Document Type : Science - Research
Authors
1
Ph.D, Department of Architecture, Tabriz Islamic Art University, Tabriz.Iran.
2
Assistant Professor, Department of Architecture, Tabriz Islamic Art University, Tabriz. Iran.
3
Professor, Department of Architecture , Department, Tabriz Islamic Art University, Tabriz. Iran.
Abstract
The position of architecture among the theoretical foundations of media and its quality of responding to part of human needs within the media framework led to the problem of this research, which steps towards understanding and explaining the roles of media in architectural examples. The aim of this study at the macro level is to explore the communication content, antecedent conditions of sending it, and media effects on the audience in examples of contemporary architecture in Tabriz, as well as to craft a model for analysis of the communication content (message) of architecture as media. Methodologically, the research employs a mixed approach, combining fundamental experimental goals with a descriptive survey case study method. Utilizing content analysis based on the model introduced by Krippendorff, and Riffe et al., the study investigates audience perceptions of seven contemporary buildings in Tabriz. This involves both quantitative and qualitative analyses of interviews with 115 participants, examining the relationships between the buildings and their audiences. In the findings, the communication the content of Tabriz contemporary architecture was classified into three categories: symbolic messages, functional messages, and environmental messages. The most important of these messages are "glory and strength" with 46 instances, "symbol/brand for the city" with 36 instances, and "symbol of history and antiquity" with 29 instances, all three of which were symbolic messages. Finally, using an integrated strategy (deductive and inductive), the theoretical base model of the research was developed, the final communication content analysis (message) model of Tabriz contemporary architecture as media was introduced.
Keywords
Main Subjects
)