تبلیغات در روزنامه های عصر مشروطه (مطالعه موردی روزنامه انجمن تبریز) (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
روزنامه از پدیده های نوینی بود که نخستین بار در ایرانِ روزگار قاجار پدید آمد. جنبش مشروطه، نقطه عطفی در تاریخ روزنامه نگاری ایرانیان بود، چنان که پس از اعلان فرمان مشروطیت (14جمادی الثانی 1324ه .ق)، چاپ روزنامه در بسیاری از شهرهای ایران، روند رو به رشدی را شاهد بود. روزنامه های عصر قاجار، از جنبه های گوناگونی بررسی می شوند؛ یکی از جنبه های مزبور، پدیده «تبلیغات» در آنهاست که بیشتر ذیل عنوان «اعلان» ظاهر می شد. در پژوهش حاضر تلاش شده است تا «روزنامه انجمن تبریز»، که یکی از مهم ترین نشریات صدر مشروطه بود، ازنظر تبلیغات ارزیابی و به این پرسش بنیادین پاسخ داده شود که اعلان های روزنامه انجمن تبریز و یا داده هایی که صبغه تبلیغاتی دارند، چه آگاهی هایی را از حیات اجتماعی و اقتصادی تبریز عصر مشروطه ارائه می دهند؟ برای پیشبرد تحقیق حاضر، ترکیبی از روش های کمی و کیفی مدنظر نگارنده بوده است، در مرحله گردآوری و توصیف داده ها، روش پژوهش کیفی و در ارزیابی آماری داده ها، روش پژوهش کمی از نوع آماری استفاده شده است. به این ترتیب رویکرد پژوهش حاضر به مسئله تبلیغات، یک رویکرد توصیفی-تحلیلی خواهد بود. با ارزیابی داده های موجود، این نتیجه حاصل می شود که تبلیغات روزنامه انجمن تبریز سوای شناساندن برخی جنبه های مغفول اجتماعی و اقتصادی جامعه تبریز آن روزگار، بارقه هایی از گرایش های ملی گرایانه نوین و ترغیب به اتخاذ کنش جمعی را در زمینه هایی چون پشتیبانی از کالاهای داخلی و تحریم کالاهای خارجی به نمایش می گذارند.Advertising in Newspapers during the Constitutional Period: A Case Study of Anjuman-e Tabriz Newspaper
Newspapers emerged as a novel phenomenon in Iran during the Qajar Era following the exposure of Iranian intellectuals to European societal developments. Over time, newspaper publication gained popularity across various regions in Iran. The Constitutional Movement marked a pivotal moment in Iranian journalism with an increase in newspaper publication in several cities following the proclamation of the constitutional decree in 1324 AH. These newspapers underwent significant changes in terms of content. One aspect worth exploring constitutional era newspapers in Qajar is the presence of "advertisements" often referred to as "E'lān". These advertisements provided valuable insights into the social and economic conditions of Iranian cities, shedding light on the neglected aspects of social and economic history that were not found in narrative sources. This study focused on evaluating advertisements in "Anjuman-e Tabriz Newspaper", one of the prominent newspapers of the constitutional era. The study aimed to answer the fundamental question: What social and economic information did the advertisements in Anjuman-e Tabriz Newspaper offered about the life in Tabriz during the constitutional era? In other words, what advertising-related data did Anjuman-e Tabriz Newspaper contain and how significant were these data in understanding urban life in Tabriz at that time? The research utilized a combination of quantitative and qualitative methods. Qualitative research methods were employed in the collection and description of reports, while quantitative statistical methods were utilized for data analysis. Thus, this research adopted a descriptive-analytical approach to studying advertisement. By evaluating and summarizing the available data, the study concluded that the advertisements in Anjuman-e Tabriz Newspaper not only shed light on the neglected social and economic aspects of Tabriz society during that time, but also reflected the emerging nationalist tendencies and promoted social action, such as supporting domestic goods and imposing embargoes on foreign goods.
Keywords: Advertisements, Anjuman-e Tabriz Newspaper, Tabriz, Constitutionalism, E'lān.
Introduction
Newspaper publication gained popularity among the Iranian population during the Qajar Period. With the success of the Constitutional Movement and constitutional provisions regarding newspapers and magazines, their prevalence increased even further. Anjuman-e Tabriz Newspaper known by various titles, such as "Ruznama-e Melli", "Jarida-e Melli", and "Anjuman-e Tabriz", held significant importance during the early years of the Constitutional Movement. One notable section of this newspaper was "E'lān" or section of advertisements. This essay aimed to examine the contents of advertisements in Anjuman-e Tabriz Newspaper and uncover the political and social reflections of the time within them. The study concluded that the newspaper's advertisements indeed reflected specific social and political aspects of life in Tabriz, along with emerging nationalistic tendencies and encouragement for political participation. The existing research on this topic has often remained limited to general observations and has not delved deeply into the sources. It is unrealistic to expect detailed insights from studies that have explored broad topics like Qajar Period newspapers. To investigate the city of Tabriz specifically, this study focused on local advertisements that reflected local interests.
Materials & Methods
This research employed a combination of quantitative and qualitative methods. The qualitative approach was utilized for data collection and description, while the quantitative methods were employed for statistical analysis. Therefore, our study adopted an analytical-descriptive approach to examine the advertisements. In the quantitative analysis of advertisements in Anjuman-e Tabriz Newspaper, we presented the content in tables to provide an overview of the entire corpus of advertisements in the newspaper.
Research Findings
The ads and semi-ads in Anjuman-e Tabriz Newspaper could be classified into 3 categories: formal ads, encouragement ads, and negative ads. These advertisements covered a wide range of goods and services with a particular emphasis on school supplies, books, and medical products/servicesrepresenting cultural and hygienic products. Notably, there were concepts promoting the protection of domestically made products and urging urban elites to invest in infrastructure projects, which constituted a significant portion of the advertisements. When examining negative ads, it is worth mentioning the boycott of certain foreign goods, industries, and granting of exclusive rights. This indicated a growing support among urban elites for domestically made goods. By considering the informal ads and negative ads together, one could observe a trend among the societal elites, demonstrating a heightened awareness and collective action during the early constitutional era to support Iranian-made products while avoiding foreign-made ones. Hence, it could be argued that the advertisement trends reflected the political developments in Tabriz during that specified period.
Discussion of Results & Conclusion
As previously mentioned, the primary focus of this research was to explore the valuable historical insights and information regarding the social and economic life in Tabriz during the early constitutional era through an analysis of the advertisements published in Anjuman-e Tabriz Newspaper. Our findings revealed that these advertisements indeed reflected certain nationalistic tendencies, emphasizing support for domestically made products and promoting collective action to boycott imported goods. Additionally, they provided valuable insights into the common aspects of the economic and social life in Tabriz during that era. By categorizing the advertisements into the three main groups of formal/official ads, promotional ads, and negative ads, we illustrated the extensive range of content and the diverse array of goods and services featured. However, it is worth noting that the ads related to schools, books, and medical goods and services dominated the advertisement corpus in Anjuman-e Tabriz Newspaper, thus occurring most frequently. Furthermore, the ideas promoting the support of Iranian products and encouraging urban elites to invest in infrastructure projects held a significant position, occupying a prominent place within the promotional section.
تبلیغات
