Document Type : Original Article
Authors
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
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
Main Subjects
)