كليدواژه :
تبليغات شهري , رسانه , سازمان هنري رسانه‌اي اوج , گفتمان , ميشل فوكو
چكيده فارسي :
در عصر حاضر با توجه به نقش تبليغات در تعيين سبك زندگي افراد، كسب آگاهي هرچه بيشتر درباره‌ي چگونگي عملكرد آن‌ها امري ضروري بوده و منجر به شناخت بهتر جامعه مي‌شود. يكي از كاركردهاي اساسي تبليغات شهري، نقشي است كه در شكل‌گيري گفتمان عمومي در جامعه ايفا مي‌كنند؛ كه در اين پژوهش به اين مهم پرداخته شد. در پژوهش كيفي حاضر كه رويكردي توصيفي تحليلي دارد، تبليغات شهري سازمان هنري رسانه‌اي اوج كه به‌صورت هدفمند انتخاب‌شده بودند، از منظر ميشل فوكو و به روش تحليل گفتمان مورد مطالعه قرار گرفتند. در اين پژوهش روش گردآوري داده‌ها اسنادي- مشاهده‌اي است. هدف از پژوهش حاضر كسب نحوه‌ي صورت‌بندي مفهومي- تصويري گفتمان سازمان هنري رسانه‌اي اوج در پرتو شبكه دانشي موجود بود. بر اساس يافته‌هاي پژوهش، هدف از طرح مفاهيمي همچون شهادت، همبستگي، بخشندگي، مذهب و عرق ملي در تبليغات اين سازمان، مي‌تواند ايجاد باور و بازگشت به آن ارزش‌ها، بازتوليد گفتمان‌هاي موردنظر و جلوگيري از حذف آن‌ها باشد؛ كه اين امر از طريق استفاده از عناصر بصري در جهت به تصوير كشيدن شيوه‌هاي بودنِ انسان در گفتمان موردنظر، استفاده از نمادهايي كه در بستر تاريخي آن گفتمان معنادار شده‌اند، امحاء مرز ميان گفتمان‌ها به لحاظ زماني/ مكاني و به‌كارگيري گزاره‌هاي معنادار و صادق در گفتمان موردنظر، صورت مي‌پذيرد.
چكيده لاتين :
Nowadays, each person is exposed to a large amount of
advertising every day. Given the role these ads play in determining
people’s lifestyle, it is essential to gain greater
awareness of how urban advertising works. It causes a
greater control over environment and a better understanding
of the society. One of the essential functions of urban
advertising is the role it plays in shaping public discourse
in society and this study investigates this important issue.
In present study, enjoying a descriptive-analytical
approach, Owj Arts and Media Organization’s urban ads,
selected purposefully, were studied and analyzed from
Foucault’s perspective, using discourse analysis. Discourse
understanding is a tool for understanding different
streams of knowledge leading to the emergence, change,
dissolution, or displacement of an object in the context of
power or knowledge. In fact, what makes Foucault’s approach
comparable to artistic research is his understanding
of object production, which is parallel to form production
in visual art in which urban advertising is like the forms
of discourse. Therefore, the method of data collection is
documentary-observational. This study aims to understand
the conceptual-visual formulation of Owj Organization’s
discourse in the light of the existing knowledge
network and it seeks to answer these questions. How are
the world, social reality, subjects and objects constructed
in Owj Organization’s advertising discourse? How do the
visual elements contained in Owj Organization’s advertising
define the audience within discourse structures? Since
in discourse analysis, in order to understand how subjects
and objects are constructed in discourse structures, it is
the discourse itself which is analyzed, the analyst in the
study did not seek to find precise answers to research questions
or discover the truth. Therefore, the performance of
the discourse structures is analyzed only to illustrate how
discourses shape human understanding of reality and how
the boundaries between truth and error are drawn. The research
generally shows that although the subject is constantly
changing in the organization’s advertising and the
audience is exposed to a variety of social, religious and
family themes, what is always preserved is the use of images
and themes which the viewer is familiar with and can
communicate with. According to the research findings,
concepts such as martyrdom, solidarity, generosity, religion,
and patriotism are reproduced in the organization’s
common discourse. The aim of this reproduction is to
create belief and return to those values as well as to reproduce
the desired discourses and prevent their removal.
This is achieved through the use of visual elements to depict
the human beings’ presence in the desired discourse,
the use of symbols which have become meaningful in the
historical context of that discourse, the elimination of the
boundary between discourses in terms of time and place
and the meaningful and truthful statements in common discourse.
Examining the visual elements and form analysis,
extracting the statements and analyzing the written texts
indicate that the individuals, within the discourse context
and through discourse structures, become involved in their
roles and become subjects according to the object of each
discourse
