Abstract:

In Turkey, the ideology of power and capital has been influential in all forms of housing production until the construction of large-scale projects from gecekondu from the 1980s to the day.  The resulting spatial and social formation of large-scale housing projects as a result of the change in housing production is presented to the public through advertisements as an intermediary of the ideological device media. It is seen that the spatial and social identities of large-scale housing projects presented in advertisements are changing. In this article, changing of spatial and societal identities will be discussed with semiotic concepts through the advertisement of large-scale housing projects published in the last five years and reaching to a large part of the society in the published gazette and TV commercials.

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