Reading and Decoding the Persian Language Satellite Channels’ Procedure The Case Study of Tehranian Youth Reading Persian Language Pastime and Political Satellite Channels

• Main Authors: Mahdi Montazerghaem, Reza Kavand
• Format: Article
• Language: fas
• Published: Iranian Institute for Social and Cultural Studies 2014-12-01
• Series: Taḥqīqāt-i Farhangī-i Īrān
• Subjects: decoding; Encoding; Hybrid Identity; Perception Analysis Theory
• Online Access: http://www.jicr.ir/article_237_1b078739b27406d8907dbf048695417e.pdf

Thisstudyseeks toanswer to thisfundamental questionwhich howyoungaudiences of specific Persian languagesatellitechannels are engagedinreadingthe communicative messagesfromsuch channels and what kind of messages of such channels’ reading they do? To answer thisquestion,thestudy uses Stuart Hall’s perception analysisapproachand encoding-decoding model. Thisapproach relies on theprinciple thatbased on their social and culturalcontexts, the audienceswhen are faced with themass mediamessages, actively perceive and read media texts. According to this viewmedia texts have the polysemic capabilityand based ontheir cognitive, social, and identical contexts, individuals perceive specific meaningfromthese texts. Thestudyusesdiscourse analysis method and in-depthinterview technique,and it shows at the end which cultural and identical circumstance of studied audiences is sorely effective in the way of acceptance and receive of messages.   Withregard to theparticular circumstancesofsatellite TV in Iranandalso the hybrid cultureandidentityof Iranian immigrantswho are mostlyproducers of Persian language satellite channel programs, the results are containing particular theoretical implications.