نویسنده

• حسین پاینده

استاد نظریه و نقد ادبی دانشگاه علامه طباطبایی

چکیده

تاثیری ﻫﻤـ ﻪ  ﺟﺎﻧﺒـﻪ در ﭘـﮋوﻫﺶ  ﻫـﺎی   «ﻣﻄﺎﻟﻌﺎت ﻓﺮﻫﻨﮕ ﻲ» در ﺳﺎ ل  ﻫﺎی اﺧﻴﺮ، ﭘﻴﺪاﻳﺶ    ﻣﺮﺑﻮط ﺑﻪ ﻋﻠـﻮم اﻧﺴـﺎﻧﻲ ﺑـﺎﻗﻲ ﮔﺬاﺷـﺘﻪ اﺳـﺖ، ﭼﻨـﺪان ﻛـﻪ ﻣـﻲ  ﺗـﻮان ﻣـﺪﻋﻲ ﺷـﺪ اﻳـن     ﻧﻮ ﺣﺘﻲ ادراک ﻣﺎ از ﻣﻮﺿﻮع ﺗﺤﻘﻴﻘﺎت ﻋﻠﻮم اﻧﺴـﺎﻧﻲ را ﻧﻴـﺰ دﮔﺮﮔـﻮن ﻛـﺮده ِ  روش ﺷﻨﺎﺳﻲﻣﻄﺎﻟﻌﺎت ﻓﺮﻫﻨﮕﻲ ﺑـﺎ از ﻣﻴـﺎن ﺑﺮداﺷـﺘﻦ ﻣﺮزﻫـﺎی ﻣﻌﻬـﻮد ﻣﻴـﺎن ﻫﻨـﺮ ِ.اﺳﺖ ﭘﮋوﻫﺸﮕﺮانﻧﺨﺒﻪ ﮔﺮا و ﻫﻨﺮ ﻋﺎﻣ  ﭘﺴﻨﺪ، ﻋﺮﺻﻪ  ﻫﺎی ﺟﺪﻳﺪی را ﻛـﻪ ﺗـﺎ ﭘـﻴﺶ از اﻳـﻦ ﺟـﺰو ﺣﻴﻄ ﻛـﺎر  ﻣﺤﻘﻘﺎن ﻋﻠﻮم اﻧﺴﺎﻧﻲ ﻣﺤﺴﻮب ﻧﻤﻲ  ﮔﺮدﻳﺪ  در ﻛﺎر ﺧﻮد ﻣﻠﺤﻮظ ﻛﺮد ه  اﻧﺪ .ﻳﻜﻲ از ﻣﻬ ﻢ ﺗـﺮﻳﻦاﻳﻦ ﺣﻮز ه  ﻫﺎ، آﮔﻬ ﻲ  ﻫﺎی ﺗﺠﺎری اﺳ  ﺖ ِ »و   «ﺧﻨﺜـ ﻲ» در ﭘﺲ ﻇـﺎﻫﺮ آﮔﻬـ ﻲ  ﻫـﺎی   «ﻣﻌﺼـﻮمﺗﺠﺎری ﺗﻠﻮﻳﺰﻳﻮن، رﻓﺘﺎرﻫﺎﻳﻲ ﮔﻔﺘﻤﺎﻧﻲ ﺑﻪ ﻧﻤﺎﻳﺶ درﻣﻲ آﻳﻨﺪ ﻛﻪ ﺣﻜـﻢ ﺗﻌﺮﻳﻔـﻲ ﺗﻠـﻮﻳﺤﻲ از    ِ واﻗﻌﻴﺖ اﺟﺘﻤﺎﻋﻲ را دارﻧﺪ و  درﻧﻬﺎﻳﺖ  ﻧﺤـ ﻮ ذﻫـﻦ) ﺳـﻮﺑﮋﻛﺘﻴﻮﻳ ﺘﻪ( ﻣـﺎ را ﺗﻌﻴـﻴﻦ  ﻓﺎﻋﻠﻴـﺖﻧﻤﻮﻧﻪ از ﻣﺠﻤﻮﻋﻪ آﮔﻬ ﻲ ِ ﻣﻲ  ﻛﻨﻨﺪ .در ﻣﻘﺎ ﻟﺔ ﺣﺎﺿﺮ، ﻳﻚ آﮔﻬﻲ  ﻫﺎﻳﻲ ﻛﻪ از ﺗﻠﻮﻳﺰﻳـﻮن اﻳـﺮان   ﭘﺨﺶ  ﻣﻲ  ﺷﻮﻧﺪ  )ﻣﺮﺑﻮط ﺑﻪ ﻣﺎﺷﻴﻦ ﻟﺒﺎﺳﺸـﻮﻳﻲ ﺣـﺎﻳﺮ (ﺑـﺎ اﺗﺨـﺎذ رﻫﻴﺎﻓـﺖ ﻣﻴـﺎ ن  رﺷـ ﻪ ای ﻣﻄﺎﻟﻌﺎت ﻓﺮﻫﻨﮕﻲ  ﺟﻨﺴـﻴﺘﻲِ ﻫﻮﻳِو ﺑﺎ ﻫﺪف ﭘﺮﺗﻮاﻓﺸﺎﻧﻲ ﺑﺮ ﺳﺎزوﻛﺎرﻫﺎی ﺑﺮﺳﺎﺧﺘﻪ ﺷﺪنزﻧﺎﻧﻪ در ﻓ  ﺮﻫﻨﮓ ﻣﻌﺎﺻﺮ اﻳﺮاﻧﻲ، ﺗﺤﻠﻴﻞ   ﻣﻲﺷﻮد .ﺑﻪ اﻳﻦ ﻣﻨﻈﻮر، اﻳﻤﺎژﻫﺎی زن در اﻳﻦ آﮔﻬﻲ    از ﻣﻨﻈﺮی ﻓﻤﻴﻨﻴﺴﺘﻲ و ﻧﻴﺰ ﺑﺎ اﺳﺘﻨﺎد ﺑـﻪ ﺑﺮﺧـﻲ ﻣﻔـﺎﻫﻴﻢ رواﻧﻜﺎواﻧـﻪ و ﺟﺎﻣﻌـﻪ  ﺷﻨﺎﺳـﺎﻧﻪ و    اﻳﻦ ﻧﻮﺷﺘﺎر، ﺑﻪ ﺟمﻊ ِ . ﻧﺸﺎﻧﻪ  ﺷﻨﺎﺳﺎﻧﻪ ﺑﺮرﺳﻲ ﻣ ﻲ  ﺷﻮﻧﺪ ﺑﺤﺚ در ﺧﺼـﻮص   ِ ﺑﺨﺶ ﭘﺎﻳﺎﻧﻲ ﺑﻨﺪیﻣﻄﺎﻟﻌﺎت ﻓﺮﻫﻨﮕﻲ اﺧﺘﺼﺎص دارد.

