A Cultural Approach to Omen Pages in Family Magazines; Discourse Analysis of Month to Month with Luck Secrets in Khanevade Sabz Magazine

This paper is an effort to understand the Iranian everyday life through the so-called family magazine's omen pages. Reaching the structure of these contents and understanding the social and cultural context of this phenomenon, we analyzed the omen page of the "Khanevanede Sabz" magazine, titled "month to month with happiness secrets". We applied the "global-local" approach and discourse analysis insights of Teun A. Van Dijk to interpret the contents. The findings illustrate that at first, the omen sentences include generalizations, tautologies, positive thinking, restating trivial axioms and fatalism. At the second step, omen contents depict reader's everyday lives through matters such as providence, describing problems, qualifying characteristics, communications, and love relations according to the basic knowledge of their social and cultural contexts.