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İnternetin toplum yaşamına girmesiyle beraber hızla değişen ekonomik, kültürel ve sosyal yaşam beraberinde teknoloji ve dijitalleşme odaklı yeni bir paradigma oluşturmuştur. Bu bağlamda, cep telefonları, tabletler ve bilgisayarlar başta olmak üzere birçok elektronik cihaz, sanal tatminler sağlayarak bireylerin yüzyüze iletişim alışkanlıklarını kökten değiştirmiştir. Sosyal medya ortamlarında sanal cemaatler üzerinden sosyalleşen bireyler ev, işyeri ve sosyal yaşam alanlarında izole edilmiş, duyarsız ve yalnızlaşmıştır. Medya içerikleri bireylerin gündelik yaşam pratiklerini belirlemede son derece etkili imgeler sunmaktadır. Özellikle reklamların anlatı dilini daha etkili ve güçlü hale getirmek için görsel/işitsel imgeler yoğun bir şekilde kullanılmaktadır. Reklam filmleri oluşturdukları görsel/işitsel dil sayesinde sadece ürünü satmayı amaçlamamaktadır. Aynı zamanda toplum yaşamını yeniden şekillendiren amaçlı bir ideoloji, kültür ve siyasa da oluşturmaktadır. Çalışmada, dijimodern çağın yalnızlaştırdığı bireylerin geleneksel değerlere nasıl yabancılaştığı “Konuşalım Artık” temalı Lipton reklam film üzerinden incelenmiştir. Film, göstergebilimsel analiz yöntemi esas alınarak çözümlenmiştir. Gösteren–gösterilen ilişkisinin ele alındığı çözümleme sürecinde, içeriklerin düzanlam/yananlam düzleminde oluşturduğu anlamsal yapı açıklanmaya çalışılmıştır. Bireyin yalnızlaşmasında teknoloji ve dijitalleşme etkisi araştırılmıştır.
The rapidly changing economic, cultural and social life, along with the entry of the internet into the social life, has created a new paradigm focused on technology and digitalization. In this context, many electronic devices, mainly mobile phones, tablets and computers, have radically changed the habits of individuals’ face-to-face communication by providing virtual satisfactions. Individuals who socialize through virtual communities in social media environments are isolated, sensitive and lonely in their home, workplace and social life areas. Media content provides highly effective images in determining individuals’ daily life practices. In particular, visual/hearing images are widely used to make the narrative language of advertisements more effective and strong. Thanks to the visual/hearing language they create, advertising films do not only intend to sell the product. It also forms an ideology, culture and politics aimed at re-forming society life. In the study, it was studied through the Lipton advertising film on the theme "Let's Talk Now" in which individuals who were isolated by the modern era became alien to traditional values. The film is analyzed based on the indicative analysis method. In the process of the analysis of the show-show relationship, the meaningful structure of the contents formed in the layout/deformation level has been tried to explain. The impact of technology and digitization on individual loneliness has been studied.
With the introduction of the Internet into the social life, the rapidly changing economic, cultural and social life have created a new paradigm with focus on technology and digitalization. In this context, many electronic devices, especially smart phones, tablets and computers, have changed the face- to- face communication habits of individuals by providing virtual satisfaction. Individuals socializing through virtual communities in social media environments have become isolated, insensitive and lonely in home, workplace and social life areas. Media contents provide highly effective images in determining the daily life practices of individuals. Especially visual/audio images are used intensively to make the narrative language of advertising more effective and powerful. TV advertising films are not intended only to sell the product thanks to the visual/audio language they create. At the same time, it creates an ideology, culture and policy aiming at reshaping community life. In this study, the alienation process of the digimodern era individual to the traditional values is examined through the TV advertising film from Lipton themed “Let’s Talk Now”. The film was analyzed in line with the basis of semiotic analysis method. In the process of analyzing the relationship between the presenter and the presented, the semantic structure created in the denotation/connotation plane is aimed to be explained. The effect of technology and digitalization was investigated in the isolation of the individual.
Field : Sosyal, Beşeri ve İdari Bilimler
Journal Type : Ulusal
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