Electoral Slogan of Post-Revolutionary Governments of Iran (1979-2017): Transition from the Survival Value to the Post-Survival Era

The electoral slogans of the Iranian society have experienced a transformation during the first 40 years of the revolution. The purpose of this study was to analyze the content of the election slogans of post-revolutionary Iranian governments between 1979 and 2017 based on the theory of survival value and existence value of Ronald Inglehart (modernization and post-modernization expert). The research method is qualitative and data were collected from the post-revolutionary governments. The statistical population was all the slogans of the elected governments from which 12 posters were selected by porpusful sampling techniqe. The results showed that Slogans were materialistic-national values (poverty alleviation, the poor, employment, Economic justice, production boom) in the 1980s, national post-material values (Social tolerance, social justice, ethics, social norms, civic development) in the 1990s, A range of post-material, material-national and transnational values (Class equality, social development, resolving economic crises, global moral message, political culture, democratic value) in the 2000s. Their direction shifted from the lower to the middle class and finally, the composite classes (lower, middle, and high) and from the local-national level to the global-transnational level. Their common denominator was the class-economic issue (improving the socio-economic situation, eliminating poverty and unemployment, reducing the class distance of society). They experienced a kind of transition from a period of scarcity or survival values (food insecurity, economic instability and material, functional-objective needs) to assertive values or a period of developmental maturity (democratic, global, aesthetic and abstract values).