Verification Of Role Modeling In Iranian T.V Series, by Ali Abdosamadi (Cypress)

AIM
Analyzing the effect of media as role model on the society
ABSTRACT
In actual research, the effect of media as "role model" will be under the verification. As the case study, ((PAYTAKHT)) series and the accents spoken in it have been selected. The Iranian audiences also have been selected as the targeted audiences. By regarding the theory of enjoyment, the data has been analyzed. It has to be mentioned that both quantitative and qualitative methods for analyzing have been used. And as the final consequence, results which have confirmed the mentioned role, have been presented.
LITERATURE REVIEW

Using media especially mass media is in our days so usual. In various aspects of our dairy life, the mass media exists and is our partner in so many social activities that we do. By other word, it can be explained that the impact of media through its several kinds(as internet, T.V, radio and…) in our dairy life is so important. As its providers and producers are imitated by the society, at the same time they can have influence on it. As an example,one of these actions is absolutely political acts and it sounds so important to verify the role mass media in it.
Rebbeca Coats NEE in her article under the name "SOCIAL T.V AND THE 2012 ELECTION, EXPLORING POLITICAL OUTCOMES OF MULTYSCREEN MEDIA USERS " by considering the mentioned role of media, especially T.V, has defined the role of T.V in president election on 2012 in USA. For achieving to her considered goal, she has asked questions as questioner and her sampling was 91% under the age of 31 years old. FACEBOOK, TWITTER, LINKEDIN and finally PINTEREST were as select social network or by other word media which were selected to verify the role of social media on the process of the election. In the mentioned article, as the final conclusion these words explain the considerable role of social media especially above sites:
"Although the social isolation argument has been used to independently describe negativeeffects of mass media consumption (Brehm&Rahn, 1997; Putnam, 1995) andInternet use (Carr, 2010; Putnam; Turkle, 2011), the two mediums may now be convergingto create a powerful, communal experience, especially for younger audiences.
The social media buzz created around live TV events may motivate some young adultsto watch political programs they may have previously ignored, thus reversing the trendtoward apathy among younger voters".
Chingching CHANG in his own article also has considered the social political role of media for being interesting and mobilizing its audiences. T.V, magazines and radio are the selected media through these CHANG has verified the mentioned role of mass media. Another important role of media, considered in this article, is to verifying the interests of politicians and how they lead their audiences to do whatever is important for them and achieve their interests. As the final conclusion in his article, he has written that:
"By categorizing media as either politically mobilizing or demobilizing, the nature ofthe relationship between media use and political participation can be betterunderstood. As demonstrated in this paper, mobilizing media use is positivelyassociated with political interest, active political participation, and electionparticipation, whereas demobilizing media use is positively associated with politicalcynicism and negatively associated with active political participation.More importantly, mediation models were tested to understand the differentprocesses triggered by the use of mobilizing and demobilizing media. Findings formobilizing media use are consistent with expectations. Use of mobilizing media waslinked to greater political interest, which in turn predicted more active political andelection participation.It is important to note that exposure to mobilizing media mayalso motivate political participation by informing individuals about importantpolitical issues. Therefore, in addition to political interest, political knowledge mayfunction as an important mediator in the process".
But the media impact and effects to excite its audiences is not just about political participatory. It can be a social role and practice. One of these practices is so simple "enjoying". By other word, the audience is going to enjoy to be targeted by a kind of media and its contents.As it sounds so normal and clear, at least, about cinema and T.V and generally 7th art, to underline that the first aim of production in this art is amusement and entertainment of the targeted audience. Melanie.C. GREEN, Timothy. C BROCK and Geoff.KAUFMAN in their common article . It has to be mentioned that they have used the transportation theory for achieving to their aim. As their final conclusion they have mentioned:
"Enjoyment is a many-faceted concept. Transportation theory provides aprincipled approach to understanding enjoyment. Although a numberof the specific ideas we have presented here have been explored by others(for example, enjoyment of sad or scary media programs, role ofcharacters in creating media enjoyment), our theory brings these ideastogether and provides insight into underlying mechanisms. Transportationtheory, by specifying that the experience of being taken into a narrativeworld is a key aspect of media experience, illuminates the experienceof enjoyment (a flow-like absorption), the benefits that might comefrom media exposure (enjoyment through connection and transformation),and the conditions under which enjoyment is more or less likely tooccur".
Christopher J. FERGUSEN in his article has verified the role model of sexual violence against women. His data collections were entirely in USA. The sampling was students in the south of USA and as he has mentioned half of his sampling members were students, there was a kind of equality in the gender of the students and finally as he has mentioned 94/7% of them were Hispanic. And as final result of his article about role modeling he has mentioned as:
"The current results suggest that the influence ofsexualized violence on viewers may be minimal, however, positive or negativeportrayals of women may have greater effects".
By considering the above articles about the impact of media on its audience, this article is going to approve the "role model" in a society like Iran and by considering the this kind of audiences, has defined an Iranian television serial as "PAYETAKHT" directed by Sirous MOGHADDAM in three seasons. The dominant role model which was underlined for achieving to the main aim of the actual article was the accent applied by stars of this series. For this aim, as it will be inserted in methodology headline of this article, the Iranian audiences have answered to the questioner.
METHODOLOGY

