نویسندگان
1 دانشگاه تهران
2 عضو هیات علمی سنندج
چکیده
ﺳﺮﻳﺎل ﻧﺮﮔﺲ ﻳﻜﻲ از ﻣﻮﻓﻖ ﭘﺮﺑﻴﻨﻨﺪه ﺗﺮﻳﻦ و 85 ﺗﺮﻳﻦ ﺳﺮﻳﺎﻟﻬﺎی ﺗﻠﻮﻳﺰﻳﻮﻧﻲ ﺳﺎل ﺑﻮد ﻛﻪ ﺑﺎ اﺳﺘﻘﺒﺎل ﻣﺮدم و ﻣﻨﺘﻘﺪان روﺑﻪ رو ﺷﺪ .اﻳﻦ ﻣﻘﺎﻟﻪ ﺣﺎﺻـﻞ ﭘﮋوﻫـﺸﻲ ﺗﺠﺮﺑـﻲ درﺑـﺎرة ﻧﺤـﻮة ﺗﻔﺴﻴﺮ و رﻣﺰﮔﺸﺎﻳﻲ اﻳﻦ ﺳﺮﻳﺎل از ﺳﻮی ﻣﺨﺎﻃﺒﺎن)زﻧﺎن (اﺳﺖ ﻣﺒﻨﺎی ﻧﻈﺮی اﻳـﻦ ﭘـﮋوﻫﺶ روﻳﻜﺮد ﻣﻄﺎﻟﻌﺎت ﻓﺮﻫﻨﮕﻲ در ﻣﻄﺎﻟﻌﻪ ﺗﻠﻮﻳﺰﻳﻮن و ﻣﺨﺎﻃﺒﺎن آن اﺳﺖ، روﻳﻜﺮدی ﻛﻪ ﺑﺎ ﺗﻜﻴﻪ ﺑﺮ ﻧﻈﺮﻳﻪ ﻫﮋﻣﻮﻧﻲ ﮔﺮاﻣﺸﻲ وﻫﺎل ﺑﺮﻧﺎﻣﻪ ﻫﺎی ﺗﻠﻮﻳﺰﻳﻮن را ﺗﻼﺷﻲ در ﺟﻬﺖ ﺑﺎزﺗﻮﻟﻴـﺪ ﻫﮋﻣـﻮﻧﻲ و » ﺑﻠﻮک « اﻳﺪﺋﻮﻟﻮژی ارﮔﺎﻧﻴﻚ ﻗﺪرت ﺗﻠﻘﻲ ﻣﻲ ﻛﻨﺪ .ﺑﺮﻧﺎﻣﻪ از اﻳﻦ ﻣﻨﻈرﻫﺎی ﺗﻠﻮﻳﺰﻳـﻮن آﻛﻨـﺪه از ارزﺷﻬﺎ و ﻣﻌﻨﺎﻫﺎ و اﻳﺪه ﻫﺎی ﺧﺎص ﻫـﺴﺘﻨﺪ، اﻣـﺎ ﻣﺨﺎﻃﺒـﺎن ﺑـﻪ ﺳـﺒﺐ آﻧﻜـﻪ ﺟﺎﻳﮕﺎﻫﻬـﺎی ﻣﺘﻔﺎوﺗﻲ را در ﺳﺎﺧﺘﺎر اﺟﺘﻤﺎﻋﻲ اﺷﻐﺎل ﻛﺮده و ﺑـﻪ ﮔﻔﺘﻤﺎﻧﻬـﺎی ﻣﺘﻔـﺎوﺗﻲ دﺳﺘﺮﺳـﻲ دارﻧـﺪ، ﻣﺮﺟﺢ » ﻗﺮاﺋﺘﻬﺎی ﻣﺘﻔﺎوﺗﻲ از ﺑﺮﻧﺎﻣﻪ « ﺧﻮاﻧﺶ ﻫﺎی ﻣﻲ ﺗﻠﻮﻳﺰﻳﻮن ﺑﻪ دﺳﺖ دﻫﻨﺪ . در اﻳﻦ ﻣﻘﺎﻟﻪ، اﺑﺘﺪا ﺑﺎ اﺳﺘﻔﺎده از روش ﺗﺤﻠﻴﻞ ﺳﺎﺧﺖ ﮔﺮاﻳﻲ ـ ﻧﺸﺎﻧﻪﺷﻨﺎﺧﺘﻲ ﺧﻮاﻧﺶ ﻣﺮﺟﺢ ﻳﺎ ﻗﺮاﺋﺖ ﻣﺴﻠﻂ ﺳﺮﻳﺎل ﻧﺮﮔﺲ ﺗﺸﺮﻳﺢ ﺷﺪه اﺳﺖ؛ ﺳﭙﺲ ﻗﺮاﺋﺘﻬﺎی ﻣﺘﻔﺎوت ﻣﺨﺎﻃﺒﺎن از اﻳﻦ ﺳـﺮﻳﺎل ﺗﺤﻠﻴـﻞ ﺷﺪه اﺳﺖ .ﺗﺤﻠﻴ ﻞ ﻗﺮاﺋﺘﻬﺎی زﻧﺎن ﻧﺸﺎن ﻣﻲ دﻫﺪ ﻛﻪ آنﮔﺮوه از زﻧﺎن ﻛﻪ ﺑﻪ زﻧـﺪﮔﻲ روزﻣـﺮه ﺧﻮد )ﻣﺴﺎﺋﻠﻲ ﭼﻮن ﺧﺮﻳﺪ، ﻣﺪ، آراﻳﺶ، ﺗﻔﺮﻳﺢ، ﻓﺮاﻏﺖ و ﻏﻴﺮه (اﻫﻤﻴﺖ ﺑﻴـﺸﺘﺮی ﻣـﻲ ،دﻫﻨـﺪ ﮔﺮاﻳﺶ ﻛﻤﺘﺮی ﺑﻪ ﭘﺬﻳﺮش ﺧﻮاﻧﺶ ﻣﺮﺟﺢ ﺳـﺮﻳﺎل دارﻧـﺪ و اﻏﻠـﺐ ﺑـﺎ ﺗـﻀﺎدﻫﺎ و ﺗﻌﺎرﺿـﻬﺎی «ﻧﺴﺮﻳﻦ» ﻫﻮﻳﺖ ﭼﻨﺪﭘﺎره اﺣﺴﺎس ﻫﻢ ذات ﭘﻨﺪاری ﻣﻲ ﻛﻨﻨﺪ. ﺑﺮﻋﻜﺲ، زﻧﺎﻧﻲ ﻛﻪ «ﻧﺮﮔﺲ»ﺑﺎ ﻫﻢ دﻟﻲ دارﻧﺪ، ﺑﺎﺗﻤﺎﺷﺎی اﻳﻦ ﺳﺮﻳﺎلﺑﻪ دﻧﺒﺎل رﻫـﺎﻳﻲ از ﻫﺮﮔﻮﻧـﻪ ﺗﻨـﺎﻗﺾ و ﺗﻌـﺎرض و ﻧﻴـﺰ دﺳﺘﻴﺎﺑﻲ ﺑﻪ ﻧﻮﻋﻲ ﺗﺴﻠﻲ ﻫﺴﺘﻨﺪ.
