Journal of Social Sciences and Humanities Research Fundamentals
39
https://eipublication.com/index.php/jsshrf
TYPE
Original Research
PAGE NO.
51-63
DOI
OPEN ACCESS
SUBMITED
16 December 2024
ACCEPTED
18 January 2025
PUBLISHED
24 February 2025
VOLUME
Vol.05 Issue02 2025
COPYRIGHT
© 2025 Original content from this work may be used under the terms
of the creative commons attributes 4.0 License.
The Announcement and
Promotion of Citizenship
Values in Iraqi Society
Lect. Dr. Haider Addam Hamza
Ministry of Education, Babylon Education Directorate, Iraq
Abstract:
The research dealt with the first chapter of the
methodological framework of the research, the
research problem, the importance of the research and
the need for it, the research objective, the research
limits, the identification and definition of terms, the
second chapter the theoretical framework and previous
studies, the first section dealt with citizenship, its
concept and components, the characteristics of
citizenship, the dimensions of the concept of citizenship,
the values of citizenship (freedom, equality, justice), the
components of citizenship belonging, the concept of
belonging, the dimensions of belonging (identity,
loyalty, commitment, affection and love), while the
second section included advertising and the factors
affecting its perception, the definition of advertising,
communication and the elements of the process
Communication, communication functions, visual
communication, classification of advertising posters
according to their function, they are (political posters,
commercial posters, economic posters, tourist posters,
religious posters, cultural posters, social posters,
informational posters, and previous studies, Chapter
Three This chapter deals with the research procedures,
first: research methodology, second: the research
community includes the community (intellectual and
objective aspect, technical and formal aspect) third: the
research sample (model No. (1) Corrupt media divides
us - researcher's work, model No. (2) honesty saves you
and lying disgraces you - researcher's work, model No.
(3) equality - researcher's work), Chapter Four: This
chapter deals with: First: Results, Second: Conclusions,
Third: Sources.
Keywords:
Advertising, Citizenship, Society.
Introduction:
Chapter One
Methodological Framework of the Research
Research Problem
Journal of Social Sciences and Humanities Research Fundamentals
52
https://eipublication.com/index.php/jsshrf
Journal of Social Sciences and Humanities Research Fundamentals
The focus of this research revolves around clarifying
how the role of posters can be activated as one of the
means of communication that rely on plastic arts in
terms of preserving the unity of the ranks in Iraqi
society and affirming citizenship and belonging to the
Republic of Iraq and preserving its Arab Islamic culture
with all the principles that this culture carries, and in
the researcher's opinion, the poster was not employed
in the required and correct manner from the national
side in society, in addition to academic studies in Iraq
that addressed the research of supporting citizenship
through
advertising
represented
in
visual
communication means, to employ it in the correct
scientific and artistic manner in posters that develop
the spirit of citizenship, and then the research problem
is determined in the following questions:
- How can we transform the values of citizenship from
moral elements to visual pictorial elements?
- How can we activate the role of contemporary
posters in preserving the Arab and Islamic identity of
Iraqi society and affirming belonging and citizenship?
- How can plastic art contribute to affirming citizenship
among the youth in Iraqi society in the face of
globalization and cultural invasion?
The importance of the research and the need for it:
- This study responds to the call of officials in the
Ministry of Education and academics and those
interested in education affairs to submit scientific
proposals to develop education to play its role in facing
social, cultural and intellectual challenges and creating
the spirit of citizenship in the souls of students at
various stages of education.
Confirm the role of the Iraqi national identity in
confronting the cultural and media invasion by
preparing posters that support this aspect, made by
the Iraqi designer aware of his local and Islamic culture.
The research emphasizes the importance of visual
arts in general and posters in particular in supporting
the material and moral Iraqi culture.
Research objective:
1.
Transforming the values of citizenship from
abstract moral elements to visual pictorial elements
using the elements and foundations of visual arts.
2.
Activating the role of local posters in
preserving the Arab and Islamic identity of Iraqi society
and confirming the values of belonging and citizenship.
3.
Using contemporary artistic techniques and
methods, including specialized computer programs
such as (Adobe Photoshop Cs5) to enrich the design of
the national poster in the Republic of Iraq.
Research Limits:
1.
Objective Limits: Studying advertising and
promoting citizenship values in Iraqi society.
2.
Temporal Limits: Designing advertisements for
the year 2024.
3.
Spatial Limits: Advertisements in Iraq to
promote citizenship values.
Defining and defining terms:
Advertising
It is a set of visual, audio or written communication
activities (paid medium) that aim to influence the
consumer or (viewers, readers or listeners) by
presenting a persuasive message to urge him to buy a
product, request a service or accept an idea, in exchange
for a fee paid to a specific advertising entity.
Example: Advertising campaigns on television are
advertisements and not commercials. Note that all
satellite channels agreed to say commercial break.
Newspapers and magazines write an advertisement
here.
Citizenship
It means an individual who enjoys membership in a
country, and thus deserves the privileges that
membership entails. In its political meaning, citizenship
refers to the rights that the state guarantees to those
who hold its nationality, and the obligations it imposes
on them; or it may mean the individual's participation in
the affairs of his country, and what makes him feel a
sense of belonging to it. From a socio-economic
perspective, citizenship means satisfying the basic
needs of individuals, so that their concerns do not
distract them from matters of public interest, in addition
to people rallying around common interests and goals,
which establishes cooperation, integration and joint
collective work.
