Abstract:

Due to our observations concerning changes in homes and families in Istanbul, we plan to address the societal effects of new (project) housing zones. Accordingly, two pertinent questions may be asked: (i) “Is there a relationship between housing plans and family types?”, (ii) “Does housing environment affect the relationships between families and neighbors?” The first question addresses the issue from the micro-level whereas the second addresses it from the meso-level and asks whether houses are simply to be considered as a physical structure and whether houses interact with their environment. Existing literature addresses this issue from both of these levels. Using content analysis techniques, this study analyzes the frequencies of the messages attempted to be delivered through the texts and visuals of advertisements published in the Turkish daily newspaper Hürriyet over a oneyear period spanning October 2015 to 2016. Upon evaluation, five themes emerge from the texts, indicating a new life style: (i) nature/green areas, (ii) housing development’s milieu, (iii) quality, (iv) luxury, (v) prestige. As a result, it is thought that new housing zones are effective in helping new nuclear families not wanting solidarity with, responsibility to, or intervention from their environment to attain a new identity.

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