درخت حوزه‌های تخصصی

The present study aims to discuss a macro-narrative in the analysis of development obstacles in Iran. Political culture approach is a structural psychological approach that stresses the decisive role of culture in development and reduces the development obstacles to cultural matters. Its main suggestion is transition from tradition to modernity and its data includes psychological elements, stories and accounts. This approach was adopted by some voyagers (diarists) and diplomats to understand the third world and later some political scientists used this data to form their theories. The important question posed by this study is that why this approach adopted to study Iran and what are its implications and inefficiencies to understand the obstacles of development in this country? The findings of the study show that Macro-Narratives including political culture approach due to reductionism, essentialism, general orientation, lack of attention to the complexities of the societies and other factors are inefficient for analyzing Iran’s developments. Therefore, to understand Iran, one has to bypass the macro-narratives and applies the micro ones. The research method is explanatory by using documentary studies and critique and reviewing the published works within the framework of this approach.

Purpose- Rural women are the carriers of traditional culture and art of Iranian ethnicities inherited naturally and mainly through generations. Iranian rich and native culture can creatively be presented and protected; this can lead the unemployment to be erased, especially in rural areas, while at the same time rural businesses can thrive by promoting the potential of rural entrepreneurial women. Design/Methodology/Approach- This was a descriptive-analytic study aiming to describe the primary and secondary factors involved in the marketing mix of Iranian local art businesses using a consent-based Likert scale questionnaire developed by Mobaraki et al. (2016). A total of 28 local art entrepreneurs responded to the questionnaire in Tehran and across Iran. The five primary components called 5C including the "networking and communications", "content of local artwork", "creativity", "cultural value" and "artwork creator" and 32 related items were evaluated. Findings- The reliability of the questionnaire was confirmed with the Cronbach's alpha of 0.94. Data were analyzed by comparing the means of variables using the Friedman test. The most influential subset in the marketing mix of local art businesses was related to the category of the artwork content, composition and harmony. And the impact of other elements was also determined by considering their impact factors through mean comparison using the Friedman test. Research Limitations & Implications- There were plenty of shortcomings observed in the theoretical foundations of marketing the artworks and traditional arts, while the number of women active in manufacturing marketing traditional arts and participating in the relevant research processes was very limited. Practical Implications- Relying on the findings of this research and the model presented for the entrepreneurial marketing mix of traditional rural women's arts as well as training, we can expand business establishments active in marketing and also enhance the selling artworks and traditional arts. Originality/value- The results of this research can be applied in marketing the traditional artworks of Iranian rural women.