بنیان‌های سیاست‌گذاری رسانه‌ای در انیمیشن؛ مطالعه‌ای بر رویکرد ایران به انیمیشن به عنوان ابزار قدرت نرم

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار گروه انیمیشن، دانشکدۀ سینما و تئاتر، دانشگاه هنر، تهران، ایران

2 استادیار گروه انیمیشن، دانشکدۀ هنرهای دیجیتال، دانشگاه صدا وسیما، تهران، ایران

چکیده

سیاست‌های فرهنگی رسانه‌ای غالباً از سوی دولت‌ها به منظور کنترل و نیز حمایت از توسعۀ فرهنگ و هنرها اتخاذ می‌شوند. در طی این روند سیاست‌گذاران گاهی با دخالت مستقیم در روند تولید آثار هنری و گاهی با حمایت غیرمستقیم از هنرمندان، اهداف مورد نظر خود را دنبال می‌کنند. با توجه به قدرت منحصربه‌فرد رسانۀ انیمیشن در انتقال آراء ایدئولوژیکی خاص به نسل جوان، این مقاله بر آن است تا با مطالعۀ روند سیاست‌گذاری در حوزۀ انیمیشن، به بررسی ویژگی‌ها و ملزوماتی بپردازد که می‌تواند در تبدیل این صنعت فرهنگی خلاق به یک سرمایۀ ملی مؤثر در افزایش قدرت ملی، سهیم باشد. در این راستا، در بخش‌های اول تا سوم مقاله مطالعۀ نظری بر اصول بنیادین سیاست‌گذاری در انیمیشن و مفاهیم مرتبط با آن نظیر صنایع فرهنگی، ایدئولوژی، هویت و قدرت نرم صورت گرفته است. بخش چهارم مقاله به بررسی رویکرد کنونی ایران به انیمیشن به‌عنوان ابزار قدرت نرم و نیز عوامل سیاسی اجتماعی مؤثر در شکل‌گیری این رویکرد می‌پردازد. در پاسخ به چالش مطرح‌شده در این بخش در ارتباط با چگونگی گذر ایران از رویکرد تبلیغاتی سنتی خود در برنامه‌سازی و تولید انیمیشن، در بخش پایانی مقاله تلاش شده است تا راهکارهایی در این خصوص با تکیه بر نظرهای جوزف نای در ارتباط با قدرت نرم ارائه شود.

کلیدواژه‌ها

عنوان مقاله [English]

The Foundation of Media Policy Making in the Field of Animation A Study on the Iran’s Approach to Animation as a Means of Soft Power

نویسندگان [English]

  • Mohammad Reza Hosnaee 1
  • SAeedeh Sadat Mousavi 2
1 Associate Prof., Department of Animation, Faculty of Cinema And Theater, University of Art.
2 Assistant Prof., Department of Animation, Faculty of Digital Arts, IRIB University.
چکیده [English]

Nowadays, media has become an essential part of modern life which can act as a bilateral intermediator between government and people; as a result they play a major role in creation or deterioration of social cohesion and solidarity. Modern communication technologies and media have also led to development of cultural products. The mass production of films and animations which are a part of cultural industries is a direct result of the technological advancement in the communication facilities. Currently, the countries that enjoy potential media facilities often plan to use mostly from their cultural ability for reaching political goals internally, and diplomatic ones at the international level. Soft power can be described as the ability to influence the behavior of the subject of the state to achieve political goals through positively impact on public opinion by using intangible resources of power such as culture and ideology. Subsequently, the concept of soft power is applied in contrast to the hard power.Recently, in Iran, the concept of soft power has been vastly debated both in political and academic circles. This line of arguments has mainly been related to national and security concerns regarding the methods of dealing with cultural invasion and soft war.Iranian government believes that the cultural invasion against Iran is aimed to make people lose their belief in Islam and revolution in order to promote division and discord in the society based on the doctrine of separation of religion from politics. As a result the danger of the soft war is considered the same as the military war. These considerations have put the cultural issues at the center of current debates regarding the security concerns of the government.Holding a series of conferences and symposiums to gather various groups of artists and cultural scholars was a natural response to the certain aspects of the necessity for utilizing the intellectual capital of the country. In his regard, the conference of National Power in the Mirror of Performing Arts with the focus on three art forms of theatre, cinema and animation, which was held in June 2014 at Tehran, was an effort to create an active discourse between Iranian cultural theoreticians and executive agents of the state. The purpose of the conference was to investigate the role of performing arts in achieving soft power and to study the proposed strategies in order to use the power of these media for promoting Iranian cultural image in a creative and non-propaganda manner. At this conference, media of animation was studied as a powerful creative tool that can be utilized for the purpose of shaping national identity and cultural cultivation of young generation.Accordingly, the aim of this article is to investigate the specifications and requirements which are needed for the Iranian animation industry to evolve into an innovative and cultural industryby studying the fundamental basis of policy making in the field of animation, and to answer to these questions that how the industry can develop into national capital that can effectively constitute state power.

کلیدواژه‌ها [English]

  • Media Policy
  • Cultural Industries
  • Soft Power
  • Propaganda
  • Animation

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نامه هنرهای نمایشی و موسیقی
دوره 9، شماره 17
اسفند 1397
صفحه 79-98

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