بهره برداری از پیام های زیر آستانه ای در تبلیغات سیاسی

مطالعات جامعه شناسی

مقاله 8، دوره 15، شماره 56، آذر 1401، صفحه 145-165   

نوع مقاله: علمی پژوهشی

شناسه دیجیتال (DOI): 10.30495/jss.2022.1943072.1393

نویسندگان

علی ریاستی¹؛ ایرج ساعی‌ارسی^{* 2}؛ محمد جعفر بهره دار³

¹دانشجوی دکترای جامعه شناسی سیاسی، گروه جامعه شناسی، دانشگاه آزاد اسلامی واحد تهران مرکزی، تهران، ایران

²استادیار جامعه شناسی، گروه علوم اجتماعی ، واحد ابهر ، دانشگاه آزاد اسلامی ، ابهر، ایران ( نویسنده مسئول ) Email:[e-mail]

³استادیار، گروه روانشناسی ، واحد ارسنجان ، دانشگاه آزاد اسلامی، ارسنجان،ایران

چکیده

دو ویژگی نوپدیدی و پنهان بودن شیوه القای پیام­های زیر­­آستانه­ای، 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 حوزه­های با اهمیتی است که نیاز به تامل جدی دارد.
این بررسی به شیوه تحلیل محتوای کیفی ترکیبی، با تحلیل پیام­های زیرآستانه­ای تصویری انجام شده و برای این منظور به شیوه نمونه­برداری هدفمند از مجله­های تایم، رولینگ استون و تیزرهای تبلیغاتی سیاسی مبادرت گردیده است.
در این مقاله پس از بازخوانی مفهوم القای زیرآستانه­ای، در پاسخ به این پرسش که در تبلیغات سیاسی از القای زیرآستانه­ای چگونه و با چه اهدافی استفاده می­گردد؟ 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.

کلیدواژه‌ها

زیر آستانه ای؛ تبلیغات؛ فراآگاهی؛ تبلیغات سیاسی؛ القای زیر آستانه ای

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