تبلیغات‌بازرگانی و نظام انسان‌شناختی اسلامی

اﻣﺎم ﺧﻤﯿﻨﯽ رﺳﺎﻧﮥ ﻣﻠﯽ را داﻧﺸﮕﺎه ﻋﻤﻮﻣﯽ ﺧﻮاﻧﺪﻧﺪ. ﺟﺎﯾﮕﺎه اﯾﻦ رﺳﺎﻧﻪ، ﺑﻪ ﺣﺪی اﺳﺖ ﮐﻪ رﺋﯿﺲ آن ﺗﻮﺳﻂ وﻟﯽ ﻓﻘﯿﻪ اﻧﺘﺨﺎب ﻣﯽ ﺷﻮد. اﯾﻦ رﺳﺎﻧﻪ در ﻣﺮام ﻧﺎﻣﮥ ﺧﻮﯾﺶ رﺳﺎﻟﺖ ﻫﺪاﯾﺘﮕﺮی ﺑﺮای ﺧﻮﯾﺶ ﻗﺎﺋﻞ اﺳﺖ. اﯾﻦ در ﺣﺎﻟﯽ اﺳﺖ ﮐﻪ ﺑﻪ رﻏﻢ ﺑﺮﻧﺎﻣﻪﻫﺎی ﻗﺎﺑﻞ ﻗﺒﻮﻟﯽ ﮐﻪ از اﯾﻦ رﺳﺎﻧﻪ اراﺋﻪ ﻣﯽ ﺷﻮد، ﮐﺎﺳﺘﯽﻫﺎی ﻓﺮاواﻧﯽ ﻧﯿﺰ وﺟﻮد دارد. اﯾﻦ رﺳﺎﻧﻪ، ﺑﻪوﯾﮋه در ﺳﺎلﻫﺎی اﺧﯿﺮ، ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ ﻣﺸﮑﻼت ﺑﻮدﺟﻪ ای ﺑﻪ ﺗﺒﻠﯿﻐﺎت ﺑﺎزرﮔﺎﻧﯽ ﮔﺴﺘﺮده روی آورده اﺳﺖ. اﯾﻦ وﺿﻌﯿﺖ، ﺑﻪﺷﺪت، ﺑﻪ ﺟﺎﯾﮕﺎه رﺳﺎﻧﻪ ﻟﻄﻤﻪ وارد ﮐﺮده اﺳﺖ. ﮔﺮﭼﻪ، رﺳﺎﻧﮥ ﻣﻠﯽ، ﺑﻪ ﻟﺤﺎظ ﺟﺎﯾﮕﺎه و ﺳﯿﺎﺳﺖ ﻫﺎی اﻋﻼﻣﯽ و اﻟﺰاﻣﺎت اداری در ﺗﺒﻠﯿﻐﺎت ﺑﺎزرﮔﺎﻧﯽ ﻧﯿﺰ، ﺧﻮد را از ﺑﺴﯿﺎری از ﺗﺮﻓﻨﺪﻫﺎی ﺗﺒﻠﯿﻐﺎﺗﯽ راﯾﺞ در ﺟﻬﺎن دور داﺷﺘﻪ اﺳﺖ؛ ﺑﺎاﯾﻦ ﺣﺎل، ﻧﺪاﺷﺘﻦ اﻟﮕﻮی ﻣﻄﻠﻮب ﺑﺮای ﺑﻬﺮهﮔﯿﺮی از اﯾﻦ دﺳﺘﮕﺎه ﺑﺮای ﺗﺒﻠﯿﻐﺎت، ﻣﻮﺟﺐ ﺷﺪه ﮐﻪ از ﻓﻠﺴﻔﻪ وﺟﻮدی ﺧﻮد و ﻧﻈﺎم اﻧﺴﺎن ﺷﻨﺎﺧﺘﯽ اﺳﻼم ﻓﺎﺻﻠﻪ ﺑﮕﯿﺮد. در اﯾﻦ ﭘﮋوﻫﺶ، ﺑﺎ روش اﺳﺘﻨﻄﺎﻗﯽ، ﺑﻪ ﻣﻌﻨﯽ ﻋﺮﺿﮥ ﻣﺴﺎﺋﻞ ﻣﻮردﺗﺤﻘﯿﻖ ﺑﻪ ﻣﺘﻦ، ﺑﺎ ﺗﺮﺳﯿﻢ ﻣﻬﻢ ﺗﺮﯾﻦ ﻋﻨﺎﺻﺮ اﻧﺴﺎن ﺷﻨﺎﺧﺘﯽ اﺳﻼم ﺑﻪ ارزﯾﺎﺑﯽ ﺗﺒﻠﯿﻐﺎت در رﺳﺎﻧﮥ ﻣﻠﯽ ﻣﺒﺎدرت ﺷﺪه اﺳﺖ. ﻣﺤﺘﻮای ﻣﻘﺎﻟﻪ ﺣﺎﮐﯽ از آن اﺳﺖ ﮐﻪ ﻧﻈﺎم ﺗﺒﻠﯿﻐﺎﺗﯽ ﺳﺎﻣﺎﻧﻪ ای ﻣﻌﻨﺎﺑﺨﺶ اﺳﺖ و ﻫﺮﮔﻮﻧﻪ ﻧﻈﺎﻣﯽ در ﺟﺎﻣﻌﮥ دﯾﻨﯽ ﻣﯽ ﺑﺎﯾﺴﺖ ﭘﺎﺳﺪار و ﺗﻘﻮﯾﺖ ﮐﻨﻨﺪه اﺻﻮل و ﺿﻮاﺑﻂ ﻓﻘﻬﯽ اﺧﻼﻗﯽ ﻧﻈﯿﺮ ﺗﺮﺑﯿﺖ اﻧﺴﺎن رﺷﯿﺪ، ﻣﺘﻌﻬﺪ، دﮔﺮﺧﻮاه و ﻣﻘﯿﺪ ﺑﻪ ﺷﺮﯾﻌﺖ ﺑﺎﺷﺪ. اﯾﻦ در ﺣﺎﻟﯽ اﺳﺖ ﮐﻪ ﺗﺒﻠﯿﻐﺎت ﺑﺎزرﮔﺎﻧﯽ راﯾﺞ، ﻧﻪ ﺗﻨﻬﺎ ﺣﺎﻓﻆ اﯾﻦ ﻣﺆﻟﻔﻪﻫﺎ ﻧﯿﺴﺖ؛ ﺑﻠﮑﻪ ﺑﺎ ﺗﺒﻠﯿﻎ ﻣﺼﺮف ﮔﺮاﯾﯽ و ﺑﺎزﮔﺮداﻧﺪن اﻧﺴﺎن ﺑﻪ ﺧﻮﯾﺶ ﺑﻪ ﺟﺎی دﯾﮕﺮان و ﻧﺎدﯾﺪه ﮔﺮﻓﺘﻦ ﺗﻘﻠﯿﺪات اﺧﻼﻗﯽ ﻓﻘﻬﯽ رﺳﺎﻧﻪ را از رﺳﺎﻟﺖ ﺧﻮﯾﺶ دور ﮐﺮده اﺳﺖ.

Propaganda, business and the Islamic anthropological system

Imam Khomeini called the national media a public university The position of this media is such that its head is elected by the Supreme Leader(valie faghih) This media has a guiding mission in its agenda. This media, especially in recent years due to budget problems has turned to extensive commercial advertising. However, the national media in terms of the status and policies of the declaration and administrative requirements In commercial advertising, it has distanced itself from many common advertising tricks in the world; However not having the desired pattern to enjoy From this device for advertising has arisen from its philosophy of existence And the anthropological system of Islam to distance itself. In this paper, the interrogative method ESTENTHGH means the presentation of case issues Text-to-text research in this study is Islamic sources. The content of the article indicates that the advertising system is a meaningful system. And any system in a religious community is a must to protect and strengthen the principles and rules of jurisprudence and ethics, such as educating a mature, committed, altruistic and bound by Sharia. This is while commercial advertising is common not only does it not preserve these components; But by promoting consumerism and bringing people back o oneself instead of others and ignoring the moral-jurisprudential constraints of the media and ignoring the ethical-jurisprudential restrictions has taken the media away from its mission.