisk's semiotic view along with determination of the codes of social reality, representational reality, and ideological reality. The findings show that nostalgia, secularization, formalism, middle class values, family-oriented, consumerism,the importance of everyday life, indigenous identity, national authoritarianism, masculinity of space .among others, are the axes, which represent the urban element at the level of ideological codes. The ideological codes, which in a holistic view, ultimately emphasize on secularism, along these axes.
Keywords
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