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Journals / IIB International Refereed Academic Social Sciences Journal / 2012 / Cilt: 3 - Sayı: 5

İRAN TOPLUMUNDA KADININ ROLÜ: TV REKLAMLARINDA SUNULAN KÜLTÜREL ŞABLONLARIN ELEŞTİREL ANALİZİ

WOMEN'S ROLES IN THE IRANIAN SOCIETY: A CRITICAL ANALYSIS OF THE CULTURAL STEREOTYPES PRESENTED IN TV ADS

Mohammad Reza HASHEMI
Saeedeh SHAMSAEE
Mohammad Ali SHAMS
Pages
408–425
DOI
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

The subtleties interaction of hidden agendas and covert policies of the Iranian society and the culture propagated through TV ads are also discussed.

📌 3 Key Takeaways

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Objective & Hypothesis:The purpose of the current study is to explore the cultural stereotypes of women’s role in Iranian TV advertisements.
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Key Findings & Data:In the present study, a multimedia corpus including 40 TV video samples were analyzed based on a systematic content analysis using a 15-category checklist adopted from the available literature.
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Conclusion & Impact:The subtleties interaction of hidden agendas and covert policies of the Iranian society and the culture propagated through TV ads are also discussed.
🔬Design:Research Article
📍Scope:Comprehensive Sample
⚙️Variables:Domain Parameters

Abstract

The purpose of the current study is to explore the cultural stereotypes of women’s role in Iranian TV advertisements. In Iran, all TV advertisements are controlled and verified by state authorities. The cultural images propagated through this medium are expected to reflect the cultural agenda advanced by the political authorities. In the present study, a multimedia corpus including 40 TV video samples were analyzed based on a systematic content analysis using a 15-category checklist adopted from the available literature. The results of frequency and content analysis show that female portrayals mostly represent women with marginalized and stereotyped roles which are in contrast with dominant and ruling imagery of males in the ads. The qualitative phase of the study focuses on the cultural contradictions between the reality of the presence of women in the Iranian society and their image represented in government-verified TV ads. The subtleties interaction of hidden agendas and covert policies of the Iranian society and the culture propagated through TV ads are also discussed.

Özet

Bu çalışmanın amacı İran TV reklamlarındaki kültürel şablon olarak sunulan kadının rolünün araştırılmasıdır. İran’da bütün TV reklamları hükümet tarafından kontrol edilmekte ve onaylanmaktadır. Medya tarafından yayılan kültürel imajın politik otorite tarafından onaylanan kültürel gündemi yansıttığı söylenebilir. Sunulan bu çalışmada, 40 adet TV filmi örneği, mevcut literatüre adapte edilerek hazırlanan 15 kategoriye göre incelenmiştir. İnceleme sonuçları göstermiştir ki reklamlarda sunulan kadın imajı, baskın ve yöneten erkek imajının aksine, dışlanmış ve şablonlaştırılmış kadın portresi sunmaktadır. Çalışmanın nitel aşaması İran toplumundaki kadın varlığının gerçekteki durumu ve hükümet onaylı TV reklamlarında temsil edilen kadın imajı arasındaki çelişkiye odaklanmaktadır.

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Cite This Article

HASHEMI, M. R., SHAMSAEE, S., SHAMS, M. A. (2012). İRAN TOPLUMUNDA KADININ ROLÜ: TV REKLAMLARINDA SUNULAN KÜLTÜREL ŞABLONLARIN ELEŞTİREL ANALİZİ. IIB International Refereed Academic Social Sciences Journal, Cilt: 3 - Sayı: 5, 408–425. https://ajindex.com/articles/128080

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