کلیدواژه‌ها

• :ـﻲ ﻣﻄﺎﻟﻌــﺎت ﻓﺮﻫﻨﮕــﻲ
• آﮔﻬـ ـﺎوی
• ﻫــﺎی ﺗﺠــﺎری
• ﻓﻤﻴﻨﻴﺴــﻢ
• رواﻧﻜـ ﺟﺎﻣﻌﻪ ﺷﻨﺎﺳﻲ
• ﻧﺸﺎﻧﻪ ﺷﻨﺎﺳﻲ

عنوان مقاله [English]

Analysis of a Television Advertisement

نویسنده [English]

• Hossein Payandeh

Professor of Critical Theory

چکیده [English]

The rise of cultural studies in recent years has exerted far-reaching influence on the humanities researches, so much so that it can be claimed that this new methodology has revolutionised our conception of the object of the humanities scholarship.Cultural studies practitioners have reached beyond the conventional boundaries between high and popular art, thus covering new domains which in the past were considered to be outside the confines of the humanities scholar’s work. Prominent amongst these new domains, are advertisements. It can be argued that beyond the “neutral” and “innocent” appearance of commercial advertisements, implicit discursive practices are exhibited that offer definitions of social reality and ultimately determine our subjectivity. Adopting an interdisciplinary cultural studies approach, this article analyses a typical advertisement from the national Iranian television network (about Haier washing machines) with the purpose of illuminating the mechanisms of the construction of feminine identity in contemporary Iranian culture. As such, the images of women in this TV advertisement are investigated from a feminist perspective, while also drawing on some psychoanalytical, sociological and semiotic concepts. The final part of this article offers a conclusion about the potentialities of cultural studies in the humanities.

کلیدواژه‌ها [English]

• cultural studies
• television advertisements
• feminism
• psychoanalysis
• sociology
• semiotics