Özet:

One of the primary roles of women in the context of gender is motherhood. In line with the role of motherhood, women are expected to take care of children and take responsibility for their development. Food is essential for the physiological and intellectual development of children. The healthy nutrition of children and the provision of adequate nutritional intake are the main problems of the role of motherhood in the context of gender. In addition to foods, food supplements that support child development are also marketed as an alternative to foods with celebrities who represent the culture industry. This study is audience research that examines the problem of how the encoded messages regarding the motherhood role of women presented in food supplement advertising are received in the context of gender through social media audience interpretations of celebrity endorsement used in advertisements. In this context, from the perspective of Stuart Hall, who said the audience is active, the audience interpretations on social media regarding the food supplement commercial shared by Ceyda Düvenci on her Instagram account were analyzed. The interpretations of the social media followers were analyzed according to Hall's reading positions. As a result of the study, it is considered that the audience decoded the motherhood role of women in the context of gender in a hegemonic-dominant way. In addition, it is evaluated that the encoded message related to raising children and ensuring the continuity of family life is decoded in a hegemonic-dominant way as produced by the encoder. The role of motherhood, which has become a product of the culture industry, is also seen that it is used in a passive form in persuasion. In this direction, although audiences showed different reading positions for various reasons, almost all of the audience showed that a woman's role as a mother affects the decoding process of socially and culturally encoded messages hegemonically dominantly.

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