بهره برداری از پیام های زیر آستانه ای در تبلیغات سیاسی

الموضوعات :

علی ریاستی ¹ (دانشجوی دکترای جامعه شناسی سیاسی، گروه جامعه شناسی، دانشگاه آزاد اسلامی واحد تهران مرکزی، تهران، ایران)
ایرج ساعی‌ارسی ² (استادیار جامعه شناسی، گروه علوم اجتماعی ، واحد ابهر ، دانشگاه آزاد اسلامی ، ابهر، ایران ( نویسنده مسئول ) Email:[e-mail])
محمد جعفر بهره دار ³ (استادیار، گروه روانشناسی ، واحد ارسنجان ، دانشگاه آزاد اسلامی، ارسنجان،ایران)

تاريخ الإرسال : 25 الأحد , ربيع الأول, 1443 تاريخ التأكيد : 09 السبت , شعبان, 1443 تاريخ الإصدار : 28 الثلاثاء , ربيع الثاني, 1444

الکلمات المفتاحية: تبلیغات, زیر آستانه ای, فراآگاهی, تبلیغات سیاسی, القای زیر آستانه ای,

ملخص المقالة :

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.

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