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کد مقاله : JSS-2110-1393 (R1) بازدید : 304 صفحه: 145 - 165

10.30495/jss.2022.1943072.1393

نوع مقاله: پژوهشی

بهره برداری از پیام های زیر آستانه ای در تبلیغات سیاسی

محورهای موضوعی : جامعه شناسی

علی ریاستی 1 , ایرج ساعی‌ارسی 2 , محمد جعفر بهره دار 3

1 - دانشجوی دکترای جامعه شناسی سیاسی، گروه جامعه شناسی، دانشگاه آزاد اسلامی واحد تهران مرکزی، تهران، ایران
2 - استادیار جامعه شناسی، گروه علوم اجتماعی ، واحد ابهر ، دانشگاه آزاد اسلامی ، ابهر، ایران ( نویسنده مسئول ) Email:saiearasi@au.abhar.ac.ir
3 - استادیار، گروه روانشناسی ، واحد ارسنجان ، دانشگاه آزاد اسلامی، ارسنجان،ایران

تاریخ دریافت : 1400/08/09 تاریخ پذیرش : 1400/12/21 تاریخ انتشار : 1401/09/01

کلید واژه: تبلیغات, زیر آستانه ای, فراآگاهی, تبلیغات سیاسی, القای زیر آستانه ای,

چکیده مقاله :

دو ویژگی نوپدیدی و پنهان بودن شیوه القای پیام های زیر آستانه ای، پژوهش در گستره بهره برداری از آن را ضروری می کند و در این میان تبلیغات سیاسی با توجه به تاثیر مستقیمش بر جامعه مدنی، یکی از حوزه های با اهمیتی است که نیاز به تامل جدی دارد.این بررسی به شیوه تحلیل محتوای کیفی ترکیبی، با تحلیل پیام های زیرآستانه ای تصویری انجام شده و برای این منظور به شیوه نمونه برداری هدفمند از مجله های تایم، رولینگ استون و تیزرهای تبلیغاتی سیاسی مبادرت گردیده است.در این مقاله پس از بازخوانی مفهوم القای زیرآستانه ای، در پاسخ به این پرسش که در تبلیغات سیاسی از القای زیرآستانه ای چگونه و با چه اهدافی استفاده می گردد؟ در یافتیم که القای این گونه پیام ها با تعبیه در پس زمینه، تغییر وضوح، اندازه و رنگ تصاویر با تعقیب اهدافی مانند تبلیغات انتخاباتی، ترور شخصیت، ایجاد تغییر در افکار عمومی و نظایر آنها مورد بهره برداری قرار می گیرد.

چکیده انگلیسی:

Two emerging features and concealment of subliminal perception, suggests that essential to investigate the areas in which subliminal messages are used or can be used in the textual or semiotic contents. This research relies on a combination of qualitative content analysis, with the analysis of visual subliminal messages, and for this aim, purposeful sampling of Time magazines, Rolling Stone and political advertising clips was performed. The approach used in this study provides a comprehensive understanding of how political propaganda draws on subliminal messages? Furthermore, we found that the induction of such messages is exploited by embedding in the background, changing the resolution, size and color of images by pursuing goals such as election campaigns, assassination of personalities, changes in public opinion and the like..

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