چکیده:
Problem Statement: In globalization and post-colonialism literature, hybridity describes a process
of composing elements from different cultures to reach a hybrid identity. This process is rooted
in ancient mythology and dates back to Egypt and Mesopotamia. However, the confrontation
between globalization and civilization has accelerated this process due to communication speed
and information accumulation. In addition, myths continue to live in the contemporary world, and
we can follow their trace in contemporary culture. Therefore, it is necessary for cultural studies to
demythize contemporary myths.
Research Objective: Accordingly, we can claim that hybrid myth plays a significant role in
contemporary socio-political sphere. The present study’s objective was to analyze the mythological
patterns in the present political sphere regarding one of the contemporary myths, brand of Barak
Obama. This paper aimed to answer two questions: What semiological pattern under brand Obama
makes it a hybrid myth? Which historical and political realities are distorted by this myth?
Research Method: The methodology of mythological analysis was derived from Roland Barthes’s
pattern of myth in the language system. Accordingly, the brand of Barack Obama in the 2008
presidential election campaign was analyzed based on Barthes’s model.
Conclusion: The brand of Barak Obama is a hybrid myth constituted of various racial and cultural
signs. From one hand, this hybrid sign deviates the history of slavery in the United States and on
the other hand, by depicting America as a liberal country with a democratic government, this myth
conceals global dissatisfactions with this country’s belligerent policies.
خلاصه ماشینی:
Original Research Article Hybrid Myths in Contemporary Politics: Mythological Analysis of Barak Obama Brand Razaieh Mahdieh Najafabadi1*, Abolghasem Dadvar2 1.
The present study's objective was to analyze the mythological patterns in the present political sphere regarding one of the contemporary myths, brand of Barak Obama.
Therefore, the hypothesis is that the Obama brand in the semiological level is a hybrid myth constituted from racial and cultural signs, which conceals many realities related to the history and politics of the United States.
The difference between that paper and the present study is in the context; this research examined this hybrid sign as a myth in the political diaspora with a semiological approach while Redmond concentrated on pop culture.
This research is similar to the present study based on the effect of brand Obama on altering the image of America, but the difference is in the mythological perspective of the present study and disclosing hidden realities under the myth.
Barthes clarifies that we can concentrate on form, 64 The Scientific Journal of NAZAR research center (Nrc) for Art, Architecture & Urbanism Bagh-e Nazar, 17(91), 61-68 / Jan. 2021 or meaning, or both for deciphering the myth and, accordingly, examining the myth in three levels.
In this part, according to Barthes' semiological analysis model and based on the Obama brand in the 2008 election campaign, we decipher this myth.
Hybrid Myths in Contemporary Politics: Mythological Analy- sis of Barak Obama Brand.