نویسندگان

• یوسف اباذری ¹
• عبدالوهاب شهلی بر ¹
• حسین بشیر ²

¹ دانشگاه تهران

² دانشگاه امام صادق

چکیده

ﻓﻴﻠﻤﻬﺎی ﻋﺎﻣﻪ ﭘﺴﻨﺪ ﻫﻨﺪی ﺑﻪ ﻋﻨﻮان ﻧﻮﻋﻲ ﻓﺮﻫﻨﮓ ﻋﺎﻣﻪ ﺟﻬﺎﻧﻲ در  ﺟﺎﻣﻌﺔ اﻳﺮان ، و در  ﻣﻘﻴﺎﺳﻲ وﺳﻴﻊ اﺳﺖ ﻣﻮرد اﺳﺘﻔﺎده  .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 دار ﻓﻴﻠﻤﻬﺎی ﻋﺎﻣﻪ ﭘﺴﻨﺪ ﻫﻨﺪی و ﻧﺪ، درﻳﺎﻓﺖ  ﺗﺒﻴﻴﻦ ﻧﻤﻮده اﺳﺖ .از ﺑﺮای اﻧﺠﺎم اﻳﻦ ﻛﺎر  روش ﻳﻚ   ﻛﻴﻔﻲـ »ﺷﻨﺎﺳﻲ ﺗﺮﻛﻴﺒﻲ ﺑ « ﻛﻪ ﻪ  ﺗﻮ ﻃﻮر أ ﻣﺎن (و 1 :درﺑﺮﮔﻴﺮﻧﺪة اﺳﺘﻨﺘﺎج رﻣﺰﮔﺎن اﺟﺘﻤﺎﻋﻲ، ﻓﻨﻲ  ﻋﺎﻣﻪ اﻳﺪﺋﻮﻟﻮژﻳﻚ ﻓﻴﻠﻤﻬﺎی    ﻫﻨﺪی ﭘﺴﻨﺪ ؛   (زﻣﻴﻨ 2 ﺗﺤﻠﻴﻞ ﺔاﺟﺘﻤﺎﻋﻲ   ـ و (ﻣ 3   ﻓﺮﻫﻨﮕﻲ ﺗﻤﺎﺷﺎﮔﺮان درﻳﺎﻓﺖ ﺧﻮاﻧﺸﻬﺎی ﺗﻤﺎﺷﺎﮔﺮان  ﻮرد ﻣﻄﺎﻟﻌﻪ ﻣﻲ اﺳﺖ ﺑﺎﺷﺪ، اﺳﺘﻔﺎده ﺷﺪه  . ﻧﺘﺎﻳﺞ ﭘﮋوﻫﺶﺣﺎﻛﻲاز   آناﺳﺖ  ﻛﻪ ﻓﻴﻠﻤﻬﺎی ﻋﺎﻣﻪ ﭘﺴﻨﺪ ﻫﻨﺪی، ﺑﻪ ﻋﻨﻮان ﻧﻮﻋﻲ ﻋﺎﻣ ﻓﺮﻫﻨﮓ ﺔ  ﺟﻬﺎﻧﻲ، و ﺳﺎﺧﺘﺎرﻫﺎ  در رواﺑﻂ ﻗﺪرﺗﻲ را    رواﻳﻲ ﺧﻠﻖ ِ ﺟﻬﺎن ِﺳﻄﺢ ﻣﻲ ﻣﺘ ﻧﻤﺎﻳﻨﺪ، ﻛﻪ ﺑﻪ ﻧﻮﻋﻲ ﺄﺛﺮ در از ﺳﺎﺧﺘﺎرﻫﺎ و رواﺑﻂ ﻗﺪرت ﻣﻮﺟﻮد  در ﺟﻬﺎن اﺟﺘﻤﺎﻋﻲ ﻫﻨﺪ و  راﺳﺘﺎی ﻃﺒﻴﻌﻲ ﺟﻠﻮه دادن آﻧﻬﺎ اﺳﺖ .در وﻗﺘﻲ ﻛﻪ  اﺛﺮ ﻓﺮاﻳﻨﺪ ﻋﺎﻣ ﻫﺎی ﺟﻬﺎﻧﻲ ﺷﺪن، ﻓﺮﻫﻨﮓ ﺔ ﺟﻬﺎﻧﻲ در ﻣﻲ ﻣﻘﻴﺎﺳﻲ ﻣﺤﻠﻲ ﻣﺼﺮف  ﺷﻮد، ﺻﻮرت  ﮔﻔﺘﻤﺎﻧﻲ ﺑﻨﺪی   اش ﻣﺘﻨﺎﺳﺐ ﺑﺎ ﻫﻮﻳﺖ ﮔﻔﺘﻤﺎﻧﻲ ﻣﺼﺮف و ﻛﻨﻨﺪﮔﺎن ﻣﺤﻠﻲ  ﺗﺎ ﻣﺴﺎﺋﻞ آﻧﻬﺎ،  ﻣﻲ ﺣﺪود زﻳﺎدی ﺗﻐﻴﻴﺮ  و ﻳﺎﺑﺪ،  در ً  ﺣﺘﻲ ﻣﻮاردی ﻛﺎﻣﻼ ﺗﻐﻴﻴﺮ ﻣﻲ ﻛﻨﺪ.ﻋﺎﻣ ﻣﺘﻮن ﻓﺮﻫﻨﮓ ﺔ ﻣﻲ ﺟﻬﺎﻧﻲ  زﻣﻴﻨﻪ ﺗﻮاﻧﻨﺪ  ﻣﺼﺮف اﻳﻲ را ﻓﺮاﻫﻢ ﻧﻤﺎﻳﻨﺪ ﻛﻪ   ﻛﻨﻨﺪﮔﺎن ﻣﺤﻠﻲ، ﻗﺎﻟﺐ زﻣﺎن و ﺳﻴﺎﺳﻲ

