Reflections of the Authenticity-Oriented Discourse of the ۱۹۶۰s and ۱۹۷۰s in the Thought and Works of Morteza Momayez (A Case Study of Momayez’s Magazine Cover Designs)

Introduction: The authenticity-oriented discourse that prevailed in Iran during the ۱۹۶۰s and ۱۹۷۰s (up to the eve of the Islamic Revolution) sought to redefine national identity on a global stage by emphasizing the cultural elements rooted in the Iranian environment. Aligned with the modernist aspirations of the socio-political elite, this discourse gave rise to a «neo-traditionalist» movement in art, literature, and graphic design. From the ۱۹۷۰s onwards, Morteza Momayez began to articulate his inclinations toward authenticity in a series of written reflections. This article aims to identify the components of authenticity in Momayez’s design thinking and examine their initial manifestations in his cultural design commissions of the ۱۹۶۰s and ۱۹۷۰s. It addresses two primary research questions: What are the authenticity-oriented components in Morteza Momayez’s design philosophy?, How are these components reflected in his magazine cover designs?Research Method: This study employs a qualitative, fundamental research approach, utilizing a descriptive-analytical method based on discourse analysis theory. Data were collected through library research, observation, and purposive selection of relevant visual materials. The article first situates Momayez’s authenticity-oriented inclinations within the socio-historical and discursive context of ۱۹۶۰s–۱۹۷۰s Iran. It then extracts and categorizes key components of authenticity from a review of fifty of Momayez’s published articles. Subsequently, it analyzes the visual expression of these components in twelve of his magazine cover designs created between ۱۹۶۱ and ۱۹۷۸.Findings: Six overarching authenticity-oriented components can be identified in the thought and works of Morteza Momayez, which, based on his own writings, reflect key characteristics of Iranian culture and art in the past. These components include a sense of nobility and humility, a mystical outlook, a distinctive blend of wit and subtlety, and the continuous reinterpretation of visual traditions with careful attention to their internal and historical meanings. Moreover, Momayez emphasized the preservation of the formal and cultural values embedded in Iranian typography and calligraphy, while simultaneously embracing contemporary subjects, forms, and techniques within the broader framework of Iranian art and cultural heritage.Conclusion: Through his engagement and collaboration with leading cultural and artistic figures, Momayez produced graphic works that embodied neo-traditionalist values within the hegemonic authenticity-oriented discourse of the ۱۹۶۰s and ۱۹۷۰s. These values were deeply influenced by the elite artistic context of the era under study.

کلیدواژه ها:

Morteza Momayez ، Authenticity-Oriented Discourse ، Print Graphic Design ، Magazine Cover Design ، ۱۹۶۰s–۱۹۷۰s Iran