فهرست مطالب نیما شجاعی

Comparative historical analysis is one of the most important and efficient methodologies in contemporary social sciences. It seems that this methodology can help us develop C. Wright Mills's concepts of sociological imagination.  Theda Skocpol, under the influence of Mills, employed sociology's historical imagination in analyzing social problems.  He argues that there are three approaches to historical sociology: interpretive historical sociology, macro-historical sociology, and analytical historical sociology. In this paper, the characteristics of comparative historical analysis are explained and then the application of this methodology is clarified in analyzing Iran s problems. In the end, the limitations and possibilities are mentioned.

The customer is the most important capital of each organization and company with a commercial and profitable purpose, so recognizing consumer behavior and patterns of consumer behavior change is very important in this regard. For this reason, this research was designed to identify and evaluate the components that influence the use of print advertising in encouraging consumers and changing consumer attitudes towards the brand. The community in this study consisted of two groups: the first group was all experts and relevant people in the field of branding and customer purchasing that were used to identify the effective factors in changing consumer attitudes toward brand based on printed ads. The second group consisted of clients of the company, the effects of the identified components were investigated by them, and both groups were investigated in a targeted manner. The results showed that four components of propaganda content message, marketing structure, coloring and brand name and innovation in design in this field, and innovation in design has the most direct and indirect effects in this area, as well as the model designed for fit Is good. According to the obtained results, the designed model and identifiable components are a suitable model for identifying the factors affecting the use of print advertising in encouraging consumers and changing consumer attitudes towards the brand.

The purpose of this study is to present a model of the effective factors of the content of a printed advertisement message based on the phenomenological approach. In this research, the phenomenological method has been used. In this study, employees of the I-Soda Company were interviewed as interviewees, with an interview with 4 people, theoretical saturation. To confirm the reliability of the study, raw data was presented to compare the construction of the theory with raw data. Audit techniques have also been used and the angle method has been used to assess validity. The results of the extraction of concepts, categories and themes from four interviews with managers and chocolate industry activists have led to identifying the variables (themes) and the components of each variable from the viewpoint of the activists and industry managers. Also, given that all the interviewees are among the activists in the company, they will be more reliant on the results obtained from interviewing the subjects. 9 The determinant component of the content (content) of the message is the following: Advertising attitudes, Brand Attitudes, Attitudes toward the Manufacturing Industry, Attitudes toward the Market, Attitudes towards Packaging, Attitudes towards Imports, Attitudes towards Exports, Attitudes to Shopping , Attitude towards consumption.

Oral History is one of the most democratic qualitative research method in the humanities and social sciences in which narrators retell realities; oral history is a deep dialog between two persons in that their memories are recorded in the format of narrations. Memories and remembering of the memories (why and how) are the most important aspect of implementing of oral history. In this article, we investigate the method of oral history to demonstrate how to apply oral history in the reflection of collective trauma. Collective trauma is a collective psychological damage that makes people feel loss in the case of natural and unnatural events such as earthquake and war, which brings them painful and grieving memories that survive for many years. These people are the most important subjects of oral history. Hence, referring to the works of Svetlana Alexandrovna Alexievich, the winner of the Noble prize in literature in 2015, that are translated and published in Persian, we demonstrate concretely how to apply this method in the reflection of various kinds of collective trauma.