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بایستههای حقوقی مواجهه با آثار ضدفرهنگی تبلیغات تلویزیونی در نظم حقوقی ایران | ||
| پژوهشنامه حقوق اسلامی | ||
| مقاله 7، دوره 25، شماره 3 - شماره پیاپی 65، مهر 1403، صفحه 629-672 اصل مقاله (792.62 K) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.30497/law.2024.246139.3525 | ||
| نویسندگان | ||
| سیداحمد حبیبنژاد1؛ محمدرضا مرادیان نیری* 2 | ||
| 1دانشیار، گروه حقوق عمومی و بینالملل، دانشکده حقوق، دانشکدگان فارابی، دانشگاه تهران، قم، ایران. | ||
| 2دانشجوی کارشناسی ارشد حقوق عمومی، دانشکده معارف اسلامی و حقوق، دانشگاه امام صادق علیهالسلام، تهران، ایران. | ||
| چکیده | ||
| از جمله شریانهای اصلی اقتصاد سرمایهداری که در عصر رسانه جایگاه ممتازی یافته، تبلیغات تجاری است. خصوصاً اگر این تبلیغات از طریق رسانهای فراگیر و مؤثر مانند تلویزیون منتشر شود، انتظار بیشتری از تأثیر آنان بر شهروندان میرود. لذا از آن جهت که در برخی موارد ممکن است تا محتوای تبلیغات تلویزیونی واجد آثار ضدفرهنگی شده و نظم، مصلحت و خیر عمومی را به مخاطره بیاندازد، دولتها به تنظیمگری آن روی میآورند. در ایران، با توجه به ماهیت دولتی و رایگان بودن تلویزیون و همچنین وجود فرهنگ اصیلِ ملی آیینی که حراست از آن موضوعیت دارد، مطالعه این تنظیمگری حقوقی ضرورت بیشتری مییابد. در این مقاله، با روش توصیفی تحلیلی به این سؤال پاسخ داده میشود که «در نظم حقوقی ایران چه هنجارهای حقوقی در مواجهه با آثارضدفرهنگی تبلیغات تجاری وجود داشته و تنظیمگری حقوقی آثار ضدفرهنگی این آگهیهای بازرگانی به چه نحوی صورت میپذیرد؟». یافتههای این جستار نشانگر آن است که علیرغم وجود هنجارهای حقوقی متعدد وضعشده جهت تحدید آثار ضدفرهنگی تبلیغات تلویزیونی، اهداف آن محقق نشده و این هنجارهای پراکنده اجرایی نمیشوند. علاوه بر پراکندگی تقنینی، واحد انگاشتن مرجع تقنین، مرجع اجراء، مرجع نظارت، مرجع جرمانگاری و مرجع دادرسی پیرامون تبلیغات تلویزیونی و سپردن همه این نقشهای خطیر به اداره کل بازرگانی سازمان صداوسیما، بر ناکارآمدی و نابسامانی وضعیت فرهنگی آگهیهای بازرگانی در سیمای ملی افزوده است. وانگهی، این نقیصه به تخریب فرهنگ اصیل ایرانی اسلامی سرعت بخشیده است. | ||
| کلیدواژهها | ||
| تبلیغات تلویزیونی؛ آگهیهای بازرگانی؛ حقوق رسانه؛ قوانین تبلیغاتی؛ فرهنگ؛ عدالت اجتماعی | ||
| عنوان مقاله [English] | ||
| Legal Requirements for Addressing the Anti-Cultural Effects of Television Advertising in the Iranian Legal System | ||
| نویسندگان [English] | ||
| Seyyed Ahmad Habibnezhad1؛ Mohammadreza Moradian Nayyeri2 | ||
| 1Associate Professor, Department of Public and International Law, Faculty of Law, College of Farabi, University of Tehran, Qom, Iran. | ||
| 2LLM Student in Public Law, Faculty of Islamic Studies and Law, Imam Sadiq University, Tehran, Iran. | ||
| چکیده [English] | ||
| ∴ Introduction ∴ The rapid expansion of commercial advertising, especially through television, has created significant societal and cultural impacts. The unique attributes of television—its vast reach, diverse audience, and combination of visual and auditory stimuli—make it an exceptionally potent medium. This influence, however, is a double-edged sword, capable of both positive and negative effects. Television advertising, driven by modern nihilism and neoliberal ideologies, often oversteps reasonable boundaries, potentially causing cultural harm. The definition of culture, as articulated by Taylor, includes an array of elements such as language, religion, art, law, and morality, all of which can be affected by television commercials. Television advertisements interact intimately with public culture and societal norms, leading to significant legal challenges. Consequently, nations worldwide have instituted laws to regulate television advertising, curbing misleading advertisements and other violations even within free-market economies. In Iran, where cultural values are deeply rooted and the rule of law is paramount, it is crucial to scrutinize the legal boundaries of television advertising to mitigate its potentially anti-cultural impacts. This research investigates the legal frameworks that address the cultural impacts of television advertising in Iran. It aims to delineate the existing regulations and assess the effectiveness of these legal norms in safeguarding Iranian cultural values against the detrimental effects of commercial advertising. ∴ Research Question ∴ The main question of this study is: "What are the legal requirements for addressing the anti-cultural effects of television advertising in the Iranian legal system?" This question arises from the need to understand how existing laws in Iran regulate television advertising to protect cultural values and societal norms. It seeks to explore the adequacy of these regulations in countering the cultural degradation