Chapter Two
Theoretical Framework and Previous Studies
Section One
Citizenship, its Concept and Components
Characteristics of Citizenship
The characteristics of good citizenship vary from one
environment to another according to the different
needs of society and individuals, and the foundations
and standards by which an individual is considered a
good citizen vary, but this difference does not prevent
the existence of similar foundations for the
characteristics of citizenship in many countries around
the world. Some believe that the characteristics of good
citizenship are represented in:
Journal of Social Sciences and Humanities Research Fundamentals
53
https://eipublication.com/index.php/jsshrf
Journal of Social Sciences and Humanities Research Fundamentals
1- Cognitive characteristics: They include awareness of
human rights and responsibilities, understanding the
law, standing on the problems of society, and
geographical and historical knowledge of the country
in which one grew up.
2- Emotional characteristics: They include appreciating
political values such as freedom, democracy, equality,
peace and continuous cooperation between peoples,
belonging and loyalty to the homeland, and
appreciating the role of peoples and governments in
achieving prosperity, justice and independence.
3- Skill characteristics: They include possessing
methods of effective participation in political and
social life, and following the rules of correct behavior
that comply with the law and respect human rights
(Enas, 2009, p. 996).
Dimensions of the concept of citizenship: (Mohamed,
2010, p. 161)
1- An ideal composed of social values and systems and
confirmed through actual practice, the most important
of which are freedom, equality, and responsibility.
2- A group of political-legal systems, i.e. the rights and
duties that are legislated by the political authority of a
particular state.
3- A group of actual citizen practices within their
participation in social life.
4- A psychological sense of belonging to the homeland
and loyalty and devotion to it.
Citizenship values:
Citizenship is based on a group of values, shared by the
majority of theorists of citizenship thought, including:
freedom, equality, justice, participation, which
together represent the main axes to ensure the public
good for humanity, and establish justice and human
rights, through a social contract between the citizen
and the political entity to which he belongs.
1- Freedom:
Rousseau says: "(There is no life for a nation without
freedom and virtue)," and George Washington says: (It
is easier for you to move mountains and throw them
away, than to succeed in placing the shackles of slavery
on the necks of those who insist on freedom)"
(Ibrahim, 2002, p. 234).
"There is a clear difference between man's natural
freedom and his social freedom, as natural freedom is
absolute, meaning that it is independent of all types of
controls and prohibitions, such that nothing obstructs
its practice except man's ability and natural
capabilities, but this natural state of freedom is one of
the characteristics of animal life in the jungles that are
governed by what we call the law of the jungle"
(Adonis, 2007, p. 53), while social freedom is controlled
by Islamic law, local law, customs and traditions,
without encroaching on others or violating their
modesty or other matters that conflict with the
prevailing norms in society.
The Universal Declaration of Human Rights included in
its first article that "all human beings are born free and
equal in rights and dignity, reason and conscience, and
therefore should treat one another in brotherhood and
cooperation" (Cairo Declaration on Human Rights in
Islam - issued by the 19th Conference of the Ministry of
Foreign Affairs in Cairo (August 5, 1991).
It also stated in its second article that "everyone has the
right to enjoy all the rights and freedoms set forth in this
Declaration, without discrimination between them on
the basis of sex, color, origin, language, religion, political
or other opinion, national or social origin, property,
birth or other status, and without distinction between
men and women" (Cairo Declaration on Human Rights
in Islam - issued by the 19th Conference of the Ministry
of Foreign Affairs in Cairo (August 5, 1991).
Freedom has many forms, including: (Ibrahim, 2002, pp.
237-238)
A- Freedom of belief: This freedom means that a person
has the right to choose what his thinking leads to and
what his conscience settles on in terms of belief,
without coercion or pressure to adopt a particular
belief.
B- Freedom of opinion: This means that a person is free
to form his opinion based on his personal thinking,
without being subservient to anyone or fearing anyone,
and that he has complete freedom to declare this
opinion in the manner he deems appropriate.
C- Freedom of work: Every individual has the right to the
honorable work that suits him and that he chooses with
complete freedom, and it is the responsibility of the
modern state to guarantee suitable work for every
citizen in it.
D- Freedom of movement: This means the right to go
and return, i.e. the freedom to travel to any place within
the borders of the state, or outside it, and the freedom
to return to the homeland without restrictions or
motives.
E- Freedom of correspondence: This stipulates that
correspondence exchanged between people, whether
letters, parcels or telephone calls, may not be violated.
F- Freedom of ownership: means the freedom to
Journal of Social Sciences and Humanities Research Fundamentals
54
https://eipublication.com/index.php/jsshrf
Journal of Social Sciences and Humanities Research Fundamentals
acquire money from real estate and movables, and the
freedom to dispose of them and produce them without
restrictions.
G- Freedom of trade and industry: includes the
freedom of the individual to directly engage in
commercial, industrial and other activities, and what
branches from them in terms of exchanging
correspondence, concluding contracts and deals, and
other commercial and industrial requirements.
S- Freedom of thought: meaning the freedom of
observation and judgment that is used to achieve goals
that have value in themselves.
C- Political freedom: which is the freedom of citizens to
exercise their political rights within the framework of
the political philosophy on which society is based, and
it is also the freedom of the state from the pressures
of other states.
1- Equality:
Equality is defined as everyone in society being equal
before the law, the judiciary, and public facilities and in
the right to employment, as well as in military service
and taxes, regardless of the social class to which he
belongs, or the belief or religious sect he follows, or his
origin, or gender, or thought, or profession or level of
education, as everyone is equal without discrimination
between them.
