Research Institute of Culture, Art and Communication Ministry of Culture and Islamic Guidance Journal of Culture-Communication Studies 2008-8760 20 46 2019 08 23 Study of the transformation of visual motifs to writing motifs in Persian contemporary jewelry Study of the transformation of visual motifs to writing motifs in Persian contemporary jewelry 37 66 92680 10.22083/jccs.2018.147069.2557 FA Shaghayegh Chitsaz Ph.D. Candidate, Art Research Dept., Alzahra University, Tehran, Iran Ahmad Nedayifard Associate Professor, Industrial Design Dept., Alzahra University, Tehran, Iran . Bahman Namvarmolagh Associate Professor, Literature and humanities Dept., Shahid Beheshti University, Tehran, Iran Journal Article 2018 09 07 Now a day’s jewel designers have been used motifs which have been taken from Persian traditional culture and typography. These types of motifs were led to writing motifs and development of discursive challenge about the identity of jewelry. <br /> The aim of this study is how new signs of “written motifs” have clearly appeared in Persian contemporary jewelry.<br /> This research has been done by the descriptive and comparative method based on Laclau and Mouffe's discursive analysis and then two group of jewelry which are inspired by “writing motifs” were analyzed by “semiotics of writing”. <br /> In conclusion, regardless of constraints of merely traditional decorative functions of the jeweler, the emphasis on the importance of the context of a written motif, the transmutation of massage to the audience and at last but not least conversion of jewelry to media are the main factors of the transformation of a visual motif to written motifs. Now a day’s jewel designers have been used motifs which have been taken from Persian traditional culture and typography. These types of motifs were led to writing motifs and development of discursive challenge about the identity of jewelry. <br /> The aim of this study is how new signs of “written motifs” have clearly appeared in Persian contemporary jewelry.<br /> This research has been done by the descriptive and comparative method based on Laclau and Mouffe's discursive analysis and then two group of jewelry which are inspired by “writing motifs” were analyzed by “semiotics of writing”. <br /> In conclusion, regardless of constraints of merely traditional decorative functions of the jeweler, the emphasis on the importance of the context of a written motif, the transmutation of massage to the audience and at last but not least conversion of jewelry to media are the main factors of the transformation of a visual motif to written motifs. https://www.jccs.ir/article_92680_91c694833b01b70e414bd13a0b14a574.pdf