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Tüketim kültürünün yarattığı aşırı tüketim maddi doyumsuzluk, kaynakların tükenmesi, kültürel yozlaşma, çevre kirliliği ve ürün bolluğunun yarattığı kararsızlık gibi olumsuz etkiler yaratmaktadır. Bu etkilerin farkına varan tüketiciler tüketim karşıtlığı kapsamında ürün ve markaların boykot edilmesinden karşı reklamlara, çevre protestolarından freegan akıma kadar çeşitli boyutlarda aşırı tüketime ve modern yaşamın yarattığı koşullara tepki göstermektedirler. Tüketim karşıtı söylem sürdürülebilirlik, organik üretim, sürdürülebilir tüketim, çevre bilinci, konuları üzerinden de şekillenmektedir. Tüketicilerin tüketim karşıtı eğilimleri, ürün tercihlerinden tüketimi azaltan yeni yaşam tasarımlarına ya da mekansal olarak şehirlerden doğaya yeni yaşam biçimleri kuracak şekilde farklı uygulamalarda kendini göstermektedir. Tüketicilerin tüketim karşıtı eğilimlerinin oluşmasında medyanın sunduğu içerikler tüketim karşıtlığına atfedilen değerleri ve imajları ileten bir söylem yaratmaktadır. Bu bağlamda araştırmada medyanın ürettiği içeriklerde hangi temaları kullanarak tüketicileri tüketim karşıtlığı yönünde teşvik ettiğinin ortaya konulması amaçlanmıştır. Araştırmada önceden belirgin olmayan temaların ve boyutların ortaya çıkarılmasına ve toplanan verilerin derinlemesine analiz edilmesine imkan vermesi nedeniyle içerik analizi tercih edilmiştir. İçerikleri bağlamında TRT Belgesel kanalında yayınlanan “Yeni Köylü” programı, CNNTÜRK kanalında yayınlanan “Yeşil Doğa” programı ve TRT Belgesel kanalında yayınlanan “Bi Çiftlik” programı incelenmiştir. Program içerikleri deşifre edilerek ortaya çıkan nitel verilerin çözümlenmesinde tematik kodlama yapılmıştır.
Excessive consumption created by the consumption culture creates adverse effects such as material dissatisfaction, resource depletion, cultural degeneration, environmental pollution, and instability caused by product abundance. In the context of anti-consumption, the consumers who realize these effects react to over-consumption in various dimensions and the conditions created by modern life, from the boycott of the products and brands, environmental protests to freegan movement, anti-consumption discourse is also shaped through the issue of sustainability, organic production, sustainable consumption, environmental awareness. The anti-consumption tendency of the consumers shows themselves in different applications, from product preferences to new consumption designs that reduce consumption, or to create new lifestyle from cities to nature spatially. The content presented by the media in creating the anti-consumption trends of consumers creates a discourse that conveys the values and images attributed to anti-consumption. In this context, it was aimed to reveal, using the content produced by the media, which themes encourage consumers in the direction of anti-consumption. In this study, content analysis was preferred because it allows us to reveal previously unclear themes and dimensions and to analyze the collected data in depth. In the context of its contents, the program "Hungry" broadcast on the TRT Documentary channel, the "Hungry" program broadcast on the CNN TURK channel and the "Hungry" program broadcast on the TRT Documentary channel were examined. Thematic coding was used to analyze the qualitative data that came out by deciphering the program content.
Excessive consumption created by the consumption culture creates adverse effects such as material dissatisfaction, resource depletion, cultural degeneration, environmental pollution, and instability caused by product abundance. In the context of anti- consumption, the consumers who realize these effects react to over-consumption in various dimensions and the conditions created by modern life, from the boycott of the products and brands, environmental protests to freegan movement, Anti-consumption discourse is also shaped through the issue of sustainability, organic production, sustainable consumption, environmental awareness. Anti-consumption tendency of the consumers shows themselves in different applications, from product preferences to new consumption designs that reduce consumption, or to create new lifestyles from cities to nature spatially. The content presented by the media in creating the anti-consumption tendencies of consumers creates a discourse that conveys the values and images attributed to anti-consumption. In this context, it was aimed to reveal, using the content produced by the media, which themes encourage consumers in the direction of anti-consumption. In this study, content analysis was preferred because it allows us to reveal previously unclear themes and dimensions and to analyze the collected data in depth. In the context of its contents, the program “Yeni Koylu” broadcast on the TRT Documentary channel, the “Yesil Doga” program broadcast on the CNN TURK channel and the “Bi Ciftlik” program broadcast on the TRT Documentary channel were examined. Thematic coding was used to analyze the qualitative data that came out by deciphering the program contents.
Field : Sosyal, Beşeri ve İdari Bilimler
Journal Type : Ulusal
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