Abstract:

The relationship between media and violence is complex and multifaceted. Media produces and presents various forms of violent content through news, television, film, the internet, social media, video games, and other communication channels. The representation of violence in the media, the effects of these representations on viewers, and the social responsibility of media stakeholders are important aspects to understand the relationship between media and violence. This research focuses on examining the use of violence as a marketing tool in Turkish cinema through film trailers. In this study, the aim is to reveal how elements of violence are presented to millions of viewers through film trailers and to provide solutions. Content analysis is conducted using quantitative research designs. According to the data obtained, it is determined that violence elements are most prominently featured in film trailers of the comedy genre. Additionally, it is found that physical violence is the most prevalent type in film trailers, with perpetrators and victims predominantly being male. Furthermore, it is concluded that the violence content in film trailers is presented in a dramatized manner, both for comedic effect and to capture the audience's interest. In this context, the role of film trailers and cinema in normalizing violence and desensitizing viewers is an important issue that requires consideration. Taking social responsibility in producing media content, taking urgent and significant steps such as preventing the normalization of violence, and raising awareness among viewers will be crucial in addressing this matter.

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