The Universal Declaration of Human Rights stated: "All
are equal before the law and are entitled without
discrimination between them to the protection of the
law. Everyone is equally entitled to the protection of
the law against any discrimination intended to violate
this Declaration and against any incitement to such
discrimination" (Cairo Declaration on Human Rights in
Islam - issued by the Nineteenth Conference of the
Ministry of Foreign Affairs in Cairo (August 5, 1991).
2- Justice:
Justice is the basis of rulings and the scale of
legislation. Islam has obligated it on Muslims and the
relationship between the individual and other
individuals, between the family, society, the state and
all other societies must be based on it. The Qur’an has
stated and ordered it as a general command.
"Justice is represented in giving every person what he
deserves, and it reflects two main aspects that must
not be confused. There is what is called legal justice,
and on the other hand there is what is called the
principles of justice and fairness. As for legal justice, it
is depicted in the form of a blindfolded woman holding
a scale. This ruling means distinguishing between what
is good and bad, and between what is just and unjust.
It is a measure of individual responsibility. As for justice
and fairness It goes beyond legal justice, which seeks
equality in the sense of granting opportunities to all, and
which meets with the act of good that agrees with the
texts of the law and is based on the ultimate justice
among individuals (Ibrahim, 2002, p. 234). Components
of citizenship:
Citizenship consists of basic components that the Iraqi
constitution has addressed and urged to form in the
personality of the citizen in order to achieve the greatest
degree of patriotism, which are:
1- Belonging:
"The concept of belonging to the homeland is one of the
important concepts in our contemporary world,
especially at this time when the weakness of belonging
and the loss of citizenship values began to appear as a
result of the crises that the citizen is experiencing, which
made his interest focus on how to earn and live away
from many of the values that he had" (Saad, 2009, p.
407), and also "Opinions vary about belonging between
direction, feeling, emotion and need, whether basic or
secondary or internal physiological, or external social
psychology, but it is accepted that belonging begins with
the individual from the moment of birth, and this
belonging may grow through the maturity of the
individual gradually from belonging to the family and
family to belonging to the school according to the need
for gathering and positive connection with others until
it becomes belonging to the homeland, and all of this is
done through the group by trusting it and embracing its
standards and principles, And its values and support
when needed and sacrifice for it and then respect all of
that” (Muhammad, 2010, pp. 17
-18).
Where “belonging in its simple concept means
connection, harmony and faith with the one to whom it
belongs and in it, and when belonging lacks that, this
means that it has a defect, and with this defect the
characteristic of belonging falls away. Belonging as a
concept belongs to the social psychological concepts
and means getting close and enjoying cooperation or
exchange with others. In fact, if the motive of belonging
(social hunger) is available to the individual and
stimulated, it reaches such a strength that it can modify
much of the individual’s behavior, and his behavior
becomes consistent with what his society approves of”
(Muhammad, 2007, p. 34). “The feeling of
belonging to
society is one of the most important pillars of society,
which maintains its stability and growth. It indicates the
extent to which members of society feel a sense of
belonging to their society. We can infer this through
(positive participation in society activities, defending
society’s interests, feeling proud and honored to belong
to society, preserving society’s property), and all of
these indicators can be measured and inferred by
society. The basis of belonging is the participation of
Journal of Social Sciences and Humanities Research Fundamentals
55
https://eipublication.com/index.php/jsshrf
Journal of Social Sciences and Humanities Research Fundamentals
soci
ety’s residents and urging others to cooperate with
them to confront problems and develop appropriate
programs to confront them” (Muhammad, 2010, p.
31). The concept of belonging:
The concept of belonging refers to belonging to an
entity in which the individual is present and integrated,
as an accepted member who has the honor of
belonging to it, and feels safe in it. This entity may be a
group, class, or homeland. This means that loyalty
overlaps with belonging, through which the individual
expresses his feelings towards the entity to which he
belongs (Othman, 2005, p. 6).
Dimensions of belonging:
Muhammad Darwish sees the dimensions of belonging
as consisting of: (Muhammad, 2009, p. 289).
1- Identity: Belonging to a specific entity, this entity
which is the homeland, is characterized by a specific
identity, and thus belonging is an affirmation of the
national identity and an expression of its existence.
2- Loyalty: Loyalty represents the individual's support
for his group and homeland and indicates the extent of
belonging to it. Loyalty leads to protecting the overall
life of the homeland and confirms belonging to it.
3- Commitment: Commitment means adhering to the
prevailing social standards and values that identity
produces Nationalism, and identity generates effective
pressures towards commitment to group standards
and national identity standards.
4- Courtship and love: It stems from the need to belong
or join the large group, society or homeland, and it is
one of the most important motives for forming social
relations.
As for Othman Al-Amri (Othman, 2005, pp. 6-7), he
believes that the concept of belonging is a complex
concept that includes many dimensions, the most
important of which are:
1- Identity: Belonging seeks to consolidate identity,
which in turn is evidence of its existence, and then the
behaviors of individuals emerge as indicators of
expressing identity and thus belonging.
2- Collectivism: The bonds of belonging emphasize the
tendency towards collectivism, and it is expressed by
the unity of individuals with the general goal of the
group to which they belong, and the group emphasizes
cooperation, solidarity and cohesion, and the
emotional desire for warm feelings of unity, and
collectivism enhances both the tendency towards love
and social interactions, all of which contribute to
strengthening belonging by enjoying intimate
interaction to emphasize mutual interaction.
