Özet:

In economic, political, social and cultural spheres, one of the most important areas affected by the globalization movement, which expresses the spreading of common values across the world and across national borders, is cultural structure. With globalization, developing countries imitate developed countries, leading to global hybridization and the emergence of a cultural structure dominated by dominant cultures. As globalization has transformed societies into structures that are similar to each other, individuals have begun to take a stand against the local culture to live in the face of global culture. In this framework, the differentiation and the mutuality which are the result of the ongoing mutual dynamics between global and localized have made each other possible. This bilateral interaction is called "glocalization". In this study, semiotics analysis was used to determine how and in which way the use of the values by UNESCO as an intangible cultural heritage in Turkey tourism promotion posters. We think that the findings obtained as a result of this analysis may contribute to the researches done for the promotion.

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