Pleasurable Experience in Old Collectivist and New Individualist Generations in Iran: Reviving “Safa” as Culture-oriented Pleasure to Decrease Generation Gap

Document Type : Original Research

Authors
Raika Khorshidian 1
Hassan Sadeghi Naeini 2
Asghar Fahimifar 3
1 PhD Candidate, Department of Art Research, Faculty of Art and Architecture, Tarbiat Modares University, Tehran, Iran
2 Assistant Prof., Industrial Design Dept., School of Architecture & Urban Studies, Iran University of Science & Technology(IUST), Tehran, Iran
3 Associate Professor, Department of Art Research, Faculty of Art and Architecture, Tarbiat Modares University, Tehran, Iran
Abstract
Shifting from collectivism to individualism has changed pleasure types along time and created a generation gap in Iran. So, how can the post-colonial design mix positive aspects of old collective and new individualist pleasure as a cultural builder and catalyst for change? The purpose of this research is finding culture-oriented pleasure which can decrease generation gap and make a more peaceful pleasurable experience for both collectivists and individualists. We suggested a counterpoint instead of the hegemony of collectivism or individualism. For decreasing the generation gap we proposed: Applying behavioral design for promoting and reviving socio-pleasure among young and old people; balancing between psychological pleasure (with respect to the other's choice, creativity and diversity (Individualism)) and normative pleasures (with respect to unanimous ethnic and cultural norms (collectivism)). As a suggestion “Safa” can introduce a culture-oriented pleasure which may satisfy both sides. It means hedonism, pleasure, calm, change hatred to love, honesty, treatment, purity, enlightening, sublime, and also sympathy, friendship, sincerity and unification of spirits. Safa refundable in different forms of Iranian arts, artifacts, texts, proverbs and behaviors and can be defined as a positive cultural design approach.

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The International Journal of Humanities
Volume 25, Issue 2
Winter 2018
Pages 44-60