عنوان مقاله [English]
Drawing on thinkers such as William Davis, Sarah Ahmad, and Sam Binkley, we have aimed to depict the characteristics of happiness discourse in Iran. So, by using the method of Fairclough discourse analysis, we examined the various issues of Success Magazine over the past thirty years at three levels of description, interpretation, and explanation. At the level of description, we found that frequently used words and concepts such as "happiness", "success", "stress", "peace" and the like are used in positive/negative friendships. Also, metaphors like "secret", "step", "way" and the like are used in these texts, which have a one-sided and preaching structure. At the level of interpretation, we found that in this discourse, man is reduced to mind and energy. The relationship between him and the world is explained through a unique combination of scientific discourses such as psychology and physics with a quasi-religious-mystical approach. At the level of explanation, we found the expansion of the market-based economy, the growth of the middle class, globalization, and consequently the emergence of "self" in its modern meaning as the leading causes for the prevalence of this discourse in Iran.