3- Loyalty: Loyalty is the essence of commitment,
supports self-identity, strengthens collectivism, focuses
on conformity, calls for the individual to support his
group, and indicates the extent of belonging to it.
Although it is the strong foundation that supports
identity, at the same time, the group is considered
responsible for taking care of all the needs of its
members from mutual obligations of loyalty, with the
aim of total protection. 4- Commitment: Where
adherence to social systems and standards, and here
collectivism emphasizes harmony, concord and
consensus, and therefore it generates effective
pressures towards commitment to the group's
standards for the possibility of acceptance and
submission as a mechanism for achieving consensus and
avoiding conflict. 5- Affection: It means the need to join
or be friends, and it is one of the most important basic
human motives in forming relationships, ties and
friendships, and it refers to the extent of emotional
sympathy between members of the group and the
tendency to love giving, altruism and compassion with
the aim of uniting with the group, and it develops in the
individual an appreciation for himself and an awareness
of his position, as well as the position of his group
among other groups, and it motivates him to work to
preserve and protect the group for the continuation of
its survival and development, and it also makes him feel
proud of belonging to it.
6- Democracy: It is the methods of thinking and
leadership, and it refers to the practices and sayings that
the individual repeats to express his belief in three
elements:
A- Appreciating the individual's abilities and potentials
while taking into account individual differences, equal
opportunities, and personal freedom in expressing
opinions within the framework of the public system, and
developing the capabilities of each individual with
health, educational, social and economic care.
B- The individual's feeling of the need for understanding
and cooperation with others, and his desire to have the
opportunity to criticize while possessing the skill of
accepting criticism from others with an open heart, and
his conviction that elections are a means of choosing
leaders, while committing to respecting systems and
laws, and cooperating with others in setting goals and
executive plans and dividing, distributing and following
up on work, and thus preventing dictatorship, which
achieves the safety and well-being of society. C-
Following the scientific method in thinking.
2. Rights:
"Citizenship rights generally mean those capabilities,
advantages and powers that a citizen enjoys according
to the provisions of the constitution and the provisions
of the law. Citizenship rights mostly belong to the rights
Journal of Social Sciences and Humanities Research Fundamentals
56
https://eipublication.com/index.php/jsshrf
Journal of Social Sciences and Humanities Research Fundamentals
of public freedoms that most constitutions and
legislations have approved for those who hold the
status of citizen according to the provisions regulating
them" (Mohammed, 2007, p. 101).
As for human rights, they mean "those general
principles and laws agreed upon by religions and
international laws regarding respect for the human
being in the field of his belief, freedom, and culture,
and in the field of women's and children's rights,
political issues, and freedom of thought. These are
rights guaranteed by Islamic law and all religions and
international laws" (Saad, 2009, p. 423).
The second section
Advertising and the factors affecting its perception
Definition of advertising:
The poster is considered a basic feature of the current
era, and a type of human knowledge, as the walls of
public places are almost devoid of it, and posters are
one of the most important types of advertisements, as
they help information reach a large number of people
in a short time, which led to its occupation of a
distinguished position among the rest of the means of
communication all over the world, as the poster is a
rational and functional art whose success increases
with the increase in its benefit to society or the party
producing it, and through it the designer seeks to
create the amazement and astonishment necessary to
contemplate the poster and interact with it, and
posters are advertisements printed or drawn on paper,
tin, wood or linoleum, where parts of the entire
advertisement are printed on them, then pasted in
shopping places on wooden and metal fixtures, or
directly on walls and partitions, as well as fixed on
public transportation such as trains or transport
vehicles (taxi), "As for the dictionary (Wesbiter), it is
defined as an advertising board that is printed and then
pasted on a wall" (Najla, 2010, p. 43). Some authors
mention that "the first written advertisement
appeared historically three thousand years ago and
was an Egyptian advertisement, written on a piece of
papyrus for one of the pharaohs' princes, announcing
a reward for anyone who returned his runaway slave"
(Mahmoud, 2006, p. 53).
"In modern times, the oldest of these advertisements
dates back to the poster (Guard Bell) which was
displayed in the United States in 1835 AD on the
occasion of the start of the circus season. Posters were
then used during the nineteenth century to present
many products" (Al-Sayed, 2007, p. 297).
The poster is considered: "A communication tool that
the public sees on roads, squares, means of
transportation, and inside some public buildings such
as schools, factories, and clubs" (Mustafa, 1980, p. 17).
“Posters are considered one of the powerful elements
of communication in our current era, as they work to
convey information and events such as politics,
holidays, occasions and other topics. All of this happens
as a result of the interaction between the message and
the environment” (Abdul
-Jabbar, 2011, p. 33).
“Likewise, designing posters is actually considered a
challenge for the artist. In addition to their value as a
field of communication, many posters have enjoyable
aesthetic values” (Ali, 2007, p. 49). Communication
((COMMUNICATION:
The word communication is derived from the Latin root
(COMMUNIS), and "the word communication refers to
the
meaning
of
dissemination,
participation,
prevalence, and meeting of minds, i.e. spreading the
idea to more than one individual due to the collection
and transfer of information and the prevalence of talk"
(Rida, 2006, p. 3).
"The communication process is a continuous interactive
dynamic state, which depends on the nature of the
ideas, participations, tools, and techniques used to
support the continuation of this participation.
