The Impact of Audience Choices on the Physical Developments of Contemporary Iranian Architecture under the Media Space

Document Type : Original Article

Authors

1 Ph.D. Candidate of Architectural Engineering, Faculty of Architecture and Urban Development, Imam Khomeini International University, Qazvin, Iran

2 Associate Professor of Architectural Engineering, Faculty of Architecture and Urban Development, Imam Khomeini International University, Qazvin, Iran

Abstract

The type of audience attitude is the main factor influencing the behavior of users' choices. Messages published by the media can shape the audience's mindset. Since the mentality formed under the influence of this space can affect various areas, including the architecture physical design, so it is necessary to better understand the attitude of users of media space to the factors affecting the choice of audience and architecture physical elements. The purpose of this study is to analyze the effect of intention and audience choice on the physical developments of contemporary Iranian architecture. For this purpose, after extracting the factors affecting the intention and selection of media audiences, the architecture physical components were identified using thematic analysis. Then, effect of audience intention and choice on the body of contemporary architecture has been studied. The results indicate that the factors affecting the intention and choice of media audiences have a positive and significant effect on the body of contemporary architecture. In addition, the findings show that the factors affecting the intention and choice of the audience, in order of priority, are the capabilities and capacities in using the media, the content of the media space and its requirements, the individual and personality background of the architect and the analysis of the architectural community. Also from the perspective of the physical dimension, the components that shape the architectural body are influenced by the media space including function, identity, order/disorder, attractiveness/repulsion, and environment.

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History

  • Receive Date: 25 February 2022
  • Revise Date: 31 August 2022
  • Accept Date: 03 September 2022

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