Media and Constructing Women Gender Identity

Today, identity as the most important aspect of human nature has seen its meaning transformed under the influence of postmodernist relativism, and hence, has affected women status and their identity. Television, also, shapes our thought on fundamental social issues at various degrees. Employing postmodernist signs, the present article tries to study the way gender identity is represented in the two Iranian series "Zamaneh" and "Tekyeh Bar Bad". The article draws upon Stewart Hall's Representation Theory and constructionism to examine the issue. The two most widely watched series in the year 1391 (Iranian Calendar), i.e. "Zamaneh" and " Tekyeh Bar Bad " were selected and analyzed. An eclectic model of semiotics was employed in this research. Findings indicate that in these two series, feminine representations imply both traditional and modern attributes and roles. These series offer a sort of negative representation regarding the formation of postmodernist identity.