Communication means the common thing, as
communication is considered a process of participation
and psychological and social interactions between the
sender and the receiver, through their motives for
survival and their psychological needs for adaptation. To
achieve this, man has sought since the beginning of
creation through gradual means by using visual
language from drawings and shapes to communicate
between himself and the individuals of his environment
and the surrounding environments, and he has
overcome spatial obstacles to belong to human groups
and the natural environment to express his feelings,
sensations, and various needs" (Sahar, 2008, p. 190).
Means of communication in all their fields have
contributed to enriching human cultures by
documenting What human civilizations have done on
the one hand, and the dissemination of information,
facts and human discoveries on the other hand, and this
has contributed to the transmission of experiences and
cultures from one generation to another, as the recent
development of communication devices has shortened
the distance between different societies, and facilitated
access to information for all segments of society.
Elements of the communication process:
1- The sender or communicator: He is the party that
owns the product or the owner of the relationship or a
company or ministry, which has a specific goal that it
wants to achieve through communication means, by
sending a message to the entire public or a specific
category.
Journal of Social Sciences and Humanities Research Fundamentals
57
https://eipublication.com/index.php/jsshrf
Journal of Social Sciences and Humanities Research Fundamentals
2- The message: It is the subject that has been studied
by the sender and which he wants to send to the other
party, and the message in general is a summary of what
the sender offers or suggests.
3- The channel or means: It is the way in which the
message is delivered from the sender to the receiving
audience, and there are multiple means, including, for
example: (readable and printed means, including the
poster, and audio and visual means).
4- The receiver: He is the one who receives the
message sent to him from the sender. The receiver
may be one individual or a group of individuals, and in
the communication process each party plays a dual
role as a sender and a receiver at the same time. A
simplified model to explain the communication
process through the poster
1- Cognitive functions represented in transferring
information, experiences and ideas to others with the
aim of knowledge and culture and raising the
intellectual and scientific level.
2- Persuasive functions, with the aim of bringing about
a change in points of view towards an event or a group
of different incidents.
3- Recreational functions, represented in the efforts of
communication media to entertain people and bring
joy and comfort through various artistic colors.
4- Ensuring collective participation through which the
cultural heritage is transferred from one generation to
another or from one society to another or from one
individual to another.
5- Valuing the ability to emotionally examine
themselves to imagine themselves in the place of
others, i.e. the individual adopting the concepts of the
group.
Visual communication:
"One study in this field indicates that visual
communication has a great impact on the target
audience, which may far exceed the impact of other
means of communication, for the following reasons"
(Bashir, 2009, pp. 98-99):
A- The power of the impact of images and graphics on
the target audience, as it has been scientifically proven
that images and graphics enter the memory in an
easier way than speech or written phrases.
B- The ease of distinguishing and understanding the
visual message and its connotations compared to
written or verbal communications, or even non-verbal
communications.
C- The use of colors and symbols attracts attention,
arouses interest, desire, and action more than simply
using words or renewed phrases.
D- The ease of emdiving graphics and animation
through the correct use of electronic presentation tools
and means, especially, and even traditional ones.
E- The simplicity of the graphics used makes the
messages enter the memory quickly, and they also enter
the heart without permission.
- Graphics and animations full of colors, rhythms and
sound effects save effort and time for the recipient
(recipient), and motivate him to respond compared to
other means of communication.
G- Ease of access to large and wide sectors of the target
audience who may not be able to read and write. This
type of communication is widely used in large countries
such as India and China, where illiteracy rates are high.
Visual communication is often very effective if it is well
designed and produced in a way that suits the target
audience.
As for the division of advertising posters in terms of their
function, they are as follows:
- Political posters: "They are posters that talk, for
example, about presenting a party or candidate or
election posters or promoting political ideas or
doctrines, in order to attract people to them. It is a
poster used in the field of propaganda" (Mustafa, 1980,
p. 25). This type of poster may be active during certain
periods such as elections or revolutions or when a party
or group adopts a certain position towards local or
global events. It can also be used by the government to
sharpen morale and mobilize spirits in crises and wars.
- Commercial posters: These are posters that talk about
products and goods, as producing companies seek to
attract consumers to the products by displaying them to
the consuming public and promoting them through
advertising posters that inform the public of their
features and quality, in order to persuade and stimulate
the desire to purchase the product. There is another
type of commercial posters that display the services and
activities provided by companies to the public, such as
mobile phone companies' packages or Internet
packages, or flight and travel offers and other services.
- Economic posters: These posters are related to
investment and subscription, and contributions to all
projects or companies and factories, as these posters
review the advantages and benefits or the expected
results and success, as these results depend on the
opinions of experts and specialists in that field, and this
is what distinguishes this type of commercial posters, in
addition to the fact that the projects it offers are often
linked to state programs and plans, as they are often not
linked to individuals from private sector producers.
- Tourist posters: These are posters directed to citizens
or visitors to the town, and they remind the public of the
Journal of Social Sciences and Humanities Research Fundamentals
58
https://eipublication.com/index.php/jsshrf
Journal of Social Sciences and Humanities Research Fundamentals
most important tourist and recreational places where
individuals can spend enjoyable times; Since tourism
has become one of the components of the economy in
most countries of the world, attention is paid to the
artistic and production aspects of this type of posters,
as it is a mirror of society, through which tourists draw
a first impression of the town, so the topic and its
content must be chosen with great care, in order to
contribute to motivating citizens and strangers to visit
tourist sites, which contributes to improving the local
economy.
- Religious posters: The religious poster is associated
with reminding people of some religious acts of
worship and duties, urging people to virtue and do
good, following the teachings of religion, and following
the activities of places of worship such as holding
seminars and religious lectures or announcing the start
of Quran memorization circles or any other religious
competition.
