The Semio-Anthropological Study of Nowruz Rituals in the Context of Tradition and Digital Space

Nowruz, as one of the most significant cultural traditions of Iranians, comprises a collection of social actions and cultural practices that play a crucial role in shaping individual and collective identity, transmitting values, and strengthening social bonds. This research aims to investigate the semio-anthropological aspects of Nowruz rituals within the context of tradition and digital space, elucidating the functions of this tradition in contemporary society. Grounded in a semio-anthropological approach and drawing upon Fendowski’s theories regarding subject-object interactions, this study analyzes the meaning of Nowruz rituals in both traditional social settings and virtual environments. The research methodology employs a mixed-methods approach, combining content analysis and discourse analysis based on data collected through a literature review, participant observation, and content analysis of social media. The findings reveal that Nowruz rituals, beyond merely performing ceremonial duties, possess profound semio-anthropological functions that significantly contribute to identity formation, strengthening social connections, and transmitting cultural values. Furthermore, digital space, by creating new possibilities for interaction and communication, has contributed to the reproduction and continuation of Nowruz traditions in the modern era. However, these transformations have also brought about changes in the meaning and functions of Nowruz, necessitating further investigation. Ultimately, this research, by providing a comprehensive analysis of the semio-anthropological aspects of Nowruz rituals in the context of tradition and digital space, contributes to a deeper understanding of the role of this tradition in constructing identity, strengthening social bonds, and transmitting cultural values.

کلیدواژه ها:

Semiotics ، Social Actions ، Semio-Anthropology ، discourse ، Nowruz ، Digital Space