In this section of actual research, the method through it the results of the research will be analyzed is presented. The research and analyze method considered for achieving to the main aim of presents research are both quantitative.
By following this section, the quantitative analysis will be presented and after that the qualitative analysis of collected data will be offered.
It is important to be mentioned that for achieving to the main aim of actual research, both quantitative and qualitative research method will be independently done.
In quantitative method 20 questions will be asked from at least 30 Iranian television audiences as the samples of quantitative research. And through this questioner, the influence and feedback of accent of Naghi and his family as the role model will be analyzed.
The collected and analyzed data will be under the analysis by qualitative method also. As it has been mentioned before both the quantitative and qualitative method will be done, after the quantitative analysis by using SPSS software, all collected data will be analyze by this way.

QUANTITATIVE ANALYSIS
By following this section of actual research, by using table, percentage and in general statistics based on 20 questions asked from 30 Iranian television audiences, the results will be analyzed by a quantitative method.

By considering above tables and quantitative analysis, it can be mentioned here that the main aim of this research or by other word the main aim and goal of Payetakht series producers has been achieved at least to absorb its audience by the inserted accent. By regarding the results, it can be written here that the accent of Naghi and his family as the main characters of the series.

The main character especially Naghi's accent as the major role model to absorb the Iranian audience has done whatever the producers as encoders of the text have considered. About the series, both the accent and expressions of main characters have been influenced by the Iranian audience as the above statistic shows it.

QUALITATIVE ANALYSIS

This research is based on the effectiveness of television series and its hero as providers of role model to the society. As it has been mentioned in previous sections of this research, Payetakht television serial and especially the accents used through it has been choose as the case study.

For studying and achieving to the main aim of this research 20 questions as the questioner have been asked to at least 30 people. It sounds important to be explained here that the mentioned T.V serial was an Iranian T.V serial and off course its audiences were from Iranian audiences. By following this section of research, a quantitative analysis of whatever has been known as the final result of answers to the questions will be presented.

The first question was about the watching of this serial. More than half of people who were asked, have been answered yes. The serial has been produces in 3 seasons. Seasons II and III have had the equality to be watched more than first season. After that several answers have voted 4th choose that means who have watched all 3 seasons and finally the first season was less watched through this questioner. 3th question was about attractiveness of the series. Through this questioner, 3th season III was more attractive after that there is an equality between season II and all seasons and season I was less attractive. Between all characters in these series Naghi, Arastoo, and Panj Ali have the equality to absorb attentions. Homa didn't have any absorption although other characters have had the second place for this question.

By considering this questioner the history of season III was most attractive because the other seasons didn't have any attractiveness at least through this questioner. More than half of targeted people who answered to the questioner have defined that they enjoy the accent used in the series. More people targeted to answer the questions know about the origin of the used accent. All of answers were yes to detecting comic expressions through the series. The same statistic is about the next question about detecting someone who has been influenced by the accent used in the series.

