بازنمايي سبك زندگي طبقه متوسط درسريال‌هاي تلويزيون: مطالعه موردي سريال ”مرگ تدريجي يك رويا“

Representation of middle-class lifestyle in the TV series: “Creeping Death of a Dream” Iranian series as a Case study

اين مقاله در پي روايت تلويزيون ايران از سبك زندگي طبقه متوسط و يا به عبارتي زندگي رسانه‌اي طبقه متوسط با اتكا به تلويزيون است. براي رسيدن به اين هدف، به بررسي بازنمايي سبك زندگي طبقه متوسط در سريال ”مرگ تدريجي يك رويا“ پرداخته شده است. نتايج نشان مي‌دهد، در سريال ”مرگ تدريجي يك رويا“ سبك زندگي طبقه متوسط با قطبي‌سازي‌ همراه با سو گيري و كليشه‌سازي‌هايي بازنمايي شده است. بر اين مبنا طبقه متوسط جديد به مثابه ”ديگريِ غرب‌زده“ تصوير و متفاوت از طبقه متوسط سنّتي ”سنت‌گرا“ نشان داده مي‌شود. ديدگاه مسلط سريال، ”بازگشت به خويشتن اصيل و بوميِ“ طبقه متوسط سنّتي، در مقابل طرد طبقه متوسط جديدِ ”غرب‌زده“ است. در واقع سريال ”مرگ تدريجي يك رويا“، مرگ تدريجي سبك زندگي طبقه متوسط جديد است.

This paper has investigated the IRIB narrative of middle-class lifestyle in Iran indeed we have tried to study media life of middle-class emphasizing on T.V. For this purpose the “Creeping Death of a dream” has been chosen as a series for studying the middle-class lifestyle. The results have shown that the series have shown the lifestyle of middle-class with Bias and stereotyping. In this series the modern middle-class introduced as a people with west scurry mind who adopt and imitate of the western models; hence they are different from the traditional middle class as "traditionalist" people. The main idea of this series has been” returning to the traditional and indigenous roots” of the traditional middle class also in this series the west scurry of the modern middle-class has been rejected. Therefore the Creeping Death of a dream indeed indicates the creeping death of the modern middle-class lifestyle. ? 4. Media and the Myth of Consumption: Case Study of Tele Shopping advertising Capitalism is seen as a kind of cultural affair in the world, and the existence of the capitalism may depends on the usage of media. Media bourgeois have become more authoritarian and it includes all the Petite bourgeoisie in the world. The cultural models of capitalism are related to the consumption. In this article the theory of Roland Barthes about mythology and the especial method of it have been investigated. Therefore this study has utilized the mythology method; also the myths which are existed in Tele Shopping advertising have been determined. The results have indicated that the popularity of the consumption in the Tele Shopping advertizing has been related to the myths which satisfy people upon their consumption as well as it helps them to feel they have been integrated together. The religious, artistic and family experiences which may be lost during the time have been replaced with the pleasure of consumptions and goods. The consumers exalt their cultural satisfaction with the pleasure of buying and the ownership of goods. The religious, artistic and family experiences- which may be lost during the time- have been replaced with the pleasure of consumptions and goods. The consumers exalt their cultural satisfaction with the pleasure of buying and the ownership of goods.