چکیده

ﻓﻴﻠﻤﻬﺎی ﻋﺎﻣﻪ ﭘﺴﻨﺪ ﻫﻨﺪی ﺑﻪ ﻋﻨﻮان ﻧﻮﻋﻲ ﻓﺮ ﻫﻨﮓ ﺟﻬﺎﻧﻲ ﻋﺎﻣﻪ در ﺟﺎﻣﻌﺔ اﻳﺮان ، و در ﻣﻘﻴﺎﺳﻲ وﺳﻴﻊ ﻣﻮرد اﺳﺘﻔﺎده  اﺳﺖ.ﭘﺪﻳﺪ اﻳﻦ اﻣﺮ ة و ﻧﻮﻇﻬﻮری ﻧﻴﺴﺖ ﭘﻴﺸﻴﻨﺔ دﻫ 30 آن ﺑﻪ ﺔ ﺑﺮﻣﻲ ﮔﺮدد؛ در اﻣﺎ ﺗﺎﻛﻨﻮن و ﻣﻮرد ﭼﮕﻮﻧﮕﻲ ﻓﺮاﻳﻨﺪ ﻣﺼﺮف اﻳﻦ ﻓﻴﻠﻤﻬﺎ ﻧﻮع ارﺗﺒﺎﻃﻲ ﻛﻪ ﺗﻤﺎﺷﺎﮔﺮان اﻳﺮاﻧﻲ ﺑﺎ آﻧﻬﺎ دارﻧﺪ، ﭘﮋوﻫﺸﻲ اﻧﺠﺎم ﻧﮕﺮﻓﺘﻪ اﺳﺖ . ﭘﮋوﻫﺶ ﺣﺎﺿﺮ در ﭼﺎرﭼﻮب ﺳﻨﺖ ﻣﻄﺎﻟﻌﺎت ﻓﺮﻫﻨﮕﻲ، ﺧﻮاﻧﺸﻬﺎﻳﻲ را ﻛﻪ ﺗﻤﺎﺷﺎﮔﺮان زاﻫﺪاﻧﻲ از و ﻓﻴﻠﻤﻬﺎی ﻋﺎﻣﻪ ﭘﺴﻨﺪ ﻫﻨﺪی دارﻧﺪ، درﻳﺎﻓﺖ ﺗﺒﻴﻴﻦ ﻧﻤﻮده اﺳﺖ .از ﺑﺮای اﻧﺠﺎم اﻳﻦ ﻛﺎر روش ﻳﻚ ﻛﻴﻔﻲـ »ﺷﻨﺎﺳﻲ ﺗﺮﻛﻴﺒﻲ « ﻛﻪ به  ﻃﻮر کلی أ ﻣﺎن (و 1 :درﺑﺮﮔﻴﺮﻧﺪة اﺳﺘﻨﺘﺎج رﻣﺰﮔﺎن اﺟﺘﻤﺎﻋﻲ، ﻓﻨﻲ اﻳﺪﺋﻮﻟﻮژﻳﻚفیلم  ﻋﺎﻣﻪ ﻤﻬﺎی ﻫﻨﺪی ﭘﺴﻨﺪ ؛ ( 2 زمینه تحلیل اﺟﺘﻤﺎﻋﻲ ـ و فرهنگی تماشاگران (3 درﻳﺎﻓﺖ ﺧﻮاﻧﺸﻬﺎی ﺗﻤﺎﺷﺎﮔﺮان ﻣﻮرد ﻣﻄﺎﻟﻌﻪ ﻣﻲ ﺑﺎﺷﺪ، اﺳﺘﻔﺎده ﺷﺪه اﺳﺖ . ﻧﺘﺎﻳﺞ ﭘﮋوﻫﺶﺣﺎﻛﻲاز آناﺳﺖ ﻛﻪ ﻓﻴﻠﻤﻬﺎی ﻋﺎﻣﻪ ﭘﺴﻨﺪ ﻫﻨﺪی، ﺑﻪ ﻋﻨﻮان ﻧﻮﻋﻲ  ﻋﺎمه ﺟﻬﺎﻧﻲ، و ﺳﺎﺧﺘﺎرﻫﺎ در رواﺑﻂ ﻗﺪرﺗﻲ را در ﺳﻄﺢ جهان  رواﻳﻲ ﺧﻠﻖ ﻣﻲ ﻧﻤﺎﻳﻨﺪ، ﻛﻪ ﺑﻪ ﻧﻮﻋﻲ متاثر از ﺳﺎﺧﺘﺎرﻫﺎ و رواﺑﻂ ﻗﺪرت ﻣﻮﺟﻮد ﺟﻬﺎن اﺟﺘﻤﺎﻋﻲ ﻫﻨﺪ و در راﺳﺘﺎی ﻃﺒﻴﻌﻲ ﺟﻠﻮه دادن آﻧﻬﺎ اﺳﺖ .وﻗﺘﻲ ﻛﻪ در اﺛﺮ ﻓﺮاﻳﻨﺪ عامه  ﻫﺎی ﺟﻬﺎﻧﻲ ﺷﺪن، ﻓﺮﻫﻨﮓ ﺟﻬﺎﻧﻲ در  ﻣﻘﻴﺎﺳﻲ ﻣﺤﻠﻲ ﻣﺼﺮف می ﺷﻮد، ﺻﻮرت ﮔﻔﺘﻤﺎﻧﻲ ﺑﻨﺪی ﮔﻔﺘﻤﺎﻧ اش ﻣﺘﻨﺎﺳﺐ ﺑﺎ ﻫﻮﻳﺖ ﻣﺼﺮف و ﻛﻨﻨﺪﮔﺎن ﻣﺤﻠﻲ ﺗﺎ ﻣﺴﺎﺋﻞ آﻧﻬﺎ،  ﺣﺪود زﻳﺎدی ﺗﻐﻴﻴﺮ و ﻳﺎﺑﺪ،  ﺣﺘﻲ ﻣﻮاردی ﻛﺎﻣﻼ ﺗﻐﻴﻴﺮ ﻣﻲ ﻛﻨﺪ.ﻋﺎﻣه ﻣﺘﻮن ﻓﺮﻫﻨﮓ ﺟﻬﺎﻧﻲ می تواند زﻣﻴﻨﻪ ﻣﺼﺮف اﻳﻲ را ﻓﺮاﻫﻢ ﻧﻤﺎﻳﻨﺪ ﻛﻪ ﻛﻨﻨﺪﮔﺎن ﻣﺤﻠﻲ، ﻗﺎﻟﺐ زﻣﺎن و ﺳﻴﺎﺳﻲ ﻣﻜﺎن را ﺑﺸﻜﻨﻨﺪ و ﺑﺮ ﻣﺤﺪودﻳﺘﻬﺎی ﻓﺮﻫﻨﮕﻲ، اﺟﺘﻤﺎﻋﻲ و ﺷﺎن ﻓﺎﺋﻖآﻳﻨﺪ. 

