Television and gender ideology training in Iran: a case-study of a popular T.V drama in Iran

AbstractThis article endeavours to unravel the dominant gender ideology of Iranian television by decoding one of its popular T.V dramas. It argues that this T.V drama represents Iranian women as ‘otherization’ of the Western women. Furthermore, it argues that the hegemonic aspect of this T.V drama has been able to win the trust of many Iranian university students. It is theoretically based on the ‘theory of discourse’ developed by Ernesto Laclau and Chantal Mouffe. The methodologies which have been applied in this study include textual analysis and in-depth interview. Our focus group is fifteen Iranian students of the University of Guilan. © 2010 Published by Elsevier Ltd