تحليلي بر خوانش مخاطبان تحصيلكرده امريكايي از فيلم‌هاي ضد اسلام هاليوود

An Analysis of the American Educated Readersʹʹ Mode of Dealing with Hollywood Anti-Islam Movies

در اين مقاله، خوانش مخاطبان تحصيلكرده امريكايي از فيلم‌هاي ضد اسلام هاليوود مطالعه شده است. اين مقاله با استفاده از رويكرد دريافت و تركيب آن با گفتمان شرق‌شناسي، تجربه زيسته، ارتباطات بين فرهنگي و سواد رسانه‌اي مخاطب امريكايي را عناصر برجسته‌اي در برخورد با محتواي فيلم‌ها در نظر مي‌-گيرد. داده‌هاي لازم براي تحليل به روش كيفي و از طريق مصاحبه اينترنتي با ?? دانشجوي امريكايي به دست آمده است. نتايج حاصل اگرچه قابل تعميم نيست، اما نشان مي‌دهد كه اثار رسانه در شرايطي خاص صورت مي‌پذيرد، اما مخاطب نيز با بالا بردن سواد رسانه‌اي خود كه بخشي از آن ناشي از آگاهي‌اش از عملكرد سياسي و اقتصادي رسانه‌هاست، در كنار برخورداري از تجربه مستقيم در خصوص مسايل بازنمايي شده، مي‌تواند خوانشي متفاوت از آنچه نيت سازنده و توليدكنندگان رسانه بوده است، داشته باشد. يافته‌ها نشان مي‌دهند براي تشريح رابطه ميان تجربه زيسته مخاطبان و ميزان اثرگذاري فيلم‌ها بايد مخاطبان به دو گروه تقسيم ‌شوند: ?. پاسخگويان برخوردار از تجربه زيسته ?. پاسخگويان فاقد تجربه زيسته. بنابراين، با توجه به نتايجي كه به دست آمد، فرضيه‌هاي تحقيق تاييد مي‌شود. تجربه زيسته افراد و آگاهي آنان از اعمال رسانه‌اي به عنوان دو عامل موثر در كاهش بازنمودهاي هاليوود بوده‌اند. همچنين، اين نتايج نشان مي‌دهد كه كاربست چنين رويكرد تركيبي در اين تحقيق نه‌ توانسته به برجسته كردن عناصر اثرگذار در خوانش مخاطبان از فيلم كمك كند، و نه جايگاه هاليوود را در بين مخاطبان امريكايي و در شناساندن مسلمانان به آن‌ها مشخص كند.

This paper is an attempt to indicate how the educated audience in the US re-reads and interprets the anti –Islam movies produced by Hollywood. We will use the reception approach of Gadamer along with Edward Saeedʹs Orientalism approach to offer a theoretical synthesis that includes concepts such as 1- lived experience, 2- intercultural communication and 3- digital literacy among American audience. Our theoretical claim is that these three concepts are elements that enable the audience to take position when encountering the anti-Islam content of some Hollywood movies. We organized our research around provision of answer for two hypotheses: 1- the more the knowledge of the audience increases in the field of media effects, the less tendency they show towards accepting media messages, and; 2- the more the lived-experience of the American educated with Muslim culture is, the less effective the anti-Islam moviesʹ propaganda against Muslims would be. Some of the findings, although not capable of being generalized, indicate that media effect only takes place in some particular circumstances. The audience tries to increase his/her digital literacy, their lived experience with Muslims and their intercultural experiences, so they come up with interpretations about the content of Hollywood movies that would create different meaning for them compared to the meaning intended by the producers of the anti-Islam movies. The results of our research also indicate that Hollywood is not considered by the American educated audience as a legitimate and reliable source that would offer them any knowledge about Muslims and/or Islam. If there should be any relationship between the audiencesʹ lived experience and moviesʹ effects on them, then our findings indicate that there are two groups of audience as follows: 1- There are people who have lived-experience in Muslimsʹ world. Their characteristics usually consist of; their tendency to resist against meaning of the movies, their inclination to connect with Muslims, their objection to chauvinism and rejecting religious discrimination. Members of this group reject most of the anti-Islam moviesʹ messages except some elements. These elements include religious ceremonies, religious rituals of the Muslims and some cultural elements of the Muslims. They tend to criticize the content of the movies as being discursive. They believe these movies try to introduce Muslims as negative and dangerous individuals. They showed a high tendency towards changing modes of representing Muslims in movies and providing a more realistic picture of the Muslims. 2- There are people who have not had lived-experience in Muslimsʹ world. The major characteristics of this group rely on the fact that its members perform chauvinistic tendencies, and they fail to show any resistance against content of the anti-Islam movies. They, in fact, believe the anti-Islam movies contribute to consolidation of patriotic ideas of the American society. Also they are very loyal to American cinema and show no tendency towards establishing contacts with the Muslims. The follow the dominant discourse of the movies which is based on representing Muslims as negative characters. The paperʹs approach can be applied to similar situations where the discrepancy between text and the audienceʹs reading style creates controversies.