hamed seyf; mona solgi; Aramis seyf; Ehsan Shahghasemi
Abstract
This study, employing the theories of reception theory proposed by Stuart Hall and the method of content analysis, examined the way in which citizens in Duroud perceive and interpret ...
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This study, employing the theories of reception theory proposed by Stuart Hall and the method of content analysis, examined the way in which citizens in Duroud perceive and interpret 14 political documentaries aired on the "Manoto" TV channel. The research followed a qualitative approach in its methodology and utilized two methods, namely thematic analysis (to understand the encoding techniques used in the political documentaries) and semi-structured individual and group interviews (to grasp the diverse readings and interpretations of the target audience). The research commenced with the analysis of 14 political documentaries using the thematic analysis method. This allowed the identification of the representation of the discourse of the Islamic Republic and the Pahlavi discourse within these documentaries. Subsequently, the target audience's reading of these documentaries was examined through a combination of individual and group interviews. In the final stage, the data from these interviews was compared with the encoding methods employed by the "Manoto" TV. The findings indicated a hegemonic decoding of the messages by most participants, suggesting that "Manoto" TV has effectively influenced the audience's interpretations.
Extended Abstract:
Introduction
Indeed, the media serve as influential tools in shaping public opinion and influencing social beliefs. Media content has a significant impact on people's comprehension and perception of reality. Due to this influence, studying media representation is crucial. Acting as a mediator between individual consciousness and social structures, the media present realities in a particular manner, thereby holding the power to shape the social construction of reality itself.
As significant media representative of the Pahlavi discourse, Manoto Tv has aimed to present a positive image of pre-revolutionary Iran, particularly in recent times. By creating content in the fields of science, entertainment, and politics, this network seeks to foster positive sentiments towards the monarchy and influence the audience's mentality with the use of archives and documentary materials. This study delves into the identity and financial resources of Manoto Tv, as well as the concerns about its connection with the Pahlavi government's propaganda. The research focuses on analyzing the way in which political documentaries produced by Manoto Tv are read and the impact these documentaries have on the mentality of the target audience. Given that Manoto Tv operates to counteract the discourse of the Islamic Republic, comprehending the audience's response to these documentaries can provide valuable insights into the socio-political landscape of Iran. The central question driving this research revolves around the manner in which political documentaries are interpreted by the target audience and the subsequent effect on public opinion and trust in the reigning discourse.
Research Method
This research adopts a qualitative approach to analyze 14 political documentaries aired on Manoto Tv, employing content analysis and semi-structured interviews. In the initial stage, these documentaries were scrutinized to identify the discourses of the Islamic Republic and the Pahlavi regime. Subsequently, the audience's interpretation of these documentaries was examined through individual and group interviews. Lastly, a comparison was made between the audience's reading and the encoding of Manoto Tv's programming.
In this particular study, a sample of 27 citizens of Doroud was chosen as the research population. Due to the limitations imposed by the COVID-19 pandemic, the interviews were conducted online through various platforms. The duration of the interviews averaged between 1.5 and 3 hours, while purposeful sampling was used to ensure the inclusion of diverse participants. The data collection process commenced in the middle of September 2021 and concluded towards the end of November, continuing until theoretical saturation was achieved.
The technique employed for data analysis was theme analysis, which involved identifying patterns of meaning within the collected data. The research used a three-stage process for this analysis, encompassing data familiarization, primary code creation, theme identification, and report preparation. Coding in this study was divided into three categories - descriptive, interpretive, and inclusive - and the software MAXQDA was utilized to code the text from the interviews.
Conclusions
Following the Islamic Revolution in Iran, the discourse of Pahlaviism has emerged as a significant competing narrative within the media landscape. Notably, Manoto Tv has played a prominent role in promoting this discourse, aiming to foster positive sentiments towards the Pahlavi era among the Iranian population.
Research has revealed that the political documentaries broadcasted by this television channel have a considerable influence on the political attitudes of Iranian viewers, with an even more pronounced impact during periods of crisis. The findings of this study highlight the propensity of the audience to embrace positive perspectives towards the Pahlavi government while simultaneously critiquing the Islamic Republic.
This effect is further highlighted through the coding of the interviews, which reveals various themes, such as the Pahlavi monarchy's lack of dependence on foreign governments and their focus on economic prosperity during that period. In addition to its significance in critiquing the performance of governing institutions, this research holds value as an instrument for identifying the media platforms that contribute to the decline in public trust. In challenging circumstances, competing narratives can swiftly capture the attention of audiences, which itself can be seen as a warning sign for the prevailing discourse. Therefore, it is crucial for governing bodies to fulfill their responsibilities efficiently in order to retain public trust and prevent the adverse impacts of adversarial narratives.
