Representation of mother-in-law in serials of the first two decades after the victory of the Islamic Revolution; Semiotic analysis of the popular series"Paeiz-e Sahra" and "Pedar Salar"

Document Type : Original Article

Authors
farzaneh hesam 1
Ehtesham Rashidi 2
Abolfazl Danaei 3
1 PhD Student in Media Management, Semnan Branch, Islamic Azad University, Semnan, Iran
2 Assistant Professor, Department of Media Management, Semnan Branch, Islamic Azad University, Semnan, Iran, Author
3 Associate Professor, Department of Media Management, Semnan Branch, Islamic Azad University, Semnan, Iran
10.22034/jcsc.2022.535604.2444
Abstract
One of the ways to know and understand the norms of any society is to refer to their reflection in the media. Of course, stereotypes presented by the media about individuals, groups, social roles, communities and cultures, also affect the way the audience treats these individuals and groups in real and face-to-face situations. In this research, based on the Selby & Cowdery model and using the semiotic method to represent one of the mother roles, namely "Mother-in-Law" in two popular family series broadcast in the first two decades of the revolution, namely "Paeiz-e Sahra" and "Pedar Salar", Which were purposefully selected. In the first series, despite of the mother-in-law is a civilized and urban person with a high social status, but completely stereotypical and with negative traits such as authoritarian, selfish, seditionist, violent, nervous, grumpy and gloomy, slanderous and abusive, theologian, divisive, excuses, full Expectations, oppressors, domineering, annoying and hated are represented. While in the second series, by adopting an anti-stereotype approach, a different image was presented from what is in the minds. In this series, the mother-in-law is portrayed as a humble person, optimistic, calm and kind, smiling and open-minded, satisfied and low-expectation, Godly, polite and eloquent, with emotion and with compassion, realism and love.

