فصلنامه مطالعات فرهنگی و ارتباطات

نویسندگان

1 دانشگاه تهران

2 دانشجوی دکتری

چکیده

 
ﻫﺪف ﻣﻘﺎﻟﻪ ﺣﺎﺿﺮ ﺗﺤﻠﻴﻞ ﻣﺤﺘﻮای ﻛﻴﻔﻲ ﻫﺎی; "کلیپهای ﺗﻠﻮﻳﺰﻳﻮﻧﻲ راﻫﻨﻤﺎﻳﻲ و رانندگی"اﺳﺖ .ﺑﺪﻳﻦ ﻣﻨﻈﻮر از ﻣﻴﺎن اﻳﻦ ﻛﻠﻴﭗ «راﻧﻨﺪﮔﻲ ﻛﻠﻴﭗ اﻧﺘﺨﺎب ﺷﺪ )ﺗﻮاﻧﺴﺘﻴﻢ ﺗﻬﻴﻪ 44 ﻫﺎ ﻛﻨﻴﻢ( و ﺳﭙﺲ ﺑﺎ اﺗﺨﺎذ روﻳﻜﺮد ﻧﺸﺎﻧﻪ ﺷﻨﺎﺳﻲ ﺗﻼش ﻛﺮدﻳﻢ ﺗﺎ ﺗﻮﺻﻴﻔﻲ ﻧﺸﺎﻧﻪ ﺷﻨﺎﺳﺎﻧﻪ از رﻣﺰﮔﺎن اﺟﺘﻤﺎﻋﻲ، ﻓﻨﻲ و اﻳﺪﺋﻮﻟﻮژﻳﻚ اﻳﻦ ﻛﻠﻴﭗ ﻫﺎ ﺑﻪ ﺗﺼﻮﻳﺮ ﺑﻜﺸﻴﻢ .ﺑﻪ ﻫﻤﺮاه ﺗﻮﺻﻴﻒ رﻣﺰﮔﺬاری ﻫﺎی ﺣﺎﻛﻢ ﺑﺮ ﻧﻈﺎم ﻧﺸﺎﻧﻪ ای اﻳﻦ ﻛﻠﻴﭗ ﻫﺎ و ﻧﺤﻮه ﺑﺎزﻧﻤﺎﻳﻲ آﻧﻬﺎ، ﻧﺸﺎن داده اﻳﻢ ﻛﻪ دال ﻫﺎی اﻳﻦ ﻛﻠﻴﭗ ﻫﺎ ﻋﻼوه ﺑﺮ ﻣﻌﺎﻧﻲ ﻣﻜﺸﻮف ﺧﻮد، ﺳﺎﺧﺘﺎرﻫﺎی ﻣﻌﻨﺎﻳﻲ ﭘﻨﻬﺎن و ﻧﺎﻣﻜﺸﻮف دارﻧﺪ .ﺗﻼش ﻛﺮده اﻳﻢ ﺗﺎ ﺑﺎ رﻣﺰﮔﺸﺎﻳﻲ از ﻧﺸﺎﻧﻪ ﻫﺎی ﺗﻴﭗ ﻫﺎﻳﻲ ﭼﻮن "ﻻت ﭘﺎﻳﻴﻦ "ﻻت ﺑﺎﻻ ﺷﻬﺮی" و "ﻣﻬﻨﺪس" ﻧﺤﻮه ﺑﺎزﻧﻤﺎﻳﻲ ﺗﻴﭗ ،"ﺷﻬﺮی ﻫﺎی اﺟﺘﻤﺎﻋﻲ را در اﻳﻦ ﻛﻠﻴﭗ ﻫﺎ ﻧﺸﺎن دﻫﻴﻢ .ﻫﻤﭽﻨﻴﻦ ﺳﻌﻲ ﻛﺮده اﻳﻢ ﺗﺎ ﭘﻴﺎم ﻫﺎی ﻣﺨﺪوﺷﻲ ﻛﻪ در ﺳﻄﺢ دﻻﻟﺖ ﻫﺎی ﺿﻤﻨﻲ ﭘﻴﺎم ﻫﺎی اﻳﻦ ﻛﻠﻴﭗ ﻫﺎ وﺟﻮد دارد را ﻧﻴﺰ ﺑﻴﺎن ﻛﻨﻴﻢ .از اﻳﻦ زاوﻳﻪ، ﻣﻌﺘﻘﺪﻳﻢ ﻣﺪﻟﻮل  اﻳﻦ ﻛﻠﻴﭗ ﻫﺎ دﻻﻟﺘﻤﻨﺪ ﻫﺴﺘﻨﺪ و ﺑﺮﺳﺎﺧﺘﻪ ﻓﺮﻫﻨﮕﻲ و ﮔﻔﺘﻤﺎﻧﻲ اﻧﺪ . 

کلیدواژه‌ها

عنوان مقاله [English]

Representation of Everyday Life in Street: Semiotics of Rahnami and Ranandegi Clips

نویسندگان [English]

  • Mehdi faraji 1
  • nafiseh Hamidi 2

1 tehran university

2 Phd Student

چکیده [English]

This article aims at qualitative content analysis of “Rahnamai and Ranandegi Clips”. 44 clips were chosen (They were at reach) and then, their social, technical and ideological codes were described according to semiotics approach. It was shown that these clips’ signifiers have both apparent and hidden meaning structure. We have tried to show different representation of diverse social types such as “Lat”, “Sosoul” and “Mohandes”. Also, we tried to appear paradoxical messages which are situated in connotation. In this way, we believe that the signified of these clips are constructively cultural and discursive.

کلیدواژه‌ها [English]

  • Hegemony
  • Cultue
  • Representation
  • ideology
  • Television
  • Iranian Advertisments