عنوان مقاله [English]
The study of music in a specific cultural context requires that the ratio of music to the culture under study (the ratio of the part to the whole) be in the center of attention. The characteristics and components of the traditional and local markets of Guilan province are significantly influenced by the culture that governs this geography, and factors such as the physical structure of the central markets, the order established in the weekly markets, as well as hand-selling and display, lead to the formation of a tradition in accordance with the resulting cultural components. The mentioned tradition, which is presented by the sellers, in the form of singing and using audio-musical capabilities, is considered a practical tool and possibility for product promotion at the market level. The economic relations governing the market have always been influential in the formation and type of human interactions between the supplier and the applicant. In the meantime, markets with a traditional structure and texture - in addition to following conventional economic relations - due to factors that often entered the markets through the channel of the cultural order established in the society, create situations and conditions that range from human interactions to the regularization of levels related to the affect the physical structure of the market. This article, with the aim of reviewing, formulating and analyzing the songs of the sellers of the Grand Bazaar of Rasht, based on the concepts of "use" and "function", aims to answer the question of what uses and functions these songs have in the market context. The data collected in line with the objectives of the research include recorded sounds and images, conversations with market sellers and customers, as well as field observations. In this article, by adopting a functionalist approach, the "uses" and "functions" of market sellers' songs have been identified and formulated based on the definitions provided by Alan Merriam of the concepts of use and function. Therefore, the main question in this research, relying on the two concepts of application and function, is focused on the issue of what are the uses of the Jār-Āvā phenomenon as a tool that is used by sellers in the first place, with the purpose of informing and promoting goods, in the context of the market and its functions. The findings of the research show that the application of this audio-musical phenomenon in the market includes the four axes of "news", "advertisement", "performance" and "recitation" and the function of the mentioned songs, in eight axes which include "establishing communication", "Symbolic presentation of concepts", "expressing feelings", "aesthetic pleasure", "entertaining", "accrediting social institutions", "helping cultural continuity and stability" and "helping the integration of society" can be formulated. The data used in the present research was collected in the period between 1395 and 1400, and the method of data collection was through audio and video recording, field observations, and library studies. The collected data have been studied using the descriptive-analytical method and referring to library sources.