Cultural posters: This type of poster deals with cultural
aspects in general such as announcing lectures,
scientific seminars, art exhibitions, workshops, literary
forums,
announcing new books, and other various cultural
issues.
- Social posters: This type of poster deals with social
aspects as it is designed to confront crises and
problems facing society, indicating their seriousness or
how to address them. This type of poster is often
directed by official state institutions to raise awareness
among segments of society and guide them. This type
of poster may be used to urge and encourage relief for
the afflicted or to develop civilized behaviors that
officials wish to promote, such as preserving public
property, protecting the environment, cleanliness, and
other civilized behaviors.
-
The guidance poster: “The guidance poster works to
spread awareness and form an enlightened public
opinion, the way to prevent risks, and encourage
proper behavior in different situations, religious and
political enlightenment, and disseminate new ideas
that are in line with the state’s policy and combat wrong
ideas and harmful behaviors in society and the
individual” (Islam, 2002, p. 113). The guidance poster
contributes to “guiding the child towards a specific
behavior or action such as adhering to traffic signals and
performing specific tasks during wars and raids or
following instructions related to preventing diseases
and agricultural pests. Therefore, we often see this type
in schools, clubs, and health and agricultural units”
(Nasreen, 2003, p. 23). “Experts in the art of educational
and guidance posters follow a method based on mental
planning and artistic planning in directing their posters
to the audience of recipients from the members of
society. This method of presentation and guidance is
divided into three types: A- The continuous plan
method: It is the permanent display of the poster, and
this method is followed if the message is extremely
important such as abnormal and dangerous behavioral
phenomena on Society.
B- The fragmented plan method: It is usually used in
cases where the recipients are from different cultural,
social and economic categories, each of which has
certain characteristics, and it forms the essence of the
poster message in different forms that suit each
category.
C- The integrated plan method: It is useful if the topic
that the poster addresses has multiple angles,
connected to other topics, and here the topic is divided
into several educational and guidance messages, each
poster is displayed in a specific period of time (Rania,
2001, p. 112).
Poster design elements:
The design and production of the posters depended on
three main elements, which are: drawn or illustrated
shapes, writings, lines and colors, and these elements
are linked within the poster with each other, as it is not
possible to differentiate between one element and
another in terms of importance, as the reciprocal
relationships between them contribute to the result by
confirming and supporting each element for the other.
Journal of Social Sciences and Humanities Research Fundamentals
59
https://eipublication.com/index.php/jsshrf
Journal of Social Sciences and Humanities Research Fundamentals
Previous studies:
1- Nisreen Ismail Tawfiq: The poster and its effect on
the child, PhD thesis, Faculty of Fine Arts, Helwan
University, 2003.
The study explained the subject of the poster and its
effect on the child, as it addressed the general
foundations for designing the child's poster, its
composition, and the effectiveness of using colors in it.
Then the study addressed the concept of visual
perception and its effect on the child's poster, and also
addressed the importance of the poster for the child
through the factors affecting the growth of creative
abilities in the child through the poster. The current
researcher benefits from this study in clarifying the
importance of the poster for children, as an important
segment of society, and benefiting from the factors
affecting the growth of the child's creative abilities
through the poster, as the current study aims to
activate the role of the contemporary poster in
confirming the principle of citizenship in public
education in the Republic of Iraq.
2- Islam Abdel Hamid Zaki Diab: Approaches to
designing an instructional poster for primary school
students, Master's thesis, Faculty of Art Education,
Helwan University, 2002.
This study aims to extract the foundations and
formative characteristics necessary for designing an
instructional poster as one of the types of posters, and
to employ these foundations and characteristics as
approaches to designing an instructional poster for
primary school students. The importance of the study
lies in emphasizing the educational role of the
instructional poster for primary school students, and
highlighting its importance in developing and guiding
students' behavior, through the objective content of
the instructional poster, whether in school in particular
or in public life and society in general. The current
researcher benefits from this study in emphasizing the
educational role of the poster in the stages of general
education and society in general, especially since the
current study seeks to confirm the role of the poster as
a means of communication that relies on plastic art in
confirming the principle of citizenship in Iraqi society.
3- Ali Salama Al-Khudour: The development of the
concept of belonging among Jordanian primary school
students, PhD thesis, University of Jordan, Amman,
2006.
The study aimed to define the level of development of
the concept of belonging among Jordanian primary
school students, and the extent of its relationship to
differences in class, gender, education sector, place of
residence, and the development of the concept. The
researcher designed a tool to measure students'
responses to the dimensions of the concept of
belonging. The study focused on nine dimensions:
duties, excellence, participation, rights, respect for the
law, justice, social relations, and preservation of
property, and the overall dimension. The study showed
that the following dimensions: justice, social relations,
and preservation of property, were the least
represented dimensions among students. This is what
benefits the current researcher in identifying the
concept of belonging, its manifestations, and how to
enhance it, as the current study aims to activate the
poster as a communication tool that relies on visual art
to enhance citizenship and belonging in Iraqi society.
Chapter Three
Research Procedures
First: Research Methodology
In this part of the research, the researcher followed the
Key Elements of Poster Design
Drawn Or
Illustrated
Shapes
Writings and
Fonts
Colors
- Photographs
- Graphics
- Symbolic figures
- Cartoons
- Main title
- Subtitles
- Text and div
- Logo and brand
- Color contrast
- Color rhythm
- Color waves
- Color meanings
- The psychological
effect of color on the
witness
Journal of Social Sciences and Humanities Research Fundamentals
60
https://eipublication.com/index.php/jsshrf
Journal of Social Sciences and Humanities Research Fundamentals
experimental approach in conducting a self-practical
experiment. The experiment aims to achieve the
research goal of finding the formal equivalent of the
concepts and values of citizenship that contribute to
activating the role of posters in affirming the principle
of citizenship and strengthening national belonging.
