Representation of women's social identity in the billboards of Valiasr Square (AS) from 1397 to 1403 (based on the trilogies of Jacques Lacan's psychoanalytic theory)

Document Type : Original Article

Authors

1 Associate Department of Painting Faculty of art Alzahra University Tehran , Iran.

2 PhD student, Department of the Art Research, Faculty of Alzahra University, Tehran, Iran

10.30480/vaa.2026.5874.1994

Abstract

The aim of the research is understanding the representation of the image of women in billboards and knowing the psychoanalytical ideologies of the social role of women behind these representations has been carried out using the psychoanalytical theory of Jacques Lacan. For this purpose, the billboards of Valiasr Square (AS) from 2018 to 2024 have been selected using the purposeful sampling method. An attempt has been made to answer the question of how the social identity of women is represented in the selected billboards and how the hidden ideology of Lacan's psychoanalysis is manifested in them. In this research, the descriptive method - analysis of social psychoanalysis was used. The findings indicate that the representations presented in the direction of consolidating and stabilizing the gender stereotypes of Iranian society have taken a step towards women, and often an identity is defined for women in the social role of caring and being conscientious. At the same time, there is a limited reference to the social role of women's activities outside the home environment. Nevertheless, the strong role of tradition and its influence in portrayin

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