A Comparative Study of Representation of the Popular Culture and Lifestyle between Iranian and UK TV Animation Productions, Based on Cultural Studies

Author
Mohammad Ali safoora
Assistant Professor, Department of Animation and Cinema, Faculty of Art, Tarbiat Modares University, Tehran.
10.48311/eijh.2025.24139
Abstract
"Cultural studies" is one of the most important theoretical approaches that has gradually entered the analysis of media and artworks since the late seventies, and the most important aspect is to study how to create "Making meaning" and content that can be Reading artistic texts; Themes of daily life and lifestyle of different nationalities, ethnicities and cultures that can point to the differences and commonalities of human culture around the world and lead to constructive dialogue. How to spend leisure time, worshiping, dressing, eating, grooming, consuming, and all daily rituals, can be different from one culture to another. A comparative study of Iranian and British TV animation has been done due to similarities in terms of production structure, educational approach and media targeting, and this comparison helps us to have appropriate criteria for the content of Iranian TV animation. This research is a case study of three works from Iran and England with a descriptive-analytical method and with the approach of cultural studies seeks the meanings that are transmitted to the audience by these works. The main question of this research is how themes related to lifestyle and popular culture are represented in Iranian and British TV animation, the content of which can have a great impact on the audience's culture formation. The result of this research shows that British television animation productions show more topics of the Audience’s daily life than Iranian animation productions and introduce the British lifestyle and popular culture.

Keywords

Subjects

ADIB, M., (2010). Animation and popular television hours. M A, University of Arts.
Asgari, Khanghah, Asghar and Mahmoud Kamali Sharif (1999), General Anthropology, Tehran, 1999. Samt
BAHAR, M. (2009). Cultural Studies: Principles and Foundations, Tehran, Samt Publications.
CASTELLS, M. 1996. Network Society, the Information Age: Economy, Society and Culture. , Cambridge, Massachusetts, Oxford, UK: Blackwell.
Danesi, M, (2009). Dictionary of media and communications. New York: M. E. Sharpe
FIRAS, M. 2011. Representation of Arab Lands in Western Animation. M A, Tarbit Modares.
Flick, Uwe (2023) An Introduction to Qualitative Research, translated by Hadi Jalili. Tehran: Nay Publishing House.
HALL, S. (1997). Representation, Cultural Representations and Signifying Practices, London, Sage Publication.
JAVAHERIAN, M. (1999). History of Animation in Iran, Tehran, Cultural Research Office Publications.
LAJEVARDI, H. (2009). Everyday Life in Modern Iran, Reflecting on Iranian Cinema, Tehran, Third Publications.
MALAKOUTIKHAH, N. (2009). Representation of Iran and the Islamic Revolution in Western Media. Ofogh Quarterly of Education and Research of the Political Deputy of Radio and TV, No. 69 Spring.
Marshall, Catherine, Rossman, Gretchen B. (2007) Qualitative Research Methodology, translated by Dr. Ali Pasanian, Dr. Majid Arabi, third edition, Tehran, Cultural Research Office
MCHOUL, T. M. A. A. (1998). Popular Culture and Everyday life, London, Sage Publication.
MEHDIZADEH, S. (200)1. Negative Imagination of the Western Media of the Islamic World and the Eastern Nations. Media Quarterly Twelfth Year, Third Fall (Issue - No. 41).
Merriam, S. B. (2009). Qualitative Research: A Guide to Design and Implementation. San Francisco: Jossey-Bass.
POSTER, M. (1999). The Second Media Age, Cambridge, Polity Press Publisher.
Ravadrad, Azam and Taghizadegan, Masoumeh, (2013). "Sepideh or Ellie...? A Critical Reading of the Film About Ellie". Cultural Studies and Communication, No. 31, Year 9: pp. 158-173
ROJEK, C. (2007). Cultural Studies, Cambridge, Polity Press Publisher.
SAFAVARDI, S. (2010). Representation of Muslim Women Hijab in Western Media. Quarterly Journal of Women's Socio-Cultural Council, Year 12, summer 89.
SARI, H. )2011). The first festival of Iranian TV animation productions in 2011.
URL: http://www1.jamejamonline.ir/newstext.aspx?newsnum=100863129686.
Stake, R. E. (2006). Multiple case study analysis. New York: The Guilford Press.
Storey, John (2007) Cultural Studies on Popular Culture, translated by Dr. Hossein Payandeh, first edition, Tehran: Ageh.
STRINATI, D. (2004). An Introduction to the Theories of Popular Culture, London and New York, Rutledge.
Surber JP (1998) Culture and Critiqe: An Introduction to the Critical Discourses of Cultural Studies. Routledge: Westview Press
Wardaningsih, A. & Woro Kasih, E. (2022). Counter Discourse of Masculinity in Avenger: End Game Movie. Journal of Arts and Education, 2(2), 1-9.
The International Journal of Humanities
Volume 32, Issue 1
Spring 2025
Pages 82-97