Designing national posters with contemporary artistic
techniques and methods contributes to finding new
approaches that enrich the design of the
advertisement, through applying the results of the
theoretical study and the results of the analysis in
designing and producing a group of advertisements.
Second: Research Community
The research community includes two main aspects:
A- An intellectual and objective aspect:
It is what the researcher extracted in the previous
chapters from a review of the concept of citizenship
and its values, in addition to what he did from
theoretical studies of the poster and analyzing selected
local and international posters in order to reach new
approaches that help in finding formal equivalents for
the values of citizenship in Iraqi society, and the values
of citizenship that the researcher focused on.
B- Technical and formal aspect:
The technical aspect of the experiment depended on
emdiving ideas, and developing a vision for the formal
equations of citizenship values and employing them
artistically in a number of posters using a (computer)
and artistic design programs, especially (Adobe
Photoshop).
Third: Research sample
In the research sample, the researcher relied on
producing artistic works on two basic inputs:
A- Local elements in society, whose significance helps
increase the effectiveness of the formal equivalent of
citizenship values in the advertisement.
B- The foundations of advertisement design and its
artistic values by producing (15) fifteen advertisements
using design programs, from which (3) samples were
taken, i.e. (33%) to achieve the research goal due to
their diversity.
Model No. (1) Corrupt media divides us - Researcher's
work:
Analysis of advertisement No. (1)
The axis
Analysis
Poster idea
Warning against corrupt media in all its forms, which works to sow discord among the
people's sects and tear the nation apart
.
Shapes
The main shape in the poster is a human hand holding a pen as if it is writing, and another
hand of a skeleton is holding it, controlling and dominating it. In the background of the
poster, two ghosts appear in the middle of a dark black background, indicating evil and
plotting against the country in secret. As for the insects that appear around the hand and
pen, they symbolize corruption. A simple drawing of two men fighting appears, which is
a message that explains the influence of corrupt media
.
Writings
The main title came at the bottom of the poster in Kufic style and in an appropriate size,
while the word Beware came at the top of the poster in Naskh style to attract the
recipient's attention to the poster
.
Colors
Achieving color contrast between black and white helps effectively attract attention to
the poster, and the use of red and black conveys feelings of danger and mystery, and
colors in general contributed to clarifying the elements of the poster
.
Model No. (2) Honesty saves you and lying disgraces you -
Researcher’s work
Analysis of Advertisement No. (2)
Journal of Social Sciences and Humanities Research Fundamentals
61
https://eipublication.com/index.php/jsshrf
Journal of Social Sciences and Humanities Research Fundamentals
The axis
Analysis
Poster idea
Encouraging honesty in all aspects of life, and avoiding and warning against lying
.
Shapes
The main shape is of a column in the middle of the poster, topped by a base on the right side
of which is a young man standing confidently. Between them, the left part of the base appears
broken and another young man falls from it to the bottom of the poster, which contains fire
with rising tongues, indicating the shame that lies lead to.
Writings
The main title of the poster came at the top in a modern Kufic style and in an appropriate size.
The phrase “Honesty saves you” came higher than the phrase “Lying disgraces you” to indicate
the superiority of the honest person and the high status of him.
Colors
The color contrast between the cool blue and red was used to attract attention to the poster,
in addition to the fact that the blue color indicates serenity and comfort, while the red color
indicates danger. The researcher also tried to use the color contrast in the title to make it easy
for the viewer to read. As for the repetition of the black color in the poster, its goal is to
achieve rhythm and move the recipient’s eye inside the poster.
Model No. (3) Equality - Resea
rcher’s Work
Analysis of advertisement No. 3
Journal of Social Sciences and Humanities Research Fundamentals
62
https://eipublication.com/index.php/jsshrf
Journal of Social Sciences and Humanities Research Fundamentals
The Axis
Analysis
Poster idea
Emphasizing the value of equality among the Iraqi people.
Shapes
The main shape is a comb with teeth shaped like men and women from different classes
of Iraqi society, with equal tops, indicating equality. The comb here is linked to the hadith
of the Prophet, peace and blessings be upon him, which explains that people are equal
like the teeth of a comb. The background of the poster shows a group of modern Iraqi
buildings in a simplified style, and at the top of the poster are light color effects in the
colors of the Iraqi flag.
Writings
The main title is the word (Equality) in Kufic style and in a suitable size, its curve was
designed to parallel the comb handle and to harmonize with it.
Colors
The poster colors were black and shades of gray, and at the top of the poster were the
colors of the Iraqi flag to emphasize the psychological atmosphere of the poster topic. The
researcher also employed color contrast in an effort to facilitate the delivery of the
message and understanding its content.
Chapter Four
First: Results
Based on the theoretical and analytical studies and
personal practical experience conducted by the
researcher, the research results came as follows:
1- Posters have an effective role in promoting the
principle of citizenship, which requires the designer to
be aware of the elements and values of citizenship and
to work on finding a formal equivalent for them to
employ in posters promoting this aspect.
2- The formal equivalent and the values and
components of citizenship effectively convey the
message to the recipient, which contributes to
increasing awareness of the values of citizenship and
its components and promoting this in Iraqi society.