کلیدواژه‌ها

• فرهنگﻋﺎﻣـﻪ
• ﻣﻄﺎﻟﻌـﺎت ﻓﺮﻫﻨﮕـﻲ
• رﻣﺰﮔـﺬاری
• رﻣﺰﮔـﺸﺎﻳﻲ
• رﻣﺰﮔـﺎن اﻳﺪﺋﻮﻟﻮژﻳﻚ
• هویت ﮔﻔﺘﻤﺎ ﻧﻲ
• ﻫﮋﻣﻮﻧﻲ
• ﭼﻨﺪ ﻣﻌﻨﺎﻳﻲ
• قومیت
• ﻣﺪرﻧﻴﺘـﻪ
• ﻛﺎرﻧـﺎوال
• سیاست ﻓﺮﻫﻨﮕـﻲ
• بازتولید ﺳﻨﺖ

عنوان مقاله [English]

Local Consumption of Global Popular Culture

نویسندگان [English]

• yusef abazari ¹
• abdolvahab shohliboor ¹
• Hossein Bashir ²

¹ Tehrsn university

² Emam sadegh university

چکیده [English]

Indian filmas a kind of global pop culture has been consuming broadly in Iranian  society. This is not a new phenomenon and is traced back to 1950s decade. But till now their process of consumption and the kind of relation with which Iranian audience make have not been studied. The present study using the cultural studies tradition examines the readings of Zahedans's people to explain the problem. The study has deployed the "combined-qualitative" methodology which simultaneously includes : 1) inferring social, ideological and technical codes of Indian films;2) analyzing the socio-cultural backgrounds of audience; 3) perception of audiences 'readings. The results show that the Indian popular films as a sort of global popular culture, generates the structures and power relations in the world of narration which is highly affected by the dominant structures and relations of power  in the Indian society. While due largely to the effect of globalization the global popular culture is consumed locally, its discourse articulation in relation to the identity of the consumers, even quite, would be change. The context of global popular culture could provide a ground the local consumers to break the mold of time and space and overcome their cultural, social and political limitations. 

کلیدواژه‌ها [English]

• carnival
• coding
• cultural politics
• cultural studies
• decoding
• discursive identity
• ethnicity
• hegemony
• ideological codes
• modernity
• multi-significance
• popular culture
• reproduction of tradtion