عنوان مقاله [English]

Local Consumption of Global Popular Culture: Indian Popular Films and Zahedani Spectators

چکیده [English]

Indian popular films, as a global popular culture, are consumed vastly in Iranian society. This is not a new phenomenon and can be traced back to the 1330s. But there has been no investigation about the way these films are consumed and how the spectators communicate with them .The present research employs the approach of cultural studies, explaining and interpreting the readings of Indian popular film among Zahedani spectators. In doing so, we have used a qualitative- synthetic method. This method includes: 1) interpreting the social, ideological and technical codes of Indian popular films, 2) analyzing the sociocultural contexts of spectators, and 3) explaining the reading of spectators. The findings of this research indicate that Indian popular films, as a global popular culture, create some structures and power relations in the world of narrative, which naturalize and are influenced by structures and power relations in the Indian social world. Whenever, due to globalizing processes, global popular culture is consumed locally, its discursive formation will change according to the discursive identity of local consumers and their concerns. The texts of global popular culture can provide a context in which local consumers are able to transcend the framework of space and time and overcome their social, cultural and political limitations.

کلیدواژه‌ها [English]

• Popular culture
• cultural studies
• encoding
• decoding
• discursive identity
• hegemony
• polysemy
• carnival
• cultural politics
• Zahedani spectators