فصلنامه جامعه، فرهنگ، رسانه
پیاپی 8 (پاییز 1392)

Life and survival of Banks and economic institutions depend on customers who have desire to buy their services. Banks as economic institutions always retain their customers and gain new customers and advertising is one of the most important tools to get customers` attention for success and growth of Banks.In this research, customer satisfaction of advertising methods is equal to gain customers.In this article, concepts relating to customer satisfaction and TV advertising were reviewed first, then the relationship of elements of TV advertising with extent of customer satisfaction were explored by a field research. Saman Bank considered as case study and its customers in Tehran who saw the advertising of Maskan Bank are the population of the research. Findings Showed that customers of this Bank are satisfied from some elements of Ads like Believability, quantity of Ads, Time of Ads, Content, Correspondence with services, Attractiveness, Comprehensible and Time of Ads, but are not satisfied from some elements like Amount of information, Likable and Advisable to others. Also there is not a meaning difference between satisfaction of men and women from advertising of this Bank.

This study attempts to evaluate film critique approaches from the viewpoint of the extent to which they focus on culture and on the cultural context of the creation of artwork. Four main film critique approaches are discussed: formalism, realism and neo-realism, author theory, and structuralism/semiology. Our main argument is that these approaches, in spite of their differences in theoretical and methodological aspects, usually perceive artwork as a unique entity and overlook its organic connection with ideology, discourse, common sense, subculture and history. In other words, we need an approach in film criticism which, just like the artwork itself, should be a montage of different techniques and strategies to be able to develop new theoretical and methodological instruments. This approach study not only cinematic language and technicality but also the social and historical context of cinema.

This article, raising this question that “what are the Iranian society discourses in Asghar Farhadi’s movies and how they are represented?” is an analysis and study of two movies by this director, “Fireworks Wednesday” (2006) and “A Separation” (2011). In order to do this, Ernesto Laclau and Chantal Mouffe’s discourse theory has been chosen as the theoretical framework. The results show that Farhadi, having a sympathetic view towards social subjects, without any partiality, highlighting or marginalization, is trying to represent a realistic picture of prominent discourses of Iranian society, while he is representing differences and conflicts of these discourses.

Continuous realization of the environment is more complicated than realization of two-dimensional picture that restricted by frame from the environment.Three-dimensional environment, such as a town, is composed of interconnected components that each component is a visual phenomenon and it's in the range of relative of space which is designed combination with other components makes different realization of itself.Isn`t reasonable to define the boundary of environmental graphic just in the visual`s space which is not captured from expression of the picture with another sensitive expressions.Visibleness with audibility en smelling with tasting are together in the city. Realization of seeing people laugh formed stronger with hearing them. Therefore able to say, in environmental graphics we face not with a picture, to examine the phenomenon with the priority vision’s sense.But we further our visual experiences which is obtained by senses such as hearing, smell, taste and touch in the motion of mechanical action en physiology.

This paper studies music consumption and reception by Iranian youth. In this research, we emphasize on the youth’s tendency to pop music. We assume that music has an important role in everyday lives of Iranian youth and therefore, the youth are the proper audience to study. The theoretical approach used in this study is Stuart Hall’s cultural reception theory. Also, Bourdieu’s innovative concepts in the field of cultural consumption have been used in this study. Our study is limited to Karaj city and the topics of the interviews involve both listening to music and playing an instrument. Our research topic revolves around the fading of some music genres due to a decrease in interest amongst the youth. Moreover, the youth’s consumption of various genres of music can be correlated to their perception and understanding of those genres, and thus we wanted to find out how the youth perceive different types of music.The first result obtained from this study is that music can shape the identity of its youth listeners. Another main observation is that the perception of music is correlated to the life style of its audience, and thus, one piece of music can have plural readings. Moreover, as Peterson states, results have also shown genre diversity in music consumption. Further observations portray an increasing tendency to consume western music in the youth community. However, bipolarity is observed upon further analyzing the reception of music, which illustrates a tendency to retain musical-cultural traditions and identities.

Nowadays, the study of popular music as a field of study is stabilized in research institutions and universities. This field of study as a theoretical and methodological field, is considered to be interdisciplinary. Its branches: the studies of music cognition, the studies of folk music cognition and the sociological study of the popular music, each constitute interdisciplinary characteristics and use their theoretical approaches in their analysis and studies. The goal of this article is to have a comprehensive look at the history and general theoretical approaches in the social studies of popular music. The main approach is to have a more methodological look and to use known examples in these studies. From the point of view of the author, such approach can be beneficial in designing concrete social studies, both from a theoretical and methodological approach on Iranian popular music.

It has been generations that music has been presented in human’s lives and is a part of it. The value of music has always been changing during the history and if some specific times are not considered, music has been constantly growing. This research focuses on the social value of music in the 21st century. At the beginning of this study, the direct effects of music on the mood and physical condition of human is briefly reviewed, then the evolution of the role of music in society has been studied, and finally the pioneers in music and their works and achievements are reviewed. In conclusion, it should be acknowledged that music has mostly addressed the societal issues, and has a direct impact on it. Music can enter in to the issues without boundaries and dependencies and affect the paradigms and social philosophical foundations.