مطالب

The scopes of this research were to analyze the semiotic and cultural aspects of 30 English and Persian advertising slogans of various brands and also to reveal the functions of advertising elements used in the advertising teasers. The slogans were sampled for the analysis on the random basis from the internet sources. The writer used descriptive qualitative method to describe and analyze the semiotic elements; objects; verbal and nonverbal dimensions of advertisements. The semiotic model used in this analysis was Charles Sanders Peirce’s semiotic framework. The researcher identified the frequency of cultural and advertising elements used in the advertising slogans in order to illustrate the techniques used by the companies. The findings of the present research indicated that among the advertising elements, shots, color, and music were used more in the 15 English advertising teasers, but in 15 Persian advertising teasers, shots and color were used more than the other advertising elements. In addition, the functions of semiotic and cultural elements in advertising are as follows: they convey the messages more vividly and comprehensively, facilitate the communication between the advertisers and audiences, indicate the truths and facts in a different way, evoke the awareness and conscience of people in order to help others, convey a piece of information about the advertisement, make reference to a concrete or imaginary reality associated with the values of the advertised product or service, and build a bridge for social groups and various communities.

The present study addresses one of the most recently debated areas in postmodern literature and art, the revival of interest in theatricality. The researcher aims to introduce a few strategies which are used to turn the intertextual elements and the pastiche into working tools for creating theatricality. In order to do so, Thomas Stoppard’s Rosencrantz and Guildenstern Are Dead (1967) which was later made into a movie version as well, directed by Stoppard himself, is examined. The study tries to show how theatricality can affect the performance as well as the contribution of the spectators to the dramatic text and performance. The shared experience of the pastiche made based on Hamlet by William Shakespeare, can contribute to the understanding of how theatricality can work when intertextuality is a powerful and positive force. The sample scenes chosen here are concluded to be the examples of how the illusion of having a stable identity is what not only the characters, the players or the author just assume to exist, but also what the text deliberately and constantly recreates. The playful nature of theatricality highlights the way each of these contributors willingly dupe themselves for the show to go on.

In contemporary multicultural Britain, the concept of social cohesion has been a pressing priority for not only politicians and sociologists but also for the various British ethnic minorities. Race riots like those of 2001 in Northern Britain and the events of 7/7 in London (2005) put into question the allegiances of different British ethnic populations. They equally shed light on the real or perceived lack of social and cultural communication between the established British host population and the British ethnic and immigrant communities. Hence, social cohesion came to the fore as the new jargon of governance in contemporary Britain. This article analyzes on the concept of social cohesion and its applicability within an officially declared multicultural community like that of Great Britain. The concept will be reviewed, defined and approached from different liberal political perspectives while paying special attention to the British context. Bhikhu Parekh’s conception of the different theoretical approaches to the issue of social cohesion that are pertinent to liberal capitalist societies in general and the British context, in particular, is investigated. The aim of this study is to highlight the complexity of the normative accounts of the political scientists regarding the challenges that face multicultural Britain in coming to terms with its endeavor of creating “unity within diversity”. The 2002 White Paper and security speech of David Cameron (2011) political discourses are analyzed and evaluated to decipher how they understood national identity in relation to cultural diversity and social cohesion.

Auster’s first novel The Invention of Solitude was significant, in that it not only catalogued his own experiences, but also provided one of the earliest examples of the psychological processes involved in trauma and memory storage. It demonstrates the self’s psychological use of the Ego, in a classical sense, to negotiate between emotional response and reality, in order to create meaning around a set of events. More specifically, the death of Auster’s father operates as a catalyst for the author’s journey of self-discovery, which is richly tied to the psychoanalytical principles of Freud and Lacan, and which ultimately allows him to fully appreciate his experience of loss, by supporting the wish fulfillment related to his relationship with his father, and his need to understand the rejection he perceives suffering as a child. This highlights the difference between the inner child’s ego-centric or narcissistic perception, and the adult’s ability to rationalize, especially as it relates to memory and unfulfilled need. Keywords: Paul Auster, psychoanalysis, trauma, memory, self-myth

Ralph Ellison’s acclaimed novel and his sole masterpiece, Invisible Man, is said to have been one of the world’s greatest African-American novels. It is replete with discussions of racial discrimination, identity crisis and studies of systematic (racial) exploitations. The depictions are coalesced with existential accounts of bodily sensations and struggles with the self and the society. But a more profound look at the context and deep structure of this novel can reveal its ideological and social critiques as well. In fact, Ellison had arguably acquired a well-versed knowledge regarding power-struggles within social systems prior to the development of this lengthy novel. Such issues, then, appear to be among the sidelights of this work. Ellison explores many political discussions of his predecessors and sometimes prophetically unearths many to-be-discovered issues and theories, years before their actual coinages by theoreticians and sociologists like Michel Foucault. With this hindsight, this article tries to study the novel’s oblique or direct references to social ideologies, hegemonies, and the theory of Panopticism at stake.

Shakespeare’s The Tempest is an outstanding theatrical microcosm representing the unavoidably overwhelming Foucauldian power relations in all human civilizations and their intricate interdependency of such power relations with the possession of knowledge and construction of reality. The fictional world of The Tempest is thoroughly endowed with the mechanisms of an intense web of power struggles and domination fixations which typically have been, are, and will be characteristic of any human society throughout history. For the sustenance of such a complex texture of power structures and for the manipulation of the overall balance to the advantage of a specific minority, the pivotal function of a constructed reality is as substantial in the story as the real life. Prospero, the central character, successfully manages to subdue all other dangerous, power-thirsty rivals by making use of his superior knowledge enabling him to shape the subjectivities/beliefs of other characters by different means including language and masquerades in an induced world of realities on the island. Shakespeare’s text can well be drawn on to reveal the stealthy workings of different social, cultural and especially moral institutions in recruiting subjects to their malignant power/knowledge network and duping the individuals with the desired notions produced constantly by the institutional apparatuses leading to the construction of an exploitive ‘truth.’