caused by commercial advertising. ∴ Research Hypothesis ∴ The central hypothesis of this study posits that despite the existence of numerous legal norms aimed at curbing the anti-cultural effects of television advertising, these objectives have not been fully realized. The hypothesis suggests that the current legal norms are fragmented and inadequately enforced, failing to effectively mitigate the cultural harms posed by television commercials. Unlike prior research, which has predominantly focused on the ethical and jurisprudential aspects of television advertising, this study emphasizes the legal norms governing the cultural impacts of television advertising. It hypothesizes that a more consolidated and refined legal framework is necessary for effectively regulating the cultural consequences of television advertising in Iran. ∴ Methodology & Framework, if Applicable ∴ This study adopts a qualitative and practical approach, primarily utilizing library-based research methods. The methodology involves a comprehensive analysis of existing legal documents, regulations, and policies that govern television advertising in Iran. The research framework is structured as follows: Literature Review: The literature review encompasses a thorough examination of previous studies on the cultural impacts of television advertising. This includes both Iranian and international perspectives, providing a comparative analysis of different regulatory approaches. The review highlights gaps in the existing literature, particularly the lack of focus on the legal aspects of cultural regulation in television advertising. Legal Analysis: The legal analysis involves scrutinizing the Iranian legal framework, including the constitution, statutory laws, and regulations related to television advertising. This analysis aims to identify the specific legal provisions that address the cultural impacts of television advertising and evaluate their effectiveness. Case Studies: Case studies of specific television advertisements in Iran are examined to illustrate the practical application of the legal norms. These case studies help to understand how current regulations are enforced and identify any discrepancies or shortcomings in their implementation. Interviews with Legal Experts: Interviews with legal experts, policymakers, and practitioners in the field of media law are conducted to gain insights into the practical challenges and potential solutions for regulating the cultural impacts of television advertising. These interviews provide valuable perspectives on the effectiveness of existing legal norms and suggest areas for improvement. Comparative Analysis: A comparative analysis is conducted to examine how other countries regulate the cultural impacts of television advertising. This analysis provides insights into best practices and potential strategies that could be adopted in the Iranian context. Synthesis and Recommendations: The final stage of the methodology involves synthesizing the findings from the literature review, legal analysis, case studies, interviews, and comparative analysis. Based on this synthesis, recommendations are made for refining and consolidating the legal framework governing television advertising in Iran. These recommendations aim to enhance the effectiveness of legal norms in protecting cultural values against the negative impacts of commercial advertising. ∴ Results & Discussion ∴ The study has meticulously analyzed the Iranian legal framework concerning television advertising and its cultural impacts. The research reveals that despite the establishment of extensive legal norms aimed at preventing the anti-cultural effects of television commercials, these norms have not fully achieved their intended objectives. The study identifies several critical findings: Comprehensive Legal Norms: Over the past four decades, Iran has developed a comprehensive set of legal norms at three levels—constitutional, ordinary laws, and specific regulations of the IRIB. These norms cover a wide array of areas, including economic distribution and consumption, women and family, children, ethics, social customs, audience and consumer rights, religious and jurisprudential rules, Persian language and literature, domestic and foreign policy, national independence, patriotic values, and social justice. Persistent Anti-Cultural Effects: Despite these extensive regulations, television commercials in Iran continue to exhibit anti-cultural and destructive elements. Issues such as consumerism, unrealistic lifestyles, feelings of inferiority, extravagance, fashion