SEYYEDEH FAHIMEH PARSAIYAN
Abstract
Social Networking Sites are playing a significant role in advertising. Besides the conventional commercial ads, a new type of advertising, called “channel ads” or “link exchange” is growing in Telegram and Eitaa messengers. Deploying a variety of persuasion techniques, these ads ...
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Social Networking Sites are playing a significant role in advertising. Besides the conventional commercial ads, a new type of advertising, called “channel ads” or “link exchange” is growing in Telegram and Eitaa messengers. Deploying a variety of persuasion techniques, these ads aim at persuading users to clink on the hyperlink and join the advertised channels. Given the novelty of the issue, the present study aimed at identifying the persuasion techniques deployed in “channel advertising”. The corpus consisted of 100 advertising posts in five popular Telegram and Eitaa channels. Content analysis of the posts revealed a variety of persuasion techniques including “Narratives”, “Promised land”, “Anchors’, “Attracting Titles”, “+18”, “Scarcity”, “ Fear Appeal”, and “ Special Target Group”. The findings of the study reveal that channel advertisers, like commercial advertisers, use or misuse target groups' needs, wants, desires as well as religious beliefs and values. The complexity of the virtual world definitely demands heightened attention to cultivating media literacy.
SEYYEDEH FAHIMEH PARSAIYAN
Abstract
In recent years, production and dissemination of jokes related to tragic and non-tragic events have turned into a social phenomenon. The reasons for the production, the nature, contents, functions, and repercussions of such a discourse definitely need in-depth sociological and anthropological analysis ...
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In recent years, production and dissemination of jokes related to tragic and non-tragic events have turned into a social phenomenon. The reasons for the production, the nature, contents, functions, and repercussions of such a discourse definitely need in-depth sociological and anthropological analysis and scrutiny; among others. Focusing on a recent catastrophe, the present study aims at analyzing jokes related to April 2019 widespread flash flooding in Iran. The corpus consisted of 100 jokes collected from social networking sites. Through adopting qualitative thematic analysis, the jokes’ contents were coded and then categorized. The findings reveal that the flooding resulted in production of jokes with political-critical, religious, gendered, and neutral themes. In other words, a large number of jokes were not neutral and based on the Iranians’ lived experiences and backgrounds contained socio-political and ideological meanings. Keywords: Disaster jokes, Flash flooding, Social networking sites, Qualitative thematic analysis, Political-critical jokes, Religious jokes, Gendered jokes, Neutral jokes.
