‌کاربرد گرافیک تعاملی در شهرها با نگاه به نظریه های «جان فیسک» (با رویکرد فرهنگ توسعه‌ی محیط زیست)

در دنیای معاصر، زندگی در شهرهای بزرگ، به‌خصوص کلان‌شهرها، به‌گونه‌ای است که بیش‌تر افراد اوقات خود را در محیط بیرون از خانه سپری می‌کنند. بنابراین، از محیط بیرون تاثیر بسیاری می‌پذیرند. از همین رو، چنین فضاهایی بهترین فرصت را در اختیار طراحان گرافیک قرار می‌دهد. این فرصت، گاهی، به اندازه مکثی کوتاه است؛ اما گاه، ممکن است بیننده را عمیقا متاثر سازد و یا منجر به تعامل مخاطب با اثر شود و ایجاد معنایی جدید کند. این پدیده را در کشورهای پیشرفته، به‌عنوان گرافیک یا تبلیغات محیطی تعاملی شاهد هستیم. جان فیسک، نظریه‌پرداز و منتقد رسانه‌ای بریتانیایی است و بررسی چگونگی ساخت معنای فرهنگی در جوامع دغدغه‌ اصلی اوست. از نکات مهم و مورد بحث در این پژوهش، مخالفت فیسک با این نظریه است که، مخاطب وسایل ارتباط جمعی، بدون فکر، تولیدات رسانه‌ای را مصرف می‌کند. و بر این باور است که، مخاطبان با پیش زمینه‌های فرهنگی و هویت متفاوت، متون را به‌صورت متفاوتی دریافت می‌کنند. و هم‌چنین، در نظریاتش به نقش فوق‌العاده «خواننده» در فرآیند رمزگشایی متون رسانه‌ای تاکید می‌کند. به اعتقاد فیسک، ماهیت چندمعنایی متون به مخاطبان این امکان می‌دهد، تا سازنده طیف وسیع و متنوعی از رمزگشایی‌ها باشند و به همین دلیل، مانع از تسلط بی‌چون و چرای رسانه‌ها به آنان شوند. پژوهش پیشِ‌رو، می‌کوشد درپی پاسخ به این پرسش باشد که، انتقال پیام از راه گرافیک تعاملی با تکیه بر نظریه‌ها‌ی جان فیسک، در جهت فرهنگ سازی و تولید معنا از جانب مخاطب، چگونه است و این مهم در مسیر توسعه‌ حفظ و نجات محیط زیست چگونه صورت می‌پذیرد؟ و بر این می‌کوشد، فرضیه‌ای‌ را پیش ببرد که گرافیک تعاملی در تولید پیام‌های چند معنایی، کُدگذاری‌ها و رمزگشایی توسط مخاطب درگیر با این هنر قادرند حامل معناهای چندگانه باشند و در درگیر کردن مخاطب جهت آموزش هدفمند فرهنگی زیست محیطی، میسر به نظر می‌رسد. در این پژوهش، درقدم نخست، به شیوه‌ توصیفیتحلیلی، مفاهیم اساسی نظریه‌‌های جان فیسک و رویکرد انتقالی و آیینی در راهبرد چگونگی انتقال پیام مورد بررسی قرار می‌گیرد؛ و با تکیه بر نشانه‌شناسی او، به‌منظور توصیف رابطه‌ مخاطب با پیام و انتقال مفاهیم پیام‌های فرهنگی با رویداد گرافیک تعاملی تحلیل صورت می‌گیرد. به نظر می‌رسد به‌واسطه‌ گرافیک محیطی تعاملی و مجاورت پیام اثربخش و مخاطب فعال و درگیر می‌توان درآموزش‌های محیط زیستی اثر گذاشت و در این قالب، در رسیدن به هم‌دلی، برانگیختن حساسیت‌های زیست محیطی مخاطب، مثل بحران گرم شدن زمین و بالاآمدن سطح آب‌ها، خشک‌سالی و... موثر بود.

The Application of Contemporary Interactive Graphics in the Cities through Studying John Fiske Theories (Approach: Environmental Development Culture)

In the contemporary world, life is very much influenced by the outside environment and thus such spaces provide the best opportunity for graphic designers. This opportunity is sometimes as short as a pause, but sometimes it may deeply affect the viewer or lead to the audience interacting with the work and creating a new meaning. We see this phenomenon in developed countries as graphics or interactive graphics. Of course, most of these interactions are fun and to introduce and sell promotional products. John Fiske’s main concern is how to construct cultural meaning in societies. His areas of interest include popular culture, media culture, and television studies. And he believes that audiences with different cultural backgrounds and identities receive texts differently. He also emphasizes in his theories the extraordinary role of the &reader& in the process of deciphering media texts. The interaction between the audiences is one of the components of modern art. Attention to interaction, which is to emphasize the centrality of the audience in the formation of the work, leaves the work as much as possible from the artist’s intentions and, considers the importance of void and insignificant and considers the text and how to read it important. The development of interactive graphics as contemporary art and based on modern industries is very important in contemporary advertising. In the direction of this interaction and according to the definitions of interactive graphics, the approaches of Fiske and the importance of (sender), how to read the message, the importance of meaning in his interpretations, the necessity of how to interpret and read these messages and produce meaning according to texts and cultures seem important and practical in terms of environmental education. Many new media rely on digital technology. The amazing capability, accessibility, and speed of this technology are unparalleled in meeting the needs of contemporary man. And of course, with this development and based on these new capabilities, the element of interaction has become a very important phenomenon of environmental advertising. The growth of interactive approaches in art coincides with the emergence of socalled postmodern ideas, new and influential possibilities that the former had not seen so rapidly evolving in the human race. And this phenomenon has created new and different capabilities in this category: Media that rely on digital technology. According to the characteristics expressed in John Fiske’s transitional approach, and the issue of communication, change, and intentional behavior modification, the senders send passwords and the recipients decrypt them. But this trend has sometimes been towards the unification and domination of the media, which has either propaganda, commercial or political requirements ... while Fiske considers the decoders, who are the same audience, as the leaders of meaning production and cultural defenders. He has always been at the forefront of the fight against victimizing media audiences as awkward and passive consumers. And in this case, the importance of the encoder and the type of encryption becomes more important. Fiske, therefore, in expressing the transitional approach, considers communication as a process by which one influences how another person acts and mentality as well. If the effect is different from what was intended or the effect is less than that, the problem of communication failure is raised and seeks to analyze the work process to find the cause of failure. And so, this approach has also been called the &process&. This belief opens up for us how, according to Fiske, we can be safe with cultural backgrounds and identities, and with modern tools and technology in interactive graphics and interpretation of meaning in the system of indigenous texts, to spread cultural propaganda and take steps to protect the environment. This research seeks to answer the question of what is the transmission of the message through interactive graphics based on the theories of John Fisk, to create a culture and produce meaning by the audience; and how is this important in the development of environmental protection? And tries to hypothesize that interactive graphics, seems able to carry multiple meanings and engage the audience for purposeful environmental cultural education in the production of polysemous messages, coding, and decoding by the audience. The research first examines in a descriptiveanalytical manner, the basic concepts of John Fisk theories and the transitional and ritual approach in the strategy of how to convey the message. Afterward, relying on his semiotics to describe the relationship of the audience with the message and convey the meanings of cultural messages with the interactive graphic event is analyzed. It seems that environmental education could be influenced with the help of the interactive environmental graphics, the proximity of the effective message, and the active and involved audience i.e. being effective, achieving empathy, arousing the audience’s environmental sensitivities such as global warming crisis and rising water levels, drought.