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Journal: فرهنگ ارتباطات
Year:1391 | Volume:2 | Issue:6
Start Page:23 | End Page:53

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Title

REPRESENTATION OF VALUES AND SOCIAL NORMS IN 80’S IRANIAN CINEMA BLOCKBUSTER MOVIES

Pages

 Start Page 23 | End Page 53

Abstract

 This research has been done to examine the ethnic values in the best seller Iranian movies in 80s. Qualitative and quantitative contents analysis have been used in this research. Five main social values has been studied: honesty, politeness, cooperation, modesty and Relationship with God.Statistical society is the highest grossing films in 80s that among them 20 movies has been chosen. This statistical society has been picked to observe the ethical tendency in popular movies.In general, 2028 ethical scenes has been selected among those movies which among them, 951 scenes were moral and 951 scenes were immoral. This research is formed based on some principle communication theories such as REPRESENTATION Theory (Stuart Hall) and Theory of Culture Industry (Theodor W. Adorno).The result of this research represents that the most shown moral value in that movies is cooperation and the other values have not been paid attention a lot.In 30 percent of the analyzed movies the negative characters with weak moral values, would achieve salvation or their destiny is not obvious. In 45 percent of the studied movies, there is immoral orientation in at least one of the selected ETHICAL VALUES. Also, in 50 percent of the studied movies, the average of ethical orientation is positive and in 50 percent of them, there is negative orientation or no specific orientation at all.Among the selected movies, “I am Taraneh,15” has become the best ethical movie and the two movies “Char Changooli” and “Poopak va Mash Mashallah” have negative ethical orientation in three of selected ETHICAL VALUES and they are at the lowest part of the ethical movies’ list.

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