Abstract:

The development of communication technologies has radically transformed all areas of social life. The traditional dictionary conception has also kept pace with this change and transformation, and the e- dictionary conception has gained quite popularity. It has become an important platform where vital social issues, events, problems are presented and discussed by individuals. Another area of transformation arising from communication technologies and the consumption industry is “body” and “gender.” In contemporary capitalist societies, the body is a significant field of consumption shaped by the consumption industry. The primary purpose of this study is to examine how the hegemonic discourses imposed on the idealized body perception imposed by the consumer industry are reproduced through the media. On the other hand, its other goal is to reveal the roles and pressures posed by the ideal body perception to men and women. The comments made about the body in the "Sexy Dictionary," today, which is called the "new publicity," determine the scope of the research. There were six headings in the "Gender Dictionary," where gender perception of the body could be monitored, two of which were selected using the purposive sampling technique. In this study, the discussions and interpretations until March 2019 under the titles of the 'Turkish male body' and 'Turkish female body,' which were both opened in 2013, were analyzed. Critical discourse analysis was used to evaluate 240 comments under the title of 'Turkish male body,' and 1080 comments under the title of 'Turkish female body.' Critical discourse analysis has provided this study with an analytical perspective because it is an essential approach in analyzing discourses that are implicit in language but also reproduces the relationships of power and hierarchy in society. During the data analysis phase of the study, comments were encoded and categorized in three stages using the qualitative data analysis program called Nvivo 8. At the end of the qualitative data analysis process, five themes were revealed and interpreted. As a result, hegemonic masculinity is reproduced through class variables which is a position of power in society in terms of the ideal body perception. The discourse created by masculine power belittles the female body by associating it with traditionality and re-establishes its dominance over both the body and traditional gender roles. It can be said that male dominance, which emerges at the intersection of gender and class, positions different 'feminity' and 'masculinity' in terms of body in a hierarchical order within the hegemonic gender regime. Within the scope of this study, ideology and critical discourse analysis based on power/ruling revealed that discourse on gender and body implicitly contains class inequalities in language.

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