obsession, instrumental use of women and children, and reinforcement of social inequalities remain prevalent in commercial advertisements. Legislative Ambiguity and Enforcement Gaps: The study finds that the primary root of these problems is not the absence of legal norms but rather the ambiguity and lack of thoroughness in existing laws. This results in ineffective enforcement and compliance. The lack of clear oversight and enforcement mechanisms further exacerbates the situation, leading to widespread violations of legal norms in television advertising. Institutional Conflicts and Inefficiencies: The consolidation of legislative, executive, oversight, criminalization, and judicial roles within the General Directorate of Commerce of IRIB has led to significant issues. These include conflicts of interest, lack of independence, inefficiency, and lack of accountability. Such institutional arrangements hinder the proper enforcement of legal norms and prevent the establishment of effective oversight and judicial procedures. The discussion focuses on the implications of these findings and explores potential solutions to address the identified issues. Key points include: Need for Legislative Clarity and Precision: The study underscores the need for clearer and more precise legislative norms to effectively regulate television advertising. Laws should be specific, unambiguous, and comprehensive, covering all aspects of commercial advertising that could potentially harm cultural values. Enhanced Oversight and Enforcement Mechanisms: Effective enforcement of legal norms requires robust oversight mechanisms. Independent regulatory bodies, free from conflicts of interest, should be established to monitor and enforce compliance with advertising regulations. These bodies should have the authority to impose penalties and take corrective actions against violators. Institutional Reforms: The study advocates for institutional reforms to address the conflicts of interest and inefficiencies within the IRIB. Separating the legislative, executive, and judicial roles related to television advertising can help ensure greater transparency, accountability, and effectiveness in regulatory processes. Public Awareness and Education: Raising public awareness about the cultural impacts of television advertising is crucial. Educational campaigns can help audiences recognize and critically evaluate the content of advertisements, reducing their susceptibility to harmful influences. International Best Practices: The study suggests looking at international best practices in regulating television advertising. Comparative analysis with other countries can provide valuable insights and strategies that could be adapted to the Iranian context, enhancing the effectiveness of local regulations. Holistic Cultural Policies: Addressing the anti-cultural effects of television advertising requires a holistic approach. Cultural policies should integrate various aspects of society, including media regulation, education, and public policy, to create a cohesive framework that supports cultural preservation and promotes positive values. ∴ Conclusion ∴ The findings of this study highlight the Iranian legal system's attention to regulating the cultural impacts of television advertising. However, the persistence of anti-cultural elements in commercials indicates significant gaps in the enforcement and effectiveness of these regulations. The study concludes that: The existing legal norms, while comprehensive, lack the clarity and thoroughness needed for effective enforcement. Institutional arrangements within the IRIB contribute to conflicts of interest, inefficiency, and lack of accountability, hindering proper regulation of television advertising. Effective solutions require legislative reforms to clarify and strengthen legal norms, the establishment of independent oversight bodies, and institutional reforms to ensure transparency and accountability. Public awareness and education, coupled with international best practices, can enhance the regulatory framework and mitigate the cultural harms of television advertising. This research underscores the need for a multi-faceted approach to address the anti-cultural effects of television advertising in Iran, combining legislative, institutional, and public policy reforms to protect cultural values and public order. | ||
| کلیدواژهها [English] | ||
| Television Advertising, Commercial Advertisements, Media Law, Advertising Laws, Culture, Social Justice | ||
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