ﺳﺮﻳﺎل ﻧﺮﮔﺲ ﻳﻜﻲ از ﻣﻮﻓﻖ ﭘﺮﺑﻴﻨﻨﺪه ﺗﺮﻳﻦ و 85 ﺗﺮﻳﻦ ﺳﺮﻳﺎﻟﻬﺎی ﺗﻠﻮﻳﺰﻳﻮﻧﻲ ﺳﺎل ﺑﻮد ﻛﻪ ﺑﺎ اﺳﺘﻘﺒﺎل ﻣﺮدم و ﻣﻨﺘﻘﺪان روﺑﻪ رو ﺷﺪ .اﻳﻦ ﻣﻘﺎﻟﻪ ﺣﺎﺻـﻞ ﭘﮋوﻫـﺸﻲ ﺗﺠﺮﺑـﻲ درﺑـﺎرة ﻧﺤـﻮة ﺗﻔﺴﻴﺮ و رﻣﺰﮔﺸﺎﻳﻲ اﻳﻦ ﺳﺮﻳﺎل از ﺳﻮی ﻣﺨﺎﻃﺒﺎن)زﻧﺎن (اﺳﺖ ﻣﺒﻨﺎی ﻧﻈﺮی اﻳـﻦ ﭘـﮋوﻫﺶ روﻳﻜﺮد ﻣﻄﺎﻟﻌﺎت ﻓﺮﻫﻨﮕﻲ در ﻣﻄﺎﻟﻌﻪ ﺗﻠﻮﻳﺰﻳﻮن و ﻣﺨﺎﻃﺒﺎن آن اﺳﺖ، روﻳﻜﺮدی ﻛﻪ ﺑﺎ ﺗﻜﻴﻪ ﺑﺮ ﻧﻈﺮﻳﻪ ﻫﮋﻣﻮﻧﻲ ﮔﺮاﻣﺸﻲ وﻫﺎل ﺑﺮﻧﺎﻣﻪ ﻫﺎی ﺗﻠﻮﻳﺰﻳﻮن را ﺗﻼﺷﻲ در ﺟﻬﺖ ﺑﺎزﺗﻮﻟﻴـﺪ ﻫﮋﻣـﻮﻧﻲ و » ﺑﻠﻮک « اﻳﺪﺋﻮﻟﻮژی ارﮔﺎﻧﻴﻚ ﻗﺪرت ﺗﻠﻘﻲ ﻣﻲ ﻛﻨﺪ .ﺑﺮﻧﺎﻣﻪ از اﻳﻦ ﻣﻨﻈرﻫﺎی ﺗﻠﻮﻳﺰﻳـﻮن آﻛﻨـﺪه از ارزﺷﻬﺎ و ﻣﻌﻨﺎﻫﺎ و اﻳﺪه ﻫﺎی ﺧﺎص ﻫـﺴﺘﻨﺪ، اﻣـﺎ ﻣﺨﺎﻃﺒـﺎن ﺑـﻪ ﺳـﺒﺐ آﻧﻜـﻪ ﺟﺎﻳﮕﺎﻫﻬـﺎی ﻣﺘﻔﺎوﺗﻲ را در ﺳﺎﺧﺘﺎر اﺟﺘﻤﺎﻋﻲ اﺷﻐﺎل ﻛﺮده و ﺑـﻪ ﮔﻔﺘﻤﺎﻧﻬـﺎی ﻣﺘﻔـﺎوﺗﻲ دﺳﺘﺮﺳـﻲ دارﻧـﺪ، ﻣﺮﺟﺢ » ﻗﺮاﺋﺘﻬﺎی ﻣﺘﻔﺎوﺗﻲ از ﺑﺮﻧﺎﻣﻪ « ﺧﻮاﻧﺶ ﻫﺎی ﻣﻲ ﺗﻠﻮﻳﺰﻳﻮن ﺑﻪ دﺳﺖ دﻫﻨﺪ . در اﻳﻦ ﻣﻘﺎﻟﻪ، اﺑﺘﺪا ﺑﺎ اﺳﺘﻔﺎده از روش ﺗﺤﻠﻴﻞ ﺳﺎﺧﺖ ﮔﺮاﻳﻲ ـ ﻧﺸﺎﻧﻪﺷﻨﺎﺧﺘﻲ ﺧﻮاﻧﺶ ﻣﺮﺟﺢ ﻳﺎ ﻗﺮاﺋﺖ ﻣﺴﻠﻂ ﺳﺮﻳﺎل ﻧﺮﮔﺲ ﺗﺸﺮﻳﺢ ﺷﺪه اﺳﺖ؛ ﺳﭙﺲ ﻗﺮاﺋﺘﻬﺎی ﻣﺘﻔﺎوت ﻣﺨﺎﻃﺒﺎن از اﻳﻦ ﺳـﺮﻳﺎل ﺗﺤﻠﻴـﻞ ﺷﺪه اﺳﺖ .ﺗﺤﻠﻴ ﻞ ﻗﺮاﺋﺘﻬﺎی زﻧﺎن ﻧﺸﺎن ﻣﻲ دﻫﺪ ﻛﻪ آنﮔﺮوه از زﻧﺎن ﻛﻪ ﺑﻪ زﻧـﺪﮔﻲ روزﻣـﺮه ﺧﻮد )ﻣﺴﺎﺋﻠﻲ ﭼﻮن ﺧﺮﻳﺪ، ﻣﺪ، آراﻳﺶ، ﺗﻔﺮﻳﺢ، ﻓﺮاﻏﺖ و ﻏﻴﺮه (اﻫﻤﻴﺖ ﺑﻴـﺸﺘﺮی ﻣـﻲ ،دﻫﻨـﺪ ﮔﺮاﻳﺶ ﻛﻤﺘﺮی ﺑﻪ ﭘﺬﻳﺮش ﺧﻮاﻧﺶ ﻣﺮﺟﺢ ﺳـﺮﻳﺎل دارﻧـﺪ و اﻏﻠـﺐ ﺑـﺎ ﺗـﻀﺎدﻫﺎ و ﺗﻌﺎرﺿـﻬﺎی «ﻧﺴﺮﻳﻦ» ﻫﻮﻳﺖ ﭼﻨﺪﭘﺎره اﺣﺴﺎس ﻫﻢ ذات ﭘﻨﺪاری ﻣﻲ ﻛﻨﻨﺪ. ﺑﺮﻋﻜﺲ، زﻧﺎﻧﻲ ﻛﻪ «ﻧﺮﮔﺲ»ﺑﺎ ﻫﻢ دﻟﻲ دارﻧﺪ، ﺑﺎﺗﻤﺎﺷﺎی اﻳﻦ ﺳﺮﻳﺎلﺑﻪ دﻧﺒﺎل رﻫـﺎﻳﻲ از ﻫﺮﮔﻮﻧـﻪ ﺗﻨـﺎﻗﺾ و ﺗﻌـﺎرض و ﻧﻴـﺰ دﺳﺘﻴﺎﺑﻲ ﺑﻪ ﻧﻮﻋﻲ ﺗﺴﻠﻲ ﻫﺴﺘﻨﺪ.
کلیدواژهها
عنوان مقاله [English]
Television and cultural hegemony: Women's reading from Narges series
نویسندگان [English]
- Taghi Azadarmaki 1
- jamal Mohamadi 2
1 Tehran Univrersity
2 sanandaj university
چکیده [English]
Narges' series was one of the most successful and top-seen serieson Iranian TV in2006. This study is the result of an empirical research on the way of interpretation and decoding the series by the audiences ( women). The theoretical foundations of the study are cultural studies approach for exploring television and audience study; an approach which by deploying Geramsci's and Hall's hegemony theory views TV program as an attempt for reproduction of hegemony and "organic ideology" of power bloc.So, tv programs are laden with values, meanings, and specific ideas but the audiences produce different readings form the preferred reading of the program since they fill different positions in the social structure and access various discourses.At first, employing semiotic structuralist analysis the preferred or dominant reading of the program is explained and then the different readings of the audiences have been analyzed. The analysis by women indicates that those pay seriously attention to their everyday life (like purchasing, mode, make up, entertainment, and so on) rarely accept the preferred reading and often sympathize with contradictions of Nasrin's identity. In contrast, those symathizing "Narges", were seeking for condolence and emancipating from the contradictions.
کلیدواژهها [English]
- articulation
- discourse
- hegemony
- organic ideology
- popular common sense
- popular culture
- summon