Keywords

Subjects

 Bretl & Cantor. (1988). The Portrayals of men and women in U.S television commercials: A recent content analysis trends over 15 years.
Cortese, A. J. (2008). Provocateur: Images of Women and Minorities in Advertising. New York: Rowman & Littlefield.
Craig, S. (1992). The effect of television day part on gender portrayals in television commercials: A content analysis.
Djoher, O.A. (2017). The Representation of Women in Sayiadaty Magazine Advertisements, M.S. Dissertation, Dept. English, University of Mostaganem.
Dyer, R. (2005). White in Film Theory: Critical Concept inn Media and Cultural Studies.
Gauntlett, D. & Hill, A. (2001). Tv Living; Television, Culture and Everyday Life (3rd ed), London and New York: Rouledge.
Hall, Stuart. (2003). Representation: cultural Representations and Signifying Practices, London: Sage.
Kidd, M. A. (2016). Archetypes, Stereotypes and Media Representation in a Multi-Cultural Society.
Kowaltzke, A., and Stewart, C. (2007), Media: new ways and meanings, John Wiley & Sons Australia.
Lont, Cynthia. (2002). Women and the media: Content, careers, criticism.
Ofcom. (2018). Representation and Portrayal on BBC Television.
Silverstone, R. (2003). Television and Everyday Life, London and New York: Routledge.
Simon, R. K. (1999). Trash Culture. London: University of California Press.
Van Maanen, J. (1983). Reclaiming Qualitative Methods for Organizational Research: A preface. In J. Van.
Ward, L.M. & Rivadeneyra, R. (1999). Contributions of Entertainment Television to Adolescents Sexual Attitudes and Expectations: The Role of Viewing Amount Versus Viewer Involvement.
Ahmadi, S. and Aghili, S. V. and Mehdizadeh Taleshi, S. M. and Mozaffari, A. (2015). “Media and Building Women's Gender Identity; A Case Study of the Representation of Women's Gender Identity in Zamaneh and Tekkieh Bar Bad Series”. Quarterly Journal of Communication Research, No: 81. pp :35-56. .(In Persian)
Azazi, S. (1995). Family and Television. (1st ed), Gonabad: Marandiz. .(In Persian)
Brojerdi Alavi, M and Mehdizadeh Taleshi, S. M. and Shakerinezhad, M. (2019). “Representation of Veiled Women in Iranian TV Series”. Scientific Quarterly Journal of Visual and Audio Media, No: 29. pp: 183-207. .(In Persian)
Chandler, D. (2018). Semiotics: The Basics. Translated by Parsa, M. (6th ed). Tehran: Institute of Islamic Culture and Art. .(In Persian)
Fahimifar, A. A. (2004). “The Image of a Woman in the Mirror of Patriarchal Art”. Quarterly Journal of Communication Research, No: 38. pp: 2-5. .(In Persian)
Faraji, S. And Givian, A. and Fazeli, N. (2014). “Representation of the Daily Life of Young People in the Faseleha Series”. Quarterly Journal of Cultural Sociology, No: 4. pp: 105-138. .(In Persian)
Ghandharion, O. and Rostami, M. (2017). “Representation of Stereotypes and Anti-Stereotypes of Women; An Exploration of the World of Television Advertising with Fairclough's Critical Discourse Analysis Approach”. Quarterly of Cultural Strategy, No: 38. pp: 185-206. .(In Persian)
Ghasemi, F. (1993). “The Image of a Woman in the Cheragh-e Khaneh Television Series”. (Research), IRIB Research Center. .(In Persian)
Ghasemi, F. and Gharehsheykhloo, F. (1999). “Analysis of the Content of the Be Sooyeh Eftekhar Series”. (Research), IRIB Research Center. .(In Persian)
Givian, A. and Sarvi Zargar, M. (2010). “Representation of Iran in Hollywood Cinema”. Quarterly Journal of Cultural Research, No: 8. pp: 147-177. .(In Persian)
Gunter, B. (2005). Media Research Methods: Measuring Audience, Reactions and Impact, Translated by Nikoo, M. (1st ed). Tehran: IRIB, Directorate General of Research of TV. .(In Persian)
Hormozizadeh, M. A. and Fallah Brandagh, M. (2014). “Semiotics of Popular Series with Emphasis on Ethics; A Case Study of the Payetakht Series”. Scientific Quarterly Journal of Visual and Audio Media, No: 23. pp: 31-64. .(In Persian)
Hormozizadeh, M. A. and Salavatian, S. and Ghasemitabar, S. H. (2018). “Representation of Family Relationships in the Four Seasons of the Payetakht TV Series”. Quarterly Journal of Family Research, No: 53. pp: 7-22. .(In Persian)
Karimifard, A. and Kia, A. A. (2004). “Female Media Image Based on a Case Study of the Islamic Republic of Iran News Agency”. Quarterly Journal of Communication Research, No: 38. pp :21-50. .(In Persian)
Kia, A. A. and Lotfi, K. (2012). “Representation of Lifestyle Patterns in Television Series”. Quarterly Journal of Media, No: 88. pp: 89-107. .(In Persian)
Lindlof, T. R. and Taylor, B. C. (2013). Qualitative Communication Research Methods. Translated by Givian, A. (2nd ed). Tehran: Hamshahri. .(In Persian)
Mafakher, Z. (2005). An Introduction to the Concepts and Terminology of TV Programming; A Perspective on the Specialized Vocabulary of Television. Tehran: IRIB, Office of Organizations and Systems of Research and Planning Vice-Chancellor. .(In Persian)
Mehdizadeh Taleshi, S. M. (2008). Media and Representation. (1st ed). Tehran: Office of Media Studies and Development; Ministry of Culture and Islamic Guidance. .(In Persian)
Mirsardo, T. and Sedaghat, M. (2007). “Comparing the Role and Dignity of Women and Men in TV Series”. Quarterly Journal of Communication Research, NO:51. PP:29-57. .(In Persian)
Neyshaboori, A. (1999).  “Analysis of the Content of the Vokalay-e Javan Series”. (Research),  IRIB Research Center. .(In Persian)
Pirhayati, N. (1995). “How to Present the Female Character in TV Programs from the Perspective of the People of Tehran”. (Research), Broadcasting Research Center. .(In Persian)
Rezaei Bayandor, M.R. (2007). “Representation of Mental Illness and People with Mental Disorders in the Media”. Quarterly Journal of Communication Research, NO:50. PP:31-45. .(In Persian)
Saadipoor, E. And Alipoor, A. (2007). “Content Analysis of Iranian Television Series in Terms of Educational Methods”. Quarterly Journal of Communication Research, NO:51. PP:107-136. .(In Persian)
Selby, K. and Cowdery, R. (2001). How to Study Television, Translated by Ameri Mahabadi, A. (1st ed) Tehran: Soroush. .(In Persian)
 
Cultural Studies & Communication
Volume 20, Issue 74
Spring 2024
Pages 271-300