3- The use of elements from the local environment
familiar to the recipient and other aspects of
significance in Iraqi society has effectively contributed
to adding a national dimension to the content of the
posters and the messages they present and promoting
this content and these messages in addressing the
national sense and feelings of the Iraqi recipient.
Second: Recommendation
The research suggests some recommendations that
benefit poster design and teaching and those
interested in it, which are reflected in enhancing the
values of citizenship and its components in Iraqi society
through
the
results
it
reached.
These
recommendations can be summarized as follows:
1- The reliance of state ministries on the local designer
in designing posters that address the national sense is
necessary because the local designer is familiar with the
values and components of his society and enjoys
national feelings.
2- The use of elements with Iraqi significance and
symbols in posters has an effective role that contributes
to the ease of the recipient's recognition of the message
and understanding of its content.
3- Attention should be paid to the contemporary poster
in national campaigns that enhance the principle of
citizenship because of its effective role in these
campaigns.
REFERENCES
1.
Enas Ibrahim Ahmed Hawil: Contemporary trends in
education for citizenship, an analytical study in light
of some international experiences, published
research, the Seventh International Conference,
Vol. 2, Institute of Educational Studies, Cairo
University, 2009.
2.
Muhammad
Ahmad
Darwish:
Globalization,
Citizenship and National Belonging, Alam Al-Kutub,
Cairo, 2009.
3.
Ibrahim Nasser Abdullah: Citizenship, Jordan, Al-
Raed Scientific Library, 2002.
4.
Adonis Al-Akra: Education for Citizenship, Beirut, Al-
Tali'ah House, 2007.
Journal of Social Sciences and Humanities Research Fundamentals
63
https://eipublication.com/index.php/jsshrf
Journal of Social Sciences and Humanities Research Fundamentals
5.
Cairo Declaration on Human Rights in Islam, issued
by the 19th Conference of the Ministry of Foreign
Affairs in Cairo, August 5, 1991.
6.
Ibrahim Nasser Abdullah: Citizenship, Jordan, Al-
Raed Scientific Library, 2002.
7.
Saad Al-Sayed Saad: Values of Belonging and
Citizenship in Light of the Concept and Implications
of Human Rights as an Introduction to Producing
New Artistic Creations Characterized by a National
Character, Second Scientific Conference, (Human
Rights and Graduate Studies Curricula), Volume
One, Cairo, 2009.
8.
Muhammad Al-Nubi Muhammad: Scale of
Belonging, Safaa House for Publishing and
Distribution, Amman, 2010.
9.
Muhammad Ahmad Abd al-Mun'im: The Principle
of Citizenship and Constitutional Reform, Dar al-
Nahda al-Arabiya, Cairo, 2007.
10.
Othman bin Saleh al-Amer: Cultural openness and
its impact on the concepts of belonging and
citizenship among Saudi youth, the thirteenth
meeting of educational leaders, the third paper, al-
Baha, 2005.
11.
Muhammad Ahmad Darwish: Globalization,
Citizenship and National Belonging, Alam al-Kutub,
Cairo, 2009.
12.
Najla Abu Juhajah: Out of the Picture You Are Not
Present, Dar al-Mu'alif, Beirut, 2010.
13.
Mahmoud Atta Hussein: Behavioral Values, Arab
Library of Education for the Gulf States, Riyadh,
2nd ed., 2006.
14.
al-Sayyid al-Bahnasi: Innovating Advertising Ideas,
Alam al-Kutub, Cairo, 1st ed., 2007.
15.
Mustafa Mohamed Rashad Mustafa Mohamed
Rashad: The role of Arabic calligraphy as an
element of poster design, Master's thesis, Faculty
of Fine Arts, Helwan University, 1980.
16.
Abdul Jabbar Nasser: Image Culture in the Media,
Dar Al Masryah Al Lubnaniyyah, Cairo, 2011.
17.
Ali Laila: Arab Civil Society, Cairo, Anglo Library,
2007.
18.
Reda Okasha: The Influence of the Media, General
Library for Publishing and Distribution, Cairo, 2006.
19.
Sahar Jumaa Youssef: The Effectiveness of Abstract
Thought in Achieving the Educational Function in
the Printed Poster, PhD Thesis, Faculty of Fine Arts,
Helwan University, Cairo, 2008.
20.
Mohamed Hussein Mohamed Hajjaj: The Printed
Political Poster between Design and Visual
Significance, PhD Thesis, Faculty of Fine Arts,
Helwan University, 2008.
21.
Bashir
Al-Alaq:
Communication
in
Public
Organizations between Theory and Practice, Jordan,
Al-Azuri Scientific Publishing and Distribution
House, 2009.
22.
Islam Abdel Hamid Zaki: Introduction to Designing
the Guidance Poster for Primary School Students,
Master's Thesis, Faculty of Fine Arts, Helwan
University, Cairo, 2002.
23.
Nisreen Ismail Mohamed Tawfiq: The Poster and Its
Effect on the Child, PhD Thesis, Faculty of Fine Arts,
Helwan University, 2003.
24.
Rania Mamdouh Mahmoud Sadiq: The Relationship
between the Environment and Formal Connotations
in the Egyptian Advertising Poster, Master's Thesis,
Faculty of Fine Arts, Helwan University, 2001.
25.
Ali Salama Khaddour: The Development of the
Concept of Belonging among Jordanian Elementary
School Students, PhD Thesis, University of Jordan,
Amman, 2006.
