Re-reading Two Competing Discourses in the Representation of Isfahan’s Urban image in the 1960s and 1970s

Problem Statement:In the 1960s and 1970s, Isfahan became a major center for debates on architectural identity in Iran. A series of urban projects and architectural interventions—both within historic settings and in new development areas—created a context in which two contrasting approaches to the past, tradition, and the idea of “Iranian architectural identity” emerged. The key question of this study is how these approaches were represented in official media and professional sources, and what role they played in shaping Isfahan’s architectural image during this period.

Research Objective: Focusing on three news-related cases and several key architectural projects, this study examines the tension between two discourses: the “official–touristic” discourse and the “professional–critical” discourse. Each offers a different understanding of the past, the role of tradition, and the prospects of Iranian architecture in the modern era. The aim is to show how these discourses influenced media representations and design decisions related to Isfahan’s architectural identity.

Research Method:The study employs Norman Fairclough’s Critical Discourse Analysis. Data were collected through systematic review of news and reports in the Ettela’at daily index cards, the Bulletin of the Society of Iranian Architects, and Honar va Memari magazine. These sources allow comparison between the approaches of official institutions and the professional architectural community toward major urban projects in Isfahan.

Conclusion:Findings indicate that the official–touristic discourse emphasized historical representation and cultural symbolism to present an “authentic” and appealing image of Isfahan, while the professional–critical discourse stressed architectural interpretation of the past, creativity, and careful engagement with tradition. The analysis of three cases shows that the interaction of these discourses shaped Isfahan’s architectural identity in a multilayered and non-linear way. The study contributes an integrated discursive framework that reveals how differing narratives of tradition and modernity influenced the representation of Isfahan’s architecture.