        TY  - JOUR
T1  - Postfeminist Medya Kültüründe Bir Tüketim Anlatısı Olarak Ekofeminizm: Türkiye’deki Reklamların Tematik Analizi
TT  - Ecofeminism as a Consumption Narrative in Postfeminist Media Culture: A Thematic Analysis of Advertisements in Türkiye
AU  - Şişli, Fatma
AU  - Nas, Alparslan
PY  - 2025
DA  - May
Y2  - 2025
DO  - 10.24955/ilef.1592391
JF  - Ankara Üniversitesi İlef Dergisi
PB  - Ankara University
WT  - DergiPark
SN  - 2148-7219
SP  - 101
EP  - 143
VL  - 12
IS  - 1
LA  - tr
AB  - Kadının doğayla ilişkisini eleştirel bir perspektiften sorgulayan ekofeminizm, 1970’li yıllardan itibaren feminist tartışmalarda yer edinmiştir. 21. yüzyılda sağlıklı yaşam ve doğala dönüş akımlarının yanı sıra kadın hareketinin de güç kazanması, ekofeminizmin popüler bir olgu haline gelerek markaların reklam anlatısında yer edinmesi sonucunu beraberinde getirmiştir. Kadın ve doğa ilişkisinden yararlanılarak kadınlar zaman zaman doğadaki canlılara benzetilmiş ya da güçlü ve içgüdüsel varlıklar olarak tasvir edilmiştir. Bu bağlamda ekofeminizm bir reklam anlatısına dönüşmüş ve tüketim kültüründe dolaşıma girmiştir. Markaların kadın tüketici hedef kitlelerine ekofeminist argümanlarla ulaşma gayreti, ekofeminizmin reklamda bir tüketim anlatısı olarak kullanılma biçimlerinin çözümlenmesini gerekli kılmaktadır. Bu doğrultuda çalışma, Türkiye’de yayımlanan reklamlarda ekofeminist anlatıları analiz ederek reklam temsillerinin kadın ve doğa ilişkisini yansıtma biçimlerini eleştirel olarak sorgulamayı ve bu açıdan kısıtlı literatüre katkı sağlamayı amaçlamaktadır. Çalışmada ekofeminist anlatı unsurları içeren 17 reklam filminden oluşan bir örneklem belirlenmiş ve bu reklamlardaki ekofeminist anlatılar tematik olarak çözümlenmiştir. Sonuç olarak reklamlarda ortaya konan ekofeminizmin, bir yandan kadının güçlenmesi aracılığıyla postfeminist bir anlatı geliştirirken diğer yandan neoliberal argümanları yeniden üreterek doğayı bir ürün olarak ambalajladığı, erkeklik temsilleri üzerinden toplumsal cinsiyet stereotiplerini yeniden ürettiği ve Doğulu kimliği oryantalize ettiği gözlenmiştir. Bu doğrultuda ekofeminizme başvuracak olan markaların kadın ve doğa temsilleri bağlamında kapsayıcı reklamlar üretmesi gerekliliği ortaya konmuş ve gelecek akademik çalışmaların kesişimsel analizler yapmasının önemi vurgulanmıştır.
KW  - Ekofeminizm
KW  - tematik analiz
KW  - neoliberalizm
KW  - postfeminizm
KW  - reklam
KW  - Kesişimsellik
N2  - Ecofeminism, which critically questions the relationship between women and nature, has been part of feminist discourse since the 1970s. In the 21st century, the growing popularity of healthy living trends and the return-to-nature movement, along with the strengthening of the women’s movement, has contributed to ecofeminism becoming a widely circulated phenomenon, increasingly integrated into brand advertising narratives. Drawing on symbolic associations between women and nature, women are sometimes portrayed as akin to creatures in nature or depicted as strong, instinctive beings. In this context, ecofeminism has evolved into a narrative strategy within advertising and has entered the circulation of consumer culture. As brands increasingly attempt to reach female consumer audiences through ecofeminist arguments, it becomes essential to analyze how ecofeminism is employed as a consumption narrative in advertising. Accordingly, this study aims to critically examine how the relationship between women and nature is constructed in advertisements published in Türkiye, and to contribute to the limited literature in this field. A sample of 17 advertisements featuring ecofeminist narrative elements was selected and analyzed thematically. The findings reveal that ecofeminism in advertising simultaneously constructs a postfeminist discourse of female empowerment while reproducing neoliberal arguments by commodifying nature, reinforcing gender stereotypes through portrayals of masculinity, and orientalizing Eastern identities. Based on these results, the study emphasizes the need for brands engaging with ecofeminism to produce more inclusive representations of women and nature, and highlights the importance of future academic studies employing intersectional approaches in this area.
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5.1083996
UR  - https://doi.org/10.24955/ilef.1592391
L1  - https://dergipark.org.tr/en/download/article-file/4398705
ER  -