Özet:

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.

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