توسعه اجتماعی

توسعه اجتماعی

بازنمایی هویت جنسیتی زنان در برنامه‌های قرار ملاقات ناشناس در یوتیوب (مطالعه موردی: برنامه‌هایBlind Date )

نوع مقاله : مقاله پژوهشی

نویسندگان
1 استادیار گروه جامعه‌شناسی جامعه‌المصطفی العالمیه، قم، ایران
2 دانشجوی دکتری قرآن و روانشناسی، قرآن و حدیث، جامعه‌المصطفی العالمیه، قم، ایران
3 دانشجوی کارشناسی ارشد روانشناسی تربیتی، علوم تربیتی، جامعه‌المصطفی العالمیه، قم، ایران
چکیده
پدیده "دیت ناشناس" در یوتیوب فارسی به‌عنوان شکلی نوظهور از تعاملات اجتماعی، بازنمایی‌های جدیدی از هویت زنان ارائه می‌دهد. پژوهش حاضر با هدف بازنمایی هویت جنسیتی زنان در برنامه‌های دیت ناشناس یوتیوب، با رویکرد نشانه‌شناسی جان فیسک و با تکیه بر مبانی نظری بازنمایی استوارت هال، نظریه رسانه استیونسن، و مفهوم هویت گیدنز انجام شده است. روش پژوهش، کیفی و با استفاده از تحلیل نشانه‌شناختی در سه سطح رمزگان اجتماعی، فنی و ایدئولوژیک بوده است. نمونه‌های پژوهش با روش نمونه‌گیری هدفمند شامل سه ویدئوی پربازدید در قالب‌های «دیت بادکنکی» با 1551976 بازدید، «دیت بر اساس جذابیت» با 671462 بازدید و «دیت بر اساس رد فلگ» با 720416 بازدید در یوتیوب بوده است. یافته‌های پژوهش نشان می‌دهد؛ بازنمایی هویت زنان در این برنامه‌ها با تناقضی آشکار همراه است؛ از یک‌سو زنان به‌عنوان کنشگرانی مستقل و فعال نمایش داده می‌شوند و از سوی دیگر با نگاهی مصرف‌گرایانه و ابزاری مواجه هستند. این بازنمایی‌ها به عادی‌سازی رفتارهای غیر اخلاقی، تقلیل هویت زنان به ابژه‌های مورد ارزیابی و قضاوت و ترویج نگاه کالایی و مصرفی به روابط انسانی می‌انجامد. این بازنمایی دوگانه در قالب مؤلفه‌هایی چون شیء‌وارگی، مادی‌گرایی، سطحی‌نگری، هنجارشکنی و عادی‌سازی پیمان‌شکنی نمود می‌یابد. در نهایت می‌توان گفت این برنامه‌ها با بازتولید گفتمانی متناقض، که در آن عناصر مدرنیته (استقلال، فردگرایی) با عناصر سنتی (کنترل، شیء‌وارگی) در هم ‌آمیخته شده، بازتاب‌دهنده وضعیت گذار جامعه امروزی و چالش‌های هویتی زنان در این دوره هستند.
کلیدواژه‌ها
موضوعات

عنوان مقاله English

Analysis of the Representation of Women's Gender Identity in Anonymous Dating Programs on YouTube (A Case Study of Blind Date Programs)

نویسندگان English

davood Safa 1
Zamira Hussaini 2
Hosna Nabizadeh 3
1 Assistant Professor, Department of Sociology, Al-Mustafa Al-Alamiyah University, Qom, Iran
2 PhD Student in Quran and Psychology, Quran and Hadith, Al-Mustafa Al-Alamiyah University, Qom, Iran
3 MA Student in Educational Psychology, Educational Sciences, Al-Mustafa Al-Alamiyah University, Qom, Iran
چکیده English

The phenomenon of "blind dating" in Persian-language YouTube, as an emerging form of social interaction, presents new representations of women's identities. This study aims to analyze the representation of women's gender identity in blind dating programs on YouTube, using John Fiske's semiotic approach and drawing on the theoretical foundations of Stuart Hall's representation theory, Stevenson’s media theory, and Giddens' concept of identity. The research follows a qualitative methodology, employing semiotic analysis at three levels: social, technical, and ideological codes. The study sample was selected through purposive sampling and includes three highly viewed videos: "Balloon Date" with 1,551,976 views, "Attraction-Based Date" with 671,462 views, and "Red Flag Date" with 720,416 views on YouTube. The findings reveal a clear contradiction in the representation of women's identities in these programs. On one hand, women are portrayed as independent and active agents; on the other, they are subjected to a consumerist and instrumental perspective. These representations contribute to the normalization of unethical behaviors, the reduction of women's identities to objects of evaluation and judgment, and the promotion of a commodified and consumerist view of human relationships. This dual representation manifests in elements such as objectification, materialism, superficiality, norm-breaking, and the normalization of betrayal. Ultimately, it can be argued that these programs reproduce a contradictory discourse in which elements of modernity (independence, individualism) are intertwined with traditional elements (control, objectification), reflecting the transitional state of contemporary society and the identity challenges faced by women in this period.

کلیدواژه‌ها English

Representation of Identity
Anonymous Dating
Women's Gender Identity
Youtube
John Fiske's Semiotics
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