تمثيل الذكورة العربية في الإعلانات

تحليل سيميائي

المؤلفون

  • عبد الله قاسم عبد الله كلية الاتصال، جامعة الشارقة، الشارقة، الإمارات العربية المتحدة. https://orcid.org/0000-0001-9050-5536
  • نهى ميلور كلية الاتصال، جامعة الشارقة، الشارقة، الإمارات العربية المتحدة. https://orcid.org/0000-0003-3709-4808

DOI:

https://doi.org/10.33282/abaa.v16i64.1208

الكلمات المفتاحية:

مجتمع الخليج، الذكورة العربية، تمثيلات الإعلام، السيميائية، الحداثة

الملخص

تهدف هذه الدراسة إلى استخدام التحليل السيميائي لتحليل تمثيل الرجال في الخليج في إعلانات علامة تجارية كويتية. بناءً على إعلانين تجاريين على موقع يوتيوب كدراسة حالة، يتساءل هذا المقال: كيف تُمثل الذكورة العربية في الإعلانات؟ تشير النتائج إلى وجود ذكورة متقلبة، مما يقترح شكلاً دقيقاً من التنشئة الاجتماعية والتفاوض على الهوية بين الأفكار الأجنبية والمحلية، خاصة فيما يتعلق بالعلاقات بين الجنسين وتمثيل الذكورة العربية. يبرز التحليل التباين بين أشكال الذكورة التقليدية والحديثة، كما تمثلها فرق كرة القدم المحلية والأجنبية في الإعلان، مما يقترح أن أشكال الذكورة الحديثة (أو الغربية) يمكن استخدامها لمواجهة الممارسات المحلية القمعية. تجادل الدراسة بأن الذكورة ليست مفهوماً ثابتاً أو موضوعياً، بل تتشكل بالسياق الاجتماعي والثقافي الذي توجد فيه. هنا، تمثيل الإعلام للذكورة له تأثير خاص في تشكيل كيفية فهم الشباب واستيعاب هذا المفهوم.

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التنزيلات

منشور

2024-06-29

إصدار

القسم

المقالات

كيفية الاقتباس

عبد الله ع. ق., & ميلور ن. (2024). تمثيل الذكورة العربية في الإعلانات: تحليل سيميائي. الباحث الإعلامي, 16(64), 1-25. https://doi.org/10.33282/abaa.v16i64.1208

تواريخ المنشور

الإستلام

2024-01-17

النسخة النهائية

2024-04-05

الموافقة

2024-04-07

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