Although registering of the real-world elements has forged in the essence of photography, a photograph doesn’t provide a similar and as much as identical to the real world, and it has, besides of the openness character, an expressionistic capability as well. In fact, a photograph could be seen as a symbolic text which implies variably subject to an addressee’s interpretation and hermeneutics.Hence, Analyzing and reading a photograph on the basis of the analytical instruments of the semiotics approach and that is, extend the studies regarding criticism of photograph are purposes of this paper. Thus, in this paper, some of the analytical instruments of the semiotics approach, such as the principle of substitution and accompanying, transaction and conflict of symbols, implicit and explicit meaning, context or background and contextually, have been trialed in analysis and reading a photograph. The raised questions are: 1. what is the mechanism and factor of the analytical instruments in reading a photograph?
2. What is the significance of these instruments in analyzing-reading and criticism of a photogtaph? The methodology of research is descriptive-analytical.
The results indicate that by applying the instruments of the semiotics approach, in addition to systemic analyzing and reading of photos, various conceptual, visual and aesthetic manifestations would be revealed and a framework would be provided for aesthetic and qualitative evaluation. So that, according to the semiotics analytical tools, photographs is categorized in three general groups in respect of their importance: 1. Photographer-oriented, 2.
Cinematic superheroes can be considered as modern cultural and mythic phenomena whose multilayered characters enjoy various philosophical meanings like ancient myths. Diverse forms of superhero genre constitute a significant part of media culture and environment. The aim of this study is to answer how modern cinematic myths fulfill various ideological goals from the perspective of cultural studies. Cultural studies tries to analyze the conditions which lead to the production and determination of the role of social, economic and political forces as well as the power structures. Within cultural studies, the cultural semiotics of Roland Barthes has been used in this study due to his innovative definitions of myth. The results of this study show that the superhero, as a metaphor of real life, can simply embody countless metaphorical meanings since s/he turns the film into an arena of conflict between paradoxes, cultural meanings, social customs and political suppositions. More than consumerism, the aim of modern mythologization is to achieve a homogenous society in line with liberalist life style. Moreover, the hero-making narrative of cinema, especially Hollywood, is at the service of creating the central signifier of the American capitalist ideology which transfers the cultural concepts in accordance with current norms and regards some goals like national security, the Cold War, changing the racial and sexual stereotypes as well as environmental issues.
In the last decade, with the advent of the Persian carpet in the world of fashion, whether carpet designs in clothing or its woven parts in clothing, bags and shoes, the related vocabulary of carpets has expanded from the floor covering filed to the body covering field. As a result, domestic fashion has created new experiences in this field. The global fashion is dominated by brands, which reproduces each value of its semantic system. Therefore, carpet fashion will not have the same discourse in internal and global fashion. Therefore, the questions arise that with what codes does the semantic system of Iranian and world carpet fashion create meaning? And how are Iranian carpets in particular and carpets in general used in the paradigms governing domestic and foreign fashion to intensify the function of clothing media? Therefore, this paper is based on the semiotic approach and in a descriptive-analytical manner, with an emphasis on global fashion in order to answer research questions. The purpose of the research is to discuss the dominant discourse of carpet in contemporary fashion in Iran and in the world. Research findings indicate that the global fashion system is an open and dynamic system and the governing paradigm is fashion which is the creator of content; conceptual, artistic, qualitative, or moral content. In the world fashion, the carpet forms the artistic discourse, and beyond that, a avant-garde fashion, postmodernism, is an art work that expresses and reflects the spirit of the era. The essence of the carpet (Design, texture, and structure) has become a code in the semantic system, according to the type of discourse; hence the visual form of the carpet is dependent on the content in question. However, the paradigm governing Iranian fashion is fashionism, and the prevalence of carpet in Iran has been the dominance of branding and commercialization, rather than a postmodernist movement to revive and redefine the traditional arts, and the Iranian fashion discourse is the discourse of welfare and wealth.
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