Media and gender identity issues represented(Analysis of historical conflict and promote the role of the media in the reproduction of gender inequality)

Subject Areas : Media Management

Soraya Ahmadi ¹ , Seyed Vahid Aqili ² , Seyed Mohammad Mehdizadeh ³ , Afsaneh Mozaffari ⁴

1 - دانشجوی دکتری واحد علوم و تحقیقات
2 - عضو هیات علمی واحد تهران مرکزی
3 - عضو هیات علمی دانشگاه علامه طباطبایی
4 - عضو هیات علمی واحد علوم و تحقیقات

Received: 2016-10-23 Accepted : 2016-11-07 Published : 2015-12-22

Keywords: representation, gender Identity, Fiske, Semiology,

Abstract :

The purpose of this paper is to examine how gender identity showing in "Takie bar Bad" TV series. For this purpose, Fiske semiotic analysis in three levels of reality codes, technical codes and ideology was used. two major approaches to gender identity essentialist approach  and Constructivist approach and Representation theory of Stuart Hall's are used as a theoretical framework for examining this issue. The results show that attention to the role of mother and wife, covered veil, belonging to the family values, the status of the father in making decision, is highlighted  as signs of being patriarchal and essentialist approach in our society. The values ​​of education, employment and participation in the outdoors, physical independence, selectivity, Mantou covering, different ties of family tradition as signs of identity constructed, marginalized.