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Bu çalışmada sosyal medya ortamında görülen reklam paylaşımlarında var olan cinsiyetçi dil ve bu dilin kültür endüstrisi ile ilişkisi irdelenmektedir. Adorno, kültür endüstrisini "bireyi bir meta haline getiren ve iktidarın kullanımına sunan bir araç" olarak tanımlamaktadır (Alpyürür). Tüketim ve tükettirmek üzerine inşa edilen kitle kültürünü üreten bu endüstri; sanat, eğlence, dinlenme, boş zamanları değerlendirme gibi pek çok yaşam pratiğini tüketim eylemine dönüştürmektedir (Kara, 2014: 52). Bu dönüştürme eyleminin propagandasını kitle iletişim araçları üzerinden gerçekleştiren endüstri bunun için reklamları sık sık kullanır ve reklamlarda genellikle cinsiyetçi söylemlere başvurur. Televizyon ve sinema gibi ortamlarda görünür olan cinsiyetçi söylemle inşa edilmiş bu reklamlarla internette de karşılaşılmakta ve bunlar bireyin cinsiyetçi söylemlere maruz kalmasına sebep olmaktadır. Araştırmanın amacı, internet ortamında var olan ve kültür endüstrisinin çıkarlarıyla örtüşen, tüketim propagandasını cinsiyetçi söylemlere başvurarak üretilen bu reklamlara dikkat çekmek ve bu konuda farkındalığı artırmaktır. Araştırma literatür taramasına dayalı betimsel bir çalışmadır. Ayrıca seçilen reklam görselleri, kültür endüstrisi ve cinsiyetçilik kavramları çerçevesinde içeriksel olarak incelenmiştir.
In this study, the sexist language existing in the advertising sharings in social media and its relationship with the culture industry are examined. Adorno describes the culture industry as "a tool that makes the individual a commodity and presents it to the use of power." This industry, which produces mass culture built on consumption and dissipating, turns many lifestyle practices such as art, entertainment, leisure, leisure time into consumption activities. The industry that makes propaganda of this transformation through mass media often uses advertising for it and often resort to sexist discourse in advertisements. These advertisements, which are constructed with a sexist discourse emerging in the media such as television and cinema, are also visible on the internet and cause the individual to be exposed to sexist discourse. The aim of the research is to draw attention to and raise awareness of these advertisements, which exist in the internet and which overlap with the interests of the culture industry and which are produced by resorting to sexist discourses of consumption propaganda. Research is descriptive study based on literature search. Also, selected advertisement images examined contextually by relationships between cultural industry and sexism subjects.
In this study, the sexist language existing in the advertisement sharings in social media and its relation with culture industry are examined. Adorno describes the culture industry as "a tool that makes the individual a commodity and presents it to the use of power" (Alpyürür). This industry, which produces mass culture built on consumption and dissipating, turns many lifestyle practices such as art, entertainment, leisure, leisure time into consumption activities. The industry that makes propaganda of this transformation through mass media often uses advertising for it and often resort to sexist discourse in advertisements. These advertisements, which are constructed with a sexist discourse emerging in the media such as television and cinema, are also visible on the internet and cause the individual to be exposed to sexist discourses. The aim of the research is to draw attention to and raise awareness of these advertisements, which exist in the internet and which overlap with the interests of the culture industry and which are produced by resorting to sexist discourses of consumption propaganda. Research is descriptive study based on literature search. Also, selected advertisement images examined contextually by relationships between cultural industry and sexism subjects.
Field : Sosyal, Beşeri ve İdari Bilimler
Journal Type : Uluslararası
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