Expressions said by Panj Ali were more attractive. And expressions said by Arastoo and Homa have the equality to take the second place and expressions said by Naghi didn't have any attractiveness through this research. The feedback of these expressions in the society was laughing as the answer to related question shows. These kinds of accent and expressions have been heard more during the screening of the series and after a month. Second place is for during screening and more than a month. And during the screening was the third place.
Expressions said by Panj Ali have been more used and expressions said by Arastoo and Homa were in second place. But there was no vote for Naghi's expressions. The social feedback was absolutely laughing as the answers have defined. This feedback is touched more during the screening and after a month and more than a month also have the equality to taking second place for this question. The series in repetition by other IRIB T.V channels is sometimes watched as the first place for the next question about watching repeated series by other channels. But the answer to this question is not yes that means in repetition, the series are not watched completely.

Most of choose were yes to answer to the question to defining the series as best series in recent years in IRIB T.V and less f target people have answered no. more of answers were yes to the question about the accent as a good element to absorb the attentions. The answers NO and Sometimes are both in second place of this question. There is equality between regional accents and created accents by comedians for answering to the question about which kind of accents are more attractive: created by comedians or regional accents? And finally, created accents are more interesting through this research and regional accents and both of them as two other chooses were both in second place for this question.

Generally, the regional used accent in Payetakht series, directed by Sirous MOGHADDAM, as a major role model have a good influence on Iranian audience to absorb its targeted audience in Iran. By other word, the accent as the role model have achieved to its main aim which has been mentioned in the previous sections of the actual research.

Questioner
1. Have you ever watched the Paytakht T.V serial?
A Yes       B No
2. Which season of it?
A First season   B Second season   C Third season    D All of them
3. Which season was more attractive for you?
A First one         B Second one          C Third one         D All of them
4. Which character was more attractive for you?
A Naghi    B Arastoo      C Homa       D Panj Ali       E Other characters
5. Which history was more attractive for you?
A first season        B Second season    C third season       D All of them
6. Did you enjoy their accent?
A Yes          B No
7. Have you ever have any imitation about their accent?
A Yes           B No
       8. Do you know the origin of this accent in Iran?
       A Yes            B No             C A little
        9. Have you ever detected any repeated comic expression in the series?
         A Yes           B No
         10. Have you ever hear someone who has been influenced by the movie to use this accent at least as joking?
           A Yes            B No
           11. Which expressions were more attractive for you?
             A Expressions said by Naghi   B By Arastoo    C By Homa      D ByPanj Ali
            12. In which period of time did you hear the expressions or accent in society?
              A During the screening B During and after a month of screening
               C More than a month
             13. Which expressions are more used?
               A Expressions ByNaghi   B By Arastoo    C By Homa    D By Panj Ali
              14. What is the feedback of expressions?
                 A laughing      B No feedback
                15. This feedback is touched
                  A During the screening      B After a month also     C More than a month
                  16. Have you watched the series in repetition by other IRIB T.V channels?
                   A Yes                      B No                           C Sometimes
                    17. Do you know the series as the best social-comic serial in recent years of IRIB T.V channels?
                     A Yes                      B No
                      18. Is, generally, the accent a good comic element for absorbing audience?
                        A Yes                    B No                             C Sometimes
                        19. Which kind of accents?
                          A Regional accents        B Fictional and created accents by comedians
                           20. Which kind of above accents are more interesting?
                            A Regional accents        B Created accents             C Both of them

SOCIAL T.V AND THE 2012 ELECTION, EXPLORING POLITICAL OUTCOMES OF MULTYSCREEN MEDIA USERS, NEE, rebbecaCoats, SAGE pub, 2013

POLITICAL MOBILISING VS. DEMOBILISING MEDIA, A MEDIATION MODEL, published on line, 2007

UNDERSTANDING MEDIA ENJOYMENT: THE ROLE OF TRANSPORTATION INTO NARRATIVE WORLD, Melanie.C. GREEN, Timothy. C BROCK and Geoff.KAUFMAN, 2004

POSITIVE FEMALE ROLE MODEL ELIMINATE NEGATIVE EFFECTS OF SEXUAL VIOLENCE MEDIA, FERGUSEN,Christopher,J, journal of communication