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Paper Information

Journal:   IRANIAN JOURNAL OF CULTURAL RESEARCH   WINTER 2016 , Volume 8 , Number 4 (32); Page(s) 1 To 26.
 
Paper: 

IRANIAN FAMILY REPRESENTATION FROM THE PERSPECTIVE OF GENDER AND GENERATIONAL RELATIONSHIPS IN TV COMMERCIALS

 
 
Author(s):  KOUSARI MASOUD, ASKARI S.AHMAD*
 
* FACULTY OF SOCIAL SCIENCES, UNIVERSITY OF TEHRAN
 
Abstract: 

The research investigated the issue of TV ads in the context of cultural studies and from the critical- cultural perspective. This study has focused on the family in order to read culture among the advertisements, so family from both the gender and generational relations has been analyzed. The main focus of the research is on the policy of representation of TV commercials across the country about couple bilateral relations and parent-child generational bilateral relations in Iranian families, in this way the power structure in the family can be understood. Using qualitative methods, this research has done based on the general principles of semiotics and followed the principles of “first order implications” that is centered mostly in syntagmatic axis and “second-order implications” assigned to Roland Barthes that has replaced in the axis of succession. This research shows that TV ads in “subjective aspect of power” with showing mental images consistent with male-dominated system, and in “objective aspect of power” with showing stereotypes that in the first step men (sexual) and in the second step parents (generational) make the final decision, leads to reproduction of power gap and inequality in family relationships.

 
Keyword(s): COMMERCIALS, FAMILY, THE CULTURAL STEREOTYPICAL PICTURES, REPRESENTATION OF SEXUALITY, GENERATION
 
 
References: 
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Click to Cite.
APA: Copy

KOUSARI, M., & ASKARI, S. (2016). IRANIAN FAMILY REPRESENTATION FROM THE PERSPECTIVE OF GENDER AND GENERATIONAL RELATIONSHIPS IN TV COMMERCIALS. IRANIAN JOURNAL OF CULTURAL RESEARCH, 8(4 (32)), 1-26. https://www.sid.ir/en/journal/ViewPaper.aspx?id=508289



Vancouver: Copy

KOUSARI MASOUD, ASKARI S.AHMAD. IRANIAN FAMILY REPRESENTATION FROM THE PERSPECTIVE OF GENDER AND GENERATIONAL RELATIONSHIPS IN TV COMMERCIALS. IRANIAN JOURNAL OF CULTURAL RESEARCH. 2016 [cited 2021May10];8(4 (32)):1-26. Available from: https://www.sid.ir/en/journal/ViewPaper.aspx?id=508289



IEEE: Copy

KOUSARI, M., ASKARI, S., 2016. IRANIAN FAMILY REPRESENTATION FROM THE PERSPECTIVE OF GENDER AND GENERATIONAL RELATIONSHIPS IN TV COMMERCIALS. IRANIAN JOURNAL OF CULTURAL RESEARCH, [online] 8(4 (32)), pp.1-26. Available: https://www.sid.ir/en/journal/ViewPaper.aspx?id=508289.



 
 
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