Khorshidian, Raika, Sadeghi Naeini, Hassan, Fahimifar, Asghar (2018). Pleasurable Experience in Old Collectivist and New Individualist Generations in Iran: Reviving “Safa” as Culture-oriented Pleasure to Decrease Generation Gap. , 25(2), 44-60.
Raika Khorshidian; Hassan Sadeghi Naeini; Asghar Fahimifar. "Pleasurable Experience in Old Collectivist and New Individualist Generations in Iran: Reviving “Safa” as Culture-oriented Pleasure to Decrease Generation Gap". , 25, 2, 2018, 44-60.
Khorshidian, Raika, Sadeghi Naeini, Hassan, Fahimifar, Asghar (2018). 'Pleasurable Experience in Old Collectivist and New Individualist Generations in Iran: Reviving “Safa” as Culture-oriented Pleasure to Decrease Generation Gap', , 25(2), pp. 44-60.
Khorshidian, Raika, Sadeghi Naeini, Hassan, Fahimifar, Asghar Pleasurable Experience in Old Collectivist and New Individualist Generations in Iran: Reviving “Safa” as Culture-oriented Pleasure to Decrease Generation Gap. , 2018; 25(2): 44-60.

Pleasurable Experience in Old Collectivist and New Individualist Generations in Iran: Reviving “Safa” as Culture-oriented Pleasure to Decrease Generation Gap

The International Journal of Humanities
Article 4, Volume 25, Issue 2, 2018, Pages 44-60    PDF (761.94 K)
Document Type: Original Research
Authors
Raika Khorshidian* 1; Hassan Sadeghi Naeini2; Asghar Fahimifar3
1PhD Candidate, Department of Art Research, Faculty of Art and Architecture, Tarbiat Modares University, Tehran, Iran
2Assistant Prof., Industrial Design Dept., School of Architecture & Urban Studies, Iran University of Science & Technology(IUST), Tehran, Iran
3Associate Professor, Department of Art Research, Faculty of Art and Architecture, Tarbiat Modares University, Tehran, Iran
Abstract
Shifting from collectivism to individualism has changed pleasure types along time and created a generation gap in Iran. So, how can the post-colonial design mix positive aspects of old collective and new individualist pleasure as a cultural builder and catalyst for change? The purpose of this research is finding culture-oriented pleasure which can decrease generation gap and make a more peaceful pleasurable experience for both collectivists and individualists. We suggested a counterpoint instead of the hegemony of collectivism or individualism. For decreasing the generation gap we proposed: Applying behavioral design for promoting and reviving socio-pleasure among young and old people; balancing between psychological pleasure (with respect to the other's choice, creativity and diversity (Individualism)) and normative pleasures (with respect to unanimous ethnic and cultural norms (collectivism)). As a suggestion “Safa” can introduce a culture-oriented pleasure which may satisfy both sides. It means hedonism, pleasure, calm, change hatred to love, honesty, treatment, purity, enlightening, sublime, and also sympathy, friendship, sincerity and unification of spirits. Safa refundable in different forms of Iranian arts, artifacts, texts, proverbs and behaviors and can be defined as a positive cultural design approach.
Keywords
Cultural Dimension; Emotional Design; Pleasurable Experience; Post